Contents
Foreword Theo van Leeuwen xi
Acknowledgments xiii
Introduction 1
PART I: FOUNDATIONS
1. Conceptualizing Visual and Multimodal Phenomena 17
2. Theoretical Foundations of Multimodal Research 32
PART II: ANALYTICAL FRAMEWORKS: TEXTS AND OBJECTS
3. Iconographical Analysis 51
4. Visual Discourse Analysis 58
5. Visual Rhetorical Analysis 65
6. Multimodal Framing Analysis 71
7. Multimodal Content Analysis 78
8. Systemic Functional Multimodal Discourse Analysis 86
9. Multimodal Genre Analysis 93
Research Vignettes: Texts and Objects 99
Research Vignette 1: Young Children?s Multimodal Compositions 99
Lindsey Moses
Research Vignette 2: Multimodal Content of Magazine Covers 102
Stephanie F. Reid, Danielle Kachorsky, and Kathryn P. Chapman
Research Vignette 3: Critical Visual Discourse Analysis of 3-D Sculpture 107
Peggy Albers
Research Vignette 4: Multimodal Content Analysis of Wine Labels 110
Frank Serafini
Research Vignette 5: Examining Wordless Picture Books 115
Evelyn Arizpe and Julie E. McAdam
Research Vignette 6: A Critical Multimodal Comparison of Animation Software 118
Emilia Djonov
Research Vignette 7: Multimodality and Orientation-to- Action in Video Games 122
Jeffrey B. Holmes, Earl Aguilera, and Kelly M. Tran
Research Vignette 8: Animated Movie Adaptations of Literary Picture Books 125
Len Unsworth
PART III: ANALYTICAL FRAMEWORKS: EVENTS AND SPACES
10. Social Semiotic Multimodal Analysis 133
11. Critical Multimodal Analysis 140
12. Mediated Discourse (Interactional) Analysis 147
13. Multimodal Ethnographic Analysis 153
14. Spatial Discourse Analysis 160
15. Multimodal Cultural Analysis 166
16. Digitally Based Multimodal Analysis 173
Research Vignettes: Events and Spaces 180
Research Vignette 9: Mapping (Visual) Identities During COVID-19 180
Jennifer Rowsell
Research Vignette 10: Critical Multimodal Analysis of Voting Spaces 183
Marva Cappello
Research Vignette 11: Multimodal Interaction Analysis of Social Positioning in Young Children at School 187
Katie Bernstein
Research Vignette 12: Understanding Spatial Pedagogy 190
Fei Victor Lim
Research Vignette 13: Collective Multimodal Research of Social Interaction in the COVID-19 Pandemic 194
Elisabetta Adami
Research Vignette 14: Analyzing Children?s Virtual Realities 197
Kathy A. Mills and Lesley Friend
Research Vignette 15: A Multimodal Analysis of Children?s Play 201
Kate Cowan and John Potter
Research Vignette 16: Spatial Discourse Analysis of Informal Outdoor Learning Spaces 204
Louise Ravelli
Epilogue: Looking Back, Moving Forward 209
References 215
Index 235
About the Author and the Contributors 245
