Table of Contents

Cover; Title; Copyright; Contents; Acknowledgments; 1 Introduction; 1.1 Why use linguistic methods for multimodal research?; 1.2 Why do empirical research on multimodality?; 1.3 Why focus on multimodal structure?; 1.4 Why study the tourist brochures?; 1.5 Organisation of the book; 2 Understanding page-based media; 2.1 The state of the art; 2.2 Turning back the page; 2.3 Defining a mode; 2.4 Production and consumption; 3 An empirical approach to multimodality; 3.1 The Genre and Multimodality (GeM) model; 3.2 The analytical layers of the GeM model; 3.3 The concept of a semiotic mode 3.4 Semiotic modes in the tourist brochures 3.5 Page-flow in the tourist brochures; 4 Genre: perspectives and patterns; 4.1 An outlook on deploying genre; 4.2 The study of rhetoric: genre as social action; 4.3 Linguistic studies of genre structure; 4.4 Genre dynamics; 4.5 Genre in document theory and information design; 4.6 Describing the structure of a multimodal artefact; 5 Working with multimodal corpora; 5.1 Selecting the data; 5.2 Applying the GeM model; 5.3 Building the corpus; 5.4 Verifying the corpus; 5.5 Exploring the corpus; 6 The medium and its characteristics 6.1 Why the notion of medium matters 6.2 The relationship between medium and advertising; 6.3 Aspects of the brochure medium and its production; 6.4 From medium to content; 7 The content and its structure; 7.1 Representing the destination using text-flow; 7.2 Graphic elements in the tourist brochures; 7.3 Illustrations and maps; 7.4 From content to its interpretation on the page; 8 The page and its interpretation; 8.1 The step from text-flow to page-flow; 8.2 Investigating page-flow; 8.3 Formalising the discourse semantics; 8.4 Text-flow and page-flow in the annotated corpus 8.5 Semiotic modes and semogenic processes8.6 Concluding remarks; 9 Multimodal artefacts in digital media; 9.1 Technology, production, and consumption; 9.2 Semiotic modes in digital longform journalism; 9.3 Filmic transitions in the website medium; 9.4 Emerging genres and media convergence; 10 Conclusions and outlook; 10.1 Implications for multimodal research and artefacts; 10.2 Towards multimodal corpus linguistics; 10.3 Practical advice for tourist brochure design; 10.4 Avenues of further research; A The entire data set; B The rhetorical relations used in GeM RST; Bibliography; Index This book develops a new framework for describing the structure of multimodal documents: how language, image, layout and other modes of communication work together to convey meaning. Building on recent research in multimodal analysis, functional linguistics and information design, the book examines the textual, visual, and spatial aspects of page-based multimodal documents and employs an analytical model to describe and interpret their structure using the concepts of semiotic modes, medium and genre. To demonstrate and test this approach, the study performs a systematic, longitudinal analysis.