Multimodální analýza a vizuální rétorika titulních stran britského tisku
| Title in English | Multimodal analysis and visual rhetoric of front pages in the British press |
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| Authors | |
| Year of publication | 2009 |
| Type | Appeared in Conference without Proceedings |
| MU Faculty or unit | |
| Citation | |
| Description | The presentation offers a multimodal analysis of front pages of British daily newspapers, noting the current tendency of significant visualization of the communicated content. The relation between the verbal and the visual forms of the message is not unequivocal: it can be a mutual interplay as well as a contrast, with a frequent tendency to construct "verbo-visual puns". The text and the visual element lose loosen traditional functions: headlines are no longer used only for the "transmission" of ideational content and photographs are losing their purely documentary value. As the analysis revelas, the inteplay between verbal and visual communication is a complex process that evokes stereotypes, manipulates meanings, and activates diverse presuppositions that may be adding a high evaluative potential to the text. |