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Chapter 7. Relevance, style and multimodality

Typographical features as stylistic devices
  • Ryoko Sasamoto and Minako O’Hagan
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Relevance Theory, Figuration, and Continuity in Pragmatics
This chapter is in the book Relevance Theory, Figuration, and Continuity in Pragmatics

Abstract

Brightly coloured textual inserts, which often occupy a sizable part of the TV screen, have become a key feature in Japanese TV. This paper unpacks the contribution of such multimodal stimuli to inference, and the consequences this has for the interpretation process. Using data derived from a mixed-methods approach (i.e. eye-tracking and a multimodal content analysis), we evaluate the relationship between cognitive processing and communicative stimuli. We demonstrate how typographical features (colours and fonts) are used as highlighting stylistic devices by TV producers to manipulate the viewer comprehension process by guiding the audience to an intended interpretation. The results suggest how editorial choices regarding typographical features to trigger certain effects might be subsumed under the current view of style in relevance theory.

Abstract

Brightly coloured textual inserts, which often occupy a sizable part of the TV screen, have become a key feature in Japanese TV. This paper unpacks the contribution of such multimodal stimuli to inference, and the consequences this has for the interpretation process. Using data derived from a mixed-methods approach (i.e. eye-tracking and a multimodal content analysis), we evaluate the relationship between cognitive processing and communicative stimuli. We demonstrate how typographical features (colours and fonts) are used as highlighting stylistic devices by TV producers to manipulate the viewer comprehension process by guiding the audience to an intended interpretation. The results suggest how editorial choices regarding typographical features to trigger certain effects might be subsumed under the current view of style in relevance theory.

Chapters in this book

  1. Prelim pages i
  2. Table of contents v
  3. Acknowledgements vii
  4. Introduction 1
  5. Part 1. Continua in non-literalness
  6. Chapter 1. Category extension as a variety of loose use 25
  7. Chapter 2. Metonymic relations – from determinacy to indeterminacy 45
  8. Part 2. Concepts, procedures and discourse effects
  9. Chapter 3. Evidential participles and epistemic vigilance 69
  10. Chapter 4. The Greek connective gar 95
  11. Chapter 5. Metarepresentation markers in Indus Kohistani 121
  12. Part 3. Multimodality and style
  13. Chapter 6. When EVERYTHING STANDS OUT, Nothing Does 167
  14. Chapter 7. Relevance, style and multimodality 193
  15. Part 4. Pragmatic effects and emotions
  16. Chapter 8. Towards a relevance-theoretic account of hate speech 229
  17. Chapter 9. Tropes of ill repute 259
  18. Part 5. Stylistic effects in literary works
  19. Chapter 10. Another look at “Cat in the rain” 291
  20. Chapter 11. Echoic irony in Philip Larkin’s poetry and its preservation in Polish translations 309
  21. Chapter 12. Humour and irony in George Mikes’ How to be a Brit 327
  22. Name index 351
  23. Subject index 355
https://doi.org/10.1075/ftl.8.07sas

Chapters in this book

  1. Prelim pages i
  2. Table of contents v
  3. Acknowledgements vii
  4. Introduction 1
  5. Part 1. Continua in non-literalness
  6. Chapter 1. Category extension as a variety of loose use 25
  7. Chapter 2. Metonymic relations – from determinacy to indeterminacy 45
  8. Part 2. Concepts, procedures and discourse effects
  9. Chapter 3. Evidential participles and epistemic vigilance 69
  10. Chapter 4. The Greek connective gar 95
  11. Chapter 5. Metarepresentation markers in Indus Kohistani 121
  12. Part 3. Multimodality and style
  13. Chapter 6. When EVERYTHING STANDS OUT, Nothing Does 167
  14. Chapter 7. Relevance, style and multimodality 193
  15. Part 4. Pragmatic effects and emotions
  16. Chapter 8. Towards a relevance-theoretic account of hate speech 229
  17. Chapter 9. Tropes of ill repute 259
  18. Part 5. Stylistic effects in literary works
  19. Chapter 10. Another look at “Cat in the rain” 291
  20. Chapter 11. Echoic irony in Philip Larkin’s poetry and its preservation in Polish translations 309
  21. Chapter 12. Humour and irony in George Mikes’ How to be a Brit 327
  22. Name index 351
  23. Subject index 355
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