From Data to Patterns
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John A. Bateman
Abstract
Most approaches to empirical multimodality research adopt the assumption that communicative situations will give rise to distinctive patterns of phenomena which may be captured by formulating appropriate models and frameworks. While this assumption may be true in principle, detecting such patterns is far from straightforward. Informative patterns are likely to be distributed both within and across semiotic modes, be spread across various levels of abstraction, and exhibit intrinsic internal variation. The highly elusive nature of patterns arising amidst such complexity emphasizes the need for increased attention to modeling, that is, characterizing more closely the relationship between the theoretical constructs defined and the phenomena under analysis. In this chapter, we relate the practice of modeling to semiotic principles and introduce one of the current methods for drawing patterns from data that is gaining increasing traction in empirical studies across the board.
Abstract
Most approaches to empirical multimodality research adopt the assumption that communicative situations will give rise to distinctive patterns of phenomena which may be captured by formulating appropriate models and frameworks. While this assumption may be true in principle, detecting such patterns is far from straightforward. Informative patterns are likely to be distributed both within and across semiotic modes, be spread across various levels of abstraction, and exhibit intrinsic internal variation. The highly elusive nature of patterns arising amidst such complexity emphasizes the need for increased attention to modeling, that is, characterizing more closely the relationship between the theoretical constructs defined and the phenomena under analysis. In this chapter, we relate the practice of modeling to semiotic principles and introduce one of the current methods for drawing patterns from data that is gaining increasing traction in empirical studies across the board.
Chapters in this book
- Frontmatter I
- Preface and Acknowledgements V
- Contents VII
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Part I: Introduction
- Empirical Multimodality Research: The State of Play 1
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Part II: Charting Paths for Empirical Research: Theoretical and Methodological Reflections
- Dimensions of Materiality 35
- From Data to Patterns 65
- Thinking in Action 91
- Computational Approaches for the Interpretation of Image-Text Relations 109
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Part III: Empirical Inroads: Case Studies and Results
- “I can’t see why you’re laughing”: Multimodal Analysis of Emotionalized Political Debate 141
- A Corpus-Based Approach to Color, Shape, and Typography in Logos 159
- Pixel Surgery and the Doctored Image 187
- Multimodal Discourse Analysis Based on the GeM Model 211
- Conventions in How Korean Films Mean 237
- An Empirical Multimodal Approach to Open-World Video Games 259
- List of Contributors 281
- Index 285
Chapters in this book
- Frontmatter I
- Preface and Acknowledgements V
- Contents VII
-
Part I: Introduction
- Empirical Multimodality Research: The State of Play 1
-
Part II: Charting Paths for Empirical Research: Theoretical and Methodological Reflections
- Dimensions of Materiality 35
- From Data to Patterns 65
- Thinking in Action 91
- Computational Approaches for the Interpretation of Image-Text Relations 109
-
Part III: Empirical Inroads: Case Studies and Results
- “I can’t see why you’re laughing”: Multimodal Analysis of Emotionalized Political Debate 141
- A Corpus-Based Approach to Color, Shape, and Typography in Logos 159
- Pixel Surgery and the Doctored Image 187
- Multimodal Discourse Analysis Based on the GeM Model 211
- Conventions in How Korean Films Mean 237
- An Empirical Multimodal Approach to Open-World Video Games 259
- List of Contributors 281
- Index 285
