The book outlines experimental style research in aesthetics and multimodality research. It focuses on human cognitive and perceptual processes connected with style. On this basis, a common theoretical basis for style in literature, art, architecture, and design is proposed. - neuroaesthetics; stylistics; linguistics; cognition; art; design

This volume explores the relationship between aesthetics and traditional multimodal communication to show how all semiotic resources, not just those situated within fine arts, have an aesthetic function. Bringing together contributions from an interdisciplinary group of researchers, the book meditates on the role of aesthetics in a broader range of semiotic resources, including urban spaces, blogs, digital scrapbooks, children’s literature, music, and online learning environments. The result is a comprehensive collection of new perspectives on how communication and aesthetics enrich and complement one another when meaning is made with semiotic resources, making this key reading for students and scholars in multimodality, fine arts, education studies, and visual culture.

The book takes differences in multimodality research as a starting point to discuss old and new theoretical, methodological as well as analytical ideas for building bridges between various disciplines and approaches.

Gunther Kress, a pioneer in the field of multimodality and the co-author of the bestselling Reading Images, produces a comprehensive theoretical framework for the study of the topic providing sample analyses and suggestions for further reading.

This textbook provides the first foundational introduction to the practice of analysing multimodality, covering the full breadth of media and situations in which multimodality needs to be a concern. Readers learn via use cases how to approach any multimodal situation and to derive their own specifically tailored sets of methods for conducting and evaluating analyses. Extensive references and critical discussion of existing approaches from many disciplines and in each of the multimodal domains addressed are provided. The authors adopt a problem-oriented perspective throughout, showing how an appropriate foundation for understanding multimodality as a phenomenon can be used to derive strong methodological guidance for analysis as well as supporting the adoption and combination of appropriate theoretical tools. Theoretical positions found in the literature are consequently always related back to the purposes of analysis rather than being promoted as valuable in their own right. By these means the book establishes the necessary theoretical foundations to engage productively with today’s increasingly complex combinations of multimodal artefacts and performances of all kinds.

Multimodality in Writing attempts to generate and apply new theories, disciplines and methods to account for semiotic processes in texts and during text production. It thus showcases new directions in multimodal research and theorizing writing practices from a multimodal perspective. It explores texts, producers of texts, and readers of texts. It also focuses on teaching multimodal text production and writing pedagogy from different domains and disciplines, such as rhetoric and writing composition, architecture, mathematics, film-making, science and the newsroom. Multimodality in Writing explores the kinds of methodological approaches that can augment social semiotic approaches to analyzing and teaching writing, including rhetoric, Systemic Functional Linguistics, ethnographic approaches, and genre pedagogy. Much of the research shows how the regularities of modes and interest of sign makers are socially shaped to realize convention. Because of this, the approaches are strongly underpinned by social and cultural theories of representation and communication.

This book contains an Open Access chapter This volume is the first systematic survey of the interface between the aesthetic and strategic domains. The “aesthetic” turn in strategy encompasses the use of aesthetic features and style to create value, as well as the ways in which the useful and the beautiful can be brought together.