219-7677
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7500817
John Benjamins Publishing Company
Marketing Department / Karin Plijnaar, Pieter Lamers
onix@benjamins.nl
201608250407
ONIX title feed
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78
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Multimodality and Cognitive Linguistics
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bct.78
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https://benjamins.com
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https://benjamins.com/catalog/bct.78
1
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María Jesús Pinar Sanz
Pinar Sanz, María Jesús
María Jesús
Pinar Sanz
University of Castilla-La Mancha
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eng
222
x
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LAN009000
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Cognition and language
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Theoretical linguistics
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01
The aim of this volume is to advance our theoretical and empirical understanding of the relationship between Multimodality and Cognitive Linguistics. The innovative nature of the volume in relation to those existing in the field lies in the fact that it brings together contributions from three of the main approaches dealing with Multimodality – Cognitive Linguistics and multimodal metaphors (Forceville & Urios Aparisi, 2009), social semiotics and systemic functional grammar and multimodal interactional analysis (Jewitt, 2009) –highlighting the importance of multimodal resources, and showing the close relationship between this field of study and Cognitive Linguistics applied to a variety of genres –ranging from comics, films, cartoons, picturebooks or visuals in tapestry to name a few. Originally published in <i>Review of Cognitive Linguistics</i> Vol. 11:2 (2013).
05
Multimodality has become one of the buzzwords not only in social semiotics, but also in cognitive linguistics. This trend is based on the insight that the way we communicate is deeply dependent on the various communicative modes we use in combination while trying to make ourselves better understandable. <br />The volume takes up this topic giving a very informative overview of the ongoing debates within the different disciplines and approaches. It tackles in particular the relations between social semiotics and cognitive linguistics suggesting thus a better interdisciplinary frame for future research. It is very well written, very informative and certainly a milestone on the way to a more unified research on multimodality. I would highly recommend it as a stimulating and illuminative piece of reading.
Klaus Sachs-Hombach, University of Tübingen
05
The volume <i>Multimodality and Cognitive Linguistics</i> contains a rich variety of accounts of the different ways in which multimodality operates within Cognitive Linguistics, and thus constitutes a pioneering work in the field of multimodality. Ranging from Cognitive Linguistics and multimodal metaphors through social semiotics and systemic functional grammar to multimodal interactional analysis, the volume draws together lines of enquiry that have, until now ploughed separate furrows.<br />It is both broad in scope, with articles covering topics that range from historical linguistics through to present day branding issues, humour, and film, and theoretically innovative.<br />
Jeannette Littlemore, University of Birmingham
04
09
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vii
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Miscellaneous
1
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About the contributors
10
01
JB code
bct.78.01pin
1
9
9
Article
2
01
Multimodality and Cognitive Linguistics
Introduction
1
A01
María Jesús Pinar Sanz
Pinar Sanz, María Jesús
María Jesús
Pinar Sanz
20
Cognitive Linguistics
20
multimodal interactional analysis
20
multimodal metaphor
20
multimodality
20
systemic functional grammar
01
This volume includes 13 papers dealing with Multimodality and Cognitive Linguistics. The introduction provides an overview of three of the main approaches dealing with multimodality – Cognitive Linguistics and multimodal metaphors (Forceville & Urios-Aparisi, 2009), social semiotics and systemic functional linguistics, and multimodal interactional analysis (Jewitt, 2009, p. 29). The paper summarizes the contributions to the volume, highlighting the main objectives and conclusions of each of the papers.
10
01
JB code
bct.78.s1
Section header
3
01
Cognitive Linguistics and multimodal metaphor
10
01
JB code
bct.78.02elr
13
26
14
Article
4
01
Cross-modal resonances in creative multimodal metaphors
Breaking out of conceptual prisons
1
A01
Elisabeth El Refaie
El Refaie, Elisabeth
Elisabeth
El Refaie
20
advertisements
20
cartoons
20
comics
20
creativity
20
multimodal metaphor
20
social semiotics
01
This article uses examples of multimodal metaphors from three different genres in order to develop a new understanding of the nature of creativity in metaphor. I argue that multimodality provides distinctive opportunities for metaphor creativity by exploiting the unique affordances of the different semiotic modes and the possibility of combining them in unexpected ways. Such innovation at the level of representation may encourage novel thought patterns, I suggest, even in such cases where the underlying metaphorical mappings are relatively conventional. The notion of “cross-modal resonances” is introduced to emphasize the role of unconscious, preverbal, intuitive understanding and the emotions in producing and interpreting creative multimodal metaphors.
10
01
JB code
bct.78.03for
27
44
18
Article
5
01
Metaphor and symbol
SEARCHING FOR ONE’S IDENTITY IS LOOKING FOR A HOME in animation film
1
A01
Charles Forceville
Forceville, Charles
Charles
Forceville
20
animation film
20
conceptual metaphor
20
life is a journey
20
multimodality
20
source-path-goal
20
symbolism
01
The quickly growing discipline of multimodality has hitherto primarily found its inspirational models in semiotics and in Systemic Functional Linguistics. However, Cognitive Linguistics, and specifically its Conceptual Metaphor
Theory branch, has over the past years proved a store of knowledge and methods of analysis that can benefit the further advance of the young discipline. In this paper the metaphor searching for one’s identity is looking for a home in animation films is examined. It is shown that (a) analysing this metaphor presupposes understanding “home” as a symbol; (b) animation has medium-specific affordances to implement the metaphor; (c) the metaphor combines embodied and cultural dimensions.
10
01
JB code
bct.78.04dia
45
60
16
Article
6
01
Woven emotions
Visual representations of emotions in medieval English textiles
1
A01
Javier E. Díaz-Vera
Díaz-Vera, Javier E.
Javier E.
Díaz-Vera
20
emotions
20
metaphor
20
Old English
20
pictorial runes
20
textiles
20
visual representation
01
Following Forceville (2005, 2011), in this paper I show that the same conceptual models underlie the expression of Old English emotions in both the language and the visual modes. Kövecses (2000, 2005) and Stefanowitsch (2004, 2006) have shown that verbal expressions and idioms used to describe emotions can be traced back to a limited number of conceptual metaphors. In the light of these findings, I will analyze here the pictorial representations of emotions in the Bayeux Tapestry, an 11th century embroidered cloth that narrates and depicts the events that led up to the Norman Conquest of England and the invasion itself. The tapestry, which has been described as an example of early narrative art (McCloud, 1993, pp. 12–14), shows hundreds of human figures in an astounding range of poses and circumstances.
My analysis of the set of pictorial signals used in the Anglo-Norman Bayeux Tapestry to represent emotion types such as ‘anger’, ‘grief’ and ‘fear’ shows that (1) Anglo-Norman artists used a well-organized set of visual stimuli to convey emotion-related meanings in a patterned way, that (2) the same idealised conceptual models are shared by verbal and visual modalities, and that (3) whereas verbal expressions of emotions regularly draw on non-embodied, behavioural concepts, visual representations show a clear preference for embodied container concepts.
10
01
JB code
bct.78.05per
61
78
18
Article
7
01
Approaching the utopia of a global brand
The relevance of image schemas as multimodal resources for the branding industry
1
A01
Lorena Pérez-Hernández
Pérez-Hernández, Lorena
Lorena
Pérez-Hernández
20
branding
20
Cognitive Linguistics
20
image schemas
20
metaphor
20
metonymy
01
Increasingly global markets impose strains on the branding industry for the design of trademarks with a worldwide appeal. This paper explores the potential benefits of the exploitation of embodied schemata for this purpose. A corpus of international automobile brands is analyzed in search of the image schemas at work in the conceptualization of different car categories (i.e. minis, family cars, sports cars, and off-road 4 × 4s). Our findings evince that, together with other well-known strategies (i.e. sound symbolism), multimodal image schemas can be added to the inventory of branding tools which help to imbue brands with a globally comprehensible semantics. In the context of branding, it is also attested that the structure of the general schemas is fleshed out through their interaction with the most salient attributes of the target product/service named by a particular brand, rather than in relation to other contextual or cultural facts.
10
01
JB code
bct.78.06pop
79
95
17
Article
8
01
Multimodal metaphors in political entertainment
1
A01
Diana Elena Popa
Popa, Diana Elena
Diana Elena
Popa
20
cognitive mechanisms
20
multimodal metaphor
20
political cartoons
01
Metaphor is one of the primary ways we accommodate and assimilate information and experience into our conceptual organization of the world. The present study investigates the internal cognitive mechanisms of multimodal-metaphor construction in the television genre of animated political cartoons. Taking a cognitive-semantic approach, we analyze how zoomorphs are constructed by the audience when they first appear. The study concludes by describing the potential of multimodal-metaphor analysis as a methodological tool.
10
01
JB code
bct.78.s2
Section header
9
01
Multimodality, Cognitive and Systemic Functional Linguistics
10
01
JB code
bct.78.07fen
99
114
16
Article
10
01
The visual representation of metaphor
The
visual representation of metaphor
A social semiotic approach
1
A01
Dezheng Feng
Feng, Dezheng
Dezheng
Feng
2
A01
Kay L. O’Halloran
O’Halloran, Kay L.
Kay L.
O’Halloran
20
conceptual metaphor theory
20
metafunctions
20
social semiotics
20
visual grammar
20
visual metaphor
01
Complementing cognitive theories which attribute the understanding of visual metaphors to situational and cultural contexts, this study adopts a social semiotic perspective to investigate how visual images themselves are constructed to cue conceptual metaphors. The visual realization of metaphors in representational, interactive and compositional meaning structures is elucidated based on Kress and van Leeuwen’s (2006) visual grammar. It is found that most types of visual metaphor identified by cognitive linguists can be explained within the framework. Instances of visual metaphor in advertisements are analyzed in terms of their persuasive effects. It is concluded that the social semiotic framework is able to provide a comprehensive account of the visual realization of metaphor, and in addition, the study also offers a cognitive explanation of how resources like camera positioning and composition acquire meanings.
10
01
JB code
bct.78.08moy
115
130
16
Article
11
01
Visual metonymy in children’s picture books
1
A01
Aresenio Jesús Moya-Guijarro
Moya-Guijarro, Aresenio Jesús
Aresenio Jesús
Moya-Guijarro
20
multimodality
20
picture books
20
systemic functional linguistics
20
visual metonymy
01
This article aims to explore how the use of visual metonymies in picture books contributes to children’s understanding of stories and, in turn, attracts their attention towards relevant aspects of the plot. The two picture books selected for analysis are Gorilla, by Browne and The Tale of Peter Rabbit, by Potter, intended for children under 9 years of age.
A multimodal and cognitive perspective is adopted here to apply the non-verbal trope of visual metonymy to the two picture books that form the sample texts (Forceville, 2009, 2010; Forceville & Urios-Aparisi, 2009).
The results of the analysis show that visual metonymies are essentially used in children’s tales to create narrative tension in certain stages of the plot and, in turn, to establish a bond between the represented participants and the child-viewer.
10
01
JB code
bct.78.09bat
131
146
16
Article
12
01
The establishment of interpretative expectations in film
The
establishment of interpretative expectations in film
1
A01
John A. Bateman
Bateman, John A.
John A.
Bateman
2
A01
Chiaoi Tseng
Tseng, Chiaoi
Chiaoi
Tseng
20
film
20
film beginnings
20
filmic discourse
20
interpretation
20
text organisation
20
thematic structure
01
In this paper we show that some notions from the textual organisation of verbal texts appear also to give insights to the organisation of films. In particular, the beginnings of films are suggested to operate as indicators of those films’ ‘method of development’ and so serve to set up expectations for guiding hypotheses and selective attention during film viewing. By means of a small exploratory study, we demonstrate that film beginnings exhibit differing organisational features that correlate with the overall narrative strategies pursued in the films as a whole. These features may then function as useful indicators for viewers concerning just what interpretative challenges they will face later in the film.
10
01
JB code
bct.78.10alo
147
164
18
Article
13
01
Multimodal digital storytelling
Integrating information, emotion and social cognition
1
A01
Isabel Alonso
Alonso, Isabel
Isabel
Alonso
2
A01
Silvia Molina Plaza
Molina Plaza, Silvia
Silvia
Molina Plaza
3
A01
Maria Dolores Porto
Porto, Maria Dolores
Maria Dolores
Porto
20
conceptual integration
20
digital storytelling
20
mental spaces
20
multimodality
20
narrative
01
Digital stories are a very recent multimedia practice by which ordinary people construct short narratives on personal affairs combining voice, images and sometimes music. This paper contributes to the description of this new emergent genre from both a multimodal and a cognitive point of view, by exploring how diverse semiotic channels in digital storytelling provide different kinds of information (factual, emotional, cultural, etc.) which are finally integrated to construct the global meaning of the narrative. For this purpose, we combine Kress and Van Leeuwen’s (1996) scholarly work related to multimodal representation, with the use of some notions of the Mental Spaces and Conceptual Integration theory (Dancygier, 2008; Fauconnier & Turner, 2002). The results of this study are of interest to those concerned with the representational and communicational modes of semiotic resources in storytelling.
10
01
JB code
bct.78.s3
Section header
14
01
Cognitive Linguistics and multimodal interaction
10
01
JB code
bct.78.11lop
167
180
14
Article
15
01
Intermedial cognitive semiotics
Some examples of multimodal cueing in virtual environments
1
A01
Asunción López-Varela
López-Varela, Asunción
Asunción
López-Varela
20
Al Davison
20
Annie Abrahams
20
cognitive semiotics
20
deictic cueing
20
intermedial studies
01
In this chapter, intermediality is explored from an interdisciplinary perspective that uses neuroscience as well as cognitive-semiotic concerns and insights from online digital communication, presenting it as a process where biophysical, technological, and interpersonal factors interact. Shared attention as well as spatial and temporal cueing – eye contact and the sonic modality – are explored from a task-oriented and social interactive dimension. The spatiotemporal impact of the mediating context is highlighted by moving from the role of visual cueing, in a brief reference to Al Davison’s autobiographical graphic novel The spiral cage, to a more detailed analysis of Annie Abrahams’ (2010) online project A fragmented relation, where cueing is dependent not just on spatial frames but also on the temporal dynamics introduced by the aural dimension recorded in an online environment. The paper tangentially touches upon the role of affect in communication.
10
01
JB code
bct.78.12att
181
194
14
Article
16
01
Multimodality in Conversational Humor
1
A01
Salvatore Attardo
Attardo, Salvatore
Salvatore
Attardo
2
A01
Lucy Pickering
Pickering, Lucy
Lucy
Pickering
3
A01
Fofo Lomotey
Lomotey, Fofo
Fofo
Lomotey
4
A01
Shigehito Menjo
Menjo, Shigehito
Shigehito
Menjo
20
conversation
20
humor
20
laughter
20
multimodality
20
prosody
20
smiling
01
The paper presents the analysis of the humor found in four dyadic conversations. The results of the conversational data match those of previous studies (Pickering et al., 2009): no differences were found in volume or speech-rate between humorous pause units and non-humorous ones. Similarly, pauses were not found to mark humorous turns. However, the result that punch-lines showed lower pitch than non-humorous parts of the text was not replicated: humorous pause units showed no significant differences in pitch from non-humorous ones. Smiling is found to mark humor only in a general sense of “setting the frame” and is not integrated (i.e., co-extensive) with the humor.
10
01
JB code
bct.78.13cie
195
209
15
Article
17
01
Image schemas and mimetic schemas in cognitive linguistics and gesture studies
1
A01
Alan Cienki
Cienki, Alan
Alan
Cienki
20
gesture
20
image schema
20
metaphor
20
mimetic schema
01
Image schemas have been a fundamental construct in cognitive linguistics, providing grounds for psychological, philosophical, as well as linguistic research. Given the focus in cognitive linguistics on embodied experience as a fundamental basis for language structure and meaning, the employment of image schemas in the analysis of gesture with speech is a logical extension. However, given their level of abstraction, to what degree do image schemas provide a useful explanatory tool for researching the concrete, physically embodied details of gestures? This article considers the answer to this question and then turns to a more recent theoretical development that complements the picture by encompassing a different realm of cognitive and linguistic phenomena. This research, on ‘mimetic schemas’, is shown to have great potential for thinking about some known phenomena of gesture in a new way. Schema research on these different levels thus provides a useful means to analyze behavior in another modality involved in spoken language use, namely the visual.
10
01
JB code
bct.78.14ind
211
212
2
Miscellaneous
18
01
Index
02
JBENJAMINS
John Benjamins Publishing Company
01
John Benjamins Publishing Company
Amsterdam/Philadelphia
NL
04
20151015
2015
John Benjamins B.V.
02
WORLD
13
15
9789027242662
01
JB
3
John Benjamins e-Platform
03
jbe-platform.com
09
WORLD
21
01
00
90.00
EUR
R
01
00
76.00
GBP
Z
01
gen
00
135.00
USD
S
98015946
03
01
01
JB
John Benjamins Publishing Company
01
JB code
BCT 78 Hb
15
9789027242662
13
2015021640
BB
01
BCT
02
1874-0081
Benjamins Current Topics
78
01
Multimodality and Cognitive Linguistics
01
bct.78
01
https://benjamins.com
02
https://benjamins.com/catalog/bct.78
1
B01
María Jesús Pinar Sanz
Pinar Sanz, María Jesús
María Jesús
Pinar Sanz
University of Castilla-La Mancha
01
eng
222
x
212
LAN009000
v.2006
CFG
2
24
JB Subject Scheme
LIN.COGN
Cognition and language
24
JB Subject Scheme
LIN.COGPSY
Cognitive linguistics
24
JB Subject Scheme
LIN.FUNCT
Functional linguistics
24
JB Subject Scheme
LIN.PRAG
Pragmatics
24
JB Subject Scheme
LIN.SEM
Semiotics
24
JB Subject Scheme
LIN.THEOR
Theoretical linguistics
06
01
The aim of this volume is to advance our theoretical and empirical understanding of the relationship between Multimodality and Cognitive Linguistics. The innovative nature of the volume in relation to those existing in the field lies in the fact that it brings together contributions from three of the main approaches dealing with Multimodality – Cognitive Linguistics and multimodal metaphors (Forceville & Urios Aparisi, 2009), social semiotics and systemic functional grammar and multimodal interactional analysis (Jewitt, 2009) –highlighting the importance of multimodal resources, and showing the close relationship between this field of study and Cognitive Linguistics applied to a variety of genres –ranging from comics, films, cartoons, picturebooks or visuals in tapestry to name a few. Originally published in <i>Review of Cognitive Linguistics</i> Vol. 11:2 (2013).
05
Multimodality has become one of the buzzwords not only in social semiotics, but also in cognitive linguistics. This trend is based on the insight that the way we communicate is deeply dependent on the various communicative modes we use in combination while trying to make ourselves better understandable. <br />The volume takes up this topic giving a very informative overview of the ongoing debates within the different disciplines and approaches. It tackles in particular the relations between social semiotics and cognitive linguistics suggesting thus a better interdisciplinary frame for future research. It is very well written, very informative and certainly a milestone on the way to a more unified research on multimodality. I would highly recommend it as a stimulating and illuminative piece of reading.
Klaus Sachs-Hombach, University of Tübingen
05
The volume <i>Multimodality and Cognitive Linguistics</i> contains a rich variety of accounts of the different ways in which multimodality operates within Cognitive Linguistics, and thus constitutes a pioneering work in the field of multimodality. Ranging from Cognitive Linguistics and multimodal metaphors through social semiotics and systemic functional grammar to multimodal interactional analysis, the volume draws together lines of enquiry that have, until now ploughed separate furrows.<br />It is both broad in scope, with articles covering topics that range from historical linguistics through to present day branding issues, humour, and film, and theoretically innovative.<br />
Jeannette Littlemore, University of Birmingham
04
09
01
https://benjamins.com/covers/475/bct.78.png
04
03
01
https://benjamins.com/covers/475_jpg/9789027242662.jpg
04
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07
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25
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27
09
01
https://benjamins.com/covers/3d_web/bct.78.hb.png
10
01
JB code
bct.78.00abo
vii
x
4
Miscellaneous
1
01
About the contributors
10
01
JB code
bct.78.01pin
1
9
9
Article
2
01
Multimodality and Cognitive Linguistics
Introduction
1
A01
María Jesús Pinar Sanz
Pinar Sanz, María Jesús
María Jesús
Pinar Sanz
20
Cognitive Linguistics
20
multimodal interactional analysis
20
multimodal metaphor
20
multimodality
20
systemic functional grammar
01
This volume includes 13 papers dealing with Multimodality and Cognitive Linguistics. The introduction provides an overview of three of the main approaches dealing with multimodality – Cognitive Linguistics and multimodal metaphors (Forceville & Urios-Aparisi, 2009), social semiotics and systemic functional linguistics, and multimodal interactional analysis (Jewitt, 2009, p. 29). The paper summarizes the contributions to the volume, highlighting the main objectives and conclusions of each of the papers.
10
01
JB code
bct.78.s1
Section header
3
01
Cognitive Linguistics and multimodal metaphor
10
01
JB code
bct.78.02elr
13
26
14
Article
4
01
Cross-modal resonances in creative multimodal metaphors
Breaking out of conceptual prisons
1
A01
Elisabeth El Refaie
El Refaie, Elisabeth
Elisabeth
El Refaie
20
advertisements
20
cartoons
20
comics
20
creativity
20
multimodal metaphor
20
social semiotics
01
This article uses examples of multimodal metaphors from three different genres in order to develop a new understanding of the nature of creativity in metaphor. I argue that multimodality provides distinctive opportunities for metaphor creativity by exploiting the unique affordances of the different semiotic modes and the possibility of combining them in unexpected ways. Such innovation at the level of representation may encourage novel thought patterns, I suggest, even in such cases where the underlying metaphorical mappings are relatively conventional. The notion of “cross-modal resonances” is introduced to emphasize the role of unconscious, preverbal, intuitive understanding and the emotions in producing and interpreting creative multimodal metaphors.
10
01
JB code
bct.78.03for
27
44
18
Article
5
01
Metaphor and symbol
SEARCHING FOR ONE’S IDENTITY IS LOOKING FOR A HOME in animation film
1
A01
Charles Forceville
Forceville, Charles
Charles
Forceville
20
animation film
20
conceptual metaphor
20
life is a journey
20
multimodality
20
source-path-goal
20
symbolism
01
The quickly growing discipline of multimodality has hitherto primarily found its inspirational models in semiotics and in Systemic Functional Linguistics. However, Cognitive Linguistics, and specifically its Conceptual Metaphor
Theory branch, has over the past years proved a store of knowledge and methods of analysis that can benefit the further advance of the young discipline. In this paper the metaphor searching for one’s identity is looking for a home in animation films is examined. It is shown that (a) analysing this metaphor presupposes understanding “home” as a symbol; (b) animation has medium-specific affordances to implement the metaphor; (c) the metaphor combines embodied and cultural dimensions.
10
01
JB code
bct.78.04dia
45
60
16
Article
6
01
Woven emotions
Visual representations of emotions in medieval English textiles
1
A01
Javier E. Díaz-Vera
Díaz-Vera, Javier E.
Javier E.
Díaz-Vera
20
emotions
20
metaphor
20
Old English
20
pictorial runes
20
textiles
20
visual representation
01
Following Forceville (2005, 2011), in this paper I show that the same conceptual models underlie the expression of Old English emotions in both the language and the visual modes. Kövecses (2000, 2005) and Stefanowitsch (2004, 2006) have shown that verbal expressions and idioms used to describe emotions can be traced back to a limited number of conceptual metaphors. In the light of these findings, I will analyze here the pictorial representations of emotions in the Bayeux Tapestry, an 11th century embroidered cloth that narrates and depicts the events that led up to the Norman Conquest of England and the invasion itself. The tapestry, which has been described as an example of early narrative art (McCloud, 1993, pp. 12–14), shows hundreds of human figures in an astounding range of poses and circumstances.
My analysis of the set of pictorial signals used in the Anglo-Norman Bayeux Tapestry to represent emotion types such as ‘anger’, ‘grief’ and ‘fear’ shows that (1) Anglo-Norman artists used a well-organized set of visual stimuli to convey emotion-related meanings in a patterned way, that (2) the same idealised conceptual models are shared by verbal and visual modalities, and that (3) whereas verbal expressions of emotions regularly draw on non-embodied, behavioural concepts, visual representations show a clear preference for embodied container concepts.
10
01
JB code
bct.78.05per
61
78
18
Article
7
01
Approaching the utopia of a global brand
The relevance of image schemas as multimodal resources for the branding industry
1
A01
Lorena Pérez-Hernández
Pérez-Hernández, Lorena
Lorena
Pérez-Hernández
20
branding
20
Cognitive Linguistics
20
image schemas
20
metaphor
20
metonymy
01
Increasingly global markets impose strains on the branding industry for the design of trademarks with a worldwide appeal. This paper explores the potential benefits of the exploitation of embodied schemata for this purpose. A corpus of international automobile brands is analyzed in search of the image schemas at work in the conceptualization of different car categories (i.e. minis, family cars, sports cars, and off-road 4 × 4s). Our findings evince that, together with other well-known strategies (i.e. sound symbolism), multimodal image schemas can be added to the inventory of branding tools which help to imbue brands with a globally comprehensible semantics. In the context of branding, it is also attested that the structure of the general schemas is fleshed out through their interaction with the most salient attributes of the target product/service named by a particular brand, rather than in relation to other contextual or cultural facts.
10
01
JB code
bct.78.06pop
79
95
17
Article
8
01
Multimodal metaphors in political entertainment
1
A01
Diana Elena Popa
Popa, Diana Elena
Diana Elena
Popa
20
cognitive mechanisms
20
multimodal metaphor
20
political cartoons
01
Metaphor is one of the primary ways we accommodate and assimilate information and experience into our conceptual organization of the world. The present study investigates the internal cognitive mechanisms of multimodal-metaphor construction in the television genre of animated political cartoons. Taking a cognitive-semantic approach, we analyze how zoomorphs are constructed by the audience when they first appear. The study concludes by describing the potential of multimodal-metaphor analysis as a methodological tool.
10
01
JB code
bct.78.s2
Section header
9
01
Multimodality, Cognitive and Systemic Functional Linguistics
10
01
JB code
bct.78.07fen
99
114
16
Article
10
01
The visual representation of metaphor
The
visual representation of metaphor
A social semiotic approach
1
A01
Dezheng Feng
Feng, Dezheng
Dezheng
Feng
2
A01
Kay L. O’Halloran
O’Halloran, Kay L.
Kay L.
O’Halloran
20
conceptual metaphor theory
20
metafunctions
20
social semiotics
20
visual grammar
20
visual metaphor
01
Complementing cognitive theories which attribute the understanding of visual metaphors to situational and cultural contexts, this study adopts a social semiotic perspective to investigate how visual images themselves are constructed to cue conceptual metaphors. The visual realization of metaphors in representational, interactive and compositional meaning structures is elucidated based on Kress and van Leeuwen’s (2006) visual grammar. It is found that most types of visual metaphor identified by cognitive linguists can be explained within the framework. Instances of visual metaphor in advertisements are analyzed in terms of their persuasive effects. It is concluded that the social semiotic framework is able to provide a comprehensive account of the visual realization of metaphor, and in addition, the study also offers a cognitive explanation of how resources like camera positioning and composition acquire meanings.
10
01
JB code
bct.78.08moy
115
130
16
Article
11
01
Visual metonymy in children’s picture books
1
A01
Aresenio Jesús Moya-Guijarro
Moya-Guijarro, Aresenio Jesús
Aresenio Jesús
Moya-Guijarro
20
multimodality
20
picture books
20
systemic functional linguistics
20
visual metonymy
01
This article aims to explore how the use of visual metonymies in picture books contributes to children’s understanding of stories and, in turn, attracts their attention towards relevant aspects of the plot. The two picture books selected for analysis are Gorilla, by Browne and The Tale of Peter Rabbit, by Potter, intended for children under 9 years of age.
A multimodal and cognitive perspective is adopted here to apply the non-verbal trope of visual metonymy to the two picture books that form the sample texts (Forceville, 2009, 2010; Forceville & Urios-Aparisi, 2009).
The results of the analysis show that visual metonymies are essentially used in children’s tales to create narrative tension in certain stages of the plot and, in turn, to establish a bond between the represented participants and the child-viewer.
10
01
JB code
bct.78.09bat
131
146
16
Article
12
01
The establishment of interpretative expectations in film
The
establishment of interpretative expectations in film
1
A01
John A. Bateman
Bateman, John A.
John A.
Bateman
2
A01
Chiaoi Tseng
Tseng, Chiaoi
Chiaoi
Tseng
20
film
20
film beginnings
20
filmic discourse
20
interpretation
20
text organisation
20
thematic structure
01
In this paper we show that some notions from the textual organisation of verbal texts appear also to give insights to the organisation of films. In particular, the beginnings of films are suggested to operate as indicators of those films’ ‘method of development’ and so serve to set up expectations for guiding hypotheses and selective attention during film viewing. By means of a small exploratory study, we demonstrate that film beginnings exhibit differing organisational features that correlate with the overall narrative strategies pursued in the films as a whole. These features may then function as useful indicators for viewers concerning just what interpretative challenges they will face later in the film.
10
01
JB code
bct.78.10alo
147
164
18
Article
13
01
Multimodal digital storytelling
Integrating information, emotion and social cognition
1
A01
Isabel Alonso
Alonso, Isabel
Isabel
Alonso
2
A01
Silvia Molina Plaza
Molina Plaza, Silvia
Silvia
Molina Plaza
3
A01
Maria Dolores Porto
Porto, Maria Dolores
Maria Dolores
Porto
20
conceptual integration
20
digital storytelling
20
mental spaces
20
multimodality
20
narrative
01
Digital stories are a very recent multimedia practice by which ordinary people construct short narratives on personal affairs combining voice, images and sometimes music. This paper contributes to the description of this new emergent genre from both a multimodal and a cognitive point of view, by exploring how diverse semiotic channels in digital storytelling provide different kinds of information (factual, emotional, cultural, etc.) which are finally integrated to construct the global meaning of the narrative. For this purpose, we combine Kress and Van Leeuwen’s (1996) scholarly work related to multimodal representation, with the use of some notions of the Mental Spaces and Conceptual Integration theory (Dancygier, 2008; Fauconnier & Turner, 2002). The results of this study are of interest to those concerned with the representational and communicational modes of semiotic resources in storytelling.
10
01
JB code
bct.78.s3
Section header
14
01
Cognitive Linguistics and multimodal interaction
10
01
JB code
bct.78.11lop
167
180
14
Article
15
01
Intermedial cognitive semiotics
Some examples of multimodal cueing in virtual environments
1
A01
Asunción López-Varela
López-Varela, Asunción
Asunción
López-Varela
20
Al Davison
20
Annie Abrahams
20
cognitive semiotics
20
deictic cueing
20
intermedial studies
01
In this chapter, intermediality is explored from an interdisciplinary perspective that uses neuroscience as well as cognitive-semiotic concerns and insights from online digital communication, presenting it as a process where biophysical, technological, and interpersonal factors interact. Shared attention as well as spatial and temporal cueing – eye contact and the sonic modality – are explored from a task-oriented and social interactive dimension. The spatiotemporal impact of the mediating context is highlighted by moving from the role of visual cueing, in a brief reference to Al Davison’s autobiographical graphic novel The spiral cage, to a more detailed analysis of Annie Abrahams’ (2010) online project A fragmented relation, where cueing is dependent not just on spatial frames but also on the temporal dynamics introduced by the aural dimension recorded in an online environment. The paper tangentially touches upon the role of affect in communication.
10
01
JB code
bct.78.12att
181
194
14
Article
16
01
Multimodality in Conversational Humor
1
A01
Salvatore Attardo
Attardo, Salvatore
Salvatore
Attardo
2
A01
Lucy Pickering
Pickering, Lucy
Lucy
Pickering
3
A01
Fofo Lomotey
Lomotey, Fofo
Fofo
Lomotey
4
A01
Shigehito Menjo
Menjo, Shigehito
Shigehito
Menjo
20
conversation
20
humor
20
laughter
20
multimodality
20
prosody
20
smiling
01
The paper presents the analysis of the humor found in four dyadic conversations. The results of the conversational data match those of previous studies (Pickering et al., 2009): no differences were found in volume or speech-rate between humorous pause units and non-humorous ones. Similarly, pauses were not found to mark humorous turns. However, the result that punch-lines showed lower pitch than non-humorous parts of the text was not replicated: humorous pause units showed no significant differences in pitch from non-humorous ones. Smiling is found to mark humor only in a general sense of “setting the frame” and is not integrated (i.e., co-extensive) with the humor.
10
01
JB code
bct.78.13cie
195
209
15
Article
17
01
Image schemas and mimetic schemas in cognitive linguistics and gesture studies
1
A01
Alan Cienki
Cienki, Alan
Alan
Cienki
20
gesture
20
image schema
20
metaphor
20
mimetic schema
01
Image schemas have been a fundamental construct in cognitive linguistics, providing grounds for psychological, philosophical, as well as linguistic research. Given the focus in cognitive linguistics on embodied experience as a fundamental basis for language structure and meaning, the employment of image schemas in the analysis of gesture with speech is a logical extension. However, given their level of abstraction, to what degree do image schemas provide a useful explanatory tool for researching the concrete, physically embodied details of gestures? This article considers the answer to this question and then turns to a more recent theoretical development that complements the picture by encompassing a different realm of cognitive and linguistic phenomena. This research, on ‘mimetic schemas’, is shown to have great potential for thinking about some known phenomena of gesture in a new way. Schema research on these different levels thus provides a useful means to analyze behavior in another modality involved in spoken language use, namely the visual.
10
01
JB code
bct.78.14ind
211
212
2
Miscellaneous
18
01
Index
02
JBENJAMINS
John Benjamins Publishing Company
01
John Benjamins Publishing Company
Amsterdam/Philadelphia
NL
04
20151015
2015
John Benjamins B.V.
02
WORLD
08
550
gr
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John Benjamins Publishing Company
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bookorder@benjamins.nl
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https://benjamins.com
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28
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90.00
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R
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95.40
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10
bebc
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GB
21
28
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76.00
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John Benjamins North America
+1 800 562-5666
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benjamins@presswarehouse.com
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https://benjamins.com
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US CA MX
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JB
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135.00
USD