Multimodal genres and transmedia traversals: Social semiotics and the political economy of the sign
Multimodal genres and transmedia traversals: Social semiotics and the political economy of the sign
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多模态流派和跨媒体遍历：社会符号学和符号政治经济学
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发表时间：
2009
期刊：
影响因子：
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通讯作者：
J. Lemke
中科院分区：
文献类型：
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作者：
J. Lemke
抽象多模式媒体通过交叉语言、视觉展示、声音和音乐、电影动作、实物和抽象动画等符号资源来创造意义。作为意义创造者，我们生活在机构和媒体之间，我们创造的意义是任何单一的媒体或机构都无法控制的。跨媒体特许经营权追随着我们，殖民后现代生活的时代，在我们所到之处排列他们媒体产品的品牌内容。社会符号学为批判性多媒体分析提供了基础，这种分析可以超越个人作品的内部多态，以把握跨媒体特许经营和跨机构生活的社会意义。在这样做的过程中，我认为它必须重新参与更大的智力项目，即制定一种标志的政治经济学。
Abstract Multimodal media make meaning by intersecting the semiotic resources of language, visual display, sound and music, cinematic movement, material artifacts, and abstract animation. As meaning-makers, we live across institutions and media and we make meanings that no single medium or institution can control. Transmedia franchises pursue us, colonizing the chronotopes of postmodern life to array the branded content of their media products everywhere we look and go. Social semiotics provides a foundation for critical multimedia analysis that can reach beyond the internal multimodality of individual works to grasp the social meanings of transmedia franchises and trans-institutional lives. In doing so, I argue that it must re-engage with the larger intellectual project of formulating a political economy of the sign.