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Published: 17 September 2020

320 Pages


ISBN: 9780190845230

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Bookseller Code (AJ)

Visual and Multimodal Communication

Applying the Relevance Principle

Charles Forceville

  • Demonstrates how relevance theory functions beyond face-to-face communication and can account for mass-communicative visuals and multimodal discourse
  • Analyzes popular culture genres, including pictograms, advertisements, cartoons, and comics, using colorful examples and accessible language
  • Builds bridges between relevance theory and other approaches and paves the way for applications of relevance theory to other genres, modes, and media
  • Emphasizes how communication is rooted in humans' evolutionary inclination to cooperate