Journals Higher Education
Important OUP's Response to COVID-19 Learn more



Published: 06 August 2020

312 Pages

6 1/8 x 9 1/4 inches

ISBN: 9780190845230

Also Available As:


Bookseller Code (06)

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

Also of Interest