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SUMMARY:What steers the interpretation of a visual or multimodal message? 
 A relevance theory perspective
DTSTART:20250123T090000Z
DTEND:20250123T110000Z
DTSTAMP:20260526T051305Z
UID:multimodal-metaphor-analysis-vortrag-forceville-12143@ceres.rub.de
CATEGORIES:
DESCRIPTION:SFB 1475 MASTER CLASS\n\nGuest Lecture by Dr. Charles Forcevil
 le (University of Amsterdam)\n\nMultimodality and semiotics scholarship is
  in need of an inclusive model of communication that takes into account th
 e identities of the communicator\, the audience\, as well as their relatio
 n\, and that does not privilege specific media and/or modes over others. T
 he contours of such a model exist in relevance theory/RT (Sperber/Wilson 1
 995)\, whose central claim is that each act of communication comes with th
 e presumption of optimal relevance to the envisaged audience. Conversely\,
  the envisaged audience expects each act of communication aimed at it to b
 e optimally relevant.\nHitherto RT scholars (typically: linguists) have al
 most exclusively analysed face-to-face exchanges. To fulfil RT's potential
  to develop into an inclusive theory of communication\, it is necessary to
  explore how it can be adapted and refined to account for (1) messages in 
 other modes than (only) the verbal mode\; and (2) mass-communication. In F
 orceville (2020) I propose how RT works for mass-communicative messages th
 at involve static visuals. The presentation will specifically focus on how
  RT approaches the key issue of which factors have an impact on the interp
 retation of a picture or a multimodal message\, discussing this issue by d
 rawing on examples from different genres (logos & pictograms\, advertiseme
 nts\, and cartoons)\n\nThis lecture is part of the Master Class on “Mult
 imodal Metaphor Analysis” with Dr. Charles Forceville (University of Ams
 terdam). The Master Class will comprise daily lectures\, discussions and w
 orking sessions\, organized by the Metaphor & Materiality working group.\n
 \n 
LOCATION:CERES Palais\, room "Ruhrpott" (4.13)
URL:https://ceres.rub.de/en/events/multimodal-metaphor-analysis-vortrag-fo
 rceville/
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