Multimodal Analysis

Abstract

This chapter introduces the five most prominent approaches to multimodal data analysis: Multimodal (Inter)action Analysis, Mediated Discourse Analysis, Systemic Functional Multimodal Discourse Analysis, Social Semiotics, and Multimodal Conversation Analysis. The chapter begins by discussing the origin of each approach, methods of data collection and analysis, and embedded theoretical foundations. The theoretical differences between the approaches are then examined with a focus on the way each approach treats the individual, the artefact, and the notion of mode during analysis. With the variety of available approaches to multimodal data analysis, it is important that researchers link data collection and analysis to coherent theoretical underpinnings.

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