Filologijos fakulteto Takomosios kalbotyros institutas kviečia į Amsterdamo universiteto (UvA) Humanitarinių mokslų fakulteto Medijos studijų katedros dėstytojo dr. Charles Forceville paskaitas.
Balandžio 29 d. 15 val. Krėvės auditorijoje vyks paskaita „Theorizing visuals & multimodal discourse: Systemic Functional Linguistics and Relevance Theory perspectives“.
Balandžio 30 d. 17 val. 107 auditorijoje - „Black’s (1979) interactivity theory of metaphor, applied to print advertising and billboards“.
The key theme in the research of Charles Forceville (Film/Media Studies, University of Amsterdam) is the question how visuals convey meaning. Committed to cognitivist, socio-biological, and relevance-theoretic approaches, he writes on multimodality in various genres and media (documentary film, animation, advertising, comics & cartoons, pictograms & traffic signs). In 1996, he published Pictorial Metaphor in Advertising (Routledge), and an online course on pictorial and multimodal metaphor (2004-2013), accessible at http://semioticon.com/sio/courses/pictorial-multimodal-metaphor/. With Eduardo Urios-Aparisi he co-edited Multimodal Metaphor (Mouton de Gruyter, 2009); with Tony Veale and Kurt Feyaerts Creativity and the Agile Mind (Mouton de Gruyter, 2013); and with Assimakis Tseronis Multimodal Argumentation and Rhetoric in Media Genres (Benjamins, 2017). A monograph proposing how relevance theory can be extended to account for visual and multimodal mass-communication is in preparation for Oxford University Press. Under his guidance, students of HKU Utrecht have been making a series of short animation film on narratology, available on YouTube (2014-2019). Forceville has profiles on Researchgate and Academia.edu.
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