CMN 210 Lecture Notes - Lecture 9: Aestheticism, Industrial Revolution, Social Distance
25 May 2016
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Layout: the meaning of multimodal message depends in part on the arrangement of text and image. Given: the expected, assumed state of things (ordinary/normal) Assumed that the audience will be familiar. New: a new element that the producers are trying to persuade you to take in and internalize. Ideal (top) and real (bottom): the comparisons between two things. Anchorage (harmony): arrangement of text and image together. Where there is a constant correspondence between the text and the accompanying image. Text and image basically say the same thing. Do not want to leave any grey areas; want to be crystal clear. Relay (disharmony): the text contradicts the image. The double-meaning of design (oed: a plan/scheme conceived in the mind and intended for subsequent execution (ex. Interrelated historical forces that radically changed the world since the industrial revolution and the emergence f capitalism: modernity.
