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Relevance, style and multimodality: typographical features as stylistic devices

Sasamoto, Ryoko orcid logoORCID: 0000-0002-1644-6897 and O'Hagan, Minako orcid logoORCID: 0000-0003-0870-0725 (2020) Relevance, style and multimodality: typographical features as stylistic devices. In: Piskorska, Agnieszka orcid logoORCID: 0000-0002-7297-1776, (ed.) Relevance Theory and Figuration, and Continuity in Pragmatics,. Figurative Thought and Language, 8 . John Benjamins Publishing, Amsterdam, Netherlands, pp. 193-226. ISBN 9789027261199

Abstract
Brightly coloured textual inserts, which often occupy a sizable part of the TV screen, have become a key feature in Japanese TV. This paper unpacks the contribution of such multimodal stimuli to inference, and the consequences this has for the interpretation process. Using data derived from a mixed-methods approach (i.e. eye-tracking and a multimodal content analysis), we evaluate the relationship between cognitive processing and communicative stimuli. We demonstrate how typographical features (colours and fonts) are used as highlighting stylistic devices by TV producers to manipulate the viewer comprehension process by guiding the audience to an intended interpretation. The results suggest how editorial choices regarding typographical features to trigger certain effects might be subsumed under the current view of style in relevance theory.
Metadata
Item Type:Book Section
Refereed:Yes
Uncontrolled Keywords:typography; multimodality; Japanese TV; telop; style; viewer behaviour; pragmatic effects; eyetracking; propositional attitudes; affect
Subjects:Humanities > Linguistics
Humanities > Translating and interpreting
DCU Faculties and Centres:DCU Faculties and Schools > Faculty of Humanities and Social Science > School of Applied Language and Intercultural Studies
Research Initiatives and Centres > Centre for Translation and Textual Studies (CTTS)
Publisher:John Benjamins Publishing
Official URL:https://doi.org/10.1075/ftl.8.07sas
Copyright Information:© 2020 John Benjamins Publishing
Use License:This item is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 3.0 License. View License
ID Code:26624
Deposited On:19 Jan 2022 11:52 by Ryoko Sasamoto . Last Modified 19 Jan 2022 13:25
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