Beyond the Visual

Frank Serafini is professor of literacy education and children's literature in the Mary Lou Fulton Teachers College, Arizona State University. His books include Reading the Visual: An Introduction to Teaching Multimodal Literacy and Remixing Multiliteracies: Theory and Practice from New London to New Times. He received the 2021 International Visual Literacy Association (IVLA) Education Award.

Contents Foreword Theo van Leeuwen xi Acknowledgments xiii Introduction 1 PART I: FOUNDATIONS 1. Conceptualizing Visual and Multimodal Phenomena 17 2. Theoretical Foundations of Multimodal Research 32 PART II: ANALYTICAL FRAMEWORKS: TEXTS AND OBJECTS 3. Iconographical Analysis 51 4. Visual Discourse Analysis 58 5. Visual Rhetorical Analysis 65 6. Multimodal Framing Analysis 71 7. Multimodal Content Analysis 78 8. Systemic Functional Multimodal Discourse Analysis 86 9. Multimodal Genre Analysis 93 Research Vignettes: Texts and Objects 99 Research Vignette 1: Young Children's Multimodal Compositions 99 Lindsey Moses Research Vignette 2: Multimodal Content of Magazine Covers 102 Stephanie F. Reid, Danielle Kachorsky, and Kathryn P. Chapman Research Vignette 3: Critical Visual Discourse Analysis of 3-D Sculpture 107 Peggy Albers Research Vignette 4: Multimodal Content Analysis of Wine Labels 110 Frank Serafini Research Vignette 5: Examining Wordless Picture Books 115 Evelyn Arizpe and Julie E. McAdam Research Vignette 6: A Critical Multimodal Comparison of Animation Software 118 Emilia Djonov Research Vignette 7: Multimodality and Orientation-to- Action in Video Games 122 Jeffrey B. Holmes, Earl Aguilera, and Kelly M. Tran Research Vignette 8: Animated Movie Adaptations of Literary Picture Books 125 Len Unsworth PART III: ANALYTICAL FRAMEWORKS: EVENTS AND SPACES 10. Social Semiotic Multimodal Analysis 133 11. Critical Multimodal Analysis 140 12. Mediated Discourse (Interactional) Analysis 147 13. Multimodal Ethnographic Analysis 153 14. Spatial Discourse Analysis 160 15. Multimodal Cultural Analysis 166 16. Digitally Based Multimodal Analysis 173 Research Vignettes: Events and Spaces 180 Research Vignette 9: Mapping (Visual) Identities During COVID-19 180 Jennifer Rowsell Research Vignette 10: Critical Multimodal Analysis of Voting Spaces 183 Marva Cappello Research Vignette 11: Multimodal Interaction Analysis of Social Positioning in Young Children at School 187 Katie Bernstein Research Vignette 12: Understanding Spatial Pedagogy 190 Fei Victor Lim Research Vignette 13: Collective Multimodal Research of Social Interaction in the COVID-19 Pandemic 194 Elisabetta Adami Research Vignette 14: Analyzing Children's Virtual Realities 197 Kathy A. Mills and Lesley Friend Research Vignette 15: A Multimodal Analysis of Children's Play 201 Kate Cowan and John Potter Research Vignette 16: Spatial Discourse Analysis of Informal Outdoor Learning Spaces 204 Louise Ravelli Epilogue: Looking Back, Moving Forward 209 References 215 Index 235 About the Author and the Contributors 245