Charles Forceville Lectures at Faculty
25 April 2019
On 29–30 April, the Faculty of Philology welcomed Charles Forceville, a renowned linguist and visual communication expert, Professorat the Department of Media Studies, University of Amsterdam. Professor Forceville gave two lectures at the Faculty, and will give eight more at the Kaunas Faculty. The primary topic of the lectures is multimodal discourse, i.e. discourse where communication happens through several modes: language, sound, and images. Visuality and multimodality are especially relevant nowadays, when communication through electronic means takes up an ever-increasing part of interpersonal interaction.
In his first lecture, Professor Forceville presented the main ideas of the theories of systemic functional linguistics and relevance and ways to analyse multimodality through these theories. His second lecture focused on Max Black’s interaction theory of metaphor, which was used to analyse visual and multimodal metaphors in printed and outdoor advertising, as well as in some well know films, such as Shrek. These lectures were an excellent introduction to interdisciplinary and very dynamic research in the fields of visual and multimodal discourse. The problems in these fields are still novel and frequently impossible to solve within the limits of a single subject, while the methodologies are still being created.
Professor Charles Forceville is a member of the Department of Media Studies at the University of Amsterdam. His research primarily focuses on multimodality in various genres and media, including documentaries, animated films, advertisements, comics, caricatures, pictograms, and road signs. He has published articles in Metaphor and Symbol, the Journal of Visual Communication, Metaphor and the Social World, the Public Journal of Semiotics and other prominent journals. Among his best known publications are Pictorial Metaphor in Advertising (Routhledge, 1996) and Multimodal Metaphor (co-authored with Eduardo Urios-Aparisi, De Gruyter Mouton, 2009). Currently Professor Forceville is writing a work on a theoretical model of visual and multimodal communication based on the relevance theory (Oxford University Press).