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Journal of the International Association for Semiotic Studies / Revue de l'Association Internationale de Sémiotique

Editor-in-Chief: Danesi, Marcel

5 Issues per year

SCImago Journal Rank (SJR): 0.235
Source Normalized Impact per Paper (SNIP): 0.761

ERIH category 2011: INT2



Multimodal genres and transmedia traversals: Social semiotics and the political economy of the sign

Jay Lemke1


Citation Information: Semiotica. Volume 2009, Issue 173, Pages 283–297, ISSN (Online) 1613-3692, ISSN (Print) 0037-1998, DOI: 10.1515/SEMI.2009.012, February 2009

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Multimodal media make meaning by intersecting the semiotic resources of language, visual display, sound and music, cinematic movement, material artifacts, and abstract animation. As meaning-makers, we live across institutions and media and we make meanings that no single medium or institution can control. Transmedia franchises pursue us, colonizing the chronotopes of postmodern life to array the branded content of their media products everywhere we look and go. Social semiotics provides a foundation for critical multimedia analysis that can reach beyond the internal multimodality of individual works to grasp the social meanings of transmedia franchises and trans-institutional lives. In doing so, I argue that it must re-engage with the larger intellectual project of formulating a political economy of the sign.

Keywords:: multimedia; genre; transmedia; economics; semiotics

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