A guide to critical multimodal analysis

Abstract

In this review, we present the book written by Per Ledin and David Machin (2018), which brings a visual analysis model that covers different types of semiotic material, including photographs, documents, and videos, as well as packaging, space design, and data presentations. Based on concepts of social semiotics and critical discourse analysis, the authors propose a critical framework model to understand not only how each semiotic material produce meaning, but also what meanings are produced within the social contexts and power struggles that condition worldviews. The book is a good introductory guide for researchers interested in semiotic analysis, for demonstrating the applicability of the theoretical-methodological model with practical examples and its relation to research questions.

Keywords visual analysis; social semiotics; discourse; social practice