{"title":"Concluding Remarks","authors":"Charles Forceville","doi":"10.1093/oso/9780190845230.003.0012","DOIUrl":"https://doi.org/10.1093/oso/9780190845230.003.0012","url":null,"abstract":"The final chapter first recaptures the most important claims made in the book and outlines issues and dimensions within RT that deserve further thought in the service of improving the theory. Next, suggestions are presented for how an RT analysis of modes, media, and genres not addressed in this book might be developed. The book ends with a recapitulation of why it is useful to adopt RT as the overall model for the analysis of visual, multimodal, and other forms of communication—although it will always have to be complemented by insights from other theories and models. Given that the relevance principle inextricably links communication to perception and cognition in all living species, RT’s insights may feed into experiments both with humans and with other primates, and even non-primates, and may help theorize robotic communication.","PeriodicalId":388834,"journal":{"name":"Visual and Multimodal Communication","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121933704","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Preliminaries","authors":"C. Forceville","doi":"10.1093/oso/9780190845230.003.0002","DOIUrl":"https://doi.org/10.1093/oso/9780190845230.003.0002","url":null,"abstract":"The central thesis of this book is that relevance theory, pioneered by Dan Sperber and Deirdre Wilson, can be developed into an all-encompassing theory for modeling communication, including its visual and multimodal mass-communicative varieties. The first chapter paves the way for this claim by discussing a series of studies from different disciplines that together paint a picture of the basic assumptions underlying communication. Ultimately relevance theory is rooted in the Darwinian drive to survive and to reproduce. Aspects of this are the crucial importance of intentionality; the close link between perception and cognition; the need for group members to cooperate to achieve shared goals; the connection between information and attitudes, emotions, and beliefs pertaining to that information; and agreement about what is “fair” behavior. To support these claims, key insights are discussed and summarized in studies of two psycholinguists (Gibbs 1999; Clark 1996), two film scholars (Bordwell 1989; Grodal 2009), two art historians (Gombrich 1999; Arnheim 1969), two scholars working on communication with apes (Tomasello 2008, 2019; De Waal 2009, 2016), and several humanities and social science scholars inspired by Darwin’s evolution theory (Boyd et al. 2010).","PeriodicalId":388834,"journal":{"name":"Visual and Multimodal Communication","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128870579","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Controversial Communication","authors":"Charles Forceville","doi":"10.1093/oso/9780190845230.003.0011","DOIUrl":"https://doi.org/10.1093/oso/9780190845230.003.0011","url":null,"abstract":"Although neutral about ethics and ideologies, RT acknowledges that while claiming to be optimally relevant to their envisaged audiences, communicators may not be entirely truthful—or may shamelessly lie through their teeth—by accommodating the issue of trust in its model. More specifically, RT distinguishes between addressees believing (1) that a communicator is both competent and benevolent; (2) that the communicator is benevolent but not necessarily competent; or (3) that the communicator may be less than benevolent. This chapter examines a number of misleading mass-communicative visual and multimodal messages and shows how their contentious nature can be accounted for in RT terms. It further argues that the RT concept of “echoic mention,” developed to theorize irony, can be extended to other types of transformative use of original messages, and thereby is a cognate of what in other paradigms is called “intertextuality.”","PeriodicalId":388834,"journal":{"name":"Visual and Multimodal Communication","volume":"46 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116863251","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Genre","authors":"C. Forceville","doi":"10.1093/oso/9780190845230.003.0006","DOIUrl":"https://doi.org/10.1093/oso/9780190845230.003.0006","url":null,"abstract":"How is it that mass audiences often understand messages in remarkably similar ways, even though these audiences consist of many individuals, all of whom have to process these messages in their own unique cognitive environments? The answer is that just as people are very good in assessing what activity-type (Goffman) they are about to be involved in (visiting a museum, having a meeting with colleagues, going for dinner, attending a wedding), they are usually well aware of the genre of a discourse they are confronted with. Thanks to various genre-markers, they come to this awareness often even before they encounter the discourse itself. This awareness enormously steers and constrains people’s search for relevance in a discourse. Therefore, genre serves as an “interface” that greatly narrows down the infinitely large storehouse of knowledge, emotions, and attitudes that could theoretically be evoked by a discourse to the small subset of these that are directly relevant. Discourse genre, which in this chapter is taken to be equivalent to discourse type, is thereby the single most important pragmatic principle governing the interpretation of mass-communicative messages. This chapter discusses several sources on genre to support this view, discusses the importance of prototype theory for the notion of genre, and demonstrates how the importance of genre can be accommodated in classic RT.","PeriodicalId":388834,"journal":{"name":"Visual and Multimodal Communication","volume":"128 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128165631","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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