TY - BOOK T1 - Analyzing Media Texts T2 - Continuum Research Methods Series Y1 - 2003 A1 - Burns, Andrew A1 - Parker, David KW - data KW - media KW - multimodality KW - Social KW - theory AB - Andrew Burn and David Parker outline how multi-modality theory can be used to analyze texts which employ multiple semiotic modes and media, in such a way that a balanced consideration is given to the characteristics of each mode, how they integrate, and how they distribute textual functions between them. The methods are rooted in a view of significance as dependent on social context, and fulfilling the social and communicative interests of both producers of textual production and use contingent upon digital formats will also be a determining content of the analytical method. JF - Continuum Research Methods Series PB - Continuum CY - London UR - http://books.google.com/books?id=Oqn8TTphM5IC&pg=PA62&lpg=PA62&dq=Burn,+A.+%26+Parker,+D.+%282003%29.+Analyzing+Media+Texts&source=bl&ots=tEOW5buDSD&sig=WAAVjudlOWBv6nIT89oE3mxCg5U&hl=en#v=onepage&q&f=false ER -