Background
Forceville, Charles Joseph was born on August 18, 1959 in Heemstede, The Netherlands. Son of Charles and Johanna Theodora Catharina (Van Rossum) Forceville.
- Photos
- Works
-
![]()
-
data-src="/web/show-photo.jpg?id=120886&cache=false" src="" alt="" class="gallery-slider__content__img" height=""
-
data-src="/web/show-photo.jpg?id=120887&cache=false" src="" alt="" class="gallery-slider__content__img" height=""
-
data-src="/web/show-photo.jpg?id=120886&cache=false" src="" alt="" class="gallery-slider__content__img" height=""
-
data-src="/web/show-photo.jpg?id=120887&cache=false" src="" alt="" class="gallery-slider__content__img" height=""
-
data-src="/web/show-photo.jpg?id=2055717&cache=false" src="" alt="" class="gallery-slider__content__img" height=""
-
data-src="/web/show-photo.jpg?id=2853862&cache=false" src="" alt="" class="gallery-slider__content__img" height=""
- Photos
- Works
edited book (with Assimakis Tseronis)
Multimodal Argumentation and Rhetoric in Media Genres
(This collection advances the study of context-dependent c...)
This collection advances the study of context-dependent characteristics of argumentative discourse by examining a variety of media genres in which text and image (and other semiotic modes) combine to create meaning. The chapters have been written by an international group of senior and junior scholars researching multimodal argumentation in the last two decades. In each chapter, a specific approach to argumentation and rhetoric is combined with insights from visual studies, metaphor theory, scientific visualization, cognitive science, semiotics, conversation analysis, or (documentary) film theory in order to explain how multimodal genres function argumentatively and rhetorically. Together the chapters present a state-of-the-art in the analysis of multimodal argumentation in such diverse genres as print advertisements, news photographs, scientific illustrations, political cartoons, documentaries, film trailers, political TV advertisements, public debates, and political speeches. The volume will be of interest to advanced students and scholars in argumentation studies, rhetoric, and multimodal communication.
https://benjamins.com/catalog/aic.14
2017
edited book (with Eduardo Urios-Aparisi)
Multimodal Metaphor
("Metaphor studies" has over the past 30 years become a di...)
"Metaphor studies" has over the past 30 years become a discipline in its own right, mainly because of the cognitive linguistic claim that metaphors characterize thought, not just language. But most metaphor scholars hitherto focus exclusively on its purely verbal expressions. Since both persuasive and narrative discourses in contemporary society increasingly draw on modalities other than language alone, sustained research into a broader range of manifestations of metaphor is imperative. This volume is the first book-length study to investigate multimodal occurrences of metaphor, and is of interest to scholars interested in metaphor as well as in multimodal discourse. Each chapter investigates metaphors whose identification and interpretation depend on the co-presence of at least two of the following modalities: language, visuals, gestures, sound, music. On the basis of case studies in a variety of discourse genres (advertising, cartoons, films, comics, conversation, music, amply represented in photographs, logos, drawings, film stills, and musical scores), the contributors demonstrate that, and how, metaphor can occur multimodally, providing ideas and methodological angles enabling further theorizing and testing in this rapidly expanding field. Covering creative as well as conceptual metaphors, and where appropriate evaluating cultural factors governing metaphor interpretation, the contributors provide a wealth of material for studying the conceptual and rhetorical force of metaphor in contemporary society.
https://www.degruyter.com/document/doi/10.1515/9783110215366/html
2009
edited book (with Tony Veale and Kurt Feyaerts)
Creativity and the Agile Mind
(Creativity is a highly-prized quality in almost any domai...)
Creativity is a highly-prized quality in almost any domain of human endeavor, whether one is crafting tangible objects from physical materials, or mental objects from concepts, words, pictures and musical notes. It is a diverse, multi-faceted phenomenon that demands a diverse, multi-disciplinary perspective. By bringing together a wide range of creative producers and consumers, in domains as diverse as cognition, language, music, gesture, image and computation, this volume offers the student of creativity a new and exciting perspective whose many facets form a comprehensive and coherent whole.
https://www.degruyter.com/document/doi/10.1515/9783110295290/html
2013
monograph
Pictorial Metaphor in Advertising
(Over the past few decades, research on metaphor has focus...)
Over the past few decades, research on metaphor has focused almost exclusively on its verbal and cognitive dimensions. In Pictorial Metaphor in Advertising, Charles Forceville argues that metaphor can also occur in pictures and draws on relevant studies from various disciplines to propose a model for the identification, classification, and analysis of 'pictorial metaphors'. By using insights taken from a range of linguistic, artistic and cognitive perspectives for example, interaction and relevance theory, Forceville shows not only how metaphor can occur in pictures, but also provides a framework within which these pictorial metaphors can be analyzed. The theoretical insights are applied to thirty advertisements and billboards of British, French, German and Dutch origin. Apart from substantiating the claim that it makes sense to talk about 'pictorial metaphors', the detailed analyses of the advertisements suggest how metaphor theory can be employed as a tool in media studies. Context in its various manifestations plays a key role in the analyses. Furthermore, the results of a small-scale experiment shed light on where general agreement about the meaning of a pictorial metaphor can shade over into other more idiosyncratic but equally valid interpretations. The final chapter sketches the ways in which the insights gained can be used for further research.
http://www.amazon.com/gp/product/0415186765/?tag=2022091-20
1996
Visual and Multimodal Communication - Charles Forceville - Oxford University Press
(Successful communication requires optimal relevance to a ...)
Successful communication requires optimal relevance to a target audience. Relevance theory (RT) provides an excellent model based on this insight, but the impact of the theory has until now been restricted due to an almost exclusive focus on spoken face-to-face communication. Visual and Multimodal Communication: Applying the Relevance Principle is the first book to systematically demonstrate how RT can fulfill its promise to develop into an inclusive theory of communication. In this book, Charles Forceville refines and adapts RT's original claims to show its applicability to static visuals and multimodal discourses in popular culture genres. Using colorful examples, he explains how RT can be expanded and adapted to accommodate mass-communicative visual and visual-plus-verbal messages. Forceville addresses issues such as the difference between drawing prospective addressees' attention to a message and persuading them to accept it; the thorny continuum from implicit to explicit information; and the role of genre. Case studies of pictograms, advertisements, cartoons, and comics provide contemporary and accessible examples of the importance of genre and of how the RT model can be connected to other approaches. By expanding the application of relevance theory to include mass-communicative messages, Visual and Multimodal Communication reintroduces a central framework of cognitive linguistics and pragmatics to a new audience and paves the way for an inclusive theory of communication.
https://global.oup.com/academic/product/visual-and-multimodal-communication-9780190845230?cc=nl&lang=en&
2020
Charles Forceville
Edit ProfileCharles Joseph
Education
Graduate, Vrye University, Amsterdam, 1981. Doctorate, Vrye University, Amsterdam, 1988. Doctor of Philosophy, Vrye University, Amsterdam, 1994.
Career
Freelance translator, The Netherlands, 1988-1990. Researcher Netherlands Organization Wetenschappelijk Onderzoek, 1990-1994. Lecturer Vrije Universiteit Amsterdam, 1991-1999.
Post-doc researcher "Narration in fiction and film" at Onderzoekschool Literatuur Wetenschap, Universiteit Leiden, The Netherlands, 1996-1998. Reviewer English-language literature Dutch newspaper Trouw, 1988 - 2004. Lecturer and researcher at Universiteit van Amsterdam since 1999; associate professor since 2007.
Executive coordinator research Master Media Studies Universiteit van Amsterdam 2006 - 2012.
Achievements
Works
edited book (with Assimakis Tseronis)
-
Multimodal Argumentation and Rhetoric in Media Genres
(This collection advances the study of context-dependent c...)
2017
-
Multimodal Argumentation and Rhetoric in Media Genres
edited book (with Eduardo Urios-Aparisi)
-
Multimodal Metaphor
("Metaphor studies" has over the past 30 years become a di...)
2009
-
Multimodal Metaphor
edited book (with Tony Veale and Kurt Feyaerts)
-
Creativity and the Agile Mind
(Creativity is a highly-prized quality in almost any domai...)
2013
-
Creativity and the Agile Mind
monograph
-
Pictorial Metaphor in Advertising
(Over the past few decades, research on metaphor has focus...)
1996 -
Visual and Multimodal Communication - Charles Forceville - Oxford University Press
(Successful communication requires optimal relevance to a ...)
2020
-
Pictorial Metaphor in Advertising
Views
A visual & multimodal communication scholar based in the humanities tradition, I strongly believe that theories need to account for data rather than the other way round: theories are tools that can help find patterns in discourses. Discourses (for want of a better word) I have analysed include literature, advertising, comics, cartoons, logo’s & pictograms, animation film, documentary, and picture books for children. I strive to make my work both theoretically insightful and practically applicable and attempt to formulate my findings in such a way as to enable verification and falsification as well as to provide starting points for empirical testing. I consider it crucial to demonstrate that humanities-oriented research focusing on art and popular culture is of interest to work that is done in the social sciences – and vice versa. In my view, sociobiology offers excellent opportunities for further researching ‘gene-culture co-evolution.’ Relevance theory and narratology are key influences in my scholarly work. Over the years I have also become more interested in investigating how theory can inform education and practice, for instance via several short animation films that animation students at HKU have made at my request and under my partial supervision.
Interests
Connections
Son of Charles and Johanna Theodora Catharina (Van Rossum) F. Life Partner.Gesina Maria van Altena.
-
Born
-
Nationality
Dutch -
Ethnicity
Education
-
1981
-
1988
-
1994
NWO/Vrije Universiteit Amsterdam , Dept. of English , Doctor of Philosophy Amsterdam, The Netherlands
Career
-
1988 - 1990
-
1990 - 1994
-
1991 - 1999
-
1996 - 1998