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modalities.
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CHAPTER TWO literature review

In the last chapter, we’ve mentioned that multimodal discourse analysis hasbecome a heat point. Thus, researches on it are irresistible. Scholars at home and abroadhave done studies on multimodality and MDA. In this chapter, these will be reviewed.Then, the studies of Olympic emblems will be presented. At last, some comments ofthese studies will be made.

2.1 Multimodality
The development of monomodality can no longer satisfy the needs and demands ofmass media and audiences. It is replaced by semiotics such as images, colors, soundsetc. Then multimodality comes into exist and grows rapidly. The high-tech products areeffective tools for the spreading and expressing of multimodality.The term “multimodality” is put forward by Van Leeuwen and Jewitt in Handbookof Visual Analysis in 2001 and it underlines the importance of considering semioticssuch as language, color, image and sound. It is widely discussed by western linguists.For the definition of multimodality, many researchers have given differentopinions. Here are some definitions.Van Leeuwen (2005, p. 281) defines multimodality in his Introducing SocialSemiotics as “multimodality means the combination of different semiotic modes-forexample, language and music-in a communicative artifact or event”.Multimodality, in the mind of Scollon and Levine (2004), refers to themultimodalities used in the communication such as color, taste, speech and image.Multimodality refers to the diverse ways in which a number of distinct semioticresource systems are both co-deployed and co-contextualized in the making oftext-specific meaning. (Baldry &Thibault, 2006, p. 21)Machin (2007) describes multimodality as the grammar of visual communicationthat is used by image designers.
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2.2 Multimodal Discourse Analysis
Only by language, what is expressed may not be understood comprehensively. Inthis sense, communication should be achieved by several senses of hearing, seeing andfeeling. A variety of means and symbols are involved to exchange information andexpress meaning. If readers want to know how these semiotics including language arecombined to express meanings and intentions, multimodal discourse analysis is neededin this situation.Two standards are put forward by Zhu Yongsheng in 2007. They aim todifferentiate multimodal discourse from mono modal discourse. The first one is howmany kinds of modalities are involved. This is a general principle in linguistic field.2116Monomodal discourse has only one modality while two or more modalities are used inmultimodal discourse or bimodal discourse. The second one is semiotic mode. Somediscourses have one modality but more than two semiotic modes. For example, comicstrips only have visual modality, but language and pictures are two semiotic modes.They are also regarded as multimodal discourse. Multimodal discourse is systematicand multifunctional.In this mass media society, scholars both at home and abroad have realized thelimitations of monomodality and a series of introductory research works onmultimodality have come into existence.
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Chapter Three THEORETICAL FRAMEWORK.....15
3.1 Halliday’s Systematic Functional Grammar....... 12
3.2 Visual Grammar.............16
3.2.1 Representational Meaning......16
3.2.2 Interactive Meaning......19
3.2.3Compositional meaning.....