dr. Charles Forceville

dr. Charles Forceville (Dept. of Media Studies, Universiteit van Amsterdam)

Charles Forceville (c.j.forceville@uva.nl) studied English language and literature at the Vrije Universiteit Amsterdam. Currently, he is associate professor in the University of Amsterdam’s Media Studies department, where he directs the Research MA programme. After publishing Pictorial Metaphor in Advertising (Routledge 1996), his scholarly interests broadened to multimodal metaphor in various media and genres. Considering the structure and rhetoric of multimodal discourse his core business, he attempts to be a cognition scholar in the humanities. Forceville serves on the advisory boards of Metaphor and Symbol, Journal of Pragmatics, Atlantis, and the Public Journal of Semiotics. With Eduardo Urios-Aparisi he co-edited Multimodal Metaphor (Mouton de Gruyter 2009). His teaching and research pertain to documentary film, metaphor, animation, comics & cartoons, and advertising. Favoured approaches include Conceptual Metaphor Theory and Relevance Theory. In 2010-2011 he taught the course “Narrative across media” at Amsterdam University College. He believes the cornerstones of an innovative research project to be (i) a challenging problem; (ii) a pertinent and manageable data set; (iii) conceptual tools that combine robustness and flexibility; (iv) and a strategy to recruit the tools for the problem-solving tasks in a precise and verifiable manner. ”He sees “genre” as an indispensable pragmatic device for framing, and thus stabilizing, the ever-changing contexts within which discourses communicate and narrate. In the best humanities traditions, meticulous and systematic analyses of multimodal discourse can both provide intrinsically exciting insights into cognition and help build bridges with social science research and AI.
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