Bob Hodge is Research Professor in the Institute for Culture and Society at the University of Western Sydney.

"Few scholars are as qualified as Bob Hodge to reassess, in yet another sweeping and erudite synthesis, what social semiotics can mean in a world in which communication is changing fast and gaining more and more power and influence in the process. Hodge�s eclectic approach brings out the best of recent decades of work in a truly innovative and refreshing text."Jan M. E. Blommaert, Tilburg University"This is a thoughtful, original and stimulating account of social semiotics as a uniquely powerful and inclusive framework for analysing the essential contribution of language and meaning in effective action: they are 'part of every problem and every attempted solution.' The book provides valuable insights into how this works in complex, digital and multimodal contemporary social practices."Norman Fairclough Lancaster University

• PrefacePART I: Principles and PracticesChapter 1: Key Concepts Chapter 2: Some Notes on MethodPART II: From Linguistics to SemioticsChapter 3: WordsChapter 4: GrammarChapter 5: Reading and MeaningPART III: Meaning and SocietyChapter 6: The Semiotics of RealityChapter 7: Ideology and Social MeaningChapter 8: Multiscalar AnalysisChapter 9: Conclusions

Bob Hodge is Research Professor in the Institute for Culture and Society at the University of Western Sydney.

"Few scholars are as qualified as Bob Hodge to reassess, in yet another sweeping and erudite synthesis, what social semiotics can mean in a world in which communication is changing fast and gaining more and more power and influence in the process. Hodge�s eclectic approach brings out the best of recent decades of work in a truly innovative and refreshing text."Jan M. E. Blommaert, Tilburg University"This is a thoughtful, original and stimulating account of social semiotics as a uniquely powerful and inclusive framework for analysing the essential contribution of language and meaning in effective action: they are 'part of every problem and every attempted solution.' The book provides valuable insights into how this works in complex, digital and multimodal contemporary social practices."Norman Fairclough Lancaster University

• PrefacePART I: Principles and PracticesChapter 1: Key Concepts Chapter 2: Some Notes on MethodPART II: From Linguistics to SemioticsChapter 3: WordsChapter 4: GrammarChapter 5: Reading and MeaningPART III: Meaning and SocietyChapter 6: The Semiotics of RealityChapter 7: Ideology and Social MeaningChapter 8: Multiscalar AnalysisChapter 9: Conclusions

Bob Hodge is Research Professor in the Institute for Culture and Society at the University of Western Sydney.

"Few scholars are as qualified as Bob Hodge to reassess, in yet another sweeping and erudite synthesis, what social semiotics can mean in a world in which communication is changing fast and gaining more and more power and influence in the process. Hodge�s eclectic approach brings out the best of recent decades of work in a truly innovative and refreshing text."Jan M. E. Blommaert, Tilburg University"This is a thoughtful, original and stimulating account of social semiotics as a uniquely powerful and inclusive framework for analysing the essential contribution of language and meaning in effective action: they are 'part of every problem and every attempted solution.' The book provides valuable insights into how this works in complex, digital and multimodal contemporary social practices."Norman Fairclough Lancaster University

• PrefacePART I: Principles and PracticesChapter 1: Key Concepts Chapter 2: Some Notes on MethodPART II: From Linguistics to SemioticsChapter 3: WordsChapter 4: GrammarChapter 5: Reading and MeaningPART III: Meaning and SocietyChapter 6: The Semiotics of RealityChapter 7: Ideology and Social MeaningChapter 8: Multiscalar AnalysisChapter 9: Conclusions