Chapter 1 Introduction: Exploring Language, Identity and Cycling in the New Media Age Through Systemic Functional Linguistics

Chapter 2 ‘Mark, Mark, Can We Have a Word?’: Narrative and Evaluation in the Media Interview

Chapter 3 Coming Clean: Framing and Identity Negotiation in the Oprah Winfrey-Lance Armstrong Interview

Chapter 4 Multimodality Identity in Manga: Yowamushi Pedal and the Semiotics of Japanese Comics

Chapter 5 Having a Rashomon Moment: Identity Negotiation in an Online Community

Chapter 7 The Case of Franz: Identity and Carnival in Online Communities

Chapter 8 ‘Hey You, Thanks for Buying Our Stuff’: Language, Multimodality and Identity in Two Corporate Websites

Chapter 9 ‘Sixty-Eight Years on the Same B17’: Brooks, Consumer Reviews and Brand Loyalty

Chapter 10 In Pursuit of Marginal Gains: Corporate Sponsorship and Brand-Building Videos

Chapter 11 Welcome to the GCN Show!: Community and Identity on YouTube

Chapter 12 Conclusion: Rethinking Interpersonal Semiotics in New Media