2-PC

• Multimodal text


  A type of communication or information that combines multiple modes of expression or communication to convey meaning
• Multimodal text


  • Can be delivered via different media or technologies, they may be paper, digital, or live
• Creating a multimodal text

  1. Means the production of spoken, written, or texts in print or digital forms

  2. It is the business of making meaning with the use of technology
• Transmedia


  Messages are conveyed through a combination of multimedia platforms
• Things to consider when creating a multimodal text

  • Purpose
  • Message
  • Audience
• Various modes of communication

  • Linguistic
  • Audio
  • Visual
  • Gestural
  • Spatial
• Linguistic


  Refers to spoken and written language through vocabulary, structure, and grammar
• Audio


  Refers to music, sound effects, noises or silences, and the elements of volumes, pitch and rhythm
• Visual


  Refers to moving or still images with the utilization of colors, layouts, screen formats, symbols, shot framing, distance, angle, camera, movement, and subject movement
• Gestural


  Refers to the body movement, hands and eyes, facial expressions, demeanors, speed, stillness and angles
• Spatial


  Refers to environmental and architectural spaces, proximity, direction and overall organization of objects in a given space
• Multimodality


  • Is an interdisciplinary approach that understands communication and representation to be more than about language
  • It has been developed over the past decade to systematically address much-debated questions about changes in society, for instance in relation to new media and technologies
• Theoretical assumptions of multimodality

  • Multimodality assumes that representation and communication always draw on a multiplicity of modes, all of which contribute to meaning
  • Multimodality assumes that resources are socially shaped over time
  • People orchestrate meaning through their selection and configuration of modes, foregrounding the significance of the interaction between modes
• Understanding different types of texts

  Helps us to understand the purpose why it was written/created
• Example of text types


  • An advert is written to influence someone to buy, therefore it is made to persuade
  • A user-guide consists of instructions on how to make things run, or how to cook food for instance. It is written to give instructions
• Media text analysis


  Evaluating advertisements from radio, television, and print out ads
• Theoretical frameworks commonly used in evaluating multimodal texts

  • Multimodality Theory
  • Semiotics
  • Genre Theory
  • Visual Rhetoric
  • Reception Theory
• Multimodality Theory


  Examines how different modes (e.g., text, image, sound) work together to convey meaning and how their interaction affects communication
• Semiotics


  Focuses on the study of signs and symbols in communication, analyzing how signs (including linguistic and non-linguistic signs) are used to convey meaning in the multimodal text
• Genre Theory


  Analyzes the multimodal text based on established genre conventions, how it adheres to or subverts these conventions, and how this impacts the audience's reception
• Visual Rhetoric


  Focuses on the persuasive power of visuals (e.g., images, graphics, layout) in communication, evaluating how the visual elements in the multimodal text contribute to its persuasive or argumentative strategies
• Reception Theory


  Considers how audiences interpret and make meaning from texts, analyzing how different audiences may interpret the multimodal text differently