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Multimodality: A Social Semiotic Approach to Contemporary Communication Gunther Kress
Publisher: Routledge

Kress, Gunther (2010) Multimodality: A social semiotic approach to contemporary communication (London and New York: Routledge). We aim to offer a preliminary research sketch, seeing blogs as a site of emergence of contemporary textual production, which can allow us to develop a generally useable resource for studying online communication. Social semiotics suggests that signs (and videogames use many of them, as we shall see) are created with intentionality, but are only ever interpreted, and that there is no set or fixed meaning in a given sign. Multimodal discourse: The modes and media of contemporary communication. Scholars such as Gunther Kress and Theo van Leeuwen offer a social semiotic approach to multimodality through the lens of visual rhetoric and visual literacy. We apply the approach to three different institutions – a school, a museum and a hospital, illustrating key concepts and addressing issues around pedagogy and technology in contemporary society. The 21st century is awash with ever more mixed and remixed images, writing, layout, sound, gesture, speech, and 3D objects. Scholars interested in human communication have long recognized that it is necessary to extend the purview of the field of semiotics to include all types of sign-making activity. I would definitely recommend they read Gunther Kress's book, Multimodality: A social semiotic approach to contemporary communication. The Routledge handbook of multimodal analysis. Multimodality: A Social Semiotic Approach to Contemporary Communication. Multimodality: A social semiotic approach to contemporary communication. A social semiotics approach (Kress, 2010; see also Halliday, 1978). The aim of this paper is to show how a substantive area of social research –learning– can be investigated using a multimodal social semiotic approach. Part of Hatchette, UK: Hodder Education. More recently, Anne Wysocki offers a definition of new media that also encourages a social element to composing . This makes the approach attractive and maybe essential in media which draw on that multiplicity of resources: on video, on photos, on writing, on music-as-sound, on sound-as-sound track, on colour, and on the potentials of layout for making meaning. In the first part of the talk I will set out some of the central terms of a social semiotic multimodal theory of communication and representation.