ABSTRACT
This chapter examines the properties of text-flow and page-flow, how they are manifested in artefact structure on the page level, how their structure signals and guides their interpretation, and how often these semiotic modes are distributed in the annotated corpus over time. Essentially, page-flow can take another semiotic mode, such as text-flow, and complement its output with other semiotic resources, such as illustrations, photographs and information graphics. The observation that the structure of the tourist brochures may have shifted towards page-flow is particularly interesting in the light of their degree of visuality. Bateman proposes that a successful process of interpretation involves selecting and applying the discourse semantics of the correct semiotic mode to the multimodal artefact at hand. Determining the active semiotic mode requires inputs from both layout and rhetorical layers of the Genre and Multimodality (GeM) model. Layout chunks provides a point of departure for examining the layout structures in the annotated corpus and their rhetorical configuration.
