chapter  11
12 Pages

Rhetoric and Multimodality

It is one of the significant leaps forward in communication theory that multimodality is increasingly accepted as a norm in thinking about the resources for meaning-making. The work of Kress (e.g., 2003, 2010) has been central to this movement. He positions multimodality as an aspect of the theory of social semiotics. Social semiotics, we could say, has emerged from a combination of sociolinguistics; the turn to the social in studies of cognition, culture, and learning (exemplified, for example, in the work of Vygotsky); and from the natural development of semiotics into social semiotics on the assumption that the social is prior, but that the social and sign systems shape and inform each other.