The central place accorded to materiality in MMDA (multimodal discourse analysis)—even though subject to constant social and semiotic work—remains: MMDA opens the possibility of moving against the reductiveness of twentieth century generalisation and abstraction (in much of linguistics for instance), and toward a full account—in conjunction with other theories and disciplines—, of the impact of the fact that, as humans, we are physical, material bodies and that meaning cannot be understood outside the recognition of this materiality.