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

As an important discourse type, advertisements (ads) are the important recourses to study. Animated documentary as a contemporary medium for communication conveys social messages, and it has, as its overall goal, some claims on reality representation. Semiotics deals with messages and tries to reveal the processes of meaning making. For this, the article outlines a framework using a multimodal social semiotic approach. 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. 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. Multimodality: A Social Semiotic Approach to Contemporary Communication. First, we situate research on interface design in relation to a wider notion of communication design informed by social semiotic approaches to mediated communication (Kress & van Leeuwen 2001, Jewitt 2005). Digital Literacy for Technical Communication: 21st Century Theory and Practice Ed Rachel Spilka 5. Title, A Social Semiotic Approach to the Multimodal Discourse Analysis of Advertisements. Multimodality: A Social Semiotic Approach to Contemporary Communication by Gunther Kress 4. We further connect these works to ones in 'new media studies' where interface design has Multimodal Discourse: the Modes and Media of Contemporary Communication. Technology, Literacy, Learning: A Multimodal Approach.