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ERIC Number: EJ1102536
Record Type: Journal
Publication Date: 2015
Pages: 23
Abstractor: As Provided
ISSN: ISSN-1461-0213
Semiotic Work: Applied Linguistics and a Social Semiotic Account of Multimodality
Kress, Gunther
AILA Review, v28 p49-71 2015
This article imagines a tussle between Multimodality, focused on "modes," and Applied Linguistics (AL), based on "language." A Social Semiotic approach to MM treats "speech" and "writing" as modes with distinct affordances, and, as all modes, treats them as "partial" means of communication. The implications of "partiality" confound long-held assumptions of the sufficiency of "language" for all communicational needs: an assumption shared by AL. Given MM's plurality of modes and the diversity of audiences, design moves into focus, with a shift from competent performance to "apt design." Principles of composition--e.g. "linearity" versus "modularity"--become crucial, raising the question at the heart of this paper: how do AL and MM deal with the shape of the contemporary semiotic landscape?
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A