Semiotic Work: Applied Linguistics and a Social Semiotic Account of Multimodality

Autor/in	Kress, Gunther
Titel	Semiotic Work: Applied Linguistics and a Social Semiotic Account of Multimodality
Quelle	In: AILA Review, 28 (2015), S.49-71 (23 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1461-0213
DOI	10.1075/aila.28.03kre
Schlagwörter	Semiotics; Applied Linguistics; Audiences; Writing (Composition); Language Research; Social Theories; Ethics; Communication (Thought Transfer); Correlation; Multimedia Materials + Suchen Sie Ihr Suchwort? Semiotik; Linguistics; Linguistik; Angewandte Linguistik; Spectator; Zuschauer; Schreibübung; Sprachforschung; Gesellschaftstheorie; Ethik; Communication; thought; Kommunikation; Gedanke; Korrelation
Abstract	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? (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01