MULTIMODAL
Multimodal is all interactions, meaning multimodal
stresses that all means of
communication playan important
role both verbally
and visually because language contains
meaning, content or
informative content. According
to O'Halloran (2008) states
multimodal analysis includes
all types of communication that
have text interactions
and interactions of
two or more semiotic
sources or means
of communication to
achieve the communicative function of the text.
Multimodality
is defined as
"the use of
several semioticmodes in the
design of semiotic
product or event,
together with a
particular way in
which these modes are
combined".Modality"
in multimodal discourse
refers to how people
use semiotic resources
to create truth.
It's a very
complicated concept and has
different modality markers in different semiotic resources. It does not
simply equal to
modal verbs or
auxiliary verbs, for
example can, may,
and must.
Theories of Multimodal
1. Kress and Leewen
Kress
and Leewen’s opinion, the three metafunctions of linguistics can be
extended to visual
communication. In Reading
image, they see
image as a resource
for representation and
thus will display
culturally produced regularities.
The meanings expressed by people are the first and foremost social meanings, so
Halliday’s three metafunctions for language can also be used a starting point
for their account
of images because
they assume the
three metafunctions model works
well as a
source for thinking
about all modes
of representation. Kress and
Van Leeuwen assume
that images, color,
music, typography and other
visual modes are
similar to language
and they can simultaneously fulfill and realize the
three broad communicative metafunctions as
language does. In
their view, image
and other visual
modes can represent objects and
their relations in
a world outside
the representational system,
so there are many
ideational choices available
for visual sign-making
in visual communication. They
also think that
image and other
visual modes have
the capacity to form
texts, complexes of
signs which internally
cohere with each other
and extremely with
the context in
and for which
they were produced.
Besides,
image and other visual modes are able to represent a particular social
relation between the
produce, the viewer
and the object
represented. And all semiotic systems are social semiotic system
which allow us to negotiate social and power relationships. They see images of whatever kinds as means for the
articulation of ideological position. That’s why in their Reading Images, they
draw examples from
many domains, such
as textbooks, websites, advertisements, magazines articles
and so on to express their meaning making in
their social practices.
The key notion
in any semiotics
is the sign
or sign making, so
Kress and Van
Leeuwen discuss forms
(signifier) such as
vector, modality, gaze, composition, perspective, line and color, as
well as the way in which these forms are used to realize meanigs in the making
of signs.
Based
on Halliday’s theory, Kress and Van
Leeuwen use a slightly different
terminology in discussing
the meaning of
image in visual communication: representational instead
of ideational; interactive
instead of interpersonal; and
compositional instead of textual. As for the representational meaning, they
have distinguished two
kinds of image
in the light
of the different characteristics of
image: one is
narrative images which
involve four processes, those
are action process,
reactional process, speech
and mental process, and
conversation process, another is conceptual images which include three kinds,
namely classificational process,
anlytical process and
symbolic process.
Kress and
Van Leeuwen have
suggested three ways
to examine the interactive meaning of images from three
aspects: contact, social distance and attitude.
The compositional meaning
of images is
realized through :
three interrelated systems: information value, salience and framing.
From Kress and Van Leeuwen’s visual
grammar, we cam
see that images
are made up of
elements that can be decomposed when we analyzed the meaning of them. Just
as language, images
have meanings only
when they are
integrated together. That is, the
meaning of visualimages comes from the arrangement of different visual
elements. The three metafunctions put forth by Kress and Van Leeuwen are not
direct relationships between
semiotic resources and
meaning. The concept such as
power, interaction, detachment and involvement and so on are not meanings
hidden in the images, rather, they are meaning potentials, that is they are
the possible meanings
which will be
activated by the
producers and viewers of images.
2. Bull and Anstey
In multimodal
analysis, according to
Geoff Bull and
Michelle Anstey (2010), state
that a text
is called multimodal
if the text
is realized from a
combination of two
or more semiotic
systems. There are
five semiotic (sign, symbol and or code) systems that the
multiliterate needs to have knowledge of when exploring and examining
multimodal texts.
a. Linguistic analysis
Comprising aspects
such as vocabulary,
alphabets, generic structure
and the grammar of oral and written language.
b. Visual analysis
Comparising aspects
such as colour,
layout, page or
screen and still
and moving images. Here
visual images may
involved body laguage,
motion, dance, two and
three dimensional works
of art, photographs
and clipart, films and video, museum
exhibits and dioramas,
advertisements, illustrated written or verbal discourse, architecture,
hypermedia and visual relity experiences, and so on.
c. Audio analysis
Comparising aspects
such as volume,
pitch and rhythm
of music, sound effects and silence.
d. Gestural analysis
Comparising aspects
such as movements,
speed and stillness
in facial expression and body
language and posture.
e. Spatial analysis
Comparising aspects
such as proximity,
direction, position of layout and praganisation of object in space.
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