Document Type: Original Article
doi: 10.22034/IEPA.2020.229693.1166
Iranian Journal of Learning and Memory 2020, 2 (8), 35-44
Teaching Literacy Skills through Multimodal Texts
Marzieh Souzandehfar, Ph.D.
Department of Translation Studies, Jahrom University, Jahrom, Fars, Iran
Seyyed Mohammad Ali Soozandehfar, Ph.D.
Department of Teaching English as a Foreign Language (TEFL), University of Hormozgan, Bandar Abbas, Iran
Abstract
Multimodal Discourse is a theory of communication in multimedia. The notion of modes refers to semiotic
resources which allow the simultaneous realization of discourses and types of (inter)action. Media are the material
resources being used for the production such as music, language, and images. This study examined Iranian EFL
learners’ perception of multimodal texts. The objective of the study was to examine how Iranian EFL learners
utilized their general literacy practices and multimodal repertoires to develop their meaning-making process. The
participants were 18 intermediate EFL learners attending Iran Language Institute (ILI), and were exposed to
advertisement materials. They were asked to reconstruct their perceptions both visually and verbally. The
participants’ responses were analyzed according to the social semiotics model suggested by Kress and van
Leeuwen (2001). Results revealed that the participants made contextualized perceptions of the advertisement
materials indicating their sociocultural framework. Moreover, applying multimodal knowledge, the students
promoted their learning status via transformative self-affected strategies. Multimodal/multiliteracies pedagogy
could promote EFL students' critical literacy practices to develop new worldviews and question the imposing
discursive moments.
Keywords: Literacy skills, multimodality, semiotics, socio-historical perspective
Introduction
In the process of evolution, life forms have received
various detection channels, also called modes, such as
vision, hearing, smell, taste and pain perception, etc.
Mode is the form of information exchange between
human brain and the environment. The theory of
multimodal discourse analysis advocates that other
sign systems than language are also sources of
meaning. In interpersonal communication, when only
one mode cannot specify the meaning of the speaker,
other modes are necessary to improve and add more
information to make the presentation of the speaker's
meaning clearer and understandable (Kress & van
Leeuwen, 2001).
The growing influence of multimedia technologies
has changed what counts as texts and what it means to
be literate (Bezemer, & Kress, 2015; Jewitt, 2005;
Kao, Liao, & Lan, 2017; Kress & van Leeuwen,
Corresponding Author
Email:
[email protected]
Received: 04/03/2020
Accepted: 06/18/2020
2001). Likewise, the great variability of the English
learners’ background has highlighted the significant
contribution
of
multimodal/multilateralities
(Echevarria, Vogt & Short, 2008). Students benefit
from different educational capacities, different cultural
conventions, different points of view and many
learning techniques. While some are visually oriented,
others prefer to learn through practical activities
(Stein, 2004). Some students can perceive through
visualizations, play music or posturing (Stein, 2004).
In fact, due to the progress of multimedia, knowledge
is not limited to reading and writing; rather, it is the
potential to give meaning and to perceive various
dispositions of the creation of meaning in different
textual and contextual associations of disciplines or
modes (Gee, 2003; Kress & van Leeuwen, 1996). In
the same vein, the concept of text has now developed
beyond textbooks involving various discursive modes
manifested through diagrams, images, graphics,
visualizations, the Internet, clips, games and other
installations instigated by the Web. Therefore, while
text technologies continue to offer more opportunities,
36 | P a g e
teachers should challenge the use of textbooks as the
only teaching materials for literacy and other school
subjects (Ajayi, 2008).
Kress (2001) made an entire criticism on the
linguistic frameworks prevalent over the past decades.
In line with Kress' (2001) viewpoint, a type of social
semiotic method was applied in this study based on the
multimodal issues concentrating on several styles of
meaning-making. In the same vein, Bezemer and
Kress (2008) studied a similar approach attempting to
explore the premises of multimodal integration.
Moreover, multimodality was a complicated subject
for text evaluators in the past. Scholars have examined
the link between diverse mediums, taking into account
the evaluation of visualizations (Marchetti, & Valente,
2018; O’Halloran, 2004); perspectives (Kress & van
Leeuwen, 2006); and audio, rhythm, and tone (van
Leeuwen, 1999). Accordingly, linguistic discourse is
not the only or the major medium of negotiation of
meaning. Today, it includes a broader scope of sign
interpretation that affects visual negotiation in addition
to reading and writing. Gee (2003) maintained that
multiliteracies are beyond perceptive capabilities; i.e.,
being aware of a social moment entails the realization
of some different performances, communications,
evaluations, emotions, knowledge, materials, and
technologies that build that social moment. In other
words, knowledge rehearses are quite pertinent to the
social networks elucidating the way a text should be
studied, perceived, communicated, and put into
practice in the authentic contexts. Accordingly, Gee
(2003) asserted that knowledge and literacy is both
context-bound and text-instigated. Kalantzis and Cope
(2012) purported that the notion of multi-literacy
stands for two significant facets of perceiving the
intention. One deals with different social conventions,
showing meaning in various culture-specific contexts.
Indeed, texts differ contingent on the contextual
features (Kalantzis & Cope, 2012). Next deals with a
facet of interpretation of meaning with a focus on
different modes of literacy (Kalantzis & Cope, 2012),
i.e., interpretation can be dependent upon the alteration
of textual modes germane to different types of
intelligence. Similarly, the application of different
textual modes within the class has prompted
difficulties for EFL teachers in terms of the way to
provide students with multiple intelligences with
appropriate modes relevant to the particular
educational moments. Dyson (2003) asserted that there
is a significant divergence between the premises of
multimodality and educational practices since
knowledge promotion rarely pay much attention to
such modal activities. In the similar vein, Jewitt's
(2005) curriculum scrutiny indicated promotion just in
Iranian Journal of Learning and Memory 2020, 2(8)
the textual facet of knowledge (Jewitt, 2005). Also,
Davies (2006) stated that the current curriculum
cannot associate learners' knowledge with the modish
multimodal text representation in the current
educational trend. Therefore, one of the primary points
for EFL teachers to consider might be the strategic
way to insert different modes of texts, tasks, and
practices that can corroborate the activation of EFL
students' background knowledge, and link it to the new
information (Ajayi, 2011; Bezemer & Kress, 2015).
Research on the significant contribution of textual
modes entailing multi-literacies in the EFL domain are
restricted. Consequently, this investigation intends to
illuminate the way an EFL context can be linked to
and enhance the learners' meaning-making strategies
via inducing the utilization of diverse representational
modes of knowledge and practices. In other words,
this study endeavors to see the way EFL learners
negotiate meaning while facing an advertisement, as
well as to elucidate their perception of it while
engaging in multimodal texts.
This study focused on the semiotics of
advertisement. Advertisements are not simply
informative texts about a product. Rather, they are
social symbolic information that shape cultural
tendencies within society. They inform people about
what they must buy to become fashionable, successful
and popular while persuading them to certain products
to achieve these goals (Christelle, 2012). They are one
aspect of multi-modal communication, which are
influenced by culture. Mass – media and culture are
closely related and are inseparable, culture provides
mass media with sources for contents and all contents
should be derived from culture; otherwise, they cannot
be understood (Gowda, 2011).
Informed by systemic functional linguistics, the
theory of multimodal discourse analysis considers sign
systems as sources of meaning. For Kress and van
Leeuwen (2006), visual images, like language, fill the
metafunctions of the representation of the experiential
world (representational sense), the interaction between
participants with a visual design and its viewers
(interactive
sense),
and
the
compositional
arrangements of visual resources (compositional
sense). This model is illustrated below in Figure 1.
Souzandehfar et al. Teaching Literacy Skills …
P a g e | 37
dependability and trustworthiness of the results
(Hammersley, 1990). Unlike reliability in quantitative
research which has to do with consistency of behavior
or the extent to which data and findings would
generate similar results if the study were replicated,
qualitative studies expect variability, because the
context of studies changes (Lodico, Spaulding, &
Voegtle, 2010). Thus, consistency is looked at as the
extent to which variation can be tracked or explained
(Ary, et al., 2002). This is referred to as dependability.
Thus, inter-coder comparison was used to ensure the
dependability of the results in this study.
Participants
Figure 1.
Kress and van Leeuwen (2006) Model
This qualitative study was motivated by the fact
that in most of the previous studies, the leaner
perspectives used to be measured based on
quantitative satisfaction surveys which are aimed at
measuring generic pedagogical, curriculum, and
assessment aspects of a course (Zander & Zander,
2000). There is scarcity of research which investigates
students’ “lived experiences” of a course. Lived
experiences refer to the life-centric moments in which
students are at the peak of their performance, when the
learning experiences are working (Yates, 2004).
As a qualitative study, the present research
investigated the following research questions:
1. How does the application of different textual
modes contribute to rendering the meaning?
2. How does the text-mode developer's identity
affect the selection of that particular mode of
rendering?
3. How does the visualization of spoken texts
affect knowledge formation and practice?
4. What significant strategies do EFL learners
develop while applying different textual
modes?
Method
This study is considered applied research in terms of
function and qualitative research in terms of approach.
The aim of qualitative research is to facilitate the
deeper understanding of the phenomena (Gorard, &
Taylor 2004). A very important concern in a
qualitative piece of research is to enhance the
The participants were 18 intermediate EFL learners
from Iran Language Institute (ILI). For identification
purposes, each student was assigned a number. They
used English only when they were in class and they
claimed that they often take advantage of TV
materials, lyrics, and books as well.
Instruments
Cyrus Cylinder Pen Advertisement was used as a
multimodal text to teach and practice the literacy
skills. For a while, advertisements on mass media
about a new brand of pen, known as Europen,
attracted the attention of many Iranians. The
advertisements with different styles integrating various
modes of presentation, including language, animation,
picture, color, space, and typography were broadcast
on television, radio, the Internet, newspaper, etc.
Europen products were available in varied designs,
shapes, colors, and sizes. Furthermore, expensive
materials such as gold and diamond were used in the
production of those products. Figure 1 depicts one
special design of this product known as Cyrus
Cylinder pen. The golden parts of the pen are made up
of genuine gold. Furthermore, a piece of genuine
diamond was placed on top of the pen. The most
special thing about this pen is the lid, which is
designed after the Cyrus Cylinder with the words of
Cyrus written on it. As it is shown in the
advertisement, this special design is produced in
limited edition.
38 | P a g e
Iranian Journal of Learning and Memory 2020, 2(8)
and grammar lessons, with marginal chances offered
for speaking and conversation practice. In session five,
the researcher/teacher employed a multimodal text for
teaching. The whole experience lasted four weeks. At
the end of the experiment, the language learners were
asked to talk about the text in question and draw a
picture to represent their understanding of the text.
Data Collection Procedure
Figure 2.
Cyrus Cylinder Pen Advertisement
The text in Figure 2 combines the visual and
linguistic modes in an extremely delicate way to
advertise this product. The image of the Cyrus
Cylinder at the bottom of the figure and its
reproduction on the golden lid of the pen connects the
Iranian rich culture to the users of the pen. In fact, the
advertisement implies that the users of the pen can
identify themselves as those who follow the precious
words of Cyrus about human rights. Furthermore, the
gold and diamond used in the design of the pen restrict
the users to a special class of the society, the rich.
Thus, although the pen has been specifically designed
by and for Iranian customers, 90% of the language
used for the advertisement is English rather than
Persian. In addition, the brand name, Europen, starts
with €, the symbol used for the currency of the
European countries. The fact is that the product is
advertised in mass media by the same name written in
Persian alphabet, ""یوروپن, which is so strange.
Procedure
At the outset, the participants in this study attended
their usual English proficiency classes at Iran
Language Institute, focusing mainly on reading and
grammar. Each week, they had four hours of reading
Data were collected by means of semi-structured
interviews and classroom observations. Thus, the
participants were asked to speak about particular
experiences within the course about the multimodal
text. A semi-structured oral interview was given to the
participants. Participants’ verbal responses and
elaborations were audiotaped and transcribed for
analysis. During the class hour the learners were asked
about their past experiences about TV or newspaper
advertisements. Afterwards, they expressed their ideas
about their pens and the brands they like as well as
some justifications and reasons in this regard. Then,
they were exposed to a copy of a Cyrus Cylinder pen
advertisement. They were asked to collaborate with
one another and interpret the text, the picture, and the
visual design of the advertisement. Subsequently, they
expressed their criticisms on the way advertisements
persuade people to buy the products. Ultimately, they
delineated and visualized their perceptions and wrote
some
respective
explanations
about
their
visualizations.
Data Analysis
According to Kress and van Leeuwen's (2001)
analytical framework in terms of social semiotics,
centered around the concept of multimodality, the
scrutiny in this study was performed. The scrutiny
involved the analysis of the visualizations and
different modes of making the respective meaning
based on the multimodal criteria in the framework
including pictorial-interaction, writing-layout, metafunction, stimulated-symbol, and sign-creator's
interest-background criteria. According to the
principles of the framework, learners utilize various
styles of rendering their ideas. They apply specific
symbols to illustrate their manner and attitude
regarding the respective advertisement. Their effort to
perceive and interpret is context-bound. In fact,
diverse styles of representation of interest create an
optimal underpinning for making a link to their
sociocultural backgrounds
Souzandehfar et al. Teaching Literacy Skills …
Findings
Cyrus Cylinder, yellow to show the golden color of
that part. The student conveyed her message more
through the facial expression of the girls and the colors
she used in a particular way. For example, the two
girls were smiling in the figure, showing that both of
them were satisfied with the
P a g e | 39
advertisement in her own experiences of life where
prestige and money is important.
Figure 4.
Pens as Important Tools
Figure 3.
Pen as a Birthday Present
The illustrator of Figure 3, through the integration
of text, color, and visual image conveyed a
compositional message which included a birthday
party in which the self-portrait of the girl is giving the
pen as a present to her friend. The student colored the
upper part of the pen, which is the Cyrus Cylinder,
yellow to show the golden color of that part. The
student conveyed her message more through the facial
expression of the girls and the colors she used in a
particular way. For example, the two girls were
smiling in the figure, showing that both of them were
satisfied with the pen as a birthday present. This is
more evident when one notices that the pen and the
box in which the pen is placed are both shining which
is shown through yellow rays around them. When the
teacher asked the illustrator of figure 2 to explain the
drawing to the class, she told her classmates that she
thought “this pen with golden Cyrus Cylinder on it is
the best gift for a friend’s birthday.” She also added “it
is very prestigious because it is golden and also
because it has Cyrus Cylinder on it.” This
“prestigious” idea is confirmed when one notices that
the illustrator has drawn herself wearing gold earrings,
a gold necklace and bracelet. In this case, the student
reflected and situated the meaning of the pen
In Figure 4, the student represented her
interpretation of the advertisement by using
perspective to distinguish between the past and present
time. In this drawing, the beginning of the road
indicates the present time where a girl is writing
something on a piece of paper with a pen. At the end
of the road, the same girl who has become an old
woman is again writing something on a piece of paper.
However, this time the pen she is writing with is the
Cyrus Cylinder pen. When the teacher asked the
student to explain her drawing, she said “the pen is an
important thing for learning and knowledge. As we
have more and more knowledge and experience, we
deserve to have a better and better pen to write with.
Those who have the most knowledge should use the
Cyrus Cylinder pen.” Furthermore, when she was
asked about the sun at the end of the road, she replied
that the sun was the symbol of wisdom and experience
which had the same color as the golden Cyrus
Cylinder on the pen the old woman is writing with. In
fact, through this drawing the student tried to
communicate her message – the important role of pen
in gaining both knowledge and other qualifications - to
the audience. The student, rather than relying only on
language, used shape, color, and some drawing
techniques, like perspective, to express her
interpretation of the advertisement and also to produce
new meanings. This suggests that these adolescents do
not read multimodal texts uncritically; rather, they
40 | P a g e
interpret meanings that match their interests and
identities
According to Ajayi (2008), advertisements can
vigorously prompt a gradual shaping of the self since
the textual exposures might influence the
performances of adolescents in social semiosis. In
particular, such texts can assist adolescents to gain
personal values. Figures 4 and 5 reveal two students'
identities types reflected in their interpretations of the
Cyrus Cylinder pen advertisement.
Figure 5.
Student’s Interest in Simplicity
In Figure 5, except for the Cyrus Cylinder which
was colored yellow, other parts of the drawing had no
color. When the student intended to elucidate her
visualization, she explained, “Cyrus Cylinder and the
words written on it are so important that even gold is
not enough for that. Cyrus is a great man in history
and his words are so valuable, but a pen should be
simple.” In fact, this student appreciated simplicity in
life. That’s why the pen had no color; i.e., lack of color
was a symbol of simplicity for this student. But a
simple pen can write valuable words, like Sa'di’s – the
Iranian poet – famous verse written by this pen in the
drawing, i.e., "human beings are similar to different
organs of a body; they are created from the same
nature; when one organ hurts, other organs hurt as
well." She believed that Cyrus was also the
manifestation of simplicity, thus his portrait in her
drawing lacks color, too. The most significant message
of her drawing was placed on the right side of the
paper, as the new information to which viewers should
pay attention. She believed “the money of the gold in
the pen should be given to poor people and the
Iranian Journal of Learning and Memory 2020, 2(8)
disabled,” as is drawn in the figure. In fact, the Cyrus
Cylinder pen advertisement caused the student to
follow the features of Cyrus and illuminate it in a
textual manner; i.e., the selection of particular
symbols, encompassing the appearance of the text in
addition to the written form can entail changes in the
creator's personality features. This issue indicates that
the application of different textual modes can be
conducive to the facilitation of learners' imagination
and development of novel worldviews and as a result
transformation of self.
Figure 6.
Student’s Global Identity
The illustrator of Figure 5 integrated both visual
and verbal modes to produce a multimodal text. The
illustrator drew a boy holding a big green pen with the
name “World Pen” on it in his arms, while he is
kicking the name “Europen” which is the brand name
of the pen and by which the pen is advertised on
Iranian channels on TVs and radios throughout the
country. When the teacher curiously asked why the
student had drawn such a picture, she answered,
“Cyrus was Iranian and wrote human rights on the
cylinder for all humans. So the name of this pen
should be ‘World Pen’ and not Europen.” The upper
part of the pen, the Cyrus Cylinder, is colored dark
green and the rest light green. When the teacher asked
the reason, the student answered, “The color green is
the symbol of life and happiness. The cylinder is dark
green which means it is full of life and happiness and
it can spread this green color to other parts of the
world (here, other parts of the pen) and make them
green, too.” Taking a critical stand, the student shows
both her patriotic identity and global identity.
Souzandehfar et al. Teaching Literacy Skills …
The entanglement of various textual modes
revealed that the producers had diverse viewpoints in
their creation and imagination (Figures 6 & 7). The
style of the visualizations elucidated different
interpretations of the texts applying unique forms of
imagination mediated by text, picture, and imaginary
visualizations. The creator of Figure 6 utilized the
paradoxical information to organize the connection
between the text and its visualization.
P a g e | 41
the prestige it brought for him and the social class with
which he could identify himself. However, in practice,
a completely different thing happens. But the case of
the second man is totally different. He is holding a
very simple pen, with no color, in his right hand but
the words he had written with this pen were so
valuable that they were shining like a piece of gold.
The words read “Humans are the same.” Furthermore,
unlike the first man, who was holding a sword, the
second one was holding a flower in his left hand
which was the symbol of humanity and observing
human rights.
Figure 7.
Two Different Views on Pen
The student stated that she utilized the textual
information to develop a visual connection between
the two depicted men. Moreover, Figure 7 reveals
different techniques the students applied to develop
the texts via the critical assistance of multimodality. In
other words, the students selected some initial
strategies, i.e., they used visualizations first and then
produced written texts or vice versa. Also, they
selected diverse strategies to integrate text, picture,
and organizational issues for rendering the
interpretation. Thus, the form of meaning negotiation
might be basically divergent manifested in different
modes of textual visualization.
During the presentation, the teacher asked the
illustrator of figure 6 why she drew the first man in
new and neat clothes and with shoes but the other one
in old clothes as the patches on his shirts and pants
indicate and also he was wearing no shoes. She
explained that the first man was rich and was able to
buy the golden Cyrus Cylinder pen which was in his
right hand, but as the sword in his left hand suggests,
he did not follow Cyrus’s words on the pen and
violated the human rights. He bought the pen just for
Figure 8.
New Ideas for Advertising a Pen
The illustrator of figure 8 explained “it’s a very
professional trading because this Cyrus Cylinder pen
with these features satisfies everybody especially
Iranian people. But I prefer to add the image of the
Winged Man to this pen” The image of the Winged
Man along with Zarathustra’s famous phrases, “Good
Thoughts, Good Words, and Good Behaviors,” in
Persian are depicted in figure 7. The student’s
explanations were important for at least two reasons.
First, the student appeared to perceive that the
selection of efficient textual modes was a crucial
element in developing particular influences on the
appearance as well as the intention of the text. Second,
the student’s choice of particular images - like the
Winged Man in figure 7 - to render her understanding
indicated a prevalent perception of the advertisement
job in the wider social environment.
Furthermore, through an intricate use of symbolic
structures, the illustrators of the figures in this section
applied their cultural knowledge to design visual
42 | P a g e
symbols to convey messages. The illustrator of Figure
8 communicated a symbolic meaning (a meaning that
goes beyond the material representation of the image)
on her interpretation of the text. Through foregrounding, specific hairstyles, and types of clothing, the
illustrators depicted the images in Figures 8 and 9 as
salient. The images had cultural symbolic values-the
individuals in the frames were fashionable, belonged
to a distinctive social class, and had markers of
personal identity.
Iranian Journal of Learning and Memory 2020, 2(8)
interpretations and negotiations connected with the
utilization of different textual modes with regard to
comprehension of the text. The students illustrated that
the application of different modes entailed a
promotion in the learning process leading to a kind of
transformation of their selves.
Figure 10.
Guy Modeling for Advertisement
Figure 9.
Type of Pen and Social Class
In her written explanation of the drawing, the
illustrator of Figure 9 noted that the advertisement
industry used "colorful and attractive images so that
people could buy it .... So the people that are making
the Cyrus Cylinder pens are getting a lot of money.
Those people are getting rich...." After reading her
sentences, I asked the illustrator to explain what she
meant by these comments. She told the class that she
knew that many products were not as good as their
advertisements presented them to be to the public. She
added, "it is about making more money and more
money." The student's drawing and comments raised
some important issues. The drawing indicated that the
utilization of textual advertisement in the pedagogical
context can function as a reasonable strategy to
integrate the educational setting into wider social
environment. Indeed, the student criticized the
producers' intentions to impose their goods. Besides,
several students mentioned their collaborative
techniques (Gee, 2003) applied as critical for their
perceptions of the advertisement. In other words, the
students took into account the collective
In figure 10, the illustrator has associated the Cyrus
Cylinder pen with a particular social group as it is
shown through the special hair style of the man in the
picture. When the illustrator was asked to explain her
drawing, she said “young people who have the same
hair style are more encouraged to buy the Cyrus
Cylinder pen when they see it in the hands of people
like themselves.” This comment once again showed
the transformative style of literacy learning.
Discussion and Conclusion
The findings of the study indicated that the students
applied diverse symbols, texts, and visualization
techniques to show their perceptions of the
advertisement and also to develop novel
understandings as well as to render their favors. This
issue can be in line with Kress and van Leeuwen’s
(2001) framework which takes into account each
individual as a rich repertoire of verbal and nonverbal
tools to express their thoughts and feelings towards a
phenomenon. In fact, as Kalantzis and Cope (2012)
argued, due to the exposition of individuals to novel
ideas and interactions, understanding occurs in
different mediums. Furthermore, the fact that the
language learners created new worlds and form new
personality features indicates that there is a reciprocal
Souzandehfar et al. Teaching Literacy Skills …
connection between the students' interpretations and
textual modes in such a way that multimodal texts
both shape and are shaped by the learners. This
verifies Ajayi’s (2008) claim that multimodal texts,
and in particular advertisements, are powerful tools of
identity formation, in line with Kress and van
Leeuwen’s (1996, 2001) ideologies on entertaining
context-bound meaning negotiation and rendering
within sociocultural contexts. As Iranian learners of
English, the students showed their Iranian identities in
the understanding and production of the material.
They applied various styles of rendering associated
with sociocultural facets of their Iranian identities.
This is exactly in line with the first aspect of meaningmaking of Kalantzis and Cope’s (2012)
“multiliteracies”; that is, individuals’ materials alter
contigent upon the topic, background, context, and the
particular sociocultural information required.
In addition, as Kress and van Leeuwen (1996,
2001) claimed, different modes provided affordances
regarding the form of information and pedagogical
activities in the classroom. In fact, taking multiple
paths by the learners to compose their texts reveals the
way different modes provoke learners’ creativity in
placing new and old information on different parts of
their texts. This is far away from the very limited and
linguistic view of literacy and a sequential and linear
view of reading and writing skills (Ajayi, 2011;
Bezemer & Kress, 2015; Jewitt, 2005). Finally,
various modes empowered the students to have critical
literacy practices through taking part in class
discussion over the topic and sharing their views with
their classmates. That is, pedagogical processes were
performed in a way that was dynamic and influenced
their personalities. This is because, as Davies (2006)
and Kalantzis and Cope (2012) asserted, multimodal
texts are authentic texts with which the students deal
in their everyday life. In fact, multimodal texts create a
link between students' in-class and out-of-the-class
literacy practices through a tangible way of
understanding the surrounding events in their society.
This result is a kind of literacy practice which
according to Kalantzis and Cope (2012) is called
“situated” literacy. That is, multimodal texts are
mediating tools for situating classroom literacy
practices in the social, cultural, and political contexts
in which the students live. As a result of this
authenticity of the multimodal texts, the learners are
encouraged to take more active participation in the
discussions and critical literacy practices in the
classroom. This appropriately empowers the students
to read the multimodal texts they encounter out of the
class more critically and find the underlying ideologies
of the texts through critical discourse analysis.
P a g e | 43
Furthermore, they become more skillful in expressing
their own ideologies through getting familiar with
techniques and strategies of producing multimodal
texts. In this way, “understanding” and “producing”
multimodal texts can appropriately replace the
traditional terms of “reading” and “writing” in
classroom literacy practices.
This study was intended to explore the semiotic
elements that EFL students in Iran Language Institute
(ILI) applied to perceive advertising material and the
way they utilized visualizations to transfer their
perceptions. The students recognized the intentions of
the texts in particular settings indicating their
sociocultural backgrounds. Also, they perceived the
texts in novel ways and developed new imaginations
showing their idiosyncratic favors as formed by their
experiences. Besides, the students illustrated that the
application of different modes entailed the power to
improve educational abilities. Moreover, the
utilization of multimodal education led the students to
go through text interpretation from diverse critical
stances. In other words, this study indicated that such
an education could promote critical thinking via
suggesting EFL students some techniques to develop
new personality features and criticize dominant
contextualized activities.
According to the results of this study, which
revealed the transformative potential of multimodal
texts, the integration of such texts with
English/literacy and content area materials is strongly
recommended. This issue shows that the scope of such
an education should be expanded beyond textual
interaction. Also, multimodal pedagogy should be
integrated into conventional forms, especially through
computer-assisted and web-based technologies
(Kalantzis & Cope, 2012). Also, as Kalantzis and
Cope (2012) purported, it is critical that the current
pedagogy not merely concentrate on the principles of
one form of text. According to Ajayi (2008), as text
technologies proceed to provide more spaces, teachers
should criticize the utilization of mere textbooks as the
only pedagogical tool. All teachers need to think in a
multimodal way as they tend to select materials for
their students. In addition, textual modes are excellent
facilities for inducing critical thinking. For instance,
teachers can stimulate learners to scrutinize, perceive,
and criticize commercials to diagnose the intentions
behind their generation. This issue will prompt
students to put simple understandings of the texts
under question and instead analyze them according to
the network of their experiences and viewpoints.
Finally, as New London Group (1996) stated,
EFL/ESL teachers might require supplementary
training in using different modes of teaching.
44 | P a g e
Researchers should also consider developing an
analytical "tool kit" or metalanguage for multimodal
pedagogy.
The outcomes of this study may be noteworthy for
providers of teacher training programs. However, due
to time and practical limitations, the volume of the
studied corpus was limited. So, further research
should be done with a bigger and more diverse corpus
to enhance the findings of the study.
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