Lesson 8 Multimodal Text 2

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Unit 3: Communication Aids and Strategies Using Tools of Technology

Lesson 8: Multimodal Text

Learning Objectives

At the end of this module, you should be able to:


1. define multimodal text; and
2. determine the message conveyed by the multimodal material.

Presentation of Contents

Cited by Anggrainy (2016), the term multimodal was coined by members of the New
London Group, including Cope and Kalantzis (2000), Kress (2003, 2005) and Kress and
Van Leeuwen (2001). The word multimodal is rooted from the two words ‘multi’ (many)
and ‘modal’ (mode or ways of presentation). This word was effected because there are
several ways of presenting a particular idea; accordingly, the original authors argued that
this is a result of digitization. Thus, making meanings may be in the form of text symbols,
sound, colors, photos or melodies. Multimodal is therefore defined as the strategic use of
two or more communication modes (image, gesture, music, spoken language, and written
language) to make meaning.

What is a multimodal text? A text may be defined as multimodal when it


combines two or more communication systems.
1. Linguistic: refers to spoken and written language through vocabulary,
structure, grammar of oral/written language
2. Visual: refers to moving or still images with the use of colors, layouts,
screen formats, symbols, shot framings, angle, camera movement and subject
movement.
3. Audio: refers to volume, pitch and rhythm of music and sound effects
4. Gestural: refers to movement, facial expression and body language
5. Spatial: refers to proximity, direction, position of layout, organization of
objects in space.

Multimodal materials are everywhere as the world evolved to be more technological. To


this, Kress and Jewitt (2003) established that multimodal literacy is also a skill that must
be developed and it is about focusing on the design of a particular discourse through
investigation of its ‘semiotic resources’ (language, gesture, images) to have understanding
of the varied means of representing knowledge and making meaning.

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Unit 3: Communication Aids and Strategies Using Tools of Technology

Source:https://sites.google.com/site/aismultimodaltext/1-what-is-multimodal-text

Common multimodal materials include books, comics, flyers, brochures, folios, or posters
which purposefully use texts, that come in different fonts and sizes, and photos or designs,
that are meaningfully captured and presented. Aside from these, there are also digital
multimodal materials which include slide presentations, e-books, manga, blogs, web
pages, social media giphy and memes, videos and films as well as games. These normally
utilize visual and aural effects to deliver meaning or information. Live performances or
events are also considered multi-modal materials as well as transmedia, or those that
undergo multiple delivery channels.

Significantly, in one or more aspects of your lives as members of a particular society and
community, you make multimodal materials or perform them. However, it is required that
varied effective strategies in delivering a communication must be known and mastered
by heart. Communication strategies would mean planning how to communicate a
particular information or issue at a particular time and event. These strategies must make
sure that goals or objectives of the communication are known, the interlocutors are
described, the method of delivery is appropriate and the mechanisms for feedback are
specified. In ascertaining a particular mode of delivery the wh questions and h must be
addressed.

a. Why?
The reason for the communication must be known to direct its purpose. The reason may
be to inform the receiver, entertain, persuade, argue, encourage or inspire, change
behavior, resolve conflicts, or seek input.

b. Who?
The target receiver of the information who are affected, involved or interested must be
determined and described. Are they professionals or academicians, or ordinary people?
Do they belong to a particular age group? Are they representing one social organization?
What are their expectations in listening to your talk? What do they know and not know?
What should they know? These are just few questions to guide.

c. What?
This question seeks to answer what type of information needs to be communicated. What
are the important notes that the receivers need or want to know, that interest them to
listen?

d. How?
It is very important next to determine how shall the message be effectively communicated
to the target receivers. Therefore, it is the determination of the suitable technique or mode
of delivery as well as the relevant technology that will aid in the efficiency of delivery.
Shall the message be more effective when delivered through mass media, social media
(YouTube, Facebook), written communication or face-to-face meetings or public
hearings? Is a PowerPoint presentation more fitting or a poster or brochure, comics, or
film?

Reference:
Africa A. C. (2018). Purposive Communication in the Now. Books Atbp. Publishing Corp

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