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Semiotic mode and sensory modality in multimodal semiotics: Recognizing difference and building complementarity between the terms.

Authors :
Oja, Martin
Source :
Sign Systems Studies. 2023, Vol. 51 Issue 3/4, p604-637. 34p.
Publication Year :
2023

Abstract

This article addresses an issue in multimodal cultural studies - the inconsistent use of the notions 'mode' and 'modality'. As these notions are frequently employed interchangeably, making a clear distinction between them and positioning them in a coherent system will be helpful. To outline such a system, I envisage a two-layer framework where modes and modalities support each other. The central branch of multimodal semiotics (developing from Gunther Kress' sociosemiotics towards John Bateman's comprehensive approach) recognizes 'mode' as a pivotal research concept. While 'mode' as a semiotic resource is dependent on its materiality, culturally shaped practices and discourse semantics, the neurocognitive characteristics of sensory modalities are often seen as secondary to meaning-making. This article suggests that discussion of the semiotic potential of sensory modalities is complementary to the semiotic theory of multimodality. In order to illustrate this, I will construct an experimental typology of modality relations, which also takes modes into account. This typology distinguishes between supporting, modifying, conflicting, substituting and cross-activating relations. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
14064243
Volume :
51
Issue :
3/4
Database :
Academic Search Index
Journal :
Sign Systems Studies
Publication Type :
Academic Journal
Accession number :
175223989
Full Text :
https://doi.org/10.12697/SSS.2023.51.3-4.05