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Building Bridges for Multimodal Research

International Perspectives on Theories and Practices of Multimodal Analysis


Edited By Janina Wildfeuer

While multimodality is one of the most influential semiotic theories for analysing media artefacts, the concepts of this theory are heterogeneous and widespread. The book takes the differences between approaches in Germany and those in international contexts as a starting point, offering new insights into the analysis of multimodal documents. It features contributions by researchers from more than 15 nations and various disciplines, including theoretical reflections on multimodality, thoughts about methodological, empirical, and experimental approaches as well as analyses of various multimodal artefacts.
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On the Use of Different Modalities in Political Communication: Evidence from German Election Manifestos


1 Introduction

Political communication is largely multimodal in character. The media that citizens use most widely to inform themselves about political matters – television, media-owned websites, even print newspapers – use a combination of text and images or of text, moving images, spoken language, and sound. The same applies to social media platforms such as Facebook and Twitter which feature some political information often in the form of (short) written texts plus images or links to (multimodal) websites. Similarly, the communication that emanates from political actors directly combines different modalities – think about party or candidate websites and social media feeds, printed materials such as leaflets and posters or televised public appearances and speeches, particularly on the campaign trail.

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