Kress and Van Leeuwen: Multimodal Discourse

The authors discuss multimodal discourse as it relates to semiotics. Semiotics is the study of signs which are made up of the signifier (what it stands for) and the signified (what the signifier represents). The reading focuses on the term "multimodality", which is the use of several semiotic modes to create a semiotic product. Modes are culturally and socially created resources that are used to represent and communicate. Modes are visual, aural, and verbal communication. Kess and Van Leeuwan describe multimodality within the framework of traditional communication and digital media. I have attached a (:15) commercial that was created by NBC 5 Chicago. The spot promotes a mobile text campaign for the 2008 Olympics and US Cellular. I will use this commercial to explain multimodality and the several terms that are discussed in the reading.


This video example provides a rich illustration of multmodality, because it employs many different modes in order to create the end product.

Discourse: The video is developed to create an attractive promotion for US Cellular centered around the Olympic Games. The promotion was used to drive interest in the prime-time events by receiving mobile text alerts. US Cellular was the exclusive sponsor, which made this promotion very valuable to them.

Design: The discourse of the promotion builds the design elements behind the spot. Images of Olympic athletes, mobile phones, and US Cellular logo; along with the music, voice over, and graphics build a product that a viewer can interpret to understand the promotion.

Production: In order to design the product, production elements have to be utilized. First, a script must be written. Second, the images have to be shot on a video camera. Third, the voice-over must be written and recorded. Fourth, the graphics must be designed and produced. And finally, the elements have to be edited together to form the finished product.

Medium: The materials used to create the product-- Video camera, editing equipment, graphical software, audio recording equipment, etc.

Distribution: Once the end product is produced it is distributed to air on television and the Internet to build awareness about the promotional campaign.

Once all of these elements are put together a multimodal discourse has been formed.