Social semiotics and the challenge of multimodality
Abstract
It was confidently assumed in the ‘West’ that language is the guarantor of what is distinctively human, rational, essential for reflection, capable of expressing every aspect of human life, but the semiotic world is changing rapidly. So now language is being challenged in its present dominant position by other means of representation (modes). That challenge goes by the name ‘Multimodality’, and it will have far-reaching effects on epistemology and ontology, and with that on all aspects of culture.
Keywords
модусы,
мультимодальность,
социальная семиотика,
модулярность,
линейность,
дизайн,
речь,
письмо,
язык,
изображение,
семиотическая работа,
экстралингвистические средства,
modes,
multimodality,
social semiotics,
modularity,
linearity,
design,
speech,
writing,
language,
image,
semiotic work,
extralinguistic means
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