Multimodality
The multimodal genres of writing are based on the idea that modes work in different ways, with different outcomes, to create various vehicles for communication. By layering or combining modes, an author can make meaning and communicate through mixed modes what a single mode cannot on its own. Essentially, modes “cooperate” to communicate the author’s intent as they interweave meanings captured by each.
For example, think of a public service announcement about environmental conservation. A writer can create a linguistic text about the dangers of plastic pollution in oceans and support the ideas with knowledge of or expertise in the subject. Yet words alone may not communicate the message forcefully, particularly if the audience consists of people who have never considered the impact of pollution on the oceans. That writer, then, might combine the text with images of massive amounts of human-generated plastic waste littering a shoreline, thus strengthening the argument and enhancing meaning by touching on audience emotions. By using images to convey some of the message, the writer layers modes. The picture alone does not tell the whole story, but when combined with informational text, it enhances the viewer’s understanding of the issue. The addition of various types of media can enhance the impact of a composition and thus increase the reader’s understanding of an issue. Modes, therefore, can be combined in various ways to communicate a rhetorical idea effectively, creating a powerful multimodal approach toward meaning.
Audience Awareness
As with any type of composition, knowing your audience (the readers and viewers for whom you are creating) will help you determine what information to include and what genre, mode(s), or media in which to present it. Consider your audience when choosing a composition’s tone (attitude toward the audience or subject), substance, and language. Considering the audience is critical not only in traditional academic writing but also in nearly any genre or mode you choose. Ask yourself these questions when analyzing your audience’s awareness:
- What (and how much) does the audience already know about the topic? The amount of background information needed can influence what genre, modes, and media types you include and how you use them. You don’t want to bore an audience with information that is common knowledge or overwhelm an audience with information they know nothing about.
- What is the audience’s viewpoint on the subject? Are you creating for a skeptical audience or one that largely agrees with your rhetorical arguments?
- How do you relate to your audience? Do you share cultural understanding, or are you presenting information or beliefs that will be unfamiliar? This information will help you shape the message, tone, and structure of the composition.
Understanding your audience allows you to choose rhetorical devices that create contextually responsive compositions through multiple modes.
It is importa