18 Multimodality
A multimodal composition will:
- Use two or more of the five primary communication modes (aural, gestural, linguistic, spatial, and visual).
- Understand how media differ from the communication modes.
First, what is multimodality? Multimodality refers to the five primary modes or ways by which we communicate: aural, gestural, linguistic, spatial, and visual. Think of it this way: If you were composing a message on a social-media platform like Twitter or Instagram, instead of “relying only on alphabetic letters, [you would] include voice messages, images, photographs, music, emoticons, web links, and other . . . multimodal elements to make [your] points” (Ball and Loewe 311). The reference to “alphabetic letters” refers to linguistic communication modes, while the other options draw primarily on visual and aural modes. The key point here is that you would very likely use several communication modes in your post, not just because you can on those platforms but because the combination suits your audience, purpose, and context (i.e., the rhetorical situation).
All communication is multimodal. In this textbook, for example, we communicate with you via words on a page or screen; our modes are linguistic and visual. On the other hand, you may be listening to these words, which we would describe as an aural-linguistic mode. Most communication also includes spatial modes that communicate meaning: On the page or screen, for example, letters are grouped together as words, with space between them; paragraphs are separated in ways that enhance communication, too, along with section headers and titles. In face-to-face interactions or on Zoom, we would speak these words aloud but also add gestures that communicate additional information or cues; such an interaction combines aural, linguistic, and gestural modes.
Multimodality an important skill for your genre toolbox. By choosing the mode(s) best suited to your rhetorical situation, you improve your chances of communicating persuasively and effectively. Being able to choose and mix modes makes you a more skillful communicator. In the advertisement genre, for example, you may be familiar with television ads calling on you, the viewer, to help save abandoned or abused animals. What kind of music typically accompanies the visual and alphabetic elements of such an ad? Sad music. Would these ads work if the music was happy and upbeat? Remember that we have expectations about genres; we expect the music and images in such an ad to evoke sad emotions. In these ads, sound/music, images, and words work together to communicate a message.
Modes and media are different but related concepts. A medium is a singular material or interface through which we communicate a message or messages. Examples of media (the plural of medium) include newspapers, paintings, social-media apps, Zoom, or even your course learning management system. In a sense, media are the materials that lie between the communicator and the c