Imagine you are going through a website online.

What kind of things do you see on the

page? Is it just text or is there more?

Websites often contain many different modes of communication such as text, images,
videos, sound, and more. This is therefore an example of multimodal text.

Multimodal text definition

A multimodal text is a text that creates meaning by combining two or more modes of
communication, such as print, the spoken word, sound, and images. Multimodal texts
can be digital (websites, blogs) or print-based (graphic novels, newspapers,
magazines). Multimodal texts can even be live performances.

Importance of multimodal texts

Multimodal texts are important because, these days, communication is shaped by a range
of different, and overlapping, technologies. It is essential that we are able to understand
multimodal texts so that we
can take advantage of this.
Furthermore, combining different modes of communication to create meaning is an
essential skill. Understanding them helps us develop a critical perspective of the media
we consum

Modes of multimodal text

There are five modes that can be combined to create multimodal texts:

 Linguistic
 Visual
 Linguistic
 Visual
 Gestural
 Spatial
 Aural

Linguistic
The linguistic mode refers to any sort of written or spoken text.
The linguistic mode is the most common mode because it can be used in a variety of
ways. Think of all the places where you find written or spoken texts!

Visual
This refers to images and characters, such as marks, signs, and symbols. The visual
mode involves the use of color, layout, style, size, and perspective.
Think of road signs, for example. They seem purely visual because they don't use any
language or sound. Signs rely on the visual mode to get their message across. However,
they also use the spatial mode. That's why we can say that signs are multimodal texts.

Gestural
The gestural mode is about movement and how we interpret it. Examples of gestural
modes include facial expressions, hand gestures, body language, and interactions between
people.

The gestural mode is important in face-to-face conversations, in the theater, concerts, and
other live performances, as well as in YouTube videos and other platforms. This mode is
usually combined with the other modes.

Spatial
The spatial mode refers to the organisation of elements in a space. It also deals with
the physical closeness between people and objects.

Here are two examples of the spatial mode:

The stage is on a platform and the audience sits in chairs below, facing it. Here, the power is
in the hands of the performers. This spatial order allows the audience to forget about their
surroundings and to focus on what is happening on stage.

Aural
The aural or audio mode focuses on sound. This includes music, sound effects, ambient
noises, silence, the tone of a person's voice, the volume of a sound, emphasis, and accent.
Some examples of the aural mode are radio programs, podcasts, and audio plays.

Examples of multimodal text

Let's look at the different types of multimodal text along with examples.

Types of multimodal text

There are four types of multimodal text:

Types of multimodal texts Multimodal text examples Mode combination

Comic books, graphic novels,
Print-based Linguistic and visual
posters, newspapers
Internet-based: Social media Internet-based: usually
content, blogs, online games linguistic and visual
Digital
Offline: films, animation, video Offline: linguistic, visual,
games gestural, and aural
Linguistic, gestural, spatial,
Theatre, concerts, poetry
Live and aural (and sometimes
readings
visual)
Board game on an app, or an
All five modes, or variances of
Transmedia app that requires you to
a combination
interact with the real world

Print-based multimodal text

This is a printed text that combines different modes.

Comic books, graphic novels, picture storybooks, posters, leaflets, magazines, and
newspapers are all examples of print-based multimodal text. They combine the linguistic
mode and the visual mode.

Digital multimodal text

This is a virtual text that combines different modes.
Digital texts can be internet-based, such as social media content, blog posts, vlogs, and
online games. They can also be found offline. Some examples are films, animations, e-
books, video games, and presentation slides.

Digital multimodal texts can combine different modes. For instance, films and video games
normally combine the linguistic, visual, gestural, and aural modes, whilst blog posts and e-
books usually only use linguistic and visual modes.

Live multimodal text

This is a text that is performed live.

Live multimodal texts include theatre, opera performances, and concerts. Book premieres,
poetry readings, and lectures are also examples of live multimodal texts. These usually
combine four of the five modes: linguistic, gestural, spatial, and aural. Sometimes they can
combine all five modes.

Transmedia multimodal text

This is a text that tells a story or sends a message through a combination of media
platforms (each of which uses various modes.) A transmedia text is a multimodal text within
a multimodal text.

Each added platform in a transmedia multimodal text further develops the story or idea and
enhances the user experience.

Some games can be effective transmedia multimodal texts:

Have you ever played a board game that required the use of an app? The physical game and
the app are two different platforms. Additionally, the board game itself combines different
modes: linguistic, visual, gestural, and spatial. Perhaps the app uses the remaining aural
mode, whilst also incorporating other modes, such as the visual and the linguistic.
Maybe you have played a mobile game that required you to engage in physical activity
outside of the digital world. Think of Pokémon GO, for instance.

Both of these are examples of transmedia multimodal text.

Transmedia texts are also known as transmedia storytelling. American researcher Henry
Jenkins was the first to define this kind of text back in 2003.
Multimodal text analysis

To analyse a multimodal text, you should first recognise its different modes and be aware
of the context they appear in. Then, you can proceed by pointing out those modes and
using them as evidence to make an argument. You should also describe the modes in
detail.

Multimodal text analysis example

Here is an example analysis of a multimodal text. In this case a street sign:

The use of the linguistic mode –the written word 'stop'– reveals the message of the street
sign. The drivers who see the sign need to stop driving. The visual mode supports the
linguistic mode: the layout of the sign is white letters on a red background which is framed in
white. This simple but effective layout draws attention and the use of red enhances the
importance of what is written (that it is important to stop).

The spatial mode positions the sign on a road in what seems to be the countryside, where it is
visible and not obstructed by other signs or buildings. This tells us that the drivers can
immediately notice the sign and do as it says: to stop. This is important to do in the space
where the sign is situated and will prevent accidents.
An infographic poster is a type of poster that presents data or information

through engaging visual elements like icons, graphs, charts, and stylish

fonts.

The goal of infographic posters is to make information more interesting and

to present complex data in a clear, straightforward way.

nfo-posters may have some data, such as simple pie charts or percentages,
but the data does not serve as "the star." Some key features include:

- Info- posters can convey multiple segments of information typically using

words and numbers to represent quantitative data.

- Info-posters generally use iconic-type graphic elements for visual design

appeal and are typically vertical in orientation, similar to a wall poster.

- They are meant to be read, usually from top to bottom and may
incorporate simple infographic elements, but this does not change their
purpose. They are created to collect a variety of facts and figures about a
topic in one place and to communicate it in an interesting and easy-to-read
format.

On the other hand, infographics are designed to engage the audience more
deeply, which is why they can be a useful tool for knowledge
translation. Take a look at the infographic below

The main difference between a Poster and an Infographic is that a Poster is a static image, while an Infographic
is a dynamic image. A Poster is typically used to communicate a single message, while an Infographic can
communicate multiple messages.
When it comes to marketing and communication, there are a variety of tools that can be used in order to get the
message out there. Two of the most popular tools are posters and infographics. Though they may seem similar,
there are a few key differences between the two.

Poster: A poster is typically a large, printed piece of paper that is used for advertising or informational purposes.
They can be used to communicate a lot of information quickly and effectively, and are often eye-catching and
colorful. However, because they are large, they can be expensive to produce and difficult to transport.

Infographic: An infographic is a visual representation of data or information. It uses images, charts, and graphs
to present complex information in an easy-to-understand way.