Abstract
Multimodal texts that combine words and images produce meaning in a different way from monomodal texts that rely on words. They differ not only in representing the subject matter, but also constructing relationships between text producers and text receivers. This article uses two multimodal texts and one monomodal written text as samples, which are for the same purpose of public education and on the same subject matter of wildlife protection. Through a comparative analysis of the two sets of sample texts, this article aims to show that different modes of representation produce different effects on text receivers and convey different amount of information. Thus, the multimodal texts and monomodal texts can meet the needs of different readers, who want to know about a subject matter or seek for detailed information on that subject matter. In addition, the different ways of meaning representation requires different modes of reading for readers of multimodal texts and monomodal texts.
Highlights
FrameworkMultimodality and monomodality produce different effects on readers, and demand different modes of reading
The multimodal texts and monomodal texts can meet the needs of different readers, who want to know about a subject matter or seek for detailed information on that subject matter
Through a comparative analysis of multimodal texts and a monomodal text that are on the same subject matter, this article shows that multimodal texts utilizing the affordances of writing and image are more effective in attracting viewers’ attention and delivering the message in a split second, while the monomodal text of writing is more effective in providing readers with detailed information of the subject matter
Summary
Multimodality (writing and image) and monomodality (writing) produce different effects on readers, and demand different modes of reading. The analysis compares how texts of different modes present the subject matter and create interpersonal relationship through linguistic and visual features. This article first analyzes the structure of the multimodal texts and the thematic participants in the written text, displaying the first impression respectively created by the campaign materials and writing. It examines the events and circumstances depicted in the multimodal texts and the transitivity aspects of the written text, showing the difference in meaning construction between multimodality and monomodality. It demonstrates how the two texts respectively position readers with a combination of linguistic and visual features and linguistic features
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