In this article, Gunther Kress and Theo Van Leeuwan focus on multimodality taking over monomodality in Western culture. Framing, which is a multimodal principle, is discussed as a way of showing a disconnection or connection of semiotic modes/ parts in a composition. The distinct difference made between monomodal and multimodal is that multimodal provides an opportunity for there to exist many meanings in every sign, at every level and mode. Meaning is produced in four various stratas: discourse, design, production, and distribution.
Discourse depicts a set of knowledge which is influenced by its social contexts. For example, a news story can be digested differently when reading the newspaper or watching the news alone compared to learning the story at a dinner table with a group of people.
Design resides in the middle of content and expression. As said, “it is the conceptual side of expression, and the expression side of conception.” Semiotic resources and modes make up design.
Production is said to be the the organization of expression yet without semiotic modes. On the other hand, semiotic media is involved with the usage of technical skills (skills of the hands and eyes).
Distribution encompasses preservation and basic distribution means yet also without incorporating semiotic modes.
Although typically used together in an end result, discourse, design, production, and distribution remain distinct strata. They do not have to form a unity.
The term provenance explains from what a sign derived from while experiential meaning potential is a concept in which describes from what was it that we did that produced such a sign.
Children’s bedrooms are later discussed to demonstrate the above stratas. The multimodality of the rooms allows the human eye to strip down layers of it and produce countless varieties of meanings.
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