Introduction to English

Linguistics
Week 5 lesson 2
MULTIMODALITY
Multimodality
In functional linguistics, multimodality
refers to using multiple semiotic resources
to make meaning.
MAK Halliday was the first linguist who
realized that speech and writing are
multimodal. Gunther Kress later explored
the ‘grammar’ of multimodal texts. Today,
many linguists see multimodality as part of
discourse semantics.
 Resources
The resources that we can use to make meaning are
many and varied. For example, we can use different
colours to separate topics or to categorize
addressees and senders; we can use a
drawing/painting, a photo, or a video; we can use
sound, music, and typography to create meaning or
enhance the impact of what we see; we can use
gestures or facial expressions or even posture to
communicate a message of consent or dissent. We
can use grammar, lexis, hypertext, written text, or
speech.
Resources can be categorized!
The categories of semiotic resources that are
normally used are (according to Cope and
Kalantzis, 2020):
1. Written text (and hypertext)
2. Image (also film, colour, typography),
3. Sound (also noise, music),
4. Body (gesture, posture),
5. Space (also between individuals)
6. Object (also props on a stage)
7. and Speech (also recorded)
Multimodal communication
Multimodal communication is not limited to
just one mode of communication. Instead, it
uses a combination of different modes to
express meanings.
The function of a multimodal text
To achieve specific communicative goals,
a multimodal text fulfills three functions:
1. Reference (representation of entities,
things, and concepts),
2. Agency (setting and participants),
3. Structure (organization of the
composition).
MULTIMODAL WEB-
DESIGN
The goal of multimodal web-design
The goal of multimodal design applied to
websites is to create a cohesive and
effective online experience that engages
users across multiple modes of
communication.
Creating an engaging online experience
for users

When applied to websites, multimodality

means ‘using a range of different modes
of communication to create an engaging
and effective online experience for users’.
This can include text, images, videos,
animations, and interactive features, among
others.
Immersive experience
By using multiple modes of
communication, website designers can
create a more immersive experience for
users, which can help to increase user
engagement, comprehension, and
retention.
Examples
Some specific examples of how multimodality can
be applied to websites include:
Using images and videos to illustrate services and
locations
Incorporating interactive features (booking, renting)
Using sound or music to create mood or atmosphere
Designing layouts and visual features, such as color
schemes or typography, to enhance the visual appeal
of the website and make it more user-friendly.
The AIRBNB experience page
the Airbnb experiences page is an
excellent example of how multimodal
communication can be used to create a rich
and engaging user experience.
By combining different modes of
communication like text, images, video,
maps, and reviews, Airbnb can provide
users with a wealth of information and help
them make informed decisions about which
experiences to try.
 Means to achieve Q+Q
The discourse of transparency, trust and
credibility based on the maxims of quality and
quantity are also achieved through
1. Personalization of reviews (no anonymity)
2. Access to reviewer’s profile (no anonymity)
3. use of photo portraits;
4. stars that summarize the number of positive
rates;
5. price per person;
6 availability (dates)
Link to experiences: things to do in
Milan
Things to Do in Milano | 5-Star Authentic
Experiences – Airbnb
Things to Do in Milano | 5-Star Authentic
Experiences - Airbnb
The discourse of transparency, trust and credibility based on the
maxims of quality and quantity are also achieved through
1.Personalization of reviews 2 Access to reviewer’s profile (no
anonymity) 3 use of photo portraits; 4 stars that summarize the number
of positive rates; 5 price per person; 6 availability (dates)
A 4.92 stars rating
Villa Petrea
- 20 sleeps, maid service and jacuzzi - Vil
las for Rent in
Bucine, Toscana, Italy - Airbnb
Quality and quantity
1.Personalizati
on of reviews
(no
anonymity)
2. Access to
reviewer’s
profile (no
anonymity)
3. use of photo
portraits;
Quality, quantity and manner
4. stars that summarize
the number of positive
rates;
5. price per person;
6 availability (dates)
7. CLARITY in the
display of the price
 Maxim of manner

https://www.airbnb.com/s/experiences/online

The discourse of «tourism as experience» is part

of two AIRBNB themes: «sharing economy» and
«customized vacation». Clarity and order are
defining the web experience. Hyperlinks buttons
show the possibility of ‘authentic’ travel
experiences. (discourse of authenticity)
Manner and relevance

Relevance: The
picture is like a
button that you can
click on and follow
the hyperlinks to the
chosen path
https://www.airbnb.com/
experiences/1658926?
currentTab=experience_ta
b&federatedSearchId=2c
86f2bc-21aa-4b00-9a1b-
553c87bc894d&searchId
=&sectionId=9d1cd398-
1810-4c9b-bcd9-
289e31da6a3c&source=p
2
Factual information: Clarity of prices, links to reviews,
pictures of real tourists, a headline for each type of activity
 Maxims of manner and relevance

PADDLEBOARDING
Miami City Lights Night Kayak
From €45/person · 2 hours
1003 Reviews: 4.94 stars
Easier to find what you need!
Classic elements of advertising: Trips designed for
special interest groups, organized by segments, give
more targeted information. This information adds to
clarity (organization of information), brevity (amount
of information) and relevance to the needs of the
customers.
Trips for different segments (relevance)
Multimodality and maxim of
manner: typography is easy
to read, use of colour creates
contrast for salience,
recurrence of icons and
symbols make information
easy to identify; layout is
designed for clarity
(clustered information)
Maxim of quantity: Both space
and length of host’s message
are limited and controlled.
Brevity and order: Percentage
and numbers (factual
information) give credibility to
the message.
Descriptions are characterized
by density of information (pre
and post modification)
Use of frames clusters
information
Hyperlinks and the Maxim of relevance

The Maxim of Relevance is clearly part of

AIRBNB’s communication strategy.
For example, Hyperlinks are redirecting only
to «relevant» information: online travel
guides, interactive maps… booking
options…
hyperlinks only to «relevant» information
Local minority groups,
real tourists and
relevant hyperlinks for
the identification of the
location
Maxim of relevance (links to only relevant information)
HYPERLINKS SEND USERS
TO THE SERVICE THEY
NEED ACCORDING TO
THE PURPOSE OF THEIR
SEARCH.