C23010310 RWDA

  Multimodality  ❀⊱┄┄┄┄┄┄┄┄┄┄┄⊰❀                Multimodality is the theoretical concept that language can be expressed through modes that aren’t conclusive to text, according to UCL . This means that websites use a variety of methods (such as images, fonts and links) to display their purposes and make sure their function is successful with the audience.  ❀⊱┄┄┄┄┄┄┄┄┄┄┄⊰❀ Text and image are manipulated within the space of the screen in order to successfully display a specific point, with the aim to get something out of the audience. Gucci want to sell expensive fashion items to a fashion orientated audience, by using direct pictures and artistic fonts. Whereas, Cardiff council   want to give information, updates and get the public onboard with local schemes by using clear typeface and simplistic images.  ❀⊱┄┄┄┄┄┄┄┄┄┄┄⊰❀ Heatmaps have been used in studies to show where the focus of a viewer is strongest when t...

 Screen What counts as a screen?  If you said phone, TV or laptop, welcome to the modern era and generations filled with youth. If you said barrier, partition - or even test - you are showing your age, but you aren't entirely wrong. •───────•°•❀•°•───────• Society has adapted to include the development of technology in day to day life. Language has changed accordingly to accommodate for the creation of smartphones, tablets and television – alongside other interfaces. From a linguistic perspective, ‘screen’ has become a multifaceted term that reflects the changing dynamics of communication and technology, rather than the more historical takes which refer to a physical partition. •───────•°•❀•°•───────• Kress completed a paper  in 2006 where the word ‘screen’ was explored across European languages. In old German this was ‘skrank’. In modern German this is ‘Schrank’, which translates to ‘barrier’ or ‘partition’. Of course, in context, this was referring to something tangible...