Multimodality
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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.
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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 they review a
website. This was completed by tracking the eye; research conducted by Neilsen in 2006. Through analysing the
data, it was clear that most people instantly looked at the left of a page, and read the first lines.
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As a result, many companies (like Cardiff Council) choose to place their logo here,
as it is the thing most memorable to the viewer.
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In the
F theory, the most read lines are at the top, before skim-reading starts.
Therefore, Cardiff Council utilise this by putting the search bar there, meaning people can get answers faster. This also benefits the council, as it means they
get whatever information/payment/participation they require, quicker.
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However, Gucci contrasts the F theory to a degree, with their current (march 2024) opening page using a sleeker ‘designer’ style. Attention is drawn to the name because it is centred, with the function menu in the top left. This contrasts the F theory, and instead utilises Kress and van Lewis’ spatial map, where image is considered a 'semiotic resource' and holds meta-functions that provide meaning.
(Jing Liu, 'Journal of Language teaching and research' pp 1260)
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For Gucci, having the menu in the margin new ideal section of the screen allows for the reader to embrace the visuals, which is one of their products, before being asked for credentials and money - so it is less forced/pressured.
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Hyperlinks (allowing for access to different areas of the internet) are also a point of
multimodality used in both Gucci and Cardiff council. Gucci use the links to
get to different products with the intent to purchase, whereas Cardiff council
use links to show different articles or information posts, and sometimes to
take you o another service site entirely.
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Gucci
is trying to sell their own products, the hyperlinks are kept within the realms
of their business to keep the focus on the viewer purchasing what is being
promoted. For example, links that take you to featured products or services
they offer.
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Cardiff council use hyperlinks to take the viewer to different
informative articles, as well as announcements or services. This also helps
with the accessibility of the website, as people can easily find topics they
need with a quick search.
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Furthermore, by using film and image, Gucci and Cardiff council use multimodality to get engagement.
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Gucci uses image artistically, with bold and confrontational shots of the models looking directly into the camera seeks challenge from the viewer
and invites them to explore the products. Another example, for a different
section of items is the indirect look with more body showing – this is less confrontational. This
works because it presents Gucci’s products as wearable and comfortable, enticing
a purchase from the audience, which is discussed in 'threekit' ecommerce guide.
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Cardiff, however, use image to separate text and present topics with a related picture, so people can find a topic easier. Showing a road sign helps identify the post (about road signs). Therefore, multimodality is used to complement the text, which is written in a clear and understandable font.
(this is an screenshot, not an advert haha)
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To conclude, evidence shows multimodality is used in both websites; with text, positioning, imagery and colour all helping to engagement with the audience. By using clear fonts and related pictures, Cardiff Council are shown as informative and serious to gain public awareness and funds. By using artistic approaches, Gucci presents as a unique business to sell products.
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Word count: 807
BIBLIOGRAPHY and REFERENCES
Gucci: GUCCI® UK Official Site | Redefining Luxury Fashion
Cardiff Council: Welcome to Cardiff Council
Bezemer, J. (2012). What is multimodality? [online] MODE: multimodal methodologies. Available at: https://mode.ioe.ac.uk/2012/02/16/what-is-multimodality/, [accessed 02.03.2024].
https://www.facebook.com/lifewire (2019). What Are Hyperlinks and How Do They Work? [online] Lifewire. Available at: https://www.lifewire.com/how-do-hyperlinks-work-2483287, [accessed 03.03.2024].
Kalantzis and Cope (n.d.). Kress and van Leeuwen on Images and Writing - New Learning Online. [online] newlearningonline.com. Available at: https://newlearningonline.com/literacies/chapter-11/kress-and-van-leeuwen-on-images-and-writing, [accessed 16.03.2024].
Liu, J. (2013). Visual Images Interpretive Strategies in Multimodal Texts. Journal of Language Teaching and Research, 4(6). doi:https://doi.org/10.4304/jltr.4.6.1259-1263, [accessed 16.03.2024].
Pernice, K. (2017). F-Shaped Pattern of Reading on the Web: Misunderstood, But Still Relevant (Even on Mobile). [online] Nielsen Norman Group. Available at: https://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/ [accessed 14.03.2024].
Kress, Gunther and van Leeuwen, Theo, 1996. Reading Images: The Grammar of Visual Design. London: Routledge. pp. 15-16. [Accessed 10.03.2024].
www.threekit.com. (n.d.). Nail your eCommerce Product Images with this Strategy | Threekit. [online] Available at: https://www.threekit.com/blog/ecommerce-product-image-strategy-tips#:~:text=Product%20photography%20is%20especially%20useful%20to%20show%3A%201 [Accessed 19 Mar. 2024].
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