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The chapter ’Multimeowdality’ looks at the interplay of textual and visual elements in social media and approaches multimodality in computer-mediated communication (CMC) and computer-mediated discourse (CMD). Digital discourse has evolved from text-only discourse to multimodal interactions involving text, audio, video, and graphics. The chapter shows the CMC modes and semiotic modes used in multimodal interaction. Based on examples from cat-related digital spaces, it applies the faceted classification tool and the CMDA tool to describe communication on the interactive multimodal platforms. The chapter describes the various visual elements, such as photos, videos, memes, meme-like photos, GIFs, emoticons, emoji, and stickers, and discusses their functions in discourse.
Media and communication influence, shape, and change our societies. Therefore, this first chapter aims to explain the implications of digital communication for our societies and the relationship between media, technology, and society. The chapter introduces the concept of society from a sociological perspective and explains how societies change because of the effects technological developments have on them, and vice versa. It illustrates this interplay with the example of digital divides.
In order to explain the significance and changes of public communication in a digital society, the chapters zooms in on the media landscape and explicates the difference between new media and old (or traditional) media. It pays particular attention to the ideas of Marshall McLuhan, as his work remains a cornerstone when studying the relationship between media, technology, and society. The chapter then outlines the discipline of media linguistics and explains how media linguistics can help to make digital media and digital communication more tangible. It focuses on three key terms crucial for understanding public digital communication: multimodality, media convergence, and mediatization.
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