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- W4308671063 abstract "Multimodality is the key term denoting that two or more modes are combined for communicative aims. Contributions to multimodal theory have come from gestalt theory, perception research, social semiotics, linguistics, and media research. The current state of research assumes that multimodality constitutes our natural state of face‐to‐face communication and thus is also a universal feature of mediated communication. Given the ubiquity of multimodality nowadays in interpersonal and public communication related to health and illness, these issues become increasingly important also for the study of health communication. Since various modes (images in particular but also sound and gesture) are an influential means of shaping health‐related attitudes and behavior, the analytic perspective offered by multimodal approaches is relevant for health communication on a theoretical, methodological, and practical level. In many cases, this involves a shift from exclusively language‐centered approaches to a holistic view of the creation, use, and distribution of semiotic resources. For this holistic view, health communication needs interdisciplinary exchange." @default.
- W4308671063 created "2022-11-14" @default.
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- W4308671063 date "2022-11-10" @default.
- W4308671063 modified "2023-10-16" @default.
- W4308671063 title "Multimodality" @default.
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- W4308671063 doi "https://doi.org/10.1002/9781119678816.iehc0790" @default.
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