Multimodality is the modern theory that analyses the different ways one uses to communicate with another. In terms of social media, users practice multimodality completely unaware of the theory and meaning behind it.
Theorist Gunther Kress broke the term down into 2 parts: Mode and Medium
Mode: is defined by Bezemer, as an outcome of the cultural shaping of a material through its use in the daily social interaction of people. Essentially meaning that it is shaped through our societies and culture’s beliefs which allow us to shape our understanding and meaning.
Medium: which is the literal form which carries the sign. (In this case social media)
Instagram:
The popular image sharing site is founded on creating meaning and conveying messages in the form of visual media rather than written words as such. It is interactive and still allows for engagement through likes, comments and story replies and polls. Learning about multimodality has made me become more aware of the nuanced way messages are conveyed through Instagram and how society has influenced me in how I react to them as well. In the age of the influencer Instagram has become less of a scrapbook for your life which is how I used to treat it- posting regular updates of what I had for dinner, or a funny meme I had seen online. But is now treated more as a honed and heavily edited and planned portrayal of your ‘highlights’.
Instagram now has features for ‘influencers’ to undertake market research into their analytics, likes, followers and their overall demographic. Similarly, users can use scheduling tools such as ‘Buffer’ and ‘Later.com’ that all require payment plans- highlighting how the social media is a lucrative industry and provides ease for its users. Buffer also allows its users to learn how to become more successful and create a following.
Sites like Buffer make storytelling through Instagram a cohesive and easy process and Instagram is also one of the most widely used platforms for people to consume news. Through its overwhelmingly visual based USP audiences are drawn in through images and infographics learning the bare bones of the story rather than a 280-character paragraph you would find on Twitter.
I used Instagram stories to promote upcoming blog posts and also to do research for upcoming posts as well as conducting research on Twitter:
Through my research I found that I gained more valuable insight into the public’s opinion and their response to the research I had conducted myself. The text was basic and straight to the point- which was key in planning the questions and designing the posts through Canva. The project have me valuable insight into the importance of multimodality into creating storytelling. Both through the polls on Instagram but also those I used on Twitter too:
Ultimately social media’s incorporation of audience interactivity allows for a greater and more well-rounded story.
- C
