# May 4, 2010

“In the multimodal landscape of communication, choice and therefore design become central issues. If I have a number of ways of expressing and shaping my message, then the questions that confront me are: which mode is best, most apt, for the content / meaning I wish to communicate? Which mode most appeals to the audience whom I intend to address? Which mode most corresponds to my own interest at this point in shaping the message for communication? Which medium is preferred by my audience? Or by me? How am I positioning myself if I choose this medium or this mode rather than those others?”

IIID Gunther Kress: Reading Images: Multimodality, Representation and New Media