Exploring the multimodal argument: the interplay of multimodality and attention economy

ABSTRACT

This paper explores how a multimodal argument might take shape. Looking specifically at how students might conceive of a multimodal argument through their own digital literacy practices in design, I combine the theories of Richard Lanham’s rules of attention economy with Kress and van Leeuwen’svisual grammar to investigate the rhetorical possibilities of persuasive multimodal composition. Using a case study of a multimodal argument in the form of a video featuring images accompanied by rapped lyrics, the findings suggest possibilities for orchestrating semiotic resources to infuse the argumentative with aesthetics.

KEYWORDS:

• Multiliteracies
• semiotics
• multimodality
• argument
• persuasion
• Singapore education

Acknowledgements

I would like to thank all of the participants discussed in this article, as well as the anonymous reviewers for their detailed comments.

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Andrew Pereira

Andrew Pereira is a research associate with the Office of Graduate Studies and Professional Learning at the National Institute of Education, Nanyang Technological Institute (Singapore). He is interested in educational sociology, discourse studies, critical multimodal literacies, and youth purpose.