Multimodality
In terms of films it is difficult to simply put a film in a specific genre because it is made up of a range of different media elements.
Kress and Van Leeuwen (1996) offer a theoretical approach for multimodal analysis. Looking at texts this way we need to:
1. Identify the medium (or media) chosen for production
2. Identify the modes of communication chosen for the design of the text
3. Identify the various ways in which the text is distributed
4. Identify the kinds of discourse being communicated (the dominant representations of people and the world).
Films are multimodal because of their reliance on combinations. It is helpful to use a theory like this if we think the kinds of media texts we are dealing with are more complex and involve more combinations (mainly due to technology and new audience behaviour) than the traditional concepts of Media Studies can deal with.
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