Methodologies for Multimodal Research

Research output: Contribution to journalSpecial Issue (editor)


This special issue presents and discusses prominent methods
and tools for multimodal analysis and reception. It comprises an editorial, a set of six papers and a book review and brings together international researchers from Germany, Sweden, Denmark, United States and Singapore representing various disciplines: communication and media studies, social semiotics, cognitive science, educational psychology, health studies and visual communication.

The methods include content analysis, social semiotic analysis, eye tracking
measurements – in combination with think aloud protocols and retrospective
interviews – as well as iconology and psychophysiological real time measurements.

The respective approaches are exemplified through detailed analyses
of a variety of materials, including press photography, art, multimodal health
education materials, PowerPoint presentations, internet advertisements and
TV media discussions.

The aim of the issue is to exchange current and novel methodological approaches in order to analyze visuality and multimodality by using a multidisciplinary framework. The articles cover and integrate a wide range of theoretical and methodological approaches to visual communication and multimodality and use a triangulation of methods to study the following issues: dynamic aspects of image perception; the role of individual differences and expertise; the role of the goal/task and context for perception and interpretation of visuals, attentional and cognitive processing underlying interaction with visuals; the role of knowledge; the emotional impact of visuals; and the process of meaning-making (intersemiosis) and the relation between visual attention, meaning attribution and emotion.


Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Human Aspects of ICT


  • interdisciplinary methodology, multimodality, visual communication
Original languageEnglish
Number of pages150
JournalVisual Communication
Issue number3, Special Issue
Publication statusPublished - 2012 Aug
Publication categoryResearch

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Holsanova, J. (Keynote/plenary speaker)
2018 Nov 8

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