Multimodalität aus rhetoriktheoretischer Sicht
Autor: Joachim Knape
[erschienen in: IMAGE 28 (Ausgabe Juli 2018)]
The lecture asks whether the framework of rhetoric theory offers a place for the category of multimodality. The answer is yes, if we consider the kind of rhetorical performances (acts), which succeed in integrating multimodal appeals to our senses and synesthetic experiences in our mental processing. However, it is important to remember that ›monomodal‹ communications, or at least a reduced use of communication tools, under certain circumstances may result in increased perceptual impact.