These different strengths and weaknesses of media (video, writing, pictures, etc.) and modes arc called affi1rda11ces. The visual mode affords us the opportunity to communicate emotion in an immedi-ate way, while the linguistic mode a(fimfs us the time we need to communicate a set of detailed steps. Writer/designers think through the affordanccs of the modes and media available before choos-ing the right text for the right situation. Keep in mind that modal affordances largely depend on how the mode is used and in what context. In other words, the strengths and weaknesses of each mode arc dependent on, and influenced by, the ways in which the modes arc combined, in what media, and to what ends.

Different media use different combinations of modes and arc good at doing different things. We've all heard the expression "a picture is worth a thousand words." Some-times it is much easier and more effective to use an image to show someone how to do something or how you arc feeling. Say, for example, that the reason you wanted a picture of your dog is to show your friend in another state what the dog looks like (see fig. 1.17). A picture will quickly convey more information in this situation than will a written description.

Aural Mode The aural mode focuses on sound. Whether we are talking about a speech, a video demonstration, sound effects on a Web site, or the audio elements of a radio program, the aural mode provides multiple ways of communicating and understanding a message, including: • music • sound effects • ambient noise/sounds • silence • tone of voice in spoken language • volume of sound • emphasis and accent

Linguistic Mode ~ The linguistic mode refers to the use of language, which usually ~ means written or spoken word~. When we think about the ways ~ the linguistic mode is used to make or understand meaning, we can consider: ~ • word choice ~ • the delivery of spoken or written text !) • the organization of writing or speech into phrases, sentences, ~ paragraphs, etc. ~ • the development and coherence of individual words and ideas

Academic essays, biology posters, statistical PowerPolnt presenta-tions, lolcats ... what do all of these texts have in common? They are all multimodal.

To produce a successful text, writers must be able to consciously use different modes both alone and in combination with each other to communicate their ideas to others.

The word multimoda/ is a mash-up of multiple and mode. A mode is a way of communicating, such as the words we're using to explain our Ideas in this paragraph or the images we use throughout this book to illustrate various concepts. Multimodal describes how we combine multiple different ways of communicating in everyday life. For instance, lolcats, a well-known Internet meme, are multimodal. They combine photographs of cats with words written In humor-ously incorrect grammar to create a text that uses both visuals and language-11111/tip/e modes-to be funny. You might be saying to yourself, "Wait, Is a lolcat really a text?" Yes. Text traditionally means written words. But because we want to talk about the visuals, sounds, and movement that make up multi-media, we use the term text to refer to a piece of communication as a whole. A text can be anything from a lolcat to a concert tee shirt to a dictionary to a performance.

veered off course when he began signing words like “pizza,” “bear,” and “monster,” among others — words that had nothing to do with the press conference.

communicate using sign language

preparing to address the public with “crucial” information.

A

Doch zunehmend gewinnt man den Eindruck, dass auch Bibliotheken mehr und mehr tangiert werden von aktuellen politischen Umwälzungen und Ereignissen, denen sie sich nicht mehr verschliessen können und dürfen. Da ist zum Beispiel das Thema «Open Access», das deutlich mehr ist als eine weitere Spielart der Literaturversorgung. Es ist vielmehr eine politische und wirtschaftliche Problematik, die bis in die Führung von Staaten reicht und auf der gleichen Ebene wie Wirtschaftssubventionen oder Marktinterventio-nen abgehandelt wird. Denn die Konsequenzen sind so ge-waltig und grundlegend, dass viele Akteure sie nicht mehr zu überschauen scheinen und das Thema mit einem blossen Aktionismus mit ungewissem Ausgang vorantreiben.Gerade hier ist es wichtig, dass sich Bibliotheken ihrer Jahrhunderte alten Tradition als Kultur- und Gedächtnis-institution erinnern und neuen Trends – zumal wenn sie irreversible Konsequenzen haben – mit dem notwendigen Sachverstand und der gebotenen Tiefe nähern und die be-teiligten Akteure mit validen Informationen und Statements unterstützen. Die ETH-Bibliothek ist gerade bei diesem Thema im besten Sinne des Wortes professionell mit dabei: Qualifiziert, durchdacht, konstruktiv, aber ohne Schnell-schüsse.