Published: 2025-12-30

Multimodality of (social) media: a mediolinguistic perspective

Danuta Kępa-Figura Profil ORCID autora Danuta Kępa-Figura
Kultura Media Teologia
Section: peer-reviewed article
DOI https://doi.org/10.21697/kmt.2025.64.02

Abstract

The article examines the multimodality of media. Its aim is to draw attention to multimodality as a key parameter of genrestructured media texts and the media discourse of which such texts are excerpts. This aim is achieved by referring to the multimodal structure of the meme as a prototypical genre of social media and by identifying the technological mode/technological modes as integral components of the text. Incorporating the assumptions of Danuta KępaFigura’s concept of open media linguistics leads to recognizing multimodality as a parameter relevant to all four dimensions of social media functioning: structural, stylistic, semantic, and pragmatic. Consequently, the article argues for the inclusion of multimodality within all branches of media linguistics: media syntax, media stylistics, media epistemology, and media pragmatics.

Keywords:

open media linguistics, multimodality, media text, media genre, media discourse, technological mode, Internet meme, , branches of media linguistics, branches of media linguistics, media syntax, media stylistics, media epistemology, media pragmatics

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Kępa-Figura, Danuta. “Multimodality of (social) Media: A Mediolinguistic Perspective”. Kultura Media Teologia, vol. 4, no. 64, Dec. 2025, pp. 14–36 , doi:10.21697/kmt.2025.64.02.

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