Shifts toward Image-Centricity in Contemporary Multimodal Practices

Abstract

This introductory chapter sets the media-historical and theoretical scene for the exploration of the shifts toward image-centricity in contemporary multimodal practices posited in the book. It does so first by sketching out some of the central trajectories in media history that have facilitated and shaped a communicative media culture dominated and rhetorically led by images of various kinds. Second, the introduction reviews central multimodal theory with respect to concepts of text-image relations where the image is perceptually salient or dominant and semantically central for the construction of an overall multimodal message. Finally, the chapter summarizes the individual contributions of the book and introduces four thematic sections as the major viewpoints adopted in the volume: theory/methodology, historical developments, relative status of text and image, and image-centricity as a design strategy.

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