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Visual Communication, Vol. 1, No. 3, 299-325 (2002)

Travels in hypermodality

Jay L. Lemke

City University of New York

The power of visual communication is multiplied when it is co-deployed with language in multimodal texts. In hypertexts, such as websites, the interaction of these two semiotic resources affords new forms of informational and design complexity and presents us with some new political choices. This article offers a semiotic scheme for the analysis of composite verbal-visual meanings and some discussions of the semiotic politics of visual communication in hypermedia design.

Key Words: hypertext • language • multimedia design • multimodality • semiotics • website design


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