Multimodality and multimediality in the framework of contemporary public discourse

Abstract

New technologies have changed the nature of public discourse enabling politicians to use the infinite promotion opportunities offered by contemporary media and modes of communication, i.e. technological advancements result in the emergence of new modes aimed at making public messages more powerful. In this respect, it is essential to discuss political campaigns, political posters and online platforms which can be illustrative of the fact how different media and modes of communication can benefit the candidate if chosen carefully and properly. In terms of political posters, through the methods of case study, semiotic, linguo-stylistic and multimodal analyses, the research will be carried out to reveal the use of various modes used, the differences and similarities in this respect between the chosen posters. What comes to media platforms, President Biden’s social networking accounts are under analysis to detect the interaction between media and multimodal ensemble.