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“Shifting the frame only slightly, the choice of a theory from among the range of always ideologically founded theories is itself necessarily ideologically motivated. Positioning is unavoidable; positioning is the result of choice from among a range of possibilities; that choice is socially meaningful - it is ideological.”
― Gunther Kress, Multimodality: A Social Semiotic Approach to Contemporary Communication
― Gunther Kress, Multimodality: A Social Semiotic Approach to Contemporary Communication
“The (nation) state's concern had been the development of citizens - social subjects whose identity was shaped by the goals of the state - and the preparation of a labour force serving the needs of a national economy and administration. That state was interested in cohesion, integration and homogeneity - however imperfectly realized. The globally framed interests of current versions of the market are neither about citizenship - shared social values, aspirations, dispositions - nor about the preparation of a labour force.....”
― Gunther Kress, Multimodality: A Social Semiotic Approach to Contemporary Communication
― Gunther Kress, Multimodality: A Social Semiotic Approach to Contemporary Communication
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