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: Exploring Contemporary Methods of Communication
Tags: theoritical-frameworks, social-semiotics, media-studies, education

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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: Exploring Contemporary Methods of Communication
Tags: media-studies, education, communication-studies
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