Multimodality

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Multimodality ( Latin multi 'a lot', Latin modus 'kind', 'wise') essentially describes a theory of communication and sociosemiotics. Multimodality describes communication methods in the form of textual, auditory, linguistic, spatial and visual resources or modalities that are used to create messages. With regard to media, multimodality refers to the use of different modalities (media) to create a single artifact. The group of these modalities or elements influences how multimodality affects different rhetorical situations or ways of reinforcing the reception of an idea or a concept by an audience. Meaning is created both by the placement of images and the arrangement of the content. This is the result of the replacement of isolated text as the primary source of communication with images, which are more widely used in the digital age. Multimodality as a phenomenon received little general and scientific attention until the twentieth century, but all communication, reading / writing and composition methods have always been multimodal.

Definition in various fields

Linguistics

In linguistics, the term multimodality refers to the parallel use of different sensory channels for the transmission of information. An example would be a printed text that is also offered in Braille or as an audio version.

The thematic counter-term of multiple coding (or multicodality), on the other hand, refers to the use of different symbol systems (e.g. use of different languages ​​or genres ).

Transportation Science

The concept of multimodality in passenger transport has so far not been used uniformly in the field of transport science and is often used synonymously with the concept of intermodality. The exact delimitation of terms in the personal context is made more difficult by the fact that both terms originally come from freight transport, but there with a slightly different meaning. Definitions of multimodality in passenger transport take into account both supply-side and demand-side aspects of a transport system .

Definitions of multimodality on the supply side relate to the available transport services in a transport system that are available to road users at a specific location at a selected time. Demand-side definitions of multimodality describe the mobility behavior of people in a certain period of time (e.g. day, week), which is characterized by combinations of means of transport.

The so-called basic definitions of the multimodality of a transport system or the behavior of road users are as follows:

"A transport system is referred to as multimodal if the road users have at least two alternative means of transport available for their specific mobility needs."

Multimodal traffic behavior of a person is the actual use of different means of transport in a certain period of time.

A specification to be made on the basis of the basic definition is based on a. according to the subject of the investigation, the aim of the investigation or the availability of data. In any case, for the consideration of the multimodality of a transport system or the traffic behavior, temporal (including day, week, month, year), spatial-organizational (including exit, route, stage) and transport-related dimensions (including public transport, on foot, bicycle, car) are to be considered Determination of the respective expression of multimodality.

Media studies

In media studies , especially in media informatics , a media system is described as multimodal if it uses more than one sensory modality for interaction. It processes information from different human communication channels at different levels of abstraction. It follows the EVA principle : User input is interpreted, abstract information is processed and output by the system.

Such systems enable more natural interactions, which increases the effectiveness in use and thus the success of communication. Redundant input options lead to more robust recognition and interpretation. They are better suited for special user groups (e.g. users who are restricted in their mobility) and special situations (such as hands-busy-eyes-busy situations).

However, their implementation is often complex. They are also more error-prone than systems that only use one sensory modality.

Mathematics (statistics)

In statistics, frequency distributions with more than one maximum are also called multimodal .

psychology

Multimodal diagnostics ("multi-level diagnostics ") is a method to systematically record psychological characteristics by varying the data level, data source, examination method and functional area and, above all, to systematically gain additional diagnostic information from differences.

Communication in companies

Multimodality creates opportunities in companies to increase internal and external efficiency. Similar to the changes in education towards the use of both text and visual elements, multimodality enables companies to optimize communication. According to Vala Afshar, this change began in the 1980s when “technology had become an essential part of business”. This technological level of communication has been enhanced by the integration of digital media and tools in the 21st century.

Companies use multimodal platforms internally for a. analytical and systemic purposes. With multimodality, companies increase their productivity and create transparency for management. Improved employee performance through these methods can be correlated with ongoing interactive training and intuitive digital tools.

Externally, multimodality is used to increase customer satisfaction by providing multiple platforms during a single interaction. Given the popularity of text messaging, chat, and social media in the 21st century, most businesses are trying to encourage cross-channel exposure. The companies try to increase customer satisfaction and to quickly solve or answer every potential problem and request. A company's goal with external multimodality is to improve real-time communications to improve customer service efficiency.

See also

literature

  • Gérard Duc, Olivier Perroux, Hans-Ulrich Schiedt, François Walter (eds.): Histoire des transports et de la mobilité / Transport and mobility history. Entre concurrence modale et coordination (de 1918 à nos jours) / Between modal competition and coordination (1918 in our days) . Editions Alphil, Neuchâtel 2014, ISBN 978-2-940489-54-1 .
  • Bernd Weidenmann: Multicoding and multimodality in the learning process . In: Information and learning with multimedia and the Internet . 3rd edition Weinheim 2002: Beltz. Pp. 45-62.
  • Chlond, B., Manz, W .: INVERMO. The Mobility Panel for Long-Distance Transport, Institute for Transport, Karlsruhe, 2000
  • netwiss OG; Vienna University of Technology, Department of Transport System Planning; komobile w7 GmbH; FACTUM Chaloupka & Risser OG (2014): OPERMO - operationalization of multimodality in passenger transport in Austria. Advance copy of the interim report, financed as part of the "Mobility of the Future" program by the Federal Ministry for Transport, Innovation and Technology, Vienna, November 2014.

Individual evidence

  1. ↑ Joddy Murray: Composing multimodality . In: Bedford / St. Martin's (Ed.): Multimodal Composition: A Critical Sourcebook . 2013.
  2. ↑ Claire Lutkewitte: Multimodal Composition: A Critical Sourcebook ( EN ). Bedford / St. Martin's, Boston 2013, ISBN 978-1457615498 .
  3. ↑ Gunther Kress: Multimodality: A Social Semiotic Approach to Contemporary Communication ( EN ). Routledge, New York 2010, ISBN 0415320607 .
  4. ↑ Gronalt, M .; Höfler, L .; Humpl, D .; Käfer, A .; Peherstorfer, H .; Posset, M .; Pripfl, H .; Starkl, F. (2010): Handbook of intermodal transport, combined transport: rail-road-inland waterway, funded by the Federal Ministry for Transport, Innovation and Technology, Vienna, 2010, p. 15.
  5. ↑ netwiss OG; Vienna University of Technology, Department of Transport System Planning; komobile w7 GmbH; FACTUM Chaloupka & Risser OG (2014): OPERMO - operationalization of multimodality in passenger transport in Austria. Advance to the interim report, financed as part of the "Mobility of the Future" program by the Federal Ministry for Transport, Innovation and Technology, Vienna, November 2014, p. 5.
  6. ↑ netwiss OG; Vienna University of Technology, Department of Transport System Planning; komobile w7 GmbH; FACTUM Chaloupka & Risser OG (2014): OPERMO - operationalization of multimodality in passenger transport in Austria. Advance to the interim report, financed as part of the “Mobility of the Future” program by the Federal Ministry for Transport, Innovation and Technology, Vienna, November 2014, p. 5.
  7. ↑ netwiss OG; Vienna University of Technology, Department of Transport System Planning; komobile w7 GmbH; FACTUM Chaloupka & Risser OG (2014): OPERMO - operationalization of multimodality in passenger transport in Austria. Advance to the interim report, financed as part of the "Mobility of the Future" program by the Federal Ministry for Transport, Innovation and Technology, Vienna, November 2014, p. 36.
  8. ↑ netwiss OG; Vienna University of Technology, Department of Transport System Planning; komobile w7 GmbH; FACTUM Chaloupka & Risser OG (2014): OPERMO - operationalization of multimodality in passenger transport in Austria. Advance to the interim report, financed as part of the "Mobility of the Future" program by the Federal Ministry for Transport, Innovation and Technology, Vienna, November 2014, p. 35.
  9. ↑ Benoît et al., 2000
  10. ↑ Prof. Dr.-Ing. Sebastian Möller, Introduction to Media Informatics, 2015/16, Quality and Usability Lab, Telekom Innovation Laboratories, TU Berlin
  11. ↑ Vala Afshar: The Multimodal CIO for the Digital Business Era ( EN )
  12. ↑ Oana Culachea, Daniel Rareș Obadă: Multimodality as a Premise for Inducing Online Flow on a Brand Website: a Social Semiotic Approach ( EN )
  13. ↑ Tom Huston: CXplained: What's a Multimodal Customer Experience? ( EN )