Article:

Multimodalität aus rhetoriktheoretischer Sicht

The lecture asks whether the framework of rhetoric theory offers a place for the category of multimodality. The answer is yes, if we consider the kind of rhetor-ical performances (acts), which succeed in integrating multimodal appeals to our senses and synesthetic experiences in our mental processing. However, it is important to remember that ›monomodal‹ communications, or at least a re-duced use of communication tools, under certain circumstances may result in increased perceptual impact.