Bold and impactful: a reappraisal of Gunther Kress’s (social) semiotic legacy in the light of current multimodality research

Abstract This paper is a critical appreciation of some Gunther Kress’s central (social) semiotic notions: i.e., motivation , materiality rhetorical aptness and mode versus medium . These will be discussed in relation to four landmark models sign-making semiosis by Saussure, Peirce, Bühler Jakobson. Based on these comments, the identifies persistent difficulties current multimodality research faces defining devising linguistically unbiased grammars non-verbal modes. Finally, argument advanced that multimodal genre discourse interpretation particular deserve re-developed. The critiques insistence as universal principle sign use his overemphasis detriment grammar, while praising overall legacy for far-sighted lastingly influential.