Multimodal Discourse Analysis of Digital Marketing Contents on Facebook

Abstract

Communication is the basis of every human life and interaction; and it is quite important for human survival. Social interaction blooms on people‟s awareness of each other; and common understanding established when information is transmitted. With technological invasion and advancement, communication has moved from the traditional outlook of either face-to-face or strictly verbal message to encompass visual resources such as colors, images, designs, etc. which were initially perceived as means of entertainment. In today‟s societal set up, communication is enriched with the use of visual resources to heighten the means of encoding and decoding messages and the message itself. In other words, modern technology has barred the excessive dependence on verbal expression in meaning making and dented the belief that verbal mode is superior to other modes in communication as it now accommodates multiple modes alongside verbal resources in convening and interpreting codes.