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Copyright 2004 by the Studies in Art Education
National Art Education Association A Journal of Issues and Research
2004, 45(3), 252-264
Paul Duncum
Correspondence The central claim of this article is that contemporary cultural forms such as tele-
regarding this article vision and the Internet involve more than the perceptual system of sight and
may be addressed to the more than visual images as a communicative mode. Meaning is made through
author at School of Art an interaction of music, the spoken voice, sound effects, language, and pictures.
& Design, University of This means that even the recent shift to visual culture among art educators is
Illinois at Urbana-
insufficient to position art education within a reconceptualized, broad definition
Champaign, 143 Art of communications. To be relevant to contemporary social practice, art educa-
& Design Building, tion must embrace interaction between communicative modes. The recent
408 East Peabody
concepts of multiliteracy and multimodality are suggested for this purpose. This
Drive, Champaign, IL
61820. E-mail:
article examines why these concepts have emerged, the challenge they make to
art education's traditional interest in the visual, and what teachers can begin to
pduncum@uiuc.edu
do in the classroom.
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Visual Culture Isn't Just Visual: Multiliteracy, Multimodality and Meaning
television and the Internet, include a range of modalities, especially American English and
Asian English, but this
language, images and sound. This second factor is referred to by the term meaning is not relevant
multimodality. In this article, I focus mainly on the implications for art here. Schwarzer (2001)
education of multimodality. However, I will not lose sight of the former uses multiliteracy to
mean multilingual, in
meaning of multiliteracy because that would be to slip back into an older the sense that one can
way of thinking that privileges texts over their contexts, and it is the social speak more than two
nature of literacy that is central to the enterprise of this article. languages, but again
this is not relevant here.
In defining literacy as primarily a social phenomenon, what matters are
not correspondences between the specifics of communicative modes, but,
as Buckingham (1993) says, understanding literacy as "utterance" (p. 28),
which is "inevitably embedded within specific social practices" (p. 24).
The term literacy is used to refer to the making of meaning with commu-
nicative modes. Multiliteracy is now employed to mean the making of
meaning through the interaction of different communicative modes, or,
as Cope and Kalantzis (2000) put it, "the multimodal relations between
different meaning-making processes that are now so critical in media texts
and the texts of electronic multimedia" (p.24).
Multiliteracy, then, does not involve just the abilities to interpret a
picture, write a poem, calculate distance, or play a musical instrument. In
each of these cases a different set of perceptual systems is involved, sepa-
rate communicative modes are employed and separate literacies are
enacted. I am concerned with how, in multiliteracy, different commu-
nicative modes interact with each other-how, for instance, words or
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Paul Duncum
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Visual Culture Isn't Just Visual: Multiliteracy, Multimodality and Meaning
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Paul Duncum
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Visual Culture Isn't Just Visual: Multiliteracy, Multimodality and Meaning
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Paul Duncum
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Visual Culture Isn't Just Visual: Multiliteracy, Multimodality and Meaning
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Paul Duncum
and make their own films and videos. In this regard it is similar to art
education, which also asks students to study visual forms and, being
informed by such study, to make similar forms. In studying film, a
common method is to examine segments of film, repeatedly going over
the same short segment, sometimes without the audio track, sometimes
with just the audio track. This is necessary because students are so
familiar with the whole of the experience that they are unaccustomed to
attending to its separate parts. Students are asked to consider how infor-
mation and mood are conveyed: is it through camera angles; point of
view; length of shots; framing or cropping devices like long shot and close
up; editing techniques like fade in/fade out, dissolves or wipes; dialogue;
ambient sounds such as sound effects created on screen; or sounds which
originate off screen such as a voice-over or music? Students examine
nonverbal communication such as the facial expression and body
language of the actors, their gaze, gestures, posture, body contact, and
clothes. They examine what aspects dominate, and how the sounds some-
times mirror the image and sometimes work against it. For example, I
have used a 30-second segment from the film Woman on Top that shows a
man walking along a foreshore and coming up and engaging in a brief
conversation with fishermen tending to their nets (Case & Torres, 2000).
By watching this brief segment over and over again, students became
aware of how the syncopated beat of the Latin American music connects
to the movement of the waves in the background. They recognized how
the wind plays upon the actors' hair and loose-fitting clothes, all echoing
the central figure's sense of unease. Students saw how the relatively long
opening shot set up and contrasted with the short cuts of the brief
exchange between the men. In making their own films, students must
consider all these factors: how to light a scene, how to edit, what music to
use and at what pitch, what dialogue is necessary, what sound effects to
use, and so on.
Multiliteracy education has been frequently concerned with the rela-
3It is also concerned
tionship between written words and images in children's picture books.3
with school textbooks
and Internet sites for a Some art educators have already worked with this cultural site (eg. Cross,
variety of subjects,
1996; Eubanks, 1999; Marantz, 1978), and theirs is an excellent choice.
especially science and Anstey and Bull (2000) suggest that postmodern picture books, like
social studies.
Anthony Browne's Gorilla and Voices in the Park, are among the most
innovative sites for exploring complex relationships between pictures and
words. These texts are characterized, in part, by "an ironic or unusual
relationship between written and illustrative text" (p. 189). Nodelman
(1988) comments that placing words and pictures together "invariably
changes the meaning of both so that good picture books as a whole are a
richer experience than just the simple sum of their parts" (p. 199).
Picture books are not only for young children. In Australia and the
United Kingdom such books have long been used with senior high school
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Visual Culture Isn't Just Visual: Multiliteracy, Multimodality and Meaning
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Paul Duncum
the reader. The tone was warm and inviting. Cross also reviewed picture
books that critique both traditional views of Columbus and found
conflicts between the images and written text that allow readers to
construct their own interpretations.
Of course these are only starting points. We must look beyond existing
practice to consider the relationship of words, sounds, music, and pictures
in a wide range of cultural sites, including theme parks and department
stores, tourist sites and food outlets, music videos and the Internet.
Nevertheless, current classroom practice suggests places for us as art
educators to start to deal with the sites of corporate, global capital in
terms of multimodality and meaning.
Conclusion
In 1934, Walter Benjamin predicted that there would be an increasing
inter-dependency of words and images, and he called for a citizenry
equipped with a critical faculty with visual and verbal communication.
His was an urgent call because at the time the Nazis were advancing the
synergetic use of every available mass medium (Evans & Hall, 1999). The
captains of global culture are not as immediately dangerous as the Nazis,
but they do have available to them a much greater array of multimodal
media than was ever previously available, and their primary interest lies in
profits, not the public good. The cultural forms of global capital combine
images, words, and sound to produce highly seductive experiences that
are not in everyone's best interests. The need for a citizenry equipped to
deal with multimodal cultural sites remains pressing. It is greater than any
rationale that might be mounted for visual arts alone, or language alone,
or music alone, or perhaps any other school subject.
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