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The theory of CMM was developed in the mid-1970s by W. Barnett Pearce (1943–2011) and Vernon E. Cronen. Communication Action and Meaning was devoted to CMM, is a thorough explication of CMM, which Pearce and Cronen introduced to the common scholarly vernacular of the discipline.
Multimodality can be used particularly for meaning construction, for example in institutional theory, multimodal compositions can enhance the perceived validity of particular narratives. [76] Multimodal methods may also be used to deinstitutionalize unsustainable parts of an institution in order to sustain the institution. [ 77 ]
Reception theory further highlights the complex nature of media consumption, as audiences are not passive recipients but active participants in the construction of meaning. Various factors such as age, gender, race, class, and education can influence readers' or viewers' interpretations of media texts.
Commonly called new media theory or media-centered theory of composition, stems from the rise of computers as word processing tools. Media theorists now also examine the rhetorical strengths and weakness of different media, and the implications these have for literacy , author , and reader.
Embodied construction grammar (ECG), which is being developed by the Neural Theory of Language (NTL) group at ICSI, UC Berkeley, and the University of Hawaiʻi, particularly including Benjamin Bergen and Nancy Chang, adopts the basic constructionist definition of a grammatical construction, but emphasizes the relation of constructional semantic ...
However, the focus of such programs sometimes excludes certain media—film, book publishing, video games, etc. [36] The title “media studies” may be used to designate film studies and rhetorical or critical theory, or it may appear in combinations like “media studies and communication” to join two fields or emphasize a different focus.
The word constructionism is a mnemonic for two aspects of the theory of science education underlying this project. From constructivist theories of psychology we take a view of learning as a reconstruction rather than as a transmission of knowledge.
Influenced strongly by hermeneutics, he studies communication and its uses, and links it closely with social context. Other key concepts are the transformation of visibility, the media and tradition, and identity and the symbolic project. His book Ideology and Modern Culture is a study of what the theory of ideology entails in modern society.