You will know how to use multimodal means (words, images, speech, gestures) to achieve your specific communication goals. Knowing how different genres are composed and how they can be used allows one to present information and opinions in ways that are relevant for specific contexts.
In addition, you will know the potential cognitive and communicative effects of different forms of multimodal communication. Having the skills to analyse and critically evaluate these forms gives real substance to the notion of ‘media literacy’.
Furthermore, you will be able to reflect on the differences between academic, social, and commercial interests in the study of, and implementation of, different forms of multimodal communication. This skill is of increasing significance in an age where messages on social media sometimes take on the status of policy statements, and where posts by social influencers can now have large economic effects.