Essay: Why multimodality matters when science is contested

Metag, Julia; Wintterlin, Florian

Zusammenfassung

Multimodality in science communication has increased with the rise of digital communication affordances. Digital platforms enable greater integration of modes — text, visuals, and sound — within single messages. We argue that multimodality is particularly crucial for contested scientific issues, where viral spread, emotional persuasiveness, and personalisation are significant. We review empirical evidence and propose future research directions, thereby contributing to science communication in contested environments by examining the role of multimodality.

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