Essay: Why multimodality matters when science is contested

Metag, Julia; Wintterlin, Florian

Research article (journal) | Peer reviewed

Abstract

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.

Details about the publication

Journal: Journal of Science Communication

Volume: 25

Issue: 3

Page range: 1-14

Status: Published

Release year: 2026 (23/04/2026)

Language in which the publication is written: English

DOI: 10.22323/368420260208080020

Link to the full text: https://jcom.sissa.it/article/pubid/JCOM_2503_2026_Y01/

Keywords: Visual communication; digital science communication; multimodality

Authors from the University of Münster

Professorship for communication science

Projects the publication originates from

Hot SciComm Lab. Researching Science Communication in Multimodal Controversies

Duration: 01/10/2025 - 30/09/2029

Funded by: Volkswagen Foundation - Momentum – Funding for Recently Tenured Professors

Type of project: Individual project