Multimodal Argumentation and Visual Rhetoric
Summary
Multimodal argumentation and visual rhetoric concern the ways in which meaning, persuasion and reasoning are constructed through the combined deployment of verbal, visual, auditory and other semiotic modes. This field extends classical argumentation theory by recognising that arguments are no longer confined to spoken or written discourse but are shaped by images, layout, colour, typographic choice, gesture and sound. Such multimodal configurations invite audiences to interpret and engage with claims simultaneously on cognitive and affective levels, enhancing persuasive impact in domains from political campaigning and advertising to scientific communication and digital storytelling. By analysing how distinct modes interact—whether reinforcing, elaborating or even contradicting one another—researchers elucidate the underlying structures of coherence, the role of rhetorical figures across modes, and the dynamics of audience reception. This interdisciplinary endeavour draws on semiotics, cognitive science, rhetoric and communication studies to offer practical frameworks for designing and evaluating multimodal arguments in a media-rich environment of global significance.
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Multimodal Argumentation and Visual Rhetoric publication trend
The graph below shows the total number of articles in multimodal argumentation and visual rhetoric across all publications each year (not limited to Nature Index journals).
Technical terms
Multimodality: The use and integration of multiple semiotic modes (e.g. verbal, visual, auditory) in a single communicative act.
Visual rhetoric: The study of how images and visual design elements function rhetorically to persuade or convey meaning.
Semiotic mode: A distinct channel or system through which signs and meanings are realised (e.g. language, image, gesture).
Enthymeme: A rhetorical figure in which an argument is presented with an implicit premise, inviting the audience to supply unstated reasoning.
References
- Going Multimodal: What is a Mode of Arguing and Why Does it Matter?. Argumentation (2014).
- From visual rhetoric to multimodal argumentation: exploring the rhetorical and argumentative relevance of multimodal figures on the covers of The Economist. Visual Communication (2021).
- Fresh perspectives on multimodal argument reconstruction. Frontiers in Communication (2024).
- Multimodal Argument as Dialogue. Argumentation (2024).
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