From multimodal to critical multimodal studies through popular discourse

Over the past two decades or so, two strands of discourse studies have emerged and gained considerable momentum in semiotics and applied linguistics, media and cultural studies, and education. The first, multimodal discourse analysis (MDA) explores the meaning-making potential of different communication modes and media and their actual use and dynamic interaction with each other and with the sociocultural context in which they operate. The second, critical discourse analysis (CDA) is concerned with the relationship between language (and to a lesser extent other modes) and power by studying how communication conceals and legitimizes, or reveals and even subverts social boundaries, inequality, and political or commercial agendas.