Report, if you have a problem with this page“ Shifting the frame only slightly, the choice of a theory from among the range of always ideologically founded theories is itself necessarily ideologically motivated. Positioning is unavoidable; positioning is the result of choice from among a range of possibilities; that choice is socially meaningful - it is ideological. ”
Gunther Kress
From : Multimodality: A Social Semiotic Approach to Contemporary Communication: Exploring Contemporary Methods of Communication
