“…The first of these influences focuses on the effect of aspects of, for instance, context on the way language is used (see, e.g., Gumperz & Cook‐Gumperz, ), whereas the second deals with systems of meaning‐making practices or “semiotic modes” (e.g., visual, verbal, written, gestural resources for communication; see, e.g., Kress & van Leeuwen, ). With a point of departure in these perspectives, Engebretsen () argues that a balance between multimodal cohesion and tension in the interplay between semiotic modes (e.g., written text, images, speech, animated graphics, and occasional videos) is a core issue for analysts as well as for designers of multimodal texts.…”