Centering multimodality: A personal and disciplinary journey

Abstract

While museums have always been multimodal in and of themselves, and while museum studies have long engaged with different modalities in the museum (exhibition design, visitor movement, etc.), a comprehensive understanding of museums as ‘multimodal constellations’ has been missing. This was certainly the case in the 1990s, particularly for linguistics as a discipline, in which language was likely to be viewed as an isolated, and primary, form of communication. Yet in a museum, every label is connected to an exhibit, an exhibition, and the museum itself, and communication needs to be understood as a holistic, multimodal enterprise. For me as a linguist involved with the Australian Museum, Australia’s foremost museum of natural history, the multimodal environment of language was critical in our project to improve communication with visitors through better label writing. This article explains the personal and disciplinary developments resulting in the centering of multimodality as a research agenda. An important feature of this approach is the metafunctional theory of Michael Halliday as a core tenet. I explain how this theory of meaning operates across different levels of the institution, in relation to different modes, and in relation to subsequent developments in multimodal research.