“…This call is in response to ideological critiques around text-oriented multimodal analysis, particularly its insufficient attention to the broader social practices, processes and people involved in the production or reception of texts (Machin, 2016; Hiippala, 2018; Aiello and Parry, 2019). There are now well-established methods, such as multimodal critical discourse analysis (Machin and Mayr, 2012) and multimodal ethnography (Dicks et al, 2006; Moretti, 2021), to address this “tunnel vision” (Ledin and Machin, 2018:25) and consider what visuals achieve for producers, what effects they have on recipients and how this relates to their wider sociocultural context. But what do we do when dealing with historical multimodal texts?…”