Article published In:
Multimodality, Politics and IdeologyEdited by David Machin and Theo van Leeuwen
[Journal of Language and Politics 15:3] 2016
► pp. 259–273
Edited by David Machin and Theo van Leeuwen
[Journal of Language and Politics 15:3] 2016
► pp. 259–273
Software as ideology
A multimodal critical discourse analysis of Microsoft Word and SmartArt
Software has become ubiquitous in higher education, especially often taken-for-granted Microsoft Word. Educational writing involves more than horizontal lines of text, but also multimodal representations. When students write in Word, the affordances of the program constrain what multimodal representations of knowledge they can and cannot make. Software such as Word is not neutral tool-kits, but also historical and semiotic constructs loaded with social values and ideologies. By taking a social semiotic approach to Word and SmartArt, this article shows how this software is pre-loaded with values and styles from office management. These values are then infused into education, in the case this article investigates, grammar models in language studies.
Keywords: Software, SmartArt, Microsoft Word, template, education, multimodality, standardization, semiotic technology, style
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