Audience Research and Multimodality: What Eye Tracking Reveals about Newspaper Reading
On closer inspection, the so-called iconic turn in recent media history is a multimodal turn. Media communication has not only been enriched by pictures but has turned from a text-medium into a multi-medium, i.e. into a complex system of different modes like design, colours, pictures, graphics, and typography. Along with the multimodal turn, the linear structure of media communication has become n