Arguing with Multiple Modes. Theoretical Issues and Empirical Advances in Multimodal Argumentation Studies
Editors: Hartmut Stöckl, Assimakis Tseronis, Janina Wildfeuer
Berlin/New York: de Gruyter
2026.
This book has been generously supported by our universities: Its open access publication is possible thanks to the Open Access Book Fund of the University of Groningen (NL), the University of Salzburg (AT) Publication Fund, and Örebro University (SE).
Studying argumentation has long been the domain of logic and rhetoric. But modern persuasive media show that arguments may be deployed and conveyed in multiple semiotic modes, such as visual image, sound or gesture. These strategically combine with language to build effective and situationally appropriate multimodal arguments. The book, therefore, devises tools and procedures for multimodal argumentation analysis, marshalling the expertise of argumentation studies and multimodality research alike.
The volume engages with multimodal argumentation in the widest possible sense of employing a variety of semiotic modes and media/genres for the purpose of convincing, deliberating, changing opinions, or managing disagreement.
The book sketches the state-of-the-art in multimodal argumentation by developing its theory and method, and by studying the medial/generic practices of multimodal argument (re-)construction and evaluation. Three ideas make for the book’s freshness: it allows a plurality of approaches to multimodal argumentation, showcases different media and genres, and attempts a synthesis of argumentation and multimodality studies.
Table of Contents
Assimakis Tseronis, Hartmut Stöckl and Janina Wildfeuer: Multimodal Argumentation Studies
Part I: Advancing Multimodal Argumentation Theory
Leo Groarke: Logic and Multimodality
Jean H. M. Wagemans: The Multimodal Argument Type Identification Procedure (MATIP)
Hartmut Stöckl: Moving the Multimodal into the Argumentative Limelight
Jan Albert van Laar: Manipulating Minds in Multimodal Argumentation
Part II: Reconstructing and Evaluating Multimodal Arguments
Janina Wildfeuer: LifeVac yes or no?
Maciej Grzenkowicz and Gabrijela Kišiček: Sonic Stereotypes and Character Representations
Rudi Palmieri, Sabrina Mazzali-Lurati, Dimitris Serafis, Chiara Mercuri and Kay O’Halloran: Pitch Perfect: Multimodal Argumentation in Crowdfunding Campaigns
Lotte van Poppel: Art Attacks by Climate Activists as Multimodal Argumentative Events
Yutong Ji: The Merits of the Toulmin Argumentation Model for the Analysis of Visual Arguments
Part III: Exploring Multimodal Arguments in Various Domains
Emma van Bijnen and Menno H. Reijven: “Wear Your Stripes with Pride”
Isabel Alonso-Belmonte and M. Dolores Porto: Beyond Objectivity
Arlene Archer and Cheng-Wen Huang: Exploring Comics as an Alternative Genre for Academic Argument
Eveline T. Feteris: Conventions for the Argumentative Use of Multimodal Metaphors in Editorial Cartoons
Marko Novak: Smell in Legal Multimodal Arguments
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