Applicability of Text Organization Patterns In an Analysis of Multimodal Web Genres

The paper discusses ontological and methodological rationale for the application of discourse pattern (1; 2), originally a text-discourse category, in multimodal discourse analysis (MDA). A review of MDA literature reveals relative absence of related research. An empirical analysis, complementary to my earlier work (3; 4), shows how a discourse pattern (Problem-Solution) is used in a multimodal genre (crowdfunding project presentation), albeit in more complex and non-linear ways compared with how this pattern is used in the text medium.