Theorization as a Prerequisite for Diffusion: How and Why Multimodal Expression Matters

Current assumptions about theorization as a prerequisite for the diffusion of new ideas and practices are still largely shaped by an understanding of communication that predates the increasing prevalence of multimodality. We argue that this has led scholars to equate effective theorization with effective content rather than to adequately focus on expression and the ways in which communicative context matters for theorization. In this article, we draw on insights from social semiotics to reconceptualize effective theorization as a question of multimodal design (i.e., the conjunction of content and expression). By placing deliberate attention on the thus far overlooked role of expression, we identify three ideal types of multimodal theorization—expository, balanced, and suggestive—and develop propositions on how, and under what conditions, each of them has the greater potential to be effective for diffusion. Our theory development updates and expands upon the limits of verbal theorization, analyzing the affordances of multimodal expression in relation to characteristics of ideas and practices, audiences, genres of text, and the legitimacy of theorists. We further contribute to multimodal research by developing a systematic approach that distinguishes between “weak” and “strong” multimodality. Finally, we develop implications for related forms of academic and lay theorizing.