Affiliation:
1. Independent Researcher, USA
Abstract
This chapter examines the multimodal embeds in the multimodal texts that are composed for academic purposes on CGScholar. Multimodal embeds refer to the various modes that are allowed, by means of the Creator on CGScholar, to be inserted into the multimodal texts to form meaning together with texts. We propose the rhetorical purposes of multimodal embeds, based on the Systemic Functional Grammar, to account for the insertion of multimodal embeds in multimodal texts. Based on our text analysis of the multimodal embeds, we propose that they are employed by the authors for various rhetorical purposes, and further discuss that the affordances of different modes are related to the rhetorical purposes which multimodal embeds are inserted to achieve.