Quote by: Gunther Kress

Shifting the frame only slightly, the choice of a theory from among the range of always ideologically founded theories is itself necessarily ideologically motivated. Positioning is unavoidable; positioning is the result of choice from among a range of possibilities; that choice is socially meaningful - it is ideological.


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Author Bio


  • NameGunther Kress
  • DescriptionBritish academic
  • BornNovember 26, 1940
  • AwardsMember Of The Order Of The British Empire