ATT SE VÄRLDEN I ETT DANSANDE K En multimodal socialsemiotisk analys av Kungsbacka Teaters profil

Abstract

To examine the semiotic resources that constitute the multimodal corporate identity of Kungsbacka Theater, specifically as expressed as signs in three examples: the front page and the first spread of the theater program for spring 2019 as well as the homepage of the theater’s website. The study finds that, in the examples analyzed, the signs are primarily expressed through the modes of shape, color, typography, writing and moving image. Aspects of materiality and digital interactivity are also touched upon. The main findings are threefold. Firstly, the signs tend to express a balance between two poles of meaning, such as static and dynamic, traditional and modern, stable and challenging, playful and serious. Secondly, the signs often appear to metaphorically invite the viewer into the world of the Theater. Thirdly, in relation to each other the signs tend to be connected rather than isolated. All of these findings are consistent with what the Theater would like to express through its corporate identity.