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.

Gunther Kress
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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.

Source: Multimodality: A Social Semiotic Approach To Contemporary Communication: Exploring Contemporary Methods Of Communication

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