What modes can and cannot do: Affordance in Gunther Kress's theory of sign making

Abstract

This paper presents a conceptual analysis and critical review of the notion of 'affordance' and its uptake, transformation and application in the work of Gunther Kress. It traces its origins and explores how Kress, co-founder of social semiotics, (re)conceptualised affordance and incorporated it in his social semiotic theory of sign making, defining affordance in terms of the "potentials and limitations of specific modes". The paper discusses how his take on the term was received, and develops a radical critique questioning the analytical merits of affordance. It concludes with a call for a return to Kress's original question of exactly what it is about a form (signifier) that makes it suitable, in the eyes of the sign maker, for what they want to express (signified), and to consider materiality and social convention alongside the sign maker's lifeworld, audience, situation, and conditions of sign making.