National aeronautics and space administration on IGTV: multimodal discourses of space

Abstract

This study employed critical analysis of multimodal texts to examine how NASA utilizes multiple modes like text, visuals, font, and sound to communicate space on a modern multimodal platform—Instagram. Four main themes emerged in the analysis of 34 NASA IGTV videos: space as a scientific aim, space as a scientific means, space as a U.S. territorialization effort, and space within the general public’s reach. Multimodal discursive practices enabled NASA to produce institutional discourses and disseminate meanings of space that enacted and reinforced gendered and racial exceptionalism, technological and economic space elitism, and hegemonic territorialization operationalized through space appropriation and commodification. While visuals, text, and auditory mode in many cases worked together to create meanings, the use of visuals communicated that space-related accomplishments are still achieved in white and male environments. Thus, the unpacking of multimodal discursive practices calls for more holistic approaches that address multimodal arrangements and an inclusive approach to the roles of individual modes in meaning-making.