What kinds of and degree of truth will be allowed and how it will be expressed.
As usual, we start w a look at the linguistic framework and resources for articulating / representing modality.
High Median Low
Objective Subjective
Degrees of assignment of modalities to particular groups, in what they prefer and what they are assigned as using. Pp 160-165.
But, modality is a multimodal concept, not confined to language.
Then move to visual representation.
## visual modality
Can distinguish between degrees of modality w/in a single text. Adverts. Resources are used to tell us how we are to interpret the modality of the representation. 166.
Means of representation are grade able. P 167 list. But no fixed correspondence between degree and assignment of modality. Contexts have their preferences.
naturalistic modality. More or less as we would view it in reality
abstract modality. Visual truth is abstract truth. Diagrams, abstract art. High level of modality expressed in reduced articulation.
technological modality. Modality based on the usefulness of the image. Blueprints, maps, patterns, visual instructions.
<b>sensory modality</b>. Modality based on pleasure/displeasure produced. Hyper-real. Amplification beyond the point of naturalism. A realm where we read color for its supposed effects rather than naturalistic accuracy.
## the age of the digital
Overall, van l argues that from a semiological perspective, the problem of the digital image has always been present in the photographic image. How true v as how true. A tension between the demand for naturalistic truth and abstract truth.
(We get a similar tension in memoirs that mis-represent a situation w/o modal markers, when the producer represents an abstract truth as a naturalistic truth, wo markers of the abstract modality.)
Photographs are considered indexical. But digital images can look like photographs but aren't. 171. Computer synthesizes the image, creates a simulacrum. This confounds modality of image. Photograph no longer carries visual signs of a claim to high modality. 172. Or, a conflict between two different truth criteria - naturalistic and abstract: that of recording the object, and that of adding to the recording something about the subject. 172. The conflict is between how true the representation is to be, and 'as how true" it should be taken. This problem only arises in contexts that socially demand naturalistic truths. The interesting area is that modality permits some complex and subtle configurations 173 that even allow us to see advertising images as playing some modal games that we can learn from. Modality, that is, might be its own problematic.
## other semiotic modes
Consider modalities of sound. the idea is that there are both types and degrees.
Some instances allow interactive aspects of expression. Others, as in a chant, do not.
## issues and exercises
How are we to read Instagram images that have filters applied? An assignment of modality? A lifestyle style index, obviously, not individual.
But also SatireGram 
How are we to read what appears to be hyperreal representation of a product? Affinity photo app. Image framed in interface shows what can be done with the app. The frame is apparently a representation of the tools, the interior of the frame, a hyper-real representation of an ideal.
Look at stills by Cindy Sherman. Really her, but w work done.