Shifting the frame only slightly, the choice of a theory fro... - Gunther Kress, Multimodality: A Social Semiotic Approach to Contemporary Communication: Exploring Contemporary Methods of Communication

"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."