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This paper reflects on recent projects in a variety of media forms, in both formal and informal educational settings, discussing ways of expanding our notions of literacy practices which reflect their place in the wider lived experience of digital culture. We have collected these reflections under three headings. The first of these, Dynamic Literacies, presents an overarching view of literacy as both ideological, following the 'new literacy studies', and dynamic, incorporating both semiotic and sociocultural versions of literacy in ways which reflect the changing nature of lived experience in the digital age. The second strand, Productive Literacies, constructs an argument around digital making practices with younger learners which views these as media crafting, critique and artistry. The third strand, Playful Literacies, explores recent projects which are located in games and game authoring practices as a specific example of connecting pedagogy to contemporary media forms and learner agency in formal and informal settings. Taken together, the three perspectives allow for common ground to be established between multimodal production practices, whilst providing suggestions for framing literacy pedagogy in response to the pervasive use of media and technology in contemporary digital culture.

This article analyses the player–avatar relation in Final Fantasy 7, drawing on multimodality theory to analyse textual structures both in the game and in the discourse of player–interviews and fan writing. It argues that the avatar is a two-part structure, partly designed in conventional narrative terms as a protagonist of popular narrative, and partly as a vehicle for interactive game-play. The former structure is replete with the traditions and designs of Japanese popular narrative, oral formulaic narrative and contemporary superhero narratives, and is presented to the player as an offer act – a declarative narrative statement. The latter is a construct of evolving attributes and economies characteristic of role-playing games; and is presented to the player as a demand act – a rule-based command. Though these two functions separate out in the grammar of player and fan discourse, it is their integration which provides the pleasure of gameplay and narrative engagement.

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