“…Elmfeldt & Erixon (2007), and Erixon et al (2012) relate to North American media philosophy and theories on media ecology together with educational sociology (Basil Bernstein). Other theoret-ical standing points are social semiotic and ethnography (Björkvall & Engblom, 2010), Systemic Functional Linguistics , genre theory and multimodality (Hultin & Westman, 2013 a,b;Lundström & Olin-Scheller, 2010), the latter in combination with narrative theory and visual literacy .…”