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The present paper is intended to develop a theory on the aspects that should be considered while meaning is made and conveyed, in the context of multimodal communication, emphasizing the way in which the discourse constructs and deconstructs versions of the social world. The term theory refers to a set of insights, a collection of categories, intended to provide a conceptual understanding of the self and the world, as well as a rational support for such understanding. The paper is therefore an inductive approach, specific to qualitative research. Considering that inductive reasoning entails the derivation of a general principle, a new insight or a theory from a body of systematically collected knowledge, the grounded theory is employed as the research method.