With regard to media/journalism, the product-based perspective of multimodal communication appears to be reasonably well-researched. The focus is usually on the question of which possible readings emerge on the reception side through the interaction of the different sign systems (modes) in different media genres and text types (cf. f. ex. Schneider/Stöckl 2011, Holly 2016). On the other hand, little is known about the processes of "doing multimodality", which include communicator-related practices, actions and routines in the production of media-based multimodal products (cf. Klemm/Perrin/Michel 2016). This is where the presentation seeks to engage with the production of TV trailers. The basis is formed by a corpus that was methodologically triangulated in a field research (participant observation) in editorials of different TV channels (including camera recording, interview, all-day accompaniment). The following key questions are at the center of the presentation: Which practices underlie the production of TV trailers? Are there any differences in the sequential linking of the sign systems? Can patterns or a typology be derived? How are such practices embedded in editorials, editorial practices and editorial cultures? How are questions and problems negotiated between actors? Are there any peculiarities with regard to a sender culture?

Holly, Werner (2016): Nachrichtenfilme als multimodale audiovisuelle Texte. In: Klug, Nina-Maria/Stöckl, Hartmut (eds.): Handbuch Sprachwissen – Vol. 7: Sprache im multimodalen Kontext. Berlin/New York: de Gruyter, 392–409

Klemm, Michael/ Perrin, Daniel/ Michel, Sascha (2016): Produktionsforschung. In: Klug, Nina-Maria/ Stöckl, Hartmut (eds.): Handbuch Sprachwissen – Vol. 7: Sprache im multimodalen Kontext. Berlin/New York: de Gruyter, 278-300.

Schneider, Jan Georg/Stöckl, Hartmut (eds.) (2011): Medientheorien und Multimodalität. Ein TVSpot – Sieben methodische Beschreibungsansätze. Köln: Herbert von Halem.