Gunther Rolf Kress MBE is Professor of Semiotics and Education in the Department of Culture, Communication and Media at IOE, UCL’s Faculty of Education and Society, University College London, UK. Carey Jewitt is a Senior Researcher, Culture Communication and Societies, Institute of Education, University of London. Jon Ogborn is Professor of Science Education, University of Sussex. Charalampos Tsatsarelis is Director of Research and Developments Centre, The Ziridis Schools, Athens.