Persuasion in multimodal digital genres: Building credibility in video abstracts

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14410%2F23%3A00130838" target="_blank" >RIV/00216224:14410/23:00130838 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.18485/esptoday.2023.11.2.2" target="_blank" >http://dx.doi.org/10.18485/esptoday.2023.11.2.2</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.18485/esptoday.2023.11.2.2" target="_blank" >10.18485/esptoday.2023.11.2.2</a>

Result language

angličtina

Original language name

Persuasion in multimodal digital genres: Building credibility in video abstracts

Original language description

The emergence of the video abstract as a new digital genre of science communication has allowed researchers to increase their visibility and engage with larger audiences by employing a complex interplay of different semiotic modes. This paper studies strategies and multimodal resources for building credibility in a small corpus of 16 video abstracts on mathematics published online in the Journal of Number Theory (Elsevier). By adopting a multimodal discourse analysis (Kress 2010) perspective and drawing on previous research on video abstracts (e.g., Coccetta, 2021; Liu, 2019, 2021) and persuasion in digital academic genres (e.g., Luzón, 2019; Valeiras-Jurado, 2020), this study explores persuasive strategies for enhancing credibility and semiotic resources used for their realisation. The analysis considers six persuasive strategies (attention-getting, constructing an authorial persona, engagement, framing, logical reasoning and providing proof) while exploring how the written and spoken verbal modes interact with mathematical symbolism and non-verbal visuals. The results suggest that persuasive strategies used for building credibility vary across different types of video abstracts and differ from those used in printed abstracts.

Czech name

—

Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

60203 - Linguistics

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

ESP TODAY-JOURNAL OF ENGLISH FOR SPECIFIC PURPOSES AT TERTIARY LEVEL

ISSN

2334-9050

e-ISSN

2334-9050

Volume of the periodical

11

Issue of the periodical within the volume

2

Country of publishing house

RS - THE REPUBLIC OF SERBIA

Number of pages

24

Pages from-to

213-236

UT code for WoS article

001001140200002

EID of the result in the Scopus database

2-s2.0-85161711891