Persuasion in multimodal digital genres: Building credibility in video abstracts

Kód výsledku v IS VaVaI

RIV/00216224:14410/23:00130838 - isvavai.cz

Výsledek na webu

http://dx.doi.org/10.18485/esptoday.2023.11.2.2

DOI - Digital Object Identifier

10.18485/esptoday.2023.11.2.2

Jazyk výsledku

angličtina

Název v původním jazyce

Persuasion in multimodal digital genres: Building credibility in video abstracts

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Persuasion in multimodal digital genres: Building credibility in video abstracts

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

60203 - Linguistics

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název periodika

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

ISSN

2334-9050

e-ISSN

2334-9050

Svazek periodika

11

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

RS - Srbská republika

Počet stran výsledku

24

Strana od-do

213-236

Kód UT WoS článku

001001140200002

EID výsledku v databázi Scopus

2-s2.0-85161711891