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@article{2285577,
author = {DontchevaandNavrátilová, Olga},
article_location = {SERBIA},
article_number = {2},
doi = {http://dx.doi.org/10.18485/esptoday.2023.11.2.2},
keywords = {video abstract; multimodal discourse analysis; persuasive strategies; credibility; mathematics},
language = {eng},
issn = {2334-9050},
journal = {ESP TODAY-JOURNAL OF ENGLISH FOR SPECIFIC PURPOSES AT TERTIARY LEVEL},
title = {Persuasion in multimodal digital genres: Building credibility in video abstracts},
url = {http://dx.doi.org/10.18485/esptoday.2023.11.2.2},
volume = {11},
year = {2023}
}
TY - JOUR
ID - 2285577
AU - Dontcheva-Navrátilová, Olga
PY - 2023
TI - Persuasion in multimodal digital genres: Building credibility in video abstracts
JF - ESP TODAY-JOURNAL OF ENGLISH FOR SPECIFIC PURPOSES AT TERTIARY LEVEL
VL - 11
IS - 2
SP - 213-236
EP - 213-236
PB - UNIV BELGRADE, FAC ECONOMICS
SN - 23349050
KW - video abstract
KW - multimodal discourse analysis
KW - persuasive strategies
KW - credibility
KW - mathematics
UR - http://dx.doi.org/10.18485/esptoday.2023.11.2.2
N2 - 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.
ER -
DONTCHEVA-NAVRÁTILOVÁ, Olga. Persuasion in multimodal digital genres: Building credibility in video abstracts. \textit{ESP TODAY-JOURNAL OF ENGLISH FOR SPECIFIC PURPOSES AT TERTIARY LEVEL}. SERBIA: UNIV BELGRADE, FAC ECONOMICS, 2023, roč.~11, č.~2, s.~213-236. ISSN~2334-9050. Dostupné z: https://dx.doi.org/10.18485/esptoday.2023.11.2.2.
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