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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, vol.~11, No~2, p.~213-236. ISSN~2334-9050. Available from: https://dx.doi.org/10.18485/esptoday.2023.11.2.2.
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