DONTCHEVA-NAVRÁTILOVÁ, Olga. Persuasion in multimodal digital genres: Building credibility in video abstracts. 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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Basic information
Original name Persuasion in multimodal digital genres: Building credibility in video abstracts
Authors DONTCHEVA-NAVRÁTILOVÁ, Olga (100 Bulgaria, guarantor, belonging to the institution).
Edition ESP TODAY-JOURNAL OF ENGLISH FOR SPECIFIC PURPOSES AT TERTIARY LEVEL, SERBIA, UNIV BELGRADE, FAC ECONOMICS, 2023, 2334-9050.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 60203 Linguistics
Country of publisher Serbia
Confidentiality degree is not subject to a state or trade secret
WWW URL
Impact factor Impact factor: 0.700 in 2022
RIV identification code RIV/00216224:14410/23:00130838
Organization unit Faculty of Education
Doi http://dx.doi.org/10.18485/esptoday.2023.11.2.2
UT WoS 001001140200002
Keywords in English video abstract; multimodal discourse analysis; persuasive strategies; credibility; mathematics
Tags International impact, Reviewed
Changed by Changed by: doc. Mgr. Olga Dontcheva-Navrátilová, Ph.D., učo 5423. Changed: 30/11/2023 18:04.
Abstract
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.
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