TY - JOUR
T1 - Multimodal Knowledge Communication in a Recontextualized Genre:
T2 - An Analysis of Expertise Dissemination and Promotion Strategies in Online Academic Trailers
AU - Maier, Carmen Daniela
AU - Engberg, Jan
PY - 2023
Y1 - 2023
N2 - Drawing from our previous research related to academic knowledge communication in new, transitional or intermediate generic configurations and various digital contexts (Engberg & Maier, 2015, in press; Maier & Engberg, 2013, 2019), the overall purpose of this article is to explain how knowledge dissemination and promotion strategies are manifested in a new multimodal academic genre. The data collected from the GetSmarter (www.getsmarter.com) organization comprises academic trailers, where experts persuasively disseminate domainspecific research work while also promoting the course that is built upon the respective academic knowledge. Considering the specific endeavor of these trailers, this article focuses on how multimodal strategies are employed for accomplishing the double communicative purpose while maintaining generic integrity. Thus, the multimodal analyses reveal how promotional knowledge communication takes place in the multimodal generic moves of academic trailers. Both implicit promotional research-related knowledge communication and explicit promotional course-related knowledge communication are in focus. Furthermore, the levels of explanatory depth are also identified and explained in each multimodal generic move. While tracing tendencies in the diversification of multimodal knowledge communication strategies, the article also clarifies the challenging consequences of promotional generic recontextualization, and thus contributes to the advancement of multimodal perspectives in academic knowledge communication research.
AB - Drawing from our previous research related to academic knowledge communication in new, transitional or intermediate generic configurations and various digital contexts (Engberg & Maier, 2015, in press; Maier & Engberg, 2013, 2019), the overall purpose of this article is to explain how knowledge dissemination and promotion strategies are manifested in a new multimodal academic genre. The data collected from the GetSmarter (www.getsmarter.com) organization comprises academic trailers, where experts persuasively disseminate domainspecific research work while also promoting the course that is built upon the respective academic knowledge. Considering the specific endeavor of these trailers, this article focuses on how multimodal strategies are employed for accomplishing the double communicative purpose while maintaining generic integrity. Thus, the multimodal analyses reveal how promotional knowledge communication takes place in the multimodal generic moves of academic trailers. Both implicit promotional research-related knowledge communication and explicit promotional course-related knowledge communication are in focus. Furthermore, the levels of explanatory depth are also identified and explained in each multimodal generic move. While tracing tendencies in the diversification of multimodal knowledge communication strategies, the article also clarifies the challenging consequences of promotional generic recontextualization, and thus contributes to the advancement of multimodal perspectives in academic knowledge communication research.
KW - academic narrator
KW - academic trailer
KW - explanatory depth
KW - knowledge communication
KW - multimodality
KW - promotional genre recontextualization
U2 - 10.18485/esptoday.2023.11.2.4
DO - 10.18485/esptoday.2023.11.2.4
M3 - Journal article
SN - 2334-9050
VL - 11
SP - 261
EP - 279
JO - ESP Today
JF - ESP Today
IS - 2
M1 - 4
ER -