TY - JOUR
T1 - Harvard Business Review's reframing of digital communication
T2 - From professional expertise to practical guidance
AU - Maier, Carmen Daniela
AU - Engberg, Jan
N1 - Publisher Copyright:
© 2021 Elsevier B.V.
Copyright:
Copyright 2021 Elsevier B.V., All rights reserved.
PY - 2021/4
Y1 - 2021/4
N2 - In the context of our research work focused on mapping the latest multimodal and hypermodal strategies of constructing and communicating expert knowledge (e.g. Maier, 2014; Maier and Engberg, 2019; Engberg and Maier, 2015a, 2015b; Engberg and Maier, 2019), in this paper we address hypermodal strategies used for conveying domain-specific knowledge and offering practical guidance to various audiences. The empirical evidence is represented by a cluster of digital texts from the Harvard Business Review webpages (https://hbr.org/). This digital context aimed at communicating domain-specific knowledge and practical guidance is characterized by hypermodal communication strategies meant to accommodate various levels of expertise and interests. The paper presents and explains methodological tools suitable for investigating comprehensibility and engagement enhancement when addressing potentially non-academic receivers in a website context. For this purpose, we explore the interaction of semiotic modes as well as hypermodal combinations of the web-based genres. In this context, we aim especially at identifying the roles of the digital affordances in communicating professional expertise and practical guidance with a basis in the same Internet venue. The impact of promotional strategies is also explained. The relevance of this research work lies in its contribution to a better understanding of the complex hypermodal strategies used for reframing the communication of domain-specific knowledge to various audiences.
AB - In the context of our research work focused on mapping the latest multimodal and hypermodal strategies of constructing and communicating expert knowledge (e.g. Maier, 2014; Maier and Engberg, 2019; Engberg and Maier, 2015a, 2015b; Engberg and Maier, 2019), in this paper we address hypermodal strategies used for conveying domain-specific knowledge and offering practical guidance to various audiences. The empirical evidence is represented by a cluster of digital texts from the Harvard Business Review webpages (https://hbr.org/). This digital context aimed at communicating domain-specific knowledge and practical guidance is characterized by hypermodal communication strategies meant to accommodate various levels of expertise and interests. The paper presents and explains methodological tools suitable for investigating comprehensibility and engagement enhancement when addressing potentially non-academic receivers in a website context. For this purpose, we explore the interaction of semiotic modes as well as hypermodal combinations of the web-based genres. In this context, we aim especially at identifying the roles of the digital affordances in communicating professional expertise and practical guidance with a basis in the same Internet venue. The impact of promotional strategies is also explained. The relevance of this research work lies in its contribution to a better understanding of the complex hypermodal strategies used for reframing the communication of domain-specific knowledge to various audiences.
KW - Comprehensibility enhancement
KW - Easification
KW - Engagement enhancement
KW - Genre cluster
KW - Hypermodality
KW - Knowledge communication
KW - Multimodality
UR - http://www.scopus.com/inward/record.url?scp=85101765888&partnerID=8YFLogxK
U2 - 10.1016/j.pragma.2021.02.005
DO - 10.1016/j.pragma.2021.02.005
M3 - Journal article
AN - SCOPUS:85101765888
SN - 0378-2166
VL - 176
SP - 186
EP - 197
JO - Journal of Pragmatics
JF - Journal of Pragmatics
ER -