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Arquitetura de capa dos folhetos de cordel: tradição e modernidade / Cordel leaflets cover architecture: tradition and modernity
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In: Revista de Estudos da Linguagem, Vol 30, Iss 1, Pp 175-208 (2022) (2022)
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The multimodal construction of corporate performance: An analysis of earnings videos
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In: Ibérica, Iss 42, Pp 139-162 (2021) (2021)
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Engaging the online audience in the digital era: A multimodal analysis of engagement strategies in TED talk videos
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In: Ibérica, Iss 42, Pp 33-58 (2021) (2021)
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Projecting action spaces. On the interactional relevance of cesural areas in co-enactments
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In: Open Linguistics, Vol 7, Iss 1, Pp 638-665 (2021) (2021)
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Conectividad, hipermedialidad y multimodalidad: de la cultura digital al espacio escolar
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In: Colombian Applied Linguistics Journal, Vol 22, Iss 2, Pp 202-220 (2020) (2020)
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| 6 |
Singing Corporate Social Responsibility: A Multimodal Analysis of the 2018 Budweiser Super Bowl Commercial
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In: Linguae &. Rivista di Lingue e Culture Moderne, Vol 19, Iss 1, Pp 155-171 (2020) (2020)
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| 7 |
Metaphoric semiosis: a Peircean perspective / Semiose metafórica: uma perspectiva peirceana
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In: Revista de Estudos da Linguagem, Vol 28, Iss 2, Pp 957-980 (2020) (2020)
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| 8 |
Multimodal Metaphors of Interculturereality / Metaforas multimodais da interculturealidade
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In: Revista de Estudos da Linguagem, Vol 28, Iss 2, Pp 917-955 (2020) (2020)
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| 9 |
New concepts, different approaches: tackling e-visibility in research project websites
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In: Revista de Lingüística y Lenguas Aplicadas, Vol 15, Iss 1, Pp 83-98 (2020) (2020)
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| 10 |
Bridging the gap between experts and publics: the role of multimodality in disseminating research in online videos
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In: Ibérica, Vol 37, Pp 167-192 (2019) (2019)
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| 11 |
Modal coherence in specialised discourse: a case study of persuasive oral presentations in business and academia
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In: Ibérica, Vol 37, Pp 87-114 (2019) (2019)
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Abstract:
The multimodal character of academic and business discourse has long been acknowledged. Several studies have brought to the fore the multimodal nature of academic and business genres, and have shown that spoken or written words are only one among the many resources available to convey meaning (Carter-Thomas & Rowley-Jolivet, 2003; Kast, 2008; Querol-Julián & Fortanet-Gómez, 2012, 2014; Morell, 2014, 2015). In particular, in the case of persuasive oral genres within business and academia, semiotic modes such as gestures (Kendon, 2004) or intonation (Brazil, 1997) play a crucial role in the design of a persuasive message. This is the case of conference presentations, research dissemination talks and product pitches. In these genres speakers have been shown to resort to multimodal persuasive strategies to craft an effective presentation (Valeiras-Jurado & Ruiz-Madrid, 2015; Valeiras-Jurado, 2015; Valeiras-Jurado, Ruiz-Madrid & Jacobs, 2018). This paper probes into what exactly makes these persuasive presentations effective. Specifically, the question addressed is whether it is the choice of persuasive strategies, the number of semiotic modes, or the consistency in the use of these modes (i.e. modal coherence) that affects persuasion more directly. The case study presented in this paper compares a research dissemination talk and a product pitch. The study combines video-based, computer-aided multimodal discourse analysis (MDA) with ethnographic interviews. The results suggest that modal coherence is of crucial importance for the effectiveness of a persuasive presentation. Likewise, several practices detrimental to persuasion are identified. These findings have interesting pedagogical implications, since they can contribute with a genre-based, multimodal methodology to the teaching of English for Specific Purposes (ESP).
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Keyword:
Language and Literature; modal coherence; multimodality; oral genres; P; P1-1091; persuasion; Philology. Linguistics
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URL: https://doaj.org/article/a31a1bc085bd4b338b9e5889583da52e
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| 12 |
A multimodal approach to business presentations for the tourism industry: learning communication skills in a master’s programme
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In: Ibérica, Vol 37, Pp 39-64 (2019) (2019)
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| 13 |
A multimodal analysis of spoken medical English in expert-to-expert interaction in TV programmes
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In: Ibérica, Vol 37, Pp 115-140 (2019) (2019)
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| 14 |
Beyond language: a multimodal analysis of success in non-native BusinessEnglish pitches
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In: Ibérica, Vol 37, Pp 65-86 (2019) (2019)
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| 15 |
Reference and Multimodality: analysis of the construction of reference in advertisements for vehicles
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In: Signum: Estudos da Linguagem, Vol 22, Iss 1, Pp 159-179 (2019) (2019)
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| 16 |
Genre innovation and multimodal expression in scholarly communication: Video methods articles in experimental biology
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In: Ibérica, Vol 36, Pp 15-42 (2018) (2018)
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| 17 |
Revisiting persuasion in oral academic and professional genres: Towards a methodological framework for Multimodal Discourse Analysis of research dissemination talks
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In: Ibérica, Vol 35, Pp 93-118 (2018) (2018)
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| 18 |
“And this is the view from outside my window”: On text and image interplay in university website blogs
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In: Topics in Linguistics, Vol 18, Iss 2, Pp 81-93 (2017) (2017)
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| 19 |
Multimodality as an Interactional Resource for Classroom Interactional Competence (CIC)
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In: Eurasian Journal of Applied Linguistics, Vol 3, Iss 2, Pp 121-188 (2017) (2017)
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| 20 |
Dictionary Tradition vs. Pictorial Corpora: Which Vocabulary Thematic Fields Should Be Illustrated?
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In: Lexikos, Vol 27, Pp 132-151 (2017) (2017)
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