A multimodal apprach to persuasion in oral presentations: The case of conference presentations, research dissemination talks and product pitches

multimodal analysis of humour as an engagement strategy in YouTube research dissemination videos

“…Once the videos were selected, a first individual viewing was carried out by each of the researchers to identify "rich points" (Valeiras-Jurado, 2015); in this case, those moments that were more engaging or humorous for each of the researchers. After sharing the results with each other, the annotations and observations were compared, and 22 coinciding humoristic instances were identified by both researchers and were thus selected for further analysis.…”

Exploring meaning-making practices via co-speech gestures in TED Talks

“…Gestures in the TED talks have been found to be mostly used as processing aids, for emphasis and to create rapport (Valeiras Jurado, 2017). Among other possible closelyrelated effects, they have been found to increase engagement (in line with the reduced distance between expert speakers and a non-expert audience as a trademark of the genre), to enhance the salience of the organisation of the talks, to contribute to evaluation (Masi, 2016(Masi, , 2019a).…”

“…Another of their key features is the extensive use of different modal resources, including gestures, highly encouraged by the TED team (Anderson, 2016), although their study in this context has received relatively little attention so far (for some exceptions cf. Carney, 2014;Valeiras Jurado, 2017;Masi, 2016Masi, , 2019a). In fact, fairly recent research on gestures has emphasised a variety of non-redundant purposes they can serve in communication (see Church, Alibali & Kelly, 2017, among others), so that it is all the more important to gain a better understanding of their contribution to this genre as a standpoint for the development of the multimodal literacy (Walsh, 2010) necessarily required in many contemporary technology-empowered educational scenarios.…”

New genres and new approaches: teaching and assessing product pitches from a multimodal perspective in the ESP classroom

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One of the most innovative genres in today's business communication is the product pitch (PP), mainly characterised by its multisemiotic nature (Daly & Davy, 2016), which makes it essential to take a multimodal approach to the analysis and teaching of this genre (Tamarit & Skorczynska, 2014;Valeiras-Jurado, 2017). However, despite the increasing importance of this oral genre in the business field, little research has been conducted on the teaching of PPs to business ESP students.

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