The role of genre hybridity and hypermodality in digital knowledge dissemination

Abstract

New forms of discourse which have emerged as a result of synergies between traditional and digital genres utilize the resources of multimodal and hypertextual communication to change the ways in which knowledge is communicated. This case study examines the online edition of the IEEE Spectrum magazine, which uses the potential of new media and integrates a variety of genres to inform the members of IEEE, the world’s largest engineering association, about advancements in technology, engineering, and science. The study seeks to explore in what ways the newly evolved genre of the hypermodal digital article is related to the genres traditionally used for the dissemination of scientific knowledge and how the affordances of digital format maximize knowledge dissemination.

Multimodal interpersonal strategies in the new digital genre of clinical pictures: Exploring discourse and pedagogical implications for ESP-EMI team teaching

“…Moreover, the possibility and way of orchestrating varying modes within each of the CPs formats, especially in the video, may have an impact on the audience in terms of understanding, reception, and engagement (Edo-Marzá & Beltrán-Palanques, 2023). Establishing appropriate intersemiotic relations among modes can boost the audience's understanding of content (Mirović, Bogdanović & Bulatović, 2019) and increase engagement (Edo-Marzá & Beltrán-Palanques, 2023). Furthermore, co-occurring or reiterated information (e.g., having facts both visually presented and orally described) may ease the audience's understanding of content, despite its complexity.…”

How Anxious are Online ESP Learners? Exploring Students’ Anxiety in Video, Audio and Text-Based Communication in an Online Classroom

“…Furthermore, communication apprehension can also contribute to internet learning anxiety since the digital learning environment includes teacher-student and/or student-student interaction. However, digital communication has its own specificities and one of them is increased multimodality (Mirović et al, 2019). According to Grewal et al (2022), multimodality of digital communication encompasses numeric, text, audio, image and video modes of communication.…”