Chapter 8. The role of genre hybridity and hypermodality in digital knowledge dissemination
-
Ivana Mirović
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.
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.
Chapters in this book
- Prelim pages i
- Table of contents v
- Chapter 1. Connecting traditional and new genres 1
- Chapter 2. At the frontlines of the online scientific article 19
- Chapter 3. The case of the scientific research article and lessons concerning genre change online 41
- Chapter 4. The graphical abstract as a new genre in the promotion of science 59
- Chapter 5. Scholarly soundbites 81
- Chapter 6. Continuity and change 107
- Chapter 7. The multimodal bridge between academics and practitioners in the Harvard Business Review ’s digital context 131
- Chapter 8. The role of genre hybridity and hypermodality in digital knowledge dissemination 153
- Chapter 9. #Vaccineswork 173
- Chapter 10. The representation of science and technology in genres of Vatican discourse 195
- Chapter 11. Public- and expert-facing communication 219
- Index 239
Chapters in this book
- Prelim pages i
- Table of contents v
- Chapter 1. Connecting traditional and new genres 1
- Chapter 2. At the frontlines of the online scientific article 19
- Chapter 3. The case of the scientific research article and lessons concerning genre change online 41
- Chapter 4. The graphical abstract as a new genre in the promotion of science 59
- Chapter 5. Scholarly soundbites 81
- Chapter 6. Continuity and change 107
- Chapter 7. The multimodal bridge between academics and practitioners in the Harvard Business Review ’s digital context 131
- Chapter 8. The role of genre hybridity and hypermodality in digital knowledge dissemination 153
- Chapter 9. #Vaccineswork 173
- Chapter 10. The representation of science and technology in genres of Vatican discourse 195
- Chapter 11. Public- and expert-facing communication 219
- Index 239
