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Persuasion and interaction in medical video abstracts: A multimodal perspective
Authors: Szczyrbak Magdalena Adriana | Tereszkiewicz Anna
Year: 2021
Type of publication: ostatní - přednáška nebo poster
Page from-to: nestránkováno
Titles:
Language Name Abstract Keywords
eng Persuasion and interaction in medical video abstracts: A multimodal perspective With academia embracing new tools of research dissemination, video abstracts (VAs) are gaining popularity on social media platforms, marking “a natural evolution of science communication into multimodal environments” (Gupta et al., 2021, p. 7). Like their text-based antecedents, VAs typically communicate the author’s research – its background, methodology, key findings and implications. Unlike non-digital abstracts, however, they allow the author to impart scientific knowledge in a personal, engaging and media rich manner, without “the straightjacket of distance and objectivity” (Coccetta, 2020, p. 61), and to reach larger audiences including both fellow professionals and the general public. While the shift from text to video and the rhetorical structure of scientific VAs have been discussed in earlier studies (Spicer, 2014; Plastina, 2017; Liu, 2020; Coccetta, 2020), multimodal patterns of persuasion and video-mediated interaction in VAs have received less attention. To fill this gap, we examine 30 medical VAs drawn from the BMJ YouTube channel with the aim of identifying recurrent configurations of semiotic choices which contribute to the persuasiveness of VAs and which create the author-viewer relationship. To this end, building on Aristotelian rhetoric, stance and engagement (Hyland, 2008) and multimodality (Jewitt, 2013) research, our study examines the multimodal realisation of rational (logos), credible (ethos) and affective (pathos) appeals in medical VAs and it determines what configurations of modes (speech, writing, image, moving image, sound, colour) are mobilised to repackage medical research, to construct expert identity and to engage the viewers. The study reveals a range of persuasive and interactional strategies which are absent in written abstracts, but which are utilised in medical VAs thanks to their multimodal affordances as well as less rigid generic constraints and genre hybridity. More generally, it demonstrates that academic argumentation in engagement; medical genres; multimodality; persuasion; rhetoric; science communication; stance; video abstracts

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