Popularizing Science in the Digital Era : A Multimodal Genre Perspective on TED Talk Videos

Taylor & Francis Ltd

Popularizing Science in the Digital EraA Multimodal Genre Perspective on TED Talk Videos\nAuthor(s): Sichen Xia\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781032263656, 978-1032263656\nSynopsis\nThis book offers a comprehensive overview of TED talks as a digital-multimodal video genre, exploring the ways in which myriad rhetorical, structural, digital, and multimodal resources are used to communicate scientific knowledge to lay audiences.\n\nDrawing on insights from genre analysis, the systemic functional approach to multimodal discourse analysis, and the social semiotic approach to multimodality, the volume examines the communicative contexts in which TED talks are constructed, their rhetorical structure, the deployment of multimodal tools, and diachronic developments. The book reflects on the ways in which TED talks are uniquely positioned to offer new insights into how experts disseminate scientific knowledge for non-spec.