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Visual Forms of address in social media discourse: the case of a science communication website
aCenter for Linguistics and Applied Linguistics, Guangdong University of Foreign Studies, Guangdong, People's Republic of China.
Örebro University, School of Humanities, Education and Social Sciences.ORCID iD: 0000-0002-3295-3602
School of English for International Business, Guangdong University of Foreign Studies, Guangdong, People's Republic of China.
2015 (English)In: Journal of Multicultural Discourses, ISSN 1744-7143, E-ISSN 1747-6615, Vol. 10, no 2, 236-252 p.Article in journal (Refereed) Published
Abstract [en]

This paper shows how a multimodal discourse analysis of the changing visual designs of a science news website between 2009 and 2013 can reveal fundamental changes in visual forms of address, which must be acknowledged alongside shifts being observed at the level of linguistic address. Designers deploy design features in a shift from presenting science as official, formal, and authoritative, where communicative style is a monolog, to one which must suggest a sense of a conversation, of accessibility, of engagement, with a reader presumed to have opinions and needs. This is shift from a culture of transmission of information to a culture which rather formulates, channels, and retrieves information and which is dominated by scan-and-go media use. The analysis describes the changes of design details. It places these observations within the scholarly debate about the consequences of the Internet and social media for science communication.

Place, publisher, year, edition, pages
Oxon, United Kingdom: Routledge, 2015. Vol. 10, no 2, 236-252 p.
Keyword [en]
Social media, design, forms of address, science communication, multimodal discourse analysis
National Category
Humanities Media and Communications
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:oru:diva-51082DOI: 10.1080/17447143.2015.1042384Scopus ID: 2-s2.0-84938420880OAI: oai:DiVA.org:oru-51082DiVA: diva2:944256
Available from: 2016-06-29 Created: 2016-06-29 Last updated: 2017-10-17Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf