Chapter published in:Science Communication on the Internet: Old genres meet new genres
Edited by María-José Luzón and Carmen Pérez-Llantada
[Pragmatics & Beyond New Series 308] 2019
► pp. 131–151
The multimodal bridge between academics and practitioners in the Harvard Business Review’s digital context
A multi-levelled qualitative analysis of knowledge construction
In this chapter we study adjusting strategies employed in the transition from research-based articles to other generic forms when the same knowledge is constructed and (re)mediated for different audiences and purposes. The empirical evidence is represented by a series of articles and related digital materials about and for the practice of management from the digital context of the Harvard Business Review.We adopt a multimodal approach in our qualitative analysis, addressing the way semiotic modes interact and are combined across genres to identify the roles of the semiotic interplay in the adjusting strategies employed for enabling the knowledge construction and (re)mediation processes. Furthermore, we demonstrate how the level of complexity of the knowledge communicated in the articles and their digital context may be investigated.
Keywords: multimodal academic knowledge, academic discourse, digital material, research knowledge construction and mediation, explanatory depth levels
Published online: 04 December 2019
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