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. 153–172
The role of genre hybridity and hypermodality in digital knowledge dissemination
The case of the IEEE Spectrum
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.
Keywords: IEEE Spectrum , multimodality, knowledge dissemination, hypermodal digital article, genre hybridity, hypertextuality, recontextualization
Published online: 04 December 2019
2013 “A Social Semiotic Multimodal Analysis Framework for Website Interactivity.” NCRM Working Paper. London: NCRM. (Unpublished). Accessed August 19, 2018. http://eprints.ncrm.ac.uk/3074/4/website_interactivity_Adami.pdf
Askehave, Inger, and Anne E. Nielsen
Bondi, Marina, Silvia Cacchiani, and Davide Mazzi
2015 “Discourse In and Through the Media: Recontextualizing and Reconceptualizing Expert Discourse.” In Discourse In and Through the Media: Recontextualizing and Reconceptualizing Expert Discourse, ed. by Marina Bondi, Silvia Cacchiani, and Davide Mazzi, 1–21. Newcastle upon Tyne, UK: Cambridge Scholars Publishing.
Crowston, Kevin, and Marie Williams
Engberg, Jan, and Carmen D. Maier
2015 “Exploring the Hypermodal Communication of Academic Knowledge beyond Generic Structure.” In Discourse In and Through the Media: Recontextualizing and Reconceptualizing Expert Discourse, ed. by Marina Bondi, Silvia Cacchiani, and Davide Mazzi, 46–62. Newcastle upon Tyne, UK: Cambridge Scholars Publishing.
Eriksson, Thommy, and Inge E. Sørensen
2012 “Reflections on Academic Video.” In Seminar.net – International Journal of Media, Technology and Lifelong Learning 8 (1). Accessed August 19, 2018. https://journals.hioa.no/index.php/seminar/article/view/2399
León, Bienvenido, and Michael Bourk
Nielsen, Jakob, and Marie Tahir
Reiss, Eric L.
Reinemann, Carsten, James Stanyer, Sebastian Scherr, and Guido Legnante
Spinuzzi, Clay, and Mark Zachry
Wiggins, Bradley E. and G. Bret Bowers
Appendix: List of IEEE Spectrum analyzed articles
Why your GPS Receiver Isn’t Bigger than a Breadbox (https://spectrum.ieee.org/geek-life/profiles/why-your-gps-receiver-isnt-bigger-than-a-breadbox) (Published online 19/04/2018)
The Troubled Quest for the Superconducting Wind Turbine (https://spectrum.ieee.org/green-tech/wind/the-troubled-quest-for-the-superconducting-wind-turbine) (Published online 26/07/2018)
The Green Promise of Vertical Farms (https://spectrum.ieee.org/energy/environment/the-green-promise-of-verticalfarms) (Published online 02/06/2018)
The Struggle to Make Diesel-Guzzling Cargo Ships Greener (https://spectrum.ieee.org/transportation/marine/the-struggle-to-make-dieselguzzling-cargo-ships-greener) (Published online 29/05/2018)
A Quantum Drum Brings Quantum Mechanics to the Macroscale (https://spectrum.ieee.org/nanoclast/semiconductors/nanotechnology/a-quantum-drum-brings-quantum-mechanics-to-the-macroscale) (Published online 22/05/2018)
How NASA Will Use Robots to Create Rocket Fuel from Martian Soil (https://spectrum.ieee.org/aerospace/robotic-exploration/how-nasa-will-use-robots-to-create-rocket-fuel-from-martian-soil) (Published online 30/10/2018)
This Innovative Technology Harvests Water from Cooling Towers (https://spectrum.ieee.org/energywise/energy/environment/this-innovative-technology-harvests-water-from-cooling-towers). (Published online 08/06/2018)
This Photocell Generates Both Power and Hydrogen (https://spectrum.ieee.org/energywise/green-tech/solar/hybrid-photocell-generates-power-and-hydrogen) (Published online 01/10/2018)
It’s Never too Early to Think about 6G (https://spectrum.ieee.org/tech-talk/telecom/wireless/its-never-too-early-to-think-about-6g) (Published online 22/05/2018)
Cited by 1 other publications
This list is based on CrossRef data as of 10 may 2021. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers. Any errors therein should be reported to them.