Publication details [#65593]

Pollaroli, Chiara and Janina Wildfeuer. 2018. When context changes. The need for a dynamic notion of context in multimodal argumentation. International Review of Pragmatics 10 (2) : 179–197.
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This assay asserts that multimodal argumentative genres like commercials and movie trailers oft act with a dynamically changing interpretation, which, at the end, unveils their persuasive patterns and final claims. It stresses the want for a grapple of the dynamic context concept in methods and frames handling the ravel of multimodal reasoning.