Engaging the audience in online Youtube science dissemination videos: a look at the uptake of multimodal engagement strategies
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comunitat-uji-handle2:10234/8015
comunitat-uji-handle3:10234/8621
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INVESTIGACIONMetadata
Title
Engaging the audience in online Youtube science dissemination videos: a look at the uptake of multimodal engagement strategiesDate
2023Publisher
University of BelgradeISSN
2334-9050Bibliographic citation
Engaging the Audience in Online Youtube Science Dissemination Videos: A Look at the Uptake of Multimodal Engagement Strategies / Edgar Bernad-Mechó, Julia Valeiras-Jurado // ESP Today. - Vol. 11, No. 2 (2023), p. 302–327. (ISSN 2334-9050)Type
info:eu-repo/semantics/articleVersion
info:eu-repo/semantics/publishedVersionSubject
Abstract
This study deals with YouTube science dissemination videos as a pedagogical tool for ESP
and EMI courses. These videos maximize the reach of scientific content bringing it closer
to the general public. However, in ... [+]
This study deals with YouTube science dissemination videos as a pedagogical tool for ESP
and EMI courses. These videos maximize the reach of scientific content bringing it closer
to the general public. However, in this process, YouTube science video need to be adapted
to non-specialized audiences to make their content more accessible, entertaining, and
engaging. The introductions to these videos are paramount for their success, as they tend
to contain many engagement techniques. In this study we explore the potential of
multimodal engagement strategies by looking at the audience uptake. Seven
introductions to YouTube science dissemination videos were selected and annotated with
the software Multimodal Video Analysis for engagement strategies, embodied and filmic
modes. The selected clips were then presented to a group of higher education students to
elicit their opinion regarding their engagement potential. As a second step, engagement
was related to the use of semiotic modes, thus triggering a reflection on the relevance of
multimodal literacy. Our results suggest that filmic modes become an essential
component in the creation of successful fast-paced attention-getting videos. They also
bring to the fore the importance of multimodal awareness in science communication and
the potential of well-orchestrated ensembles to engage online audiences. Implications for
ESP and EMI courses are discussed. [-]
Is part of
ESP Today. - Vol. 11, No. 2 (2023), p. 302–327.Funder Name
Ministerio de Ciencia, Innovación y Universidades | Generalitat Valenciana – Conselleria d’Innovació, Universitats, Ciència i Societat Digital
Project code
PID2021-127827NB-I00 | CIAICO/2021/069
Project title or grant
Cibergéneros y docencia en inglés. Análisis multimodal de los géneros digitales de uso académico y su implicación pedagógica en contextos de docencia universitaria en inglés | Análisis y descripción de la naturaleza multimodal y multimedial de los géneros académicos en la educación superior. La comunicación académica digital en inglés
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info:eu-repo/semantics/openAccess
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