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Genre-specific persuasion in oral presentations : adaptation to the audience through multimodal persuasive strategies

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Abstract
Product pitches, research dissemination talks and conference presentations are three oral genres that share important characteristics. Previous literature has described them as multimodal and persuasive oral genres and has shown that speakers resort to multimodal persuasive strategies to achieve their communicative goals. However, they are used in different contexts, which is likely to affect their use of multimodal persuasion, and raises questions as to how genre-specific persuasion is. The aim of this paper is to explore how speakers adapt their multimodal persuasive efforts to the communicative situation established in each genre, and how this is reflected multimodally. This study combines multimodal discourse analysis and ethnographic methods. The results suggest that speakers multimodally convey a different relationship with the audience in each genre.
Keywords
multimodality, oral genres, persuasion, presentations, speaker-audience, relationship

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MLA
Valeiras-Jurado, Julia. “Genre-Specific Persuasion in Oral Presentations : Adaptation to the Audience through Multimodal Persuasive Strategies.” INTERNATIONAL JOURNAL OF APPLIED LINGUISTICS, vol. 30, no. 2, 2020, pp. 293–312, doi:10.1111/ijal.12284.
APA
Valeiras-Jurado, J. (2020). Genre-specific persuasion in oral presentations : adaptation to the audience through multimodal persuasive strategies. INTERNATIONAL JOURNAL OF APPLIED LINGUISTICS, 30(2), 293–312. https://doi.org/10.1111/ijal.12284
Chicago author-date
Valeiras-Jurado, Julia. 2020. “Genre-Specific Persuasion in Oral Presentations : Adaptation to the Audience through Multimodal Persuasive Strategies.” INTERNATIONAL JOURNAL OF APPLIED LINGUISTICS 30 (2): 293–312. https://doi.org/10.1111/ijal.12284.
Chicago author-date (all authors)
Valeiras-Jurado, Julia. 2020. “Genre-Specific Persuasion in Oral Presentations : Adaptation to the Audience through Multimodal Persuasive Strategies.” INTERNATIONAL JOURNAL OF APPLIED LINGUISTICS 30 (2): 293–312. doi:10.1111/ijal.12284.
Vancouver
1.
Valeiras-Jurado J. Genre-specific persuasion in oral presentations : adaptation to the audience through multimodal persuasive strategies. INTERNATIONAL JOURNAL OF APPLIED LINGUISTICS. 2020;30(2):293–312.
IEEE
[1]
J. Valeiras-Jurado, “Genre-specific persuasion in oral presentations : adaptation to the audience through multimodal persuasive strategies,” INTERNATIONAL JOURNAL OF APPLIED LINGUISTICS, vol. 30, no. 2, pp. 293–312, 2020.
@article{8697361,
  abstract     = {Product pitches, research dissemination talks and conference presentations are three oral genres that share important characteristics. Previous literature has described them as multimodal and persuasive oral genres and has shown that speakers resort to multimodal persuasive strategies to achieve their communicative goals. However, they are used in different contexts, which is likely to affect their use of multimodal persuasion, and raises questions as to how genre-specific persuasion is. The aim of this paper is to explore how speakers adapt their multimodal persuasive efforts to the communicative situation established in each genre, and how this is reflected multimodally. This study combines multimodal discourse analysis and ethnographic methods. The results suggest that speakers multimodally convey a different relationship with the audience in each genre.},
  author       = {Valeiras-Jurado, Julia},
  issn         = {0802-6106},
  journal      = {INTERNATIONAL JOURNAL OF APPLIED LINGUISTICS},
  keywords     = {multimodality,oral genres,persuasion,presentations,speaker-audience,relationship},
  language     = {eng},
  number       = {2},
  pages        = {293--312},
  title        = {Genre-specific persuasion in oral presentations : adaptation to the audience through multimodal persuasive strategies},
  url          = {http://dx.doi.org/10.1111/ijal.12284},
  volume       = {30},
  year         = {2020},
}

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