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Developing multimodal communicative competence in emerging academic and professional genres

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Abstract
In this paper, we propose a pedagogical approach for teaching and learning multimodal literacy, specifically, the application of multimodal discourse analysis for genre awareness. The mastery of specific oral genres is seen as desirable to help students become competent professionals. This is the case of Product Pitches (PPs) in the business field and Research Pitches (RPs) in the academic field. The former are short presentations that introduce a product to the market, the latter constitute an emerging way of disseminating ongoing research to the general public. A salient characteristic of both is their multimodal nature, which has raised an increasing interest in multimodal approaches to genre pedagogy. Our aim is to develop students. analytical skills to make them aware of the variety of semiotic modes and the importance of using them coherently. The pedagogical approach is facilitated by specialised software that supports the systematic teaching and learning of multimodal genres.
Keywords
PRESENTATIONS, ENGLISH, SPEAKER, product pitches, research pitches, semiotic modes, genre awareness, multimodal literacy, genre pedagogy

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MLA
Ruiz-Madrid, Noelia, and Julia Valeiras-Jurado. “Developing Multimodal Communicative Competence in Emerging Academic and Professional Genres.” INTERNATIONAL JOURNAL OF ENGLISH STUDIES, vol. 20, no. 1, 2020, pp. 27–50, doi:10.6018/ijes.401481.
APA
Ruiz-Madrid, N., & Valeiras-Jurado, J. (2020). Developing multimodal communicative competence in emerging academic and professional genres. INTERNATIONAL JOURNAL OF ENGLISH STUDIES, 20(1), 27–50. https://doi.org/10.6018/ijes.401481
Chicago author-date
Ruiz-Madrid, Noelia, and Julia Valeiras-Jurado. 2020. “Developing Multimodal Communicative Competence in Emerging Academic and Professional Genres.” INTERNATIONAL JOURNAL OF ENGLISH STUDIES 20 (1): 27–50. https://doi.org/10.6018/ijes.401481.
Chicago author-date (all authors)
Ruiz-Madrid, Noelia, and Julia Valeiras-Jurado. 2020. “Developing Multimodal Communicative Competence in Emerging Academic and Professional Genres.” INTERNATIONAL JOURNAL OF ENGLISH STUDIES 20 (1): 27–50. doi:10.6018/ijes.401481.
Vancouver
1.
Ruiz-Madrid N, Valeiras-Jurado J. Developing multimodal communicative competence in emerging academic and professional genres. INTERNATIONAL JOURNAL OF ENGLISH STUDIES. 2020;20(1):27–50.
IEEE
[1]
N. Ruiz-Madrid and J. Valeiras-Jurado, “Developing multimodal communicative competence in emerging academic and professional genres,” INTERNATIONAL JOURNAL OF ENGLISH STUDIES, vol. 20, no. 1, pp. 27–50, 2020.
@article{8697362,
  abstract     = {{In this paper, we propose a pedagogical approach for teaching and learning multimodal literacy, specifically, the application of multimodal discourse analysis for genre awareness. The mastery of specific oral genres is seen as desirable to help students become competent professionals. This is the case of Product Pitches (PPs) in the business field and Research Pitches (RPs) in the academic field. The former are short presentations that introduce a product to the market, the latter constitute an emerging way of disseminating ongoing research to the general public. A salient characteristic of both is their multimodal nature, which has raised an increasing interest in multimodal approaches to genre pedagogy. Our aim is to develop students. analytical skills to make them aware of the variety of semiotic modes and the importance of using them coherently. The pedagogical approach is facilitated by specialised software that supports the systematic teaching and learning of multimodal genres.}},
  author       = {{Ruiz-Madrid, Noelia and Valeiras-Jurado, Julia}},
  issn         = {{1578-7044}},
  journal      = {{INTERNATIONAL JOURNAL OF ENGLISH STUDIES}},
  keywords     = {{PRESENTATIONS,ENGLISH,SPEAKER,product pitches,research pitches,semiotic modes,genre awareness,multimodal literacy,genre pedagogy}},
  language     = {{eng}},
  number       = {{1}},
  pages        = {{27--50}},
  title        = {{Developing multimodal communicative competence in emerging academic and professional genres}},
  url          = {{http://dx.doi.org/10.6018/ijes.401481}},
  volume       = {{20}},
  year         = {{2020}},
}

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