The premise of this paper is that a discussion of “new learning” cannot start without acknowledging the fact that specialized knowledge is more and more successfully communicated within interactive settings whose primary rationale is commercial.
This paper explores how specialized knowledge is multimodally communicated in the instructive discourse of Kodak Company’s interactive materials. Spoken and written language, moving and still images, sounds and music are functionally integrated across media in order to persuasively convey specialized knowledge about visual language. The material it is not only targeted at professionals, but primarily at film teachers and students who want to enter the film business. Drawing upon the multimodal analytical framework, this paper intends to demonstrate the relevance of the theoretical and analytical perspective of multimodality in the research of instructive discourse in the context of corporate communication. The specific aim of my analytical endeavour is to identify how the meaning-making potentials of several semiotic modes are integrated, and how this multimodal integration is simultaneously influenced by instructive and persuasive purposes. The paper attempts to reveal how a more nuanced understanding of such materials through the multimodal approach can provide the means for rethinking and consequently improving the educational process. The paper argues that the multimodal approach could be adopted by educators in order to critically select those multimodal structures and relations that respond to the needs of various target groups and/or to the requirements of various subject areas of specialized knowledge.
|Keywords:||Multimodal Analytical Framework, Specialized Knowledge, Instructive Discourse, Corporate Communication, Semiotic Modes|
Assistant Professor, Aarhus School of Business, Department of Language and Business Communication, Knowledge Communication Research Unit, Aarhus University, Aarhus, Denmark
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