AMPRA-6: Rosa Lorés explores pragmatic strategies for the recontextualization of expert knowledge in online magazines
Dr.Rosa Lorés was one of the three members that participated in the 6th International Conference of the American Pragmatics Association on the 27th, 28th and 29th of September.
In her talk, which was titled "Strategies for engaging the audience: A pragmatic exploration of the recontextualization of expert knowledge in digital discourse", Rosa explored the pragmatic processes of recontextualization employed by knowledge mediators in 30 articles from the online magazines Smithsonian Magazine and Popular Science. In order to understand the pragmatic functions and strategies involved in recontextualizing expert knowledge for heterogeneous audiences on these digital media, she focused on strategies considered expert-oriented (i.e. referencing expert opinions to showcase specialised knowledge) and audience-oriented (i.e. sharing common experiences). As part of her concluding remarks, Rosa advocated for a view of digital dissemination of expert knowledge that encompasses pragmatics in order to go beyond linguistics.
Click here for more information about this event. The abstract of Rosa’s talk can be consulted as follows:
Strategies for engaging the audience: A pragmatic exploration of the recontextualization of expert knowledge in digital discourse
In response to contemporary expectations, scientists face the challenge of raising public awareness about the societal implications of their research and translating complex disciplinary knowledge for multiple audiences. While previous studies on knowledge dissemination have predominantly focused on reformulating content, little attention has been paid to the pragmatic functions and strategies involved in recontextualizing expert knowledge for heterogeneous audiences on digital media, exploring the verbal mode together with digital affordances (Bondi, Cachianni & Mazzi 2015; Bondi & Cacchiani 2021).
The present study explores the pragmatic processes of recontextualization in online feature articles, investigating strategies employed by knowledge mediators to engage broad readerships. Focusing on 30 articles from the online magazines Smithsonian Magazine and Popular Science, two sets of pragmatic strategies are identified: expert-oriented, which enhance the authorial voice by, for instance, "marking expertise" and "claiming credibility," and audience-oriented, involving “telling personal stories” “sharing common experience” and "making information appealing". Stance and engagement markers (Hyland 2005; Tannen & Trester 2013) are crucial in identifying these strategies. Expert-oriented resources include citing expert voices to demonstrate specialized knowledge, while audience-oriented strategies comprise the use of code glosses and references to everyday situations.
The paper concludes by advocating for a holistic approach to digital dissemination of expert knowledge which goes beyond the exploration of linguistic reformulation and incorporates a pragmatic interpretation of the type of interaction involved.
References
Bondi, Marina, Cacchiani, Silvia & Davide Mazzi. 2015. Discourse in and thorough the media: Recontextualizing and reconceptualizing expert discourse. Cambridge Scholars Publishing.
Bondi, Marina & Silvia Cacchiani. 2021. Knowledge communication and knowledge dissemination in a digital world. [Special Issue]. Journal of Pragmatics, 186.
Hyland, Ken. Metadiscourse. Exploring interaction in writing. Continuum. Tannen, Deborah & Anna Marie Trester. 2013. (Eds). Discourse 2.0. Language and new media. Georgetown University Press.