Moves and Images: A Multimodal Genre Analysis of Web-Based Crowdfunding Proposals

IF 1.8 2区 文学 Q3 BUSINESS Journal of Business and Technical Communication Pub Date : 2023-06-29 DOI:10.1177/10506519231179959
H. Feng, Chengfang Song, Lin Li
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Abstract

This article presents a multimodal genre analysis of crowdfunding proposals, an emerging web-based genre for raising funds from internet crowds for a project or venture. Based on an analysis of nine most-funded Kickstarter crowdfunding proposals, the authors describe the generic move structure using a semiotic approach and examine the role of visual images in constructing meaning within and across moves. The analysis shows that visual images facilitate potential backers’ sense-making in basically two dimensions: rhetorically, functioning to persuade by establishing ethos, logos, and pathos, and compositionally, helping achieve cohesion within and between moves and facilitate move mixing, embedding, and positioning. This study also attests a case-based approach to examining multiple influences on genre emergence.
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动作和图像:基于网络的众筹提案的多模式流派分析
本文对众筹提案进行了多模式类型分析,这是一种新兴的网络类型,用于从互联网人群中为项目或企业筹集资金。基于对九个资金最多的Kickstarter众筹提案的分析,作者使用符号学方法描述了通用的动作结构,并考察了视觉图像在动作内部和跨动作构建意义中的作用。分析表明,视觉图像基本上在两个维度上促进了潜在支持者的理解:在修辞上,通过建立精神气质、标志和悲情来起说服作用;在构图上,帮助实现动作内部和动作之间的凝聚力,促进动作的混合、嵌入和定位。这项研究也证明了一种基于案例的方法来检验对流派出现的多种影响。
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来源期刊
CiteScore
5.10
自引率
18.20%
发文量
16
期刊介绍: JBTC is a refereed journal that provides a forum for discussion of communication practices, problems, and trends in business, professional, scientific, and governmental fields. As such, JBTC offers opportunities for bridging dichotomies that have traditionally existed in professional communication journals between business and technical communication and between industrial and academic audiences. Because JBTC is designed to disseminate knowledge that can lead to improved communication practices in both academe and industry, the journal favors research that will inform professional communicators in both sectors. However, articles addressing one sector or the other will also be considered.
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