Engagement markers in research project websites: Promoting interactivity and dialogicity

Abstract Scholars are currently not only required to produce primary output, i.e. peer-reviewed research articles, chapters or books, which constitutes certified and legitimised knowledge (Puschmann 2015), but also to disseminate such output, which is frequently carried out digitally and in English. In this context it is the aim of this paper to gain insights into scholars’ digital discursive practices by analysing academic websites of research projects funded under the European H2020 programme. More specifically, it explores the ways in which a potentially wide, blurred audience is addressed by means of engagement markers, particularly, reader pronouns, questions, and directives, including imperatives, obligation modals and adjectival phrases expressing necessity. Results indicate that the frequency of use of engagement markers varies across websites and that it may affect their degree of potential interactivity. They further show that some engagement markers are more common than others and that they tend to display specific rhetorical purposes. Differences on their use and function when compared to their use in RA writing are also shown. It is concluded that these interpersonality features have an important role in the potential promotion of dialogicity in this digital medium, and crafting an effective professional identity of the research teams.