Scientific knowledge dissemination in the multilingual and digital era: A multimodality-enhanced genre analysis of Chinese epidemiologists’ COVID-19 posts on Sina Weibo
The emerging digital genres distributed via social media platforms have been increasingly prominent in disseminating scientific knowledge to the public audience. During COVID-19, Sina Weibo, the biggest Chinese microblogging website, has become the primary media where epidemiologists communica...
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| Format: | Article |
| Language: | English |
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Asociación Europea de Lenguas para Fines Específicos
2025-06-01
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| Series: | Ibérica |
| Online Access: | https://revistaiberica.org/index.php/iberica/article/view/943 |
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| author | Wei Xu Hanyu Jia |
| author_facet | Wei Xu Hanyu Jia |
| author_sort | Wei Xu |
| collection | DOAJ |
| description |
The emerging digital genres distributed via social media platforms have been increasingly prominent in disseminating scientific knowledge to the public audience. During COVID-19, Sina Weibo, the biggest Chinese microblogging website, has become the primary media where epidemiologists communicate knowledge of public health to the generalist audiences. Through the lens of genre theory, this exploratory qualitative study examines a corpus of 72 Weibo posts in Chinese language written by three reputable medical scholars. Six major moves with multiple steps were identified. Moreover, we found that both multimodal resources and rhetorical strategies have been employed to realize the identified moves for various functions. This study represents one of the first attempts to investigate emerging digital genres for public scientific knowledge dissemination in a non-English language. It also seeks to establish the interrelations between the identified moves and the multimodal resources along with rhetorical strategies used by bloggers. As such, it contributes to our understanding of evolving genred activities in the increasingly multilingual and multimodal ecology of public genres for scientific knowledge dissemination.
Keywords: digital genres, public science, genre analysis, Chinese social media, COVID-19
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| format | Article |
| id | doaj-art-350643e0a2714c06a6bb38edcb114d37 |
| institution | DOAJ |
| issn | 1139-7241 2340-2784 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Asociación Europea de Lenguas para Fines Específicos |
| record_format | Article |
| series | Ibérica |
| spelling | doaj-art-350643e0a2714c06a6bb38edcb114d372025-08-20T03:22:58ZengAsociación Europea de Lenguas para Fines EspecíficosIbérica1139-72412340-27842025-06-014910.17398/2340-2784.49.133Scientific knowledge dissemination in the multilingual and digital era: A multimodality-enhanced genre analysis of Chinese epidemiologists’ COVID-19 posts on Sina Weibo Wei Xu0Hanyu Jia1Northern Illinois UniversityUniversity of Arizona The emerging digital genres distributed via social media platforms have been increasingly prominent in disseminating scientific knowledge to the public audience. During COVID-19, Sina Weibo, the biggest Chinese microblogging website, has become the primary media where epidemiologists communicate knowledge of public health to the generalist audiences. Through the lens of genre theory, this exploratory qualitative study examines a corpus of 72 Weibo posts in Chinese language written by three reputable medical scholars. Six major moves with multiple steps were identified. Moreover, we found that both multimodal resources and rhetorical strategies have been employed to realize the identified moves for various functions. This study represents one of the first attempts to investigate emerging digital genres for public scientific knowledge dissemination in a non-English language. It also seeks to establish the interrelations between the identified moves and the multimodal resources along with rhetorical strategies used by bloggers. As such, it contributes to our understanding of evolving genred activities in the increasingly multilingual and multimodal ecology of public genres for scientific knowledge dissemination. Keywords: digital genres, public science, genre analysis, Chinese social media, COVID-19 https://revistaiberica.org/index.php/iberica/article/view/943 |
| spellingShingle | Wei Xu Hanyu Jia Scientific knowledge dissemination in the multilingual and digital era: A multimodality-enhanced genre analysis of Chinese epidemiologists’ COVID-19 posts on Sina Weibo Ibérica |
| title | Scientific knowledge dissemination in the multilingual and digital era: A multimodality-enhanced genre analysis of Chinese epidemiologists’ COVID-19 posts on Sina Weibo |
| title_full | Scientific knowledge dissemination in the multilingual and digital era: A multimodality-enhanced genre analysis of Chinese epidemiologists’ COVID-19 posts on Sina Weibo |
| title_fullStr | Scientific knowledge dissemination in the multilingual and digital era: A multimodality-enhanced genre analysis of Chinese epidemiologists’ COVID-19 posts on Sina Weibo |
| title_full_unstemmed | Scientific knowledge dissemination in the multilingual and digital era: A multimodality-enhanced genre analysis of Chinese epidemiologists’ COVID-19 posts on Sina Weibo |
| title_short | Scientific knowledge dissemination in the multilingual and digital era: A multimodality-enhanced genre analysis of Chinese epidemiologists’ COVID-19 posts on Sina Weibo |
| title_sort | scientific knowledge dissemination in the multilingual and digital era a multimodality enhanced genre analysis of chinese epidemiologists covid 19 posts on sina weibo |
| url | https://revistaiberica.org/index.php/iberica/article/view/943 |
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