Popularization is closely connected to the domain of specialised discourse: the increase in technical knowledge and specialised literature across different fields unavoidably leads to a growing need for information and dissemination among non-insiders. Despite a rising interest in this pervasive genre, today literature on popularization is rather sparse (Garzone 2006) and still lacks a comprehensive theoretical framework. From a linguistic perspective, a definition is still far from being codified within the international research community and generally tends to be related to the mere communicative contexts in which popularization occurs. In line with the aims of the ongoing research project “The Language of Popularization: Theoretical and Descriptive Models” , the paper investigates popularization as a process of recontextualization conveyed through discourse procedures affecting not only terminology, but also global and local levels of text (Calsamiglia / López Ferrero 2003). Starting from a review of the existing theoretical models which have so far outlined the relations/divergences existing between specialised communication and popularization, the study looks into the most recent research contributions in the field with a view to introducing new possible research scenarios. In particular, attention is given to the various textual and discursive strategies of adaptation and “re-construction” (Casadei 1994) through which units of scientific/technological knowledge are selected and transformed in the production of lay versions. Thus, starting from the assumption that popularization involves not only a reformulation, but also a recontextualization of knowledge (Linell 1998; Sarangi 1998), the study deals with the way authors negotiate their position vis-à-vis the reader according to genre-specific orientations and to the level of asymmetry in subject mastery. This study, mainly couched in a framework of discourse analysis, also considers popularization as a semiotically complex communicative event, in which images are becoming increasingly salient in the dynamic and interactive framework of new communication technologies. Studies on popularization are therefore also considered in the light of the most recent developments in the field of multimodality and visual semiotics (Kress 2010; Kress / van Leeuwen 2001; O’Halloran 2006) in order to understand the key role played by the combination of different modes and media of communication in meaning making and knowledge transfer. References Calsamiglia H. / López Ferrero C., 2003. Role and position of scientific voices: reported speech in the media. Discourse Studies, Vol. 5(2), 147–173. Casadei F., 1994. Il lessico nelle strategie di presentazione dell’informazione scientifica: il caso della fisica. In T. De Mauro (ed.), Studi sul Trattamento Linguistico dell’Informazione Scientifica. Roma: Bulzoni ed., 47-70. Garzone G., 2006. Perspectives on ESP and Popularization. Milano: CUEM. Kress G., 2010. Multimodality, London and New York: Routledge. Kress G. / van Leeuwen T., 2001. Multimodal Discourse. The Modes and Media of Contemporary Communication. London: Arnold. Linell P., 1998. Discourse across boundaries: on recontextualization and the blending of voices in professional discourse. Text, 18/2, 143-57. O’Halloran K.L. (ed.), 2006. Multimodal Discourse Analysis. Systemic-Functional Perspectives. London: Continuum. Sarangi S., 1998. Rethinking recontextualization in professional discourse studies: An epilogue. Text 18/2, 301-318.

Knowledge Transfer and the Language of Popularization: from current trends to future developments / Caliendo, Giuditta. - (2010). (Intervento presentato al convegno Transferring Knowledge across Disciplines and Academic Communities tenutosi a Università degli Studi di Modena e Reggio Emilia - Dipartimento di Studi Linguistici sulla Testualità e la Traduzione nel 7-8 giugno 2010).

Knowledge Transfer and the Language of Popularization: from current trends to future developments

CALIENDO, GIUDITTA
2010

Abstract

Popularization is closely connected to the domain of specialised discourse: the increase in technical knowledge and specialised literature across different fields unavoidably leads to a growing need for information and dissemination among non-insiders. Despite a rising interest in this pervasive genre, today literature on popularization is rather sparse (Garzone 2006) and still lacks a comprehensive theoretical framework. From a linguistic perspective, a definition is still far from being codified within the international research community and generally tends to be related to the mere communicative contexts in which popularization occurs. In line with the aims of the ongoing research project “The Language of Popularization: Theoretical and Descriptive Models” , the paper investigates popularization as a process of recontextualization conveyed through discourse procedures affecting not only terminology, but also global and local levels of text (Calsamiglia / López Ferrero 2003). Starting from a review of the existing theoretical models which have so far outlined the relations/divergences existing between specialised communication and popularization, the study looks into the most recent research contributions in the field with a view to introducing new possible research scenarios. In particular, attention is given to the various textual and discursive strategies of adaptation and “re-construction” (Casadei 1994) through which units of scientific/technological knowledge are selected and transformed in the production of lay versions. Thus, starting from the assumption that popularization involves not only a reformulation, but also a recontextualization of knowledge (Linell 1998; Sarangi 1998), the study deals with the way authors negotiate their position vis-à-vis the reader according to genre-specific orientations and to the level of asymmetry in subject mastery. This study, mainly couched in a framework of discourse analysis, also considers popularization as a semiotically complex communicative event, in which images are becoming increasingly salient in the dynamic and interactive framework of new communication technologies. Studies on popularization are therefore also considered in the light of the most recent developments in the field of multimodality and visual semiotics (Kress 2010; Kress / van Leeuwen 2001; O’Halloran 2006) in order to understand the key role played by the combination of different modes and media of communication in meaning making and knowledge transfer. References Calsamiglia H. / López Ferrero C., 2003. Role and position of scientific voices: reported speech in the media. Discourse Studies, Vol. 5(2), 147–173. Casadei F., 1994. Il lessico nelle strategie di presentazione dell’informazione scientifica: il caso della fisica. In T. De Mauro (ed.), Studi sul Trattamento Linguistico dell’Informazione Scientifica. Roma: Bulzoni ed., 47-70. Garzone G., 2006. Perspectives on ESP and Popularization. Milano: CUEM. Kress G., 2010. Multimodality, London and New York: Routledge. Kress G. / van Leeuwen T., 2001. Multimodal Discourse. The Modes and Media of Contemporary Communication. London: Arnold. Linell P., 1998. Discourse across boundaries: on recontextualization and the blending of voices in professional discourse. Text, 18/2, 143-57. O’Halloran K.L. (ed.), 2006. Multimodal Discourse Analysis. Systemic-Functional Perspectives. London: Continuum. Sarangi S., 1998. Rethinking recontextualization in professional discourse studies: An epilogue. Text 18/2, 301-318.
2010
Knowledge Transfer and the Language of Popularization: from current trends to future developments / Caliendo, Giuditta. - (2010). (Intervento presentato al convegno Transferring Knowledge across Disciplines and Academic Communities tenutosi a Università degli Studi di Modena e Reggio Emilia - Dipartimento di Studi Linguistici sulla Testualità e la Traduzione nel 7-8 giugno 2010).
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