Simplifying science: A multimodal genre analysis of selected Egyptian scientific videos | ||
| مجلة کلية الأداب - جامعة حلوان | ||
| Volume 61, Issue 2, July 2025, Pages 63-110 PDF (1.17 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/kgef.2025.396947.1264 | ||
| Author | ||
| Mona Eid Saad* | ||
| كلية الاداب - قسم اللغة الانجليزية - جامعة حلوان | ||
| Abstract | ||
| Abstract Egyptian scientific videos are increasingly attracting the non-specialist audience, irrespective of age, gender, culture or education. Many Egyptian content creators are attempting to present a kind of simple Arabic scientific content that would appeal to diversified online viewers. This study aims to reach a multimodal genre analysis model that can explain how scientific content is simplified and popularized among the online audience using generic and multimodal resources in Egyptian scientific videos. The study adopts theoretical and analytical toolkits integrating the ESP framework of genre analysis (Swales, 1990) and multimodal analysis (Baldry & Thibault, 2006), utilizing the model devised by Xia (2021,2023), which she used to analyze TED Talks. The data comprises of episodes from ALDdaheeh, Espitalia, Egychology among others. The analysis reveals the association between moves and visuals employed to serve the same communicative purposes. The study suggests that Egyptian scientific videos have developed specific characteristics that make them a unique genre that appeals to a wide range of audiences. | ||
| Keywords | ||
| Simplifying science; Egyptian scientific videos; multi-modality; genre analysis | ||
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