Science Communication Semiotic Landscape: A Multimodal Approach for Contemporary Social Change
This paper analyzes the language of legitimation in one of Science’s interactive posters, an online material produced for its special issue The Sea Urchin Genome, available on the scientific journal’s webpage. Drawing on a multimodal approach, this research places the interactive poster within the recent history of Science’s electronic version and takes it as a semiotic resource inflected on the basis of the interests and needs of Science, contemporary technology progress and social valuations of scientific knowledge. It is argued the language of legitimation flexibly coded through electronic media technologies appears as a discursive strategy for power maintenance in an evolving communication landscape. Science benefits from new synthesizing online electronic media technologies to legitimize its discursive practices in a new dialogical scientific context, where the authority of science can no longer be taken for granted.
Keywords: Science Popularization, Language Legitimation, Multimodality
Dr. Janaina Minelli de Oliveira
Lecturer in New Technologies Appied to Education, Departament of Pedagogy, Universitat Rovira i Virgili