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Moves and Images: A Multimodal Genre Analysis of Web-Based Crowdfunding Proposals.
- Source :
- Journal of Business & Technical Communication; Oct2023, Vol. 37 Issue 4, p311-346, 36p
- Publication Year :
- 2023
-
Abstract
- This article presents a multimodal genre analysis of crowdfunding proposals, an emerging web-based genre for raising funds from internet crowds for a project or venture. Based on an analysis of nine most-funded Kickstarter crowdfunding proposals, the authors describe the generic move structure using a semiotic approach and examine the role of visual images in constructing meaning within and across moves. The analysis shows that visual images facilitate potential backers' sense-making in basically two dimensions: rhetorically, functioning to persuade by establishing ethos, logos, and pathos, and compositionally, helping achieve cohesion within and between moves and facilitate move mixing, embedding, and positioning. This study also attests a case-based approach to examining multiple influences on genre emergence. [ABSTRACT FROM AUTHOR]
- Subjects :
- CROWD funding
FUNDRAISING
Subjects
Details
- Language :
- English
- ISSN :
- 10506519
- Volume :
- 37
- Issue :
- 4
- Database :
- Complementary Index
- Journal :
- Journal of Business & Technical Communication
- Publication Type :
- Academic Journal
- Accession number :
- 170014367
- Full Text :
- https://doi.org/10.1177/10506519231179959