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Animating Domain-Specific Complex Knowledge: An Analysis of Organic Food Communication

Kastberg, Peter (2013) Animating Domain-Specific Complex Knowledge: An Analysis of Organic Food Communication. Zeitschrift für Translationswissenschaft und Fachkommunikation, 7 (1), pp. 30-49.

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The pivotal point of this paper is an analysis of an animated film, “MultiTrust”. The film is a result a research project dealing with the “Multicriteria assessment and communication of effects of organic food systems”. A primary intention of this project was to help consumers make informed choices when it comes to purchasing organic foods. The animation presents a novel way of communicating domain-specific knowledge of organic food products to consumers. In order to analyze “MultiTrust”, a model of analysis is presented, which is framed by the research field communication and language for special purposes and – due to the filmic format – informed by social semiotics and multimodal analysis. The findings of the analysis are documented at the level of presentation, orientation and organization. The paper ends with a discussion of the potential of the animated film as a means to communicate domain-specific knowledge of organic foods to a lay audience.

EPrint Type:Journal paper
Subjects: Farming Systems
Research affiliation: Denmark > Organic RDD 1 > MultiTrust
Deposited By: Kastberg, Dr Peter
ID Code:24915
Deposited On:07 Jan 2014 10:30
Last Modified:10 Feb 2015 10:50
Document Language:English
Refereed:Submitted for peer-review but not yet accepted
Additional Publishing Information:MultiTrust Deliverable 3.2.1

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