Engaging the Audience in Online Youtube Science Dissemination Videos: A Look at the Uptake of Multimodal Engagement Strategies

This study deals with YouTube science dissemination videos as a pedagogical tool for ESP EMI courses. These videos maximize the reach of scientific content bringing it closer the general public. However, in this process, YouTube science video need to be adapted non-specialized audiences to make their content more accessible, entertaining, and . The introductions to these videos are paramount for their success, as they tend contain many engagement techniques. In this study we explore the potential of engagement strategies by looking at the audience uptake. Seven to YouTube science dissemination videos were selected and annotated with software Multimodal Video Analysis for engagement strategies, embodied and filmic . The selected clips were then presented to a group of higher education students to their opinion regarding their engagement potential. As a second step, engagement related to the use of semiotic modes, thus triggering a reflection on the relevance of literacy. Our results suggest that filmic modes become an essential in the creation of successful fast-paced attention-getting videos. They also to the fore the importance of multimodal awareness in science communication and potential of well-orchestrated ensembles to engage online audiences. Implications for and EMI courses are discussed.