Popularizing science – Analyzing the presenter’s multimodal orchestration in a TED Talk

In today’s neoliberal economy, digital platforms have led to a proliferation in science popularization where scientists package their messages for the wider public. Our study explores how ideas are disseminated one of most widespread digitally mediated genres popularisation, TED talks. We adopt multimodal discourse analysis approach explore presenter orchestrates her speech, visuals on slides, and hand gestures achieve communicative purposes talk. From analysis, it is observed that uses many specific linguistic choices clarify build speaker’s authority. These language supported by visual gestures. unpack presenter’s semiotic examine they work together communicate scientific layman engage with audience. reveals deeper understanding power language, visuals, as tools presentations, sheds light three modes orchestrated present an accessible engaging manner part popularization.