Carmen Sancho Guinda


Carmen Sancho Guinda

She has been teaching Professional and Academic Communication at the School of Aerospace Engineering of the Universidad Politécnica de Madrid for more than 25 years.

Her major research interests comprise the interdisciplinary analysis of academic, professional and political discourses and genres, the discourse of science dissemination and outreach, and the teaching/learning of academic literacies, especially within the area of English-medium instruction in higher education. Her most outstanding publications have been Stance and voice in written academic genres (Palgrave Macmillan 2012), Narratives in academic and professional genres (Peter Lang 2013), Interpersonality in legal genres (Peter Lang 2014), Essential competencies in English-medium university teaching (Springer 2017), and Engagement in professional genres (John Benjamins 2019). Currently she is the editor-in-chief of Ibérica, co-editor of Language Value and editorial board member of the Journal of English for Academic Purposes and Revista de Lingüística y Lenguas Aplicadas.



Innovative innovation-reporting: An institutional textography of sci-tech dissemination and outreach

Inspired by Swales’ (1998) textography and by Kozinet’s (2015) recent notion of netnography, this talk explores the communicative strategies currently deployed by an emblematic technical university in Spain, the Universidad Politécnica de Madrid, to disseminate its science and technology online and broaden out its traditional audiences. Among these strategies, special attention will be paid to the new genre constellations allowed by digital media affordances, to the discourse trends they generate, and to both the intended and actual communities of practice behind the texts. With an eclectic theoretical framework that combines (Critical) Discourse Analysis, Multimodal Semiotics, Narratology and Positioning Theory, as well as observation and ethnographic methods, a final reflection will be made on the course taken by today’s narrative of science and technology.
Works cited:
Kozinets, Robert V. (2015). Netnography: Redefined. London: Sage.
Swales, John M. (1998). Other Floors, Other Voices. A Textography of a Small University Building. Mahwah, NJ/ London: Lawrence Erlbaum.