Iris Jammernegg

Komplexe Sachverhalte erfolgreich kommunizieren: eine Studie zur vereinfachten Darstellung des Themas Wasserstoff im deutschen Energiewendediskurs, mit besonderem Blick auf Leichte Sprache und Multimodalität

Introduction

Komplexe sachverhalte erfolgreich kommunizieren: eine studie zur vereinfachten darstellung des themas wasserstoff im deutschen energiewendediskurs, mit besonderem blick auf leichte sprache und multimodalität. Studie: Erfolgreiche Kommunikation komplexer Themen (Wasserstoff, Energiewende) im deutschen Diskurs. Fokus auf Leichte Sprache, Multimodalität & Vereinfachung für diverse Zielgruppen.

Abstract

This article investigates on one hand the interrelationship between simplification, the need for comprehensibility and the communication goals pursued by the respective senders, and on the other, those between intralingual translation and (technical) writing. Special attention is paid to recipient-oriented linguistic design in relation to multimodal and textual aspects. The analysis focuses mainly on how, and for which target audiences, German energy discourse addresses the topic pertaining to the importance of hydrogen for energy transition – a topic which is both technically complex and socio-politically and economically relevant. For this purpose, I have collected a corpus that combines online texts of selected actors who are active in the energy sector or who are supposed to facilitate the energy transition. The focus is on the different linguistic, visual and textual strategies and means employed to simplify the given complexity in such a way that the relevant target groups, which range from citizens interested in the topic to active or potential customers and people with cognitive impairments, can understand the content according to the broadcaster's intentions. In this respect, a comparison between messages by the same actor in both standard language and easy language proves to be particularly illuminating.

Review

This article proposes a timely and highly relevant investigation into the complex interplay of simplification, comprehensibility, and sender-specific communication goals, particularly within the context of the German energy transition discourse. The focus on hydrogen, a technically intricate yet socio-politically and economically crucial topic, immediately positions this study as significant for both academic understanding and practical application. By examining the relationship between intralingual translation and technical writing, while paying special attention to recipient-oriented linguistic design and multimodal elements, the paper promises a nuanced and comprehensive exploration of how complex information can be effectively conveyed to diverse audiences. The ambition to bridge theoretical concepts of communication and linguistics with a pressing contemporary issue is commendable. The methodological approach appears robust and well-conceived. The author plans to assemble a corpus of online texts from key actors within the German energy sector, allowing for a focused analysis of the linguistic, visual, and textual strategies employed to simplify complex content. A particular strength lies in the explicit consideration of a wide spectrum of target groups, ranging from general interested citizens and potential customers to individuals with cognitive impairments, underscoring the study's commitment to inclusive communication. The stated intention to compare messages from the *same actor* in both standard and Easy Language is particularly astute, as it offers a controlled point of comparison to illuminate the specific effects of different simplification strategies and their alignment with the broadcaster's communicative intentions. Overall, this study outlines a compelling research agenda with considerable potential impact. The findings are poised to offer valuable insights for practitioners involved in science communication, public information campaigns, and technical writing, especially in fields requiring the demystification of complex topics. Academically, it stands to contribute significantly to applied linguistics, discourse analysis, and communication studies, particularly concerning the practical implementation of accessibility principles and the role of multimodality in information dissemination. The research appears well-structured and promises to shed light on critical aspects of successful communication in a rapidly evolving societal and technological landscape.

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