2 management - School of International Business and ...

115 Presenting scientific work
– lectures,
– visualization,
– asking and answering questions,
– discussing opinions and handling objections,
– refer to the past
– create and maintain contacts.
This description recognizes a series of special aspects of the presentation as compared to a
speech or presentation of a text:
– A presentation always contains an exchange phase (question and discussion rounds).
– Presentation is composed of the unification of words and pictures, discussing and visualizing.
– A presentation has a history in relation to the respective audience,
– A presentation has a follow-up story.
1.2 FORMS AND ROLES
The results of scientific work can be conveyed in very different ways to an audience. The presen-
tation in Fig. 1 can be adapted to the public as a text, speech or presentation.
As text, the author turns to the reader. Thus he depends upon the understanding or lack of un-
derstanding of the reader. He has virtually no opportunities for correction.
Figure 1 | Forms and roles in the presentation of scientific work
In a speech, the author speaks to the listeners. In this case, follow-up questions are possible, but