j.f. hoorn / g.c.v.d. veer, 20051 information representation and multimedia: text informative text ...
TRANSCRIPT
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J.F. Hoorn / G.C.v.d. Veer, 2005 1
Information representation and multimedia: Text
Informative text Writing plan Stylistics Text structure Tips
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J.F. Hoorn / G.C.v.d. Veer, 2005 2
Informative text
Make a writing plan:
What are the needs of your audience?
- to inform?- to entertain?- or both?
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J.F. Hoorn / G.C.v.d. Veer, 2005 3
Informative text
Make a writing plan:
What is your goal as a writer?
- to report?- to persuade?- or both?
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J.F. Hoorn / G.C.v.d. Veer, 2005 4
Informative text
Make a writing plan:
What style will you need?
- literal (man is a human being)?- metaphoric (man is a machine)?- or both?
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J.F. Hoorn / G.C.v.d. Veer, 2005 5
Informative text
Make a writing plan:
Do you want to arouse emotion?
- positive?- negative?- or both?
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J.F. Hoorn / G.C.v.d. Veer, 2005 6
The writing plan
Report Persuade
Inform
Entertain
style styleemotion emotion literal
explanatory metaphor(conventional)
indifferent which
indifferent which
+ context violations
novel metaphor
+ context violations
positive supportive negative obstructive
positive supportive negative obstructiveto audience needs
Author goals
Audienceneeds
literal
explanatory metaphor
novel metaphor
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J.F. Hoorn / G.C.v.d. Veer, 2005 7
Text structure
- method- results- discussion
- abstract- problem- theory
In popular science,the structure is not fixed
but depends on the goals and concerns of theaudience
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J.F. Hoorn / G.C.v.d. Veer, 2005 8
Text structure
- method- results- discussion
- abstract- problem- theory
elaborate on real-world consequences
only what is relevant to audience needs
if spectacular or to understand results
explain (!), relate to real-world conseq.
other scientists on theory/method/results social groups on (new) problem/results
NEVER USE JARGON!
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J.F. Hoorn / G.C.v.d. Veer, 2005 9
Explanatory metaphor
quarks as building blocks
Huang, K. (1992). Quarks, Leptons & Gauge Fields (p. 25).World Scientific, Singapore, New Jersey, London, Hong Kong.
conventional metaphor
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J.F. Hoorn / G.C.v.d. Veer, 2005 10
lightning flash is a jelly-fish
E. Westcott, Alaska University (October, 1993)
C. D
oswell
novel metaphor
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J.F. Hoorn / G.C.v.d. Veer, 2005 11
Metaphor in popular science: Lightning flash is a jelly-fish
Metaphor in serious science: Lightning flash is a channel of plasma
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J.F. Hoorn / G.C.v.d. Veer, 2005 12
The three-dimensional map (...) shows very clearly how the stability of atomic nuclei varies as the numbers of protons and neutrons increase. There is a “mountainous peninsula”of stability running diagonally across the map. In the lower part of the map, stable nuclei have roughly equal numbers of protons and neutrons. Further up, they have more neutrons. The mountain peaks are the so-called magic numbers - numbers of protons and neutrons producing the extra stable closed shells. Surrounding the peninsula is a sea of instability. At the far end, at atomic number 114 is the “island of stability”(...)
Loveland, W., & Seaborg, G. (1991). The search for the missing elements. New Scientist, 131, 1784, 29-32.
Find the metaphorsthree-dimensional map
mountainous peninsula
mountain peaks magic numbers
shells. peninsula sea of instabilityisland of stability
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J.F. Hoorn / G.C.v.d. Veer, 2005 13
Literal visualization
Metaphoric visualization
Metaphor links up withalready known concepts- easier to understand
Loveland, W., & Seaborg, G. (1991).The search for the missing elements.New Scientist, 131, 1784, 30.
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J.F. Hoorn / G.C.v.d. Veer, 2005 14
Contextual violation
Why is this funny? In the context ofbed, partner is expected, notcell-phone.
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J.F. Hoorn / G.C.v.d. Veer, 2005 15
Contextual violation
A small girl with big blue eyes smiledand ran to the teacher to _____ her.spank
A gangster with a nasty scar grinnedand ran to the teacher to ___ her.kiss
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J.F. Hoorn / G.C.v.d. Veer, 2005 16
Persuasion:Elaboration Likelihood Model (ELM)
• Petty & Cacioppo (1986)
• ‘elaboration likelihood’:
de waarschijnlijkheid dat iemand actief gaat nadenken over de argumenten in een boodschap
• 2 routes: centraal vs. perifeer
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J.F. Hoorn / G.C.v.d. Veer, 2005 17
persuasieve communicatie
1. motivatie tot verwerking?
2. bekwaamheid tot verwerking?
3. aard van de verwerking
4. verandering cogn. structuur?
5. attitudeverandering via centrale weg
perifere attitudeverandering
perifere prikkel aanwezig?
geen attitudeveranderingpositief negatief neutraal
ja
ja
ja
ja
nee
neenee
nee ElaborationLikelihoodModel
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J.F. Hoorn / G.C.v.d. Veer, 2005 18
Kenmerken ELM• Dual-process model
• Motivatie + capaciteit bepalen keuze
• Argumentkwaliteit vs. cue
• Verandering (stabiel, duurzaam) vs. (instabiel, kort)
• Bron is belangrijke cue (deskundige vs. bekende Nederlander vs. de buurman/vrouw)
• Subjectieve verwerking,
– Voorkennis, bedreiging, waarschuwing vooraf
• Combinatie routes mogelijk
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J.F. Hoorn / G.C.v.d. Veer, 2005 19
Tips
Make an audience profile (age, gender, education, profession, religion)
Deduce audience needs from profile
Set your goals (inform, persuade)
Link goals to needsChoose strategy from
writing plan (stylistics and emotional impact)
Choose text structure, order follows high to low relevance to audience
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J.F. Hoorn / G.C.v.d. Veer, 2005 20
Assignment 1:
Search Science Magazine forthe paper
Formation of Giant Planets by Fragmentation ofProtoplanetary Disks
byMayer, Quinn, Wadsley, &Stadel
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J.F. Hoorn / G.C.v.d. Veer, 2005 21
Assignment 2:
Search Nature forthe paper
High brightness electron beamfrom a multi-walled carbonnanotube
byDe Jonge, Lamy, Schoots, &Oosterkamp
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J.F. Hoorn / G.C.v.d. Veer, 2005 22
Assignment 3• Lees artikelen Science en Nature• Thema is extreem groot vs. extreem klein• Schrijf naar de ‘menselijke maat’ voor lezers van Intermediair (bv.
ingenieurs, zakenlieden)• Behandel artikelen in S en N tezamen in één stuk (1 voor 1 mag,
maar leg wel verbanden)• Schrijf vier versies (2*A4 elk, Times 10, enkele interlinie)1. puur letterlijk, verbod op metaforen
2. puur metaforisch, verbod op letterlijk
3. kies standpunt, schrijf op overtuiging, alles toegestaan (ook onredelijkheid, cirkelredeneringen, nadruk op bijzaken, smakelijke verpakking)
4. letterlijk, metaforisch en overtuiging evenwichtig gemengd
Deadline: Friday morning 14-1-2005