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English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 How much rhetoric does an account of multimodal/hypermedial design need?

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Präsentation zum Thema: "English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 How much rhetoric does an account of multimodal/hypermedial design need?"—  Präsentation transkript:

1 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 How much rhetoric does an account of multimodal/hypermedial design need? John Bateman Document Design Conference 2004, Tilburg, January 24th

2 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Overview of talk The role of rhetoric in document description Using rhetorical description multimodally Issues and discussion

3 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Assumptions / Statements Rhetorical organisation is perceived as necessary for good document design: and particulary web design and online interaction... –An appropriate rhetorical organization is a prerequisite for effective communication. –Communication should deploy resources consistently and this includes issues of rhetorical force.... But what does this mean?

4 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 ‘Rhetoric’ for organising information how do we systematise it for use in description and analysis? how do we teach it? is it really useful for design, or just post-hoc description?

5 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Approaches to multimodal rhetoric Document Design / Analysis –Roland Barthes –Karen Schriver Automatic Multimodal Document Generation –Elisabeth André –Stephen Feiner

6 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Research Goal: to investigate the use of different modes of information presentation across genres and languages the GeM project: ‘Genre and Multimodality’

7 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Genre Analysis: Birds

8 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Genre Analysis: Birds

9 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Genre Analysis: Birds

10 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Plumage white, save the wing quills, which are dark brown, not black as usually stated. The fledgling blackish-slate, spotted white. Immature till the third or fourth year, and recognized by the dark brown, chiefly on the back, wings, and tail, which colour diminishes season by season till at maturity reduced to the brown of the wing quills. ADULT:White, black wing-tips, yellow nape. JUVENILE: Grey, gradually becoming white over 5 years. The plumage is white with a tinge of buff on the head and neck and dark brown, almost black, wing-tips. Immatures are first dusky all over, later piebald or white sprinkled with dark spots Redistribution of Information across modalities and across time

11 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 The GeM model Content structure Rhetorical structure Layout structure Navigation structure Linguistic structure Canvas constraints Production constraints Consumption constraints

12 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 The GeM annotation layers Content structure Rhetorical structure Layout structure Navigation structure Linguistic structure genre form

13 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 The GeM annotation layers Content structure Rhetorical structure Layout structure Navigation structure Linguistic structure genre form

14 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Approaches to multimodal rhetoric Document Design / Analysis –Roland Barthes –Karen Schriver Automatic Multimodal Document Generation –Elisabeth André –Stephen Feiner

15 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Relation between content, rhetorical organisation and layout examine the page layout examine the rhetorical structure of the information as presented look for interrelationships

16 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Example relation: motivation Replace spark plugs one at a time so you don´t get the wires mixed up. (Honda Civic car manual) NUCLEUSSATELLITE Rhetorical Structure Theory: RST

17 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 motivation Replace spark plugs one at a time so you don´t get the wires mixed up. NUCLEUS SATELLITE presents an action in which the reader is the actor and which is `unrealized´ with respect to the context comprehending the satellite increases the reader´s desire to perform the action presented in the nucleus EFFECT: the reader´s desire to perform the action presented in the nucleus is increased.

18 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 A simple case applied to layout

19 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Layout Structure: blocks

20 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Layout Structure of the Page G the page ABCDEF

21 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Rhetorical Structure of the Page The artic explorer wears lots of warm clothes to protect him from the cold elaboration windproof top balaclava woolen underclothing trousers boots mittens ‘material’ joint

22 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Extensions to RST for multimodal analysis Linear adjacency replaced with 2D topological adjacency

23 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Extensions to RST for multimodal analysis Linear adjacency replaced with 2D topological adjacency Not all elements of the page are subject to rhetorical relationships

24 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 base units Layout Semantic Content RST segments navigational elements layout units Distribution of information across layers

25 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 base units Layout Semantic Content RST segments navigational elements layout units Distribution of information across layers

26 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 base units Layout Semantic Content RST segments navigational elements layout units Distribution of information across layers

27 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Extensions to RST for multimodal analysis Linear adjacency replaced with 2D topological adjacency Not all elements of the page are subject to rhetorical relationships

28 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Extensions to RST for multimodal analysis Linear adjacency replaced with 2D topological adjacency Not all elements of the page are subject to rhetorical relationships Some layout units stand in the equivalent of intra- clausal relationships not inter-clausal. –identification, class-ascription, property-ascription, possession, location

29 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Three Examples of Using the Rhetorical Analysis

30 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10

31 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10

32 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10

33 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10

34 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10

35 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10

36 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10

37 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10

38 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Page Layout Elements

39 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Layout Structure Drawing Intermediate Caption Textblock Types of element:

40 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Content Analysis

41 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 RST analysis Tiger:pic body parts Tiger: mouth (pic) caninesmolars elaboration back of ears (pic) white spots function background hearing coat purpose function of stripes eyes means coating claws (pic) claws retract why purpose attributes weight height diet length maturity season lifespan young gestation body tail relationshipscomparisons elaboration background joint

42 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Layout Structure Drawing Intermediate Caption Textblock eyes ears coat mouth teeth claws Types of element:

43 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10

44 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Layout Structure Drawing Intermediate Caption Textblock eyes ears coat mouth teeth claws Types of element:

45 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Layout Structure Drawing Intermediate Caption Textblock eyes ears coat mouth teeth claws Types of element:

46 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10

47 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 base level items layout structure rhetorical structure navigation structure

48 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Extract from telephone instruction page

49 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Extract from telephone instruction page

50 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10

51 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10

52 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Extract from telephone instruction page

53 English Applied Linguistics Sprach- und Literaturwissenschaften Fachbereich 10 Does it matter? is there some ‘rhetorical resolution’ below which users/readers are just not bothered? is it possible to find reading difficulties, comprehension difficulties where rhetorical and layout decisions are not made coherently? are the particular kinds of rhetorical relations that will be picked out for layout representation and others not? and in particular genres?


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