J.F. Hoorn / G.C.v.d. Veer, 2005 1

Information representation and multimedia: Text

Informative text Writing plan Stylistics Text structure Tips

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?

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?

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?

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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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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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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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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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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lightning flash is a jelly-fish

E. Westcott, Alaska University (October, 1993)

C. D

oswell

novel metaphor

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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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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

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.

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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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

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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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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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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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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Assignment 1:

Search Science Magazine forthe paper

Formation of Giant Planets by Fragmentation ofProtoplanetary Disks

byMayer, Quinn, Wadsley, &Stadel

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Assignment 2:

Search Nature forthe paper

High brightness electron beamfrom a multi-walled carbonnanotube

byDe Jonge, Lamy, Schoots, &Oosterkamp

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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