Exegesis

‘Form has function’ was first introduced by Louis Sullivan, an American architect. His study of form and function ignited many perspectives and opinions from reviewers and document designers alike as the basic approach of design. According to Bear (1997), form refers to the format and overall look of the design page and function is simply defined as the purpose of the piece. The understanding of form and function is, however, crucial in order to construct an argument as an approach for designing fundamentals. The basis of form and function threads on a grey line, as the understanding of which leads the pack for designing is conversely vague. Nevertheless, Nadgouda (2006) argues that function serves as a guide to design the form and steers the designer to narrow down the options. He adds that the form has a function or duty in which might become redundant if the form does not bind with the function. Consequently, Westerlund (2002) explains, a designer usually intends an artefact to have some functions. He also adds that this influence the way he or she designs the artefact and chooses to shape its form in such a way that it gives the user clues to the intended functions. It is clear that by doing so the form itself becomes an intended function. Multimodal texts are those texts that have more than one mode, so that meaning is communicated through a synchronisation of modes (Walsh, 2006). As a result, the usage of multimodality texts is vital in any productions. The multimedia presentation, flyer and a newspaper front-page lie within this mode which brings along to the blend of genre. Typically, the word ‘genre’ plays an important role as an aspect of multimodal texts. Genre is considered a category of works that have the same fundamental purpose, will present a similar structure and will obey to similar conventions (Antunes, Dias & Costa, 2001). The meaning an audience construct from interacting with an artefact depends both on its genre, the function and on the form. The artefact’s genre and form is a key function that can help the user in finding, understanding and using the other functions an artefact offers. While it is important to understand that to make a useful artefact we need to show its functions, one needs to know that the artefact’s form plays a pivotal role in establishing function.

In relation to form and function, the new textual intervention based on Emily Post’s original work was translated to French. According to Raymond (2005), French is a language spoken around the world by around 90 million people as first language, by 190 million as second language, and by about another 200 million people as an acquired foreign language, with significant speakers in 54 countries. He goes on to add that French is the 2nd most influential language. Based on this justification, it is easy to assert that reproducing Emily Post’s etiquette in French will mean reaching and departing information to a wider audience, whose command of English language may not be enough to fully understand Emily Post’ work. Also, the decision to rewrite the original was based Vygotsky (1962) notes that written speech is a separate linguistic function, differing from oral speech in both structure and mode of functioning. Because the function of written language is different of that spoken language, writing is more readily a form and source of learning. Putnis & Petelin (1996) states that for writing is the form of language using that is slowest, most deliberate, most accessible, most conveniently manipulable, and most permanent. Since writing and reading are intimately connected, it is essential for the original version to be translated according to how readers read, and to write in a reader-sensitive, reader-based way. Therefore, taking into account Putnis & Petelin’s (1996) theory of how texts are not context free, the original version is translated with extreme care where the information is structured in a logical and narrative order for readers to fully understand the work.

Where the textual intervention one was designed on a multimedia platform, Walsh’s (2006) multimodal text study was the basis of the presentation artefact. Walsh (1996) explains that multimodal texts may incorporate spoken or written language, still or moving images, they may be produced on paper or electronic screen and may incorporate music and sound. Therefore, the textual intervention was designed as a multimedia presentation incorporating spoken language, still images and music. The purpose of each of these texts is to engage the reader in a literary narrative and the affordances of the modes, verbal and visual, are therefore designed to maximise the engagement in story and to create particular effects such as humour. With the multimedia presentation, the purpose is not only to inform the reader, but to engage them so that they become involved in the presentation itself. Thus the affordances of the words of the text, particularly the imperative verbs, are crucial for communicating to the reader. Walsh (2006) asserts, as educators we need to determine the specific features of reading that occur and that are needed for the synchronous functioning of the modes of print, image, movement, colour, gesture, 3D objects, music and sound on a digital screen. The idea of multimedia presentation itself corresponds to the potentials of electronic technologies in transmitting large amounts of information. Kress (1997) states that the rapidly increasing use of visual modes of communication has a complex set of cause, the simultaneous development and the exponential expansion of the potentials of electronic technologies will entrench visual modes of communication as a rival to language in many domains of public life.

In the process of creating the flyer for the textual intervention two, various print design elements, principles and forms were used to create the print genre. However, there were many factors to consider before applying these principles such as the socio cultural context of the text, the purpose of the text, the audience of the text, expectations of the particular discourse community and the relationship the text has with other instances of the genre (Paltridge, 2000). Two of the design principles applied in the flyer are proximity and unity. Proximity is used in the flyer feature as the paragraphed texts are placed closely to promote closeness and wholesomeness. Unity is practiced in the fact sheet as the pages are uniformed and grace similar layouts, colors and backgrounds. It is learnt that the reader uses images and words in the print genres to build interpretations in which expectations of the audience is fulfilled. As Shriver (1997) noted, document designers need information about the process of interpretation itself in order to grasp the reader’s understanding of documents. Besides that, a line drawing of Emily Post was inserted behind the building abstracts in a form of a cloud so that readers are highlighted of Emily Post’s involvement in the etiquette conversation. According to Reep (2006), a line drawing is a simple illustration of the structure of an object or the position of a person involved in some action. She mentions further that the drawing may not show all the details but, instead, highlights certain areas or positions that are important to the discussion. Also, the colours used to designed the flyer is limited to draw reader’s attention to similar types of information and on top of that, for the highest possible contrast, white fonts with black background were to designed to improve readability. Too much colour reduces readability and distracts readers (Reep, 2006).

Kress (1998) states that newspaper front pages position genres such as opinion, report and advertisement in relation to each other, and provide them with different degrees of salience and framing, and thereby endow them with particular valuations. In relation to this understanding, the artefact introduction was designed as a newspaper front page to present the reader with an introduction of Emily Post and introductions to all three textual interventions with a varying degree of relation between them. As Kress (1998) asserts, newspaper front pages construct relations between different events in the news. The front page designed features an introduction of the first and second artefacts on the left side and another on the bottom of the page. Perhaps it is the greater emphasis on visual composition that is structured along the dimension of the main subject in the centre of the page. For something to be presented as centre means that it is presented as the nucleus of the information to which all the other elements are in some sense subservient (Kress, 1998). This is the case in which a background of Emily Post is designed on the centre of the page and the rest of the elements are placed surrounding the main subject. In accordance with the target audience of the artefacts, the salience of the centre is a fundamental spatial symbol in Western culture. The layout of the front page also plays an integral role in creating importance among the elements designed on the front page. Kress (1998) mentions that regardless of where they are placed, salience can create a hierarchy of importance among the elements, selecting some as more important and more worthy of (immediate) attention than others. Readers will be able to judge the importance of the various elements of the layout by looking through the borders between each artefact introduction and their amount of detail in each column. As Kress (1998) states we judge salience based on the visual cues and that salience is not objectively measurable but results from a complex trading off between amount of detail and texture shown.

In conclusion, the issues pertaining to artefacts vary from many aspects such as different design principles, contexts, elements, forms and function. However, the major issues relating to artefacts remain consistent throughout the process of completing Assignment 2 such as changes in text, layout and designs depending on target audience and contexts. These were apparent as text and layouts varied between the print and multimedia, complying with purposes of each genre respectively. With this, document designers face the uphill task of gaining positive schemata’s from readers through respective genres. As Campbell (1995: 83) notes, a text that is poorly organized will not elicit the appropriate schema from the reader’s mind. She adds that the organization of text influences the way we acquire, use and remember information as well as increase the likelihood of transfer of new knowledge to the future. Therefore, Kress and Van Leeuwen (1996) have challenged the notions of traditional literacy’s emphasis on print in the light of the growing dominance of multimodal texts and digital technology. It is clear that written texts are only one part of the message and no longer the dominant part, and it is not sufficient for literacy practices that are needed in our information era.
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References

Antunes, P, Costa, CJ, Dias JF 2001, Applying genre analysis to EMS design: the example of a small accounting firm, Seventh International Workshop on Groupware, pp. 74-81

Bear, JC 1997, Form and function in design and publishing, About.com, viewed 11 October 2008, <>

Campbell, KS 1995, Coherence, continuity and cohesion: theoretical foundations for document design, viewed 7 October 2008,

Kress, G 1997, Page to screen: taking literacy into the electronic era, Allen & Unwin, New South Wales.

Kress, G & VanLeeuwen, T 1998, Approaches to media discourse, Blackwell, Oxford.

Nadgouda, A 2006, What came first: form or function? Fadtastic, viewed 11 October 2008,
< http://fadtastic.net/2006/10/12/what-came-first-form-or-function/>

Putnis, P, Roslyn, P 1996, Professional communication: principles and applications, Prentice Hall, Sydney.

Raymond, G 2005, French a language of the world, Languages of the World, Fifteenth edition. SIL International, France.

Reep, DC 2006, Technical writing, Pearson Longman, New York.

Walsh, M 2006, The textual shift: examining the reading process with print, visual and multimodal texts, Australian Journal of Language and Literacy, vol.29, no. 1, pp. 24-37

Westerlund, B 2002, Form is function, Department of Numerical Analysis and Computer Science

Countdown to Finale

As the final presentation date inches closer, it is with best interest in mind that I have decided to collect material for my exegesis and artefact. Ever since we were explained by our tutor that it will require a vast amount of work to complete the artefact and exegesis, I decided to briefly layout my ideas.

While I was momentarily brainstorming ideas for my artefacts, I realised in order for me to engage the audience I would need to present a visual as well as audio presentation that would captivate my audience. So the best way for working out such a presentation would require me to present it in a multimedia format with the integration of both visual and audio aspects.

As for the second artefact, I am still undecided whether to present it in flyer or a PowerPoint format. I believe in designing the textual intervention in a leaflet would be different as I have previously designed a PowerPoint for my first assignment. After giving it a hard thought, I realised that it would be ideal if I did something diverse. Hence, I am certain that designing a flyer would be the way to go.

In the coming days or weeks, I am going to make sure that I prepare extensively for my artefacts so that it would be designed in an appealing manner. In doing so, I would be able to have ample of time for any changes that might occur. With that I hope I would also be able to integrate valuable ideas that might crop up anytime in between.

Talkback Radio

Talkback radio – a radio format containing discussions on topical issues - has become an increasingly popular trend in developed countries such as the US and Australia. As I am not too familiar with the concept of talkback radio, the ABC radio transcript on talkback radio in Australia piqued my curiosity.

This radio transcript is in itself a form of talkback radio as the discussion of this issue is broadcasted through a talkback radio station, ABC Radio National. This interview is conducted by Antony Funnell on his show, The Media Report. The guest on the show is Julie Posetti from the University of Canberra.

The transcript highlighted the prevalence of talkback radio in Australia and how it has contributed to society. Posetti mentioned that callers on talkback radio shows sometimes identify themselves as citizen journalists as they contribute information as well as provide alternative voices and debates (Funnell, 2008). The issue of dialogue restriction and censorship is also discussed in this transcript.

The frequent use of talkback radio by politicians and prominent public figures has been heightened to visibility (Gould, 2007). However, talkback radio has been surprisingly overlooked in the US due to misconception that radio was declining in importance (Turner, 2003). This is justified by the numbers as only 17% of US citizens tune in to radio talk shows (Pew Research Centre, 2004).

Talkback radio gives a chance to politicians and prominent figures to reach segments of the population as well as to heighten public awareness on an issue (Gould, 2007). Plus, talkback gives stories another twist and can keep a story going for a while (Turner, 2003).

In my opinion, talkback radio is not only a platform for prominent figures, but for listeners as well. This gives public members a voice to express opinions and viewpoints as they are encouraged to call in during the show.

As Kress and Leuween (1998, pp.186) note, we articulate our spoken message not just with words, but through a complex interplay of speech, sound, intonation and rhythm. Therefore, talkback radio is considered a personal medium for guests to connect with listeners.

References

Funnell, A 2008, The audience talks back, The Media Report, ABC Radio National, viewed 9 November 2008, http://www.abc.net.au/rn/mediareport/stories/2008/2410940.htm

Gould, L 2007, Talkback radio: power and perception, Macquarie University, viewed 9 November 2008, http://209.85.175.104/search?q=cache:7OZ19lf6JkJ:www.humanities.mq.edu.au/humanity/2007/doc/gould_liz.doc+talkback+radio+popular&hl=en&ct=clnk&cd=10&gl=my

Gunther, K, Theo, VL 1998, Approaches to media discourse, Blackwell, Oxford

News audiences increasingly politicized 2004, The Pew Research Centre for the People and the Press, viewed 9 November 2008, http://people-press.org/report/?pageid=834

Turner, G 2003, The power of talkback, The University of Queensland, viewed 9 November 2008, http://www.uq.edu.au/research/index.html?page=13243&pid=0

Tangled Concerns

With my confusion of the assignment guideline, I found myself slipping at the face of failure. Just as I had enthusiastically prepared for the presentation, it did not go as expected. I realised that our presentation was not to be reviewed by the tutor herself, but quite unorthodoxly it would be reviewed by fellow peers. On top of that, I was always under the impression that we could choose our presentation week, and I remained unperturbed by the fact we were told that this was our presentation day.

However, I was assigned to a group with fellow course mates, Meaghan, April and Rachael for the peer reviewing session. We were required to compare our reengineered PowerPoint’s and grade accordingly to what we believe are accounts of their PowerPoint credential.

Meaghan started off the session by explaining her PowerPoint which was based on the theorist, Maureen Walsh. Meaghan did hers differently by making the PowerPoint a lot simpler than the original, more cluttered version. Quite fantastically she succeeded in her objectives, however, could have chosen to reduce the copy on her PowerPoint as it seemed too messy and became too informational without engaging.

Meaghan's References

Crystal, G 2008, What does jumping the couch mean?, WiseGEEK, viewed 13 August 2008, .

Howells, R 2003, Visual culture, Blackwell publishers, Cambridge

Michael O'Shaughnessy, aJS (ed.) 1999, Media and Society, 4th edn, Oxford University Press, London.

Walsh, M 2006, ‘The ‘textual shift’: examining the reading process with print, visual and multimodal texts’, The Australian Journal of Language and Literacy, vol 29, no. 1, pp. 24-37.

Yildz, M 2002, ‘Semiotics of new media literacy’, College of education, viewed 13 August 2008,

Rachael, on the other hand, decided to reengineer the original PowerPoint to make it more attractive. Her PowerPoint was based on the theorist Shriver, and she successfully practiced Shriver’s ideas and theories into her presentation. This was done by incorporating words and visuals that complement each other.

Rachael's References

Hart, G. 2007. Combining words and pictures: degrees of abstraction. Intercom January 2007:38–39, 42. http://www.geoff-hart.com/resources/2007/words-plus-pictures.htm

Schriver, KA 1997, Dynamics in document design: creating texts for readers. The interplay of words and pictures Ch.6, pp. 261-441, Wiley Computer Pub, New York. [electronic version]

Nijibour, N 2001, “Better Technology Does not Equal Better Communication”, Viewed 15 August 2008,

April’s reengineered PowerPoint was also based on Shriver. April remade her PowerPoint to make it visually attractive and included a different PowerPoint design to harmonize the words that came with the original PowerPoint. Still, I believe April could have reduced the words and chose to adapt more visuals to make it more appealing to her target audience. As departing information solely through words can prove to be a difficult task, the presentation was less engaging.

April's References

Bernhardt, S, 1986, ‘Seeing the text’, College composition and communication, Vol 37, no 1, pp 66-78

Reep, D C, 1997, Technical writing: Principles, strategies and readings, 3rd edn, Allyn and Bacon, Boston, pp 90-128

Penman, R, Sless, D & Wiseman, R, 1995, ‘Best practice in accessible documents in the public sector’ in Australian Language and Literacy Council, 1996, Putting it plainly: Current developments and needs in plain English and accessible reading materials, Australian Government Publishing Service, Canberra, appendix V, pp 2-32

Schriver, KA 1997, Dynamics in document design: creating texts for readers, Wiley Computer Pub., New York.

New York Times Company, 2009 About.com: Desktop Publishing, Last viewed April 2, 2009

As the class was close to ending, I decided that it will be worthwhile that I work further on my PowerPoint and present the following week. Reengineering the PowerPoint to make it more visually appealing as well as informatively engaging will be a tall order. Nevertheless, the motivation to excel will be my push for wrapping up the presentation in due time.

Zeroing on Presentation

With presentation day nearing, the complex theoretical views involved in reengineering the existing PowerPoint remain a cause for absorption. However, after critical thoughts and contemplation of the approach that will be undertaken, there are two standpoints that will play a crucial part in the reengineering reading review process;

As a document designer, one must be able to combine the elements of text and image in a smooth blend in order to create a coherent meaning. As such, the PowerPoint in play will feature visual images as well as verbal texts that will interpret the reading review smoothly for readers. This is justified by Schriver (1997, pp.362) as she noted that document designers are expected to integrate the visual and verbal as well as cross the disciplinary gulch between writing and design.

On the other hand, the PowerPoint presentation has to conform and adhere to the expectations of readers. For example, if a powerpoint is targeted to students, appropriate language and writing style has to be used. As noted by Putnis and Petelin (1996, pp.254), document designers should always consider the reader’s expectations of a document in a specified genre. Therefore, tactfulness and conformity of style is vital in the presentation for target audience comprehension.

Given such adaptations, it will be an uphill task in reengineering the reading review. However, it will be remain an exciting process that will stand to nourish one's creative knowledge.
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References

Putnis, P, Petelin, R 1996, Professional communication: principles and applications, Prentice Hall, Sydney

Schriver, KA 1997, Dynamics in document design: creating texts for readers, Wiley Computer Publications, New York

Blogging Phenomena Sweeps the World

What is a weblog?

The term "weblog" was first used by Jorn Barger on his Robot Wisdom website in 1997 (Auburn 1999, and Blood 2000) and is now used to describe personal websites that offer "frequently updated observations, news, headlines, commentary, recommended links and/or diary entries, generally organized chronologically." (Werbach 2001) While there are many websites that are frequently updated, "what makes a Weblog a Weblog is that it's organized chronologically and designed for short, frequent updates. In other words, Weblogs represent the online intersection of people and time." (Werbach 2001)

Interesting facts on weblogs

Let us observe the blogging arena through the lens of the world as a whole. The average monthly unique visitors to blogs are approximately 26,000 a month and nearly half of those actively online in have a blog with over 73% of them being between 18-34 years old (Technorati, 2008). It is also said that 41% of bloggers spend three hours a week blogging (Windows Live Spaces, 2006), which is a considerable amount of time. Technorati states, the blogosphere has been doubling in size every 5 months for the past 20 months - a 16-fold increase in less than 2 years, and has no signs of slowing down. Blogging is already dwarfing the print media in terms of content generation. Technorati is now monitoring up to 500,000 posts each day. That means several hundred thousand people each day are spending anything from a few minutes to a few hours writing content for public consumption.

Are blogs creating a cyber storm?

Why the existence of weblogs?

Even though blogs are created to suit different purposes, blogs are primarily used as a means to maintain and build social connections and for expression. Most bloggers enjoy sharing their lives with family and friends as bloggers indicated they chose to start a blog to share a photo album or diary with loved ones (Windows Live Spaces, 2006).With Korea and India being exceptions, blogging as a corporate and business tool still appears to be relatively new in Asia.

If we accept that blogs are a form of journalism, then what is the impact of this new form of journalism? (Lasica 2001) believes that the grassroots blogging phenomenon is the Internet's answer to the ineptitude of the corporate mainstream media and says that the movement "may sow the seeds for new forms of journalism, public discourse, interactivity and online community." He goes on to say that blogging "represents Ground Zero of the personal Webcasting revolution. Weblogging will drive a powerful new form of amateur journalism as millions of net users - young people especially - take on the role of columnist, reporter, analyst and publisher while fashioning their own personal broadcasting networks."

However, the possibilities presented by this phenomenon should not suggest that blogging will supplant traditional mainstream media sources. While there are notable exceptions, bloggers do not have the resources to compete directly with the mainstream media in presenting the "late-breaking news." (Walker 2001) Yet, (Walker 2001) notes that the phenomenon's strength comes from being able to report on the "strange and wonderful, or merely strange and stage, things you are likely otherwise to have missed" in the mainstream media.

Blogging brings about many advantages to all sectors of the community. Marketing executives can perform brand building, direct communication and media and public relations through blogs (Suarez, 2006). Communities also benefit through political blogs as it provides research and discussion on political and social issues (Corporate Blogging, 2007). Personal benefits include self-expression, connection, peace of mind and contribution (Perera, 2008).

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References

Australian political blogging and the benefits 2007, Corporate Blogging, viewed 5 November 2008,
http://www.wiliam.com.au/wiliam-blog/australian-political-blogging-and-the-benefits

Blogging phenomenon sweeps Asia 2006, Windows Live Spaces, viewed 5 November 2008,
http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/11-28-2006/0004480819&EDATE

Lasica, J.D. 2001, Blogging as a Form of Journalism. Online Journalism Review, viewed 11 December 2001, http://ojr.usc.edu/content/story.cfm?request=585

Perera, G 2008, The personal benefits of blogging, Article Alley, viewed 5 November 2008,
http://www.articlealley.com/article_669123_15.html

State of the blogosphere 2008, Technorati, viewed 5 November 2008,
http://www.technorati.com/blogging/state-of-the-blogosphere

Suarez, L 2006, 10 great strategic benefits of blogging, Knowledge Management Community, viewed 5 November 2008, http://it.toolbox.com/blogs/elsua/10-great-strategic-benefits-of-blogging-9233

Walker, R 2001, The News According to Blogs. Slate, viewed December 2001, from http://slate.msn.com/?id=102057

The First Step Forward.

Welcome to my digital realm.

As I embark on my digital journey, the aims of this site is to discuss critical publishing and design issues. These issues will be discussed in consideration of several publishing and design theories, academics and justifications. Also, this blog plays a pivotal role in stirring readers' perspectives on issues in publication and design. Besides that, reader feedback is warmly encouraged as they help to generate constructive and differing angles for a variation of understandings.

You've stepped onboard the perfect site if you're one for publishing and design issues. However, just about anyone to everyone is welcome to this site.

Have a pleasant read ahead.