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English Communications

Transition Lecture 2013 - 2014. English Communications. Structure of Comms for 2014 Availability Remember – your tutorial teacher is your first contact General course outline Sample topics: Mass Media: Newspapers Mass Media: Advertisements. For this session. Timetable:

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English Communications

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  1. Transition Lecture 2013 - 2014 English Communications

  2. Structure of Comms for 2014 • Availability • Remember – your tutorial teacher is your first contact • General course outline • Sample topics: • Mass Media: Newspapers • Mass Media: Advertisements For this session

  3. Timetable: • 2 – 1 hour lectures per week • 1 – 2 hour tutorial per week • Availability time by appointment (only for your tutorial teacher) • 1 lecture will be taught by Ryan, the other lecture will be taught by Meg • Each tutorial will have either Meg or Ryan Structure for comms in 2014

  4. 4 categories of assessment: • Text Analysis (writing about a given text; remember a text can be a film, short story, letter, advertisement, etc.) • Text Production (making a particular text type) • Communication Study (examining how language is used in a given text) • Folio (collection of a text response and text production; this is externally assessed) • There is no exam • Overall: 10 assessments (2 of which are oral presentations) • Average word count: 1000 words • Average length of oral presentation: 5 minutes General course outline

  5. Text Analysis: 3 assessments • Written – film review • Written – short story response • Oral – poetry analysis • Text Production: 3 assessments • Recount (supervised; “exam”-like conditions) • Exposition • Narrative • Communication Study: 2 assessments • Comparison of mass media communication • Practical application (produce a piece of writing and explain the production in an oral presentation) • Folio: 2 assessments (externally assessed) • Text Response with commentary • Text Production with writer’s statement General course outline

  6. Text Analysis: 20% • 3 assessments in this category; each worth approx. 6.6% • Text Production: 20% • 3 assessments in this category; each worth approx. 6.6% • Communication Study: 30% • 2 assessments in this category; each worth 15% • Folio: 30% (externally assessed) • 2 assessments in this category; each worth 15% Assessment weightings

  7. Comms is moderated (like every other year 12 subject) • So . . . you are responsible for keeping track of ALL of your work that you complete • You will be given a folder; place all marked/returned work into this folder • Any and all work can be called up for moderation at the end of the year • If you have lost a piece of marked work, it will impact your moderation results and can impact the results of everyone else A word about moderation

  8. Main emphasis: examining types of communication so that you can better understand it AND/OR to reproduce that communication in an effective manner • Key questions: • How was a text produced? • Why was it produced this way? What do you do in Comms?

  9. Sample article (source: AFP 29th Nov 2010) WikiLeaks lifts lid on US diplomacy WIKILEAKS has unleashed a torrent of US cables detailing a wide array of potentially explosive diplomatic episodes. The cables range from a tense nuclear standoff with Pakistan to Saudi Arabia's king repeatedly suggesting bombing Iran, the New York Times says. The cables describe the bazaar-like bargaining over the repatriation of Guantanamo Bay detainees, a Chinese government bid to hack into Google, and quote Saudi King Abdullah as saying the United States should strike Iran to halt its nuclear program, telling it to "cut off the head of the snake". Mass media communication: newspapers alliteration Emotive language; emotive action verb Emotive language; emotive adverb and adjective Note the use of names, titles; Appeal to Authority

  10. What questions would follow? • Why was emotive language used? • What are some of the aims (purposes, reasons for production) of the article? • Who might the target audience be? What shows this (how do you know)? • For target audience we will also discuss / consider demographics • Assignment: compare two articles, of different styles, on the same topic (i.e. a news report and an editorial) • To use the article beforehand, you would need to find an editorial that covered the same topic Mass Media Communication: newspapers

  11. Remember: advertisements are communication (they express an idea to an audience) • Use some devices found in persuasive texts (opinion pieces, editorials, expository essays, etc.) • Advertisements are persuasive texts – they are designed to persuade you to do/think something • Follow the AIDA principle: Attention, Interest, Desire, Action Mass Media communication: advertisements

  12. Sample advertisement Circa 1950 Mass Media communication: advertisements Appeal to celebrity; appeal to authority Note the appeal to action: “Buy . . .”; product appeal for holiday season Product in use; creates familiarity Product, in colour, front and centre of spread Advertisement available: “Vintage Ads”, https://pinterest.com/ednamillion/vintage-ads/ Accessed 19/11/2012

  13. Sample advertisement; circa 1950 Mass Media communication: advertisements • What do you see in this advertisement? • How is it gaining ATTENTION? • How is it generating INTEREST? • How is it creating DESIRE? • How is it encouraging ACTION? Advertisement available: “Vintage Ads”, https://pinterest.com/ednamillion/vintage-ads/ Accessed 19/11/2012

  14. Mass Media communication: advertisements • Sample advertisement – advertising in the “public sphere” • Consider context: where/when of a text; in this case consider where and why it was used • What do you see in this advertisement? • How is it gaining ATTENTION? • How is it generating INTEREST? • How is it creating DESIRE? • How is it encouraging ACTION? Advertisement available: “Creative Ads – Jobsintown.de”, http://adscreativity.wordpress.com/2009/05/17/jobsintownde/ Accessed 19/11/2012

  15. Mass media operates on two “levels” of messages • Level 1 - Main Message: • What info is imparted by the image and the text? • What primary behavior is the desired outcome? • Level 2 - Subordinate Message: • What info is inferred or implied by the image or text? • What other behaviors are encouraged? Mass media communication: messages

  16. Carefully examine the next advertisement you come across • Use the AIDA principle to pick it apart • Start reading a reputable newspaper (The Age, The Australian, etc.) • your first assessment task will require you to use a newspaper • Use your holidays to actually get some rest • When you come back you will have an assessment in Comms due approximately every 3 to 4 weeks! What’s next?

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