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MULTIMODAL LITERACY TEACHING VISUAL TEXTS THROUGH A SYSTEMIC APPROACH ( CRITICAL VIEWING)

MULTIMODAL LITERACY TEACHING VISUAL TEXTS THROUGH A SYSTEMIC APPROACH ( CRITICAL VIEWING). FLOW OF PRESENTATION. Background Introduction to Systemic Approach Systemic Approach i n Action Q and A. BACKGROUND. EL SYLLABUS 2010. Teachers will:

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MULTIMODAL LITERACY TEACHING VISUAL TEXTS THROUGH A SYSTEMIC APPROACH ( CRITICAL VIEWING)

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  1. MULTIMODAL LITERACYTEACHING VISUAL TEXTS THROUGH A SYSTEMIC APPROACH(CRITICAL VIEWING)

  2. FLOW OF PRESENTATION • Background • Introduction to Systemic Approach • Systemic Approach in Action • Q and A

  3. BACKGROUND

  4. EL SYLLABUS 2010 Teachers will: • teach pupils how to actively construct meaning from non-print texts that they view, • help pupils to comprehend closely & critically a variety of different types of texts and, • teach pupils to think critically & reflect on what they view to become critical viewers.

  5. THEORY TO PRACTICE • The multimodal discourse framework was developed by O’Toole (1994/2010), Kress & van Leeuwen (1996/2006) • The framework was extended by Lim & O’Halloran (2012) and Tan, Marissa and O’Halloran (2012). • An approach was developed to the teaching of visual texts pitched at secondary school students in Singapore.

  6. MULTIMODAL DISCOURSE FRAMEWORK TEXTUAL META-FUNCTION (COMPOSITIONAL) INTERPERSONAL META-FUNCTION (ENGAGEMENT) MEANING IDEATIONAL META-FUNCTION (INFORMATIONAL) MICHAEL O’TOOLE(1994) The Language of Displayed Art

  7. SYSTEMIC APPROACH

  8. SYSTEMIC APPROACH • Introduceparts and strategies in visual texts • Collaboratively annotate & analysevisual texts with ICT tool

  9. SYSTEMIC APPROACH • Introduceparts and strategies in visual texts • Collaboratively annotate & analysevisual texts with ICT tool • Pedagogical scaffolds based on SystemicFunctionalLinguistics and multimodality • Language to talk about visual text • Knowing the genre helps students know what and where to look

  10. SYSTEMIC APPROACH • Introduceparts and strategies in visual texts • Collaboratively annotate & analysevisual texts with ICT tool • Pedagogical scaffolds based on SystemicFunctionalLinguistics and multimodality • Language to talk about visual text • Knowing the genre helps students know what and where to look • Students support interpretation with textualevidence

  11. VISUAL FORM LANGUAGE PROMINENCE ADDRESS AUDIENCE POWER DISTANCE REPRESENTATION MESSAGE APPEAL

  12. SYSTEMIC APPROACH • Form • Audience • Message • Integration • Link • Y

  13. FORM (VISUAL) MAIN VISUAL DISPLAY VISUAL FORM FOCUS OF ATTENTION LANGUAGE LOGO ICONS

  14. FORM (VISUAL) • Main Visual Display Largest & most prominent • Focus of Attention Stands out most • Logo Graphic representation of company • Icon • Graphic representation of ideas

  15. MARQUEED

  16. FORM (VISUAL)

  17. FORM (VISUAL)

  18. FORM (VISUAL)

  19. CROCODOC

  20. CROCODOC

  21. FORM (LANGUAGE) HEADLINE SLOGAN VISUAL BRAND NAME FORM LANGUAGE PRODUCT NAME MAIN TEXT LIST CALL TO ACTION CALL & VISIT

  22. FORM (LANGUAGE) • Headline : Largest text • Slogan : Memorable catch phrases • Brand Name : Name of brand, company • Product Name : Name of product • Main Text : Details & description • Sub-categories : Bulleted points • Call to Action : Command to do something • Call & Visit : Contact details

  23. SYSTEMIC APPROACH • Form • Audience • Message • Integration • Link • Y

  24. AUDIENCE (PROMINENCE) SIZE PROMINENCE SHARPNESS ADDRESS AUDIENCE COLOUR CONTRAST POWER LIGHTING DISTANCE FOREGROUND

  25. AUDIENCE (ADDRESS) DIRECT GAZE PROMINENCE INDIRECT GAZE ADDRESS AUDIENCE NO GAZE POWER DISTANCE

  26. AUDIENCE (DISTANCE) PROMINENCE CLOSE SHOT ADDRESS AUDIENCE MEDIUM SHOT DISTANCE LONG SHOT POWER

  27. AUDIENCE (POWER) PROMINENCE ADDRESS AUDIENCE HIGH ANGLE DISTANCE LOW ANGLE POWER NO ANGLE

  28. SYSTEMIC APPROACH • Form • Audience • Message • Integration • Link • Y

  29. MESSAGE

  30. MESSAGE (REPRESENTATION) REPRESENTATION MESSAGE APPEAL LITERAL INFERENTIAL

  31. Literal meaning FedEx Express delivers vases. LITERAL FEDEX DELIVERS VASE

  32. Literal meaning FedEx Express delivers vases. INFERENTIAL DELIVERS FRAGILE ITEMS SAFELY

  33. MESSAGE (APPEAL) REPRESENTATION MESSAGE APPEAL CROWN HEAD HEART

  34. CROWN: ETHOS Credibility | Trust HEAD: LOGOS Logic | Reason | Proof HEART: PATHOS Emotions | Values

  35. http://id-cube.com/wp-content/uploads/2013/12/visual-communications-ethos-pathos-logos-1310731-1024x791.jpghttp://id-cube.com/wp-content/uploads/2013/12/visual-communications-ethos-pathos-logos-1310731-1024x791.jpg

  36. SYSTEMIC APPROACH • Form • Audience • Message • Integration • Link • Y

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