Transition Lecture 2015 - 2016. Structure of Comms for 2016 Availability Remember – your tutorial teacher is your first contact General course.

ENGLISH COMMUNICATIONSTransition Lecture 2015 - 2016

FOR THIS SESSION

Structure of Comms for 2016 Availability

Remember – your tutorial teacher is your first contact

General course outline Sample topics:

Mass Media: Newspapers Mass Media: Advertisements

STRUCTURE FOR COMMS IN 2015

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 Lynn

Each tutorial will have either Lynn or Ryan

GENERAL COURSE OUTLINE 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 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

ASSESSMENT WEIGHTINGS

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%

A WORD ABOUT MODERATION

Comms is moderated (like every other year 12 subject)

So . . . you are responsible for keeping track of ALL of your work that you complete

We will use Turn It In to check originality and also help provide an electronic copy in case of misadventure

You will be given a folder; place all marked/returned work into this folder

Your work may be called up for moderation at the end of the year – no advance notice

If you have lost a piece of marked work, it will impact your moderation results and can impact the results of everyone else

WHAT DO YOU DO IN COMMS?

Main emphasis: examining types of communication so that you can better understand it AND/OR reproduce that communication in an effective manner

Key questions: How was a text produced? Why was it produced this way?

MASS MEDIA COMMUNICATION: NEWSPAPERS

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".

alliteration

Emotive language; emotive action verb

Emotive language; emotive adverb and adjective

Note the use of names, titles; Appeal to Authority

MASS MEDIA COMMUNICATION: NEWSPAPERS

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: ADVERTISEMENTS

Remember: advertisements are persuasive communication (they express an idea to an audience)

Use some devices found in persuasive texts (opinion pieces, editorials, expository essays, etc.) Advertisements are designed to persuade you

to do/think something Follow the AIDA principle: Attention,

Interest, Desire, Action

MASS MEDIA COMMUNICATION: ADVERTISEMENTS

Sample advertisement Circa 1950

Appeal to celebrity; appeal to authority

Product, in colour, front and centre of spread

Product in use; creates familiarity

Note the appeal to action: “Buy . . .”; product appeal for holiday season

Advertisement available:“Vintage Ads”, https://pinterest.com/ednamillion/vintage-ads/Accessed 19/11/2012

MASS MEDIA COMMUNICATION: ADVERTISEMENTS

Sample advertisement; circa 1950

• 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

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

MASS MEDIA COMMUNICATION: MESSAGES

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?

WHAT’S NEXT?

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!