VISUAL SEMIOTICS - Cheryl Marie Cordeiro · 2. Distance – extreme close-up (details), mid-range (head and shoulders), longshot (wide shot, more contextual informaon). 3. Salience

Nov. 2015 Centre for International Business Studies | CIBS

V I S U A L S E M I O T I C S


1. Angle–low/eye-level/highanglesgiveperspec7ve,(eye-)contactwithaudience.Perspec7veofobjectorperson.2.Distance–extremeclose-up(details),mid-range(headandshoulders),longshot(wideshot,morecontextualinforma7on).3.Salience–focusofvisualinforma7on.Colourintensity,choiceofcolour.Foregrounding,backgroundingofobjects.4.Vectors–horizontalaxisandver7calaxis.Linesthatleadsyoureyefromoneelementtoanother.Cohesioninvisuals.Vectorscanbevisibleorinvisible.Createdbygaze,poin7ngfingers,objects,extendedarms,trajectoriesofobjectsetc.Createsreadingpath.LePisgiveninforma7on.Rightisnewinforma7on.Linearinforma7oninwri7ngappliedtovisuals.Uppersec7onsconveyideals,lowersec7onsconveywhatisreal.5.Modality–themediumonwhichthevisualisproduced.Highmodality,highlyrealis7c.Lowmodality,usuallydrawn,likecartoons.

QUALITATIVERESEARCHMETHODS


6.Gaze–offer/demand/engagement/disengagement/subjec7ve/objec7ve.7.Coloursandligh7ng,andtheirvarioussignificancesindifferentcontexts/cultures.8.Symbols/iconsusedindifferentcontexts,differentcultures.9.Layout–detailsofarrangement.Cohesivedevicesusedinvisuals.Interpersonalelementsinlayouttowardsviewer,fromproducer.10.Framing–borders,superimposi7on,juxtaposi7on,(dis-)con7nuouscolours.Howthevisualsarecut,boxed,connected,disconnected.11.Font–differentfontsconveydifferentmoods,abractsinterestsofdifferentaudiences.


C O N V E R S AT I O N A N A LY S I S

Conversa7onanalysisisusedmainlyforanalysisofinterac7onandofdirectspeeches.Onewayofanalysingconversa7onisbystudyingspeechactsthatcontainsalocu%on(uberance),illocu%on (the forceof theuberance)andtheperlocu%on (effectof theuberance).Thesethreeunitsformthebasisofcon7nuousconversa7on.Forexample,youcanaskforanobject,inthiscase,apipe,inthefollowingways:CanIhavethepipe,Sid?(modulatedinterroga7ve)Where’sthepipe,Sid?(wh-interroga7ve)Givemethepipe,Sid.(impera7ve)Iwantthepipe,Sid.(declara7ve)WhatI’ddotohavethatpipe!(exclama7ve)



Thereare5classifica7onsofillocu7onaryforces(J.L.Aus7n1975&JohnSearle1969):i.Asser7ves=speechactsthatcommitaspeakertothetruthoftheexpressedproposi7onii.Direc7ves=speechactsthataretocausethehearertotakeapar7cularac7on,e.g.requests,commandsandadviceiii.Commissives=speechactsthatcommitaspeakertosomefutureac7on,e.g.promisesandoathsiv.Expressives=speechactsthatexpressonthespeaker'saitudesandemo7onstowardstheproposi7on,e.g.congratula7ons,excusesandthanksv.Declara7ons=speechactsthatchangetherealityinaccordwiththeproposi7onofthedeclara7on,e.g.bap7sms,pronouncingsomeoneguiltyorpronouncingsomeonehusbandandwife



Onlytwoobservablefactsaboutconversa7on:i.  Onlyonepersonspeaksata7meii.  Speakerchangerecurs



Speakers recognize points of poten7al speaker change because speakers talk in units called TurnConstruc%onalUnits(TCU).Thelengthofspeaker7me,howspeakerchangesoccurandwhetherTCUsare reciprocated or ignored can reveal the underlying social rela7ons and power structures of thecontextofspeaking.

Adjacencypairssuchastheclassicques7on/answer,complaint/denial,compliment/rejec7on,challenge/rejec7on,request/grant,offer/accept,offer/rejectand instruct/ receipt (Sacksetal.1974:717) func7onasturn-transfertocurrentturn.Thisisasystemnotofdetermina7onbutofexpecta7on.At the base of the pragma7c approach to CA is P.Grice’sco-opera%veprinciple(CP)“…par7cipants will be expected (ceteris parabus) toobserve, namely: Make your conversa7oncontribu7onssuchasisrequired,atthestageatwhichitoccurs,bytheacceptedpurposeordirec7onofthetalkexchangeinwhichyouareengaged”(1975:45)



Grice’scoopera7veprinciplehasfourmaximsfocusingonquan7ty,quality,rela7onandmanner.Quan7tyreferstotheamountofinforma7onexpectedbythespeaker.Qualitylooksatthespeaker’seffortstomakehiscontribu7onasaccuratetotheirknowledgeaspossible.Rela7onreferstorelevance,andmannerensurestheclarityofone’suberances.Thesemaximscanbefloutedwhenspeakingtoproducedifferentlinguis7ceffects.Theresearchques7onherewouldbewhy,when,howandtowhateffect,theflou7ngofthesemaximsmighthaveinconversa7on,inrela7onshipbuilding,ingroupworkinorganiza7onaltrustetc.

Ref: Ephrab, M. (2012). 'we try harder': Silence and grice'scoopera7ve principle, maxims and implicatures. Language &Communica%on,32(1),62.doi:10.1016/j.langcom.2011.09.001

L A N G U A G E I N Q U A L I T A T I V E R E S E A R C H

LECTURERECAP&TAKEAWAYPOINTS


COLLECTIVEEXTERIOR:SYSTEMSCOLLECTIVEINTERIOR:CULTURE

INDIVIDUALEXTERIOR:BEHAVIOURINDIVIDUALINTERIOR:CONSCIOUSNESS

existen7alism

(e.g.physicalcosmology)phenomenologism

(e.g.metaphysicalcosmology)

UL subjec%ve

LL intersubjec%ve interobjec%veLR

objec%ve UR

I SINGU

LAR

PLURA

L

We

construc7vism(e.g.ideology)

interac7onism(e.g.ethnomethodology)

It

Its

ra7onalism/func7onalism(e.g.psychology,technology)

structuralism

(e.g.systemology)

empiricism/posi7vism(e.g.anthropology)

rela7vism(e.g.integralsystemology)

ETHICAL

UL subjec%ve

LLintersubjec%ve interobjec%veLR

objec%ve UR

I SINGU

LAR

PLURA

L

We

It

Its

ECOLOGICAL

SOCIAL ENVIRONMENTAL


i. Ethnomethodological i. Conversation Analysis

ii. Sociolinguistic

iii. Logico-philosophic

iv. Structural-functional

v. Social-semiotic

iiia. Speech Act Theory iiib. Pragmatics

v. Critical Discourse Analysis / Critical Linguistics

iva. Birmingham School ivb. Systemic Functional Linguistics

Visual semiotics analysis

Diagram: Internet resource at xmind.net Retrieved 2 Sept. 2014

Centre for International Business Studies | CIBS Nov. 2015

LANGUAGE IN QUALITATIVE RESEARCH

Centre for International Business Studies | CIBS Nov. 2015 Ref:CédricBaudet2015.TwiberandNvivo:anefficientpairinthequalita7vecodingtechnique.

Internetresourceathbp://bit.ly/1Nn6GCG

NVivo

LANGUAGEINQUALITATIVERESEARCH:DISCOURSEANALYSIS


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VISUAL SEMIOTICS - Cheryl Marie Cordeiro · 2. Distance – extreme close-up (details), mid-range (head and shoulders), longshot (wide shot, more contextual informaon). 3. Salience

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