1. multimodality and discourse, Dispense di Infrastrutture Viarie

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 Multimodal: having or involving several modes, modalities, or maxima

 Multimodal texts: texts which communicate their message by using more than one semiotic mode or channel of communication

 Examples: magazine articles which use words and pictures, websites which contain audio clips alongside the words, film which uses words, music, sound effects and moving images

 Almost all human communication is intrinsically multimodal!

 If multimodality is used to communicate, it must be

used to translate as well!

 Ways of “translating a website” (Stecconi, 2000):

1. Intrasemiotic translation: source text (ST, verbal) is deconstructed and reconstructed in target language 2. Intersemiotic translation: not only ST but the entire semiotic system is recreated in the target text 3. Syncretic translation: only part of verbal and non verbal texts are changed for specific locales

Some stages of the long relationship between text and image :

 Prehistoric and medieval ages : images are used to “tell” a story  Literacy : images used to illustrate a text, which takes on the leading role  Modernist art and graphic artists : words become images  Cinema and television: film (images and sound) become an “authentic” and “live” alternative form of narration  Digital media : multilinear writing space and interaction and union of image, word and sound

 Intertextuality : shaping of a new text’s meaning by means of another text or other texts (allusion, quotation, plagiarism, parody, pastiche, translation)

 Hypertextuality : text (web page) displayed on a computer screen or electronic device with interconnecting references (hyperlinks) to other texts that are immediately accessible; also includes images, videos, sounds and different text formats

 Punditry rides rampant (1990’s)

 Systematic documentation of users and uses

(beginning of 2000’s)

 From documentation to analysis (c. 2004)

2. “Systematic documentation of users and uses”

(beginning of 2000’s)

 government policymakers, commercial interests and academics all realized the need for systematic accounts of the internet to document and control

 downplaying of the internet after the dot.com crisis

 ordinary people, and not only professionals and experts, begin to use the internet on a regular basis

 old and new media increasingly interact in complex ways

3) “From documentation to analysis” (c. 2004):

 more focused theory-driven projects

 evolving personalization, portability, ubiquitous connectivity, and wireless mobility = movement of technology away from groups and households and towards individualized networks

 social networks emerge and seek to connect people through: “friendship makers” (Friendster, Facebook) or “corporate network programs” , used to portray the social (dis)integration of workgroups or help access knowledge in sprawling organizations

 defined and influenced by the surrounding dynamic and increasingly global environment

 digitalization, distribution, flexibility

 incorporates all of the technological devices and programs that lead to digital information and distribution (e-books, online movies and payments as well as social networks)

 based on integration (convergence) and repurposing of different communication media (remediation)

 aimed at more active and demanding consumers

 users produce, comment and contribute to the media’s growth and development

 reduced costs and time consumption

 digital (quick and easy) production, modification

and distribution

 real-time communication

 increased and persistent visibility

 consumer-focused and customized (from B2B to

B2C)

1) Immediacy (trasparency) : how much the user or interaction forgets the medium in favour of the content or task

The lesser the intrusion of the media, the higher the level of immediacy

Examples:  watching a movie  online games  experts using programs they are familiar with  virtual reality

2. Hypermediacy : use of multiple and concurrent acts of representation on the same visual level in order to contain more information

 Ceiling of the Sistine Chapel  Andy Warhol’s works  windows environment and computer desktops  TV and videogames  websites

Counterbalance to immediacy and allows the user to consciously access many forms of information at the same time

Are new media and social media the same thing? What is the difference between the two?

 New Media: includes everything that has been

digitalized, including one way communication technology

 Social media: forms of interactive new media in

which users may comment, respond, share, critique, change and add

NEW MEDIA

SOCIAL MEDIA