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Website Text Analysis: Cohesion, Coherence, and Intentionality in Govt. & Commercial Sites, Appunti di Lingua Inglese

Università degli Studi di Milano (UNIMI)Lingua Inglese

The text linguistic analysis of websites, focusing on the features of texts, including cohesion, coherence, intentionality, acceptability, and intertextuality. The analysis compares a governative website (www.gov.uk) and a commercial one (www.crownmaple.com), highlighting their extralinguistic features, titles, subtitles, and communicative purposes. It also provides guidelines on how to analyze web texts and discusses the role of translation in museum communication.

Tipologia: Appunti

2019/2020

Caricato il 21/05/2020

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TEXT LINGUISTIC OF WEBSITES
Main purpose: to analyze specific texts (i.e. websites) institutional (governative or official),
commercial, forum or blog.
Aim: to highlight different registers, variation in registers, different styles, contexts, situations+ to
explain how and where we find such information in the language.
Focus on structure, register (lexis, syntax, semantics) and textuality.
Functional approach: use of language, function of texts, context, function of linguistic structures
THE FEATURES OF TEXTS
COHESION
COHERENCE
INTENTIONALITY
It centres on the sender of a message, on the intention/ goal/ purpose of a text
The intention behind a text is key to define the communicative function / its illocutionary force / its
meaning
Linguistic and rhetorical means are analysed in order to detect the intention of a text
ACCEPTABILITY
CONTEXT
Factors that make a text relevant to a certain situation
Linguistic and extra-linguistic features
• Participants (individual identity, social identity, status determine tone and register)
• Place and time determine linguistic factors such as reference (translation of websites is a process
of ‘localization’, make it relevant to the intended recipient, i.e. ref. to local area, ‘where to find us’)
• Environment of a website, layout, page organization, colors, images…
Context defined or implied by language (reference, deixis), knowledge of the world,
communicative/social/cultural conventions, physical context in which the text is being
read/produced
INFORMATIVITY
INTERTEXTUALITY
COMPARISON BETWEEN A GOVERNATIVE WEBSITE AND A COMMERCIAL ONE
1) EXTRALINGUISTIC FEATURES
2) TITLES, SUBTITLES, SECTIONS
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TEXT LINGUISTIC OF WEBSITES

 Main purpose: to analyze specific texts (i.e. websites) institutional (governative or official), commercial, forum or blog.  Aim: to highlight different registers, variation in registers, different styles, contexts, situations+ to explain how and where we find such information in the language.  Focus on structure , register (lexis, syntax, semantics) and textuality. Functional approach: use of language, function of texts, context, function of linguistic structures THE FEATURES OF TEXTS  COHESION  COHERENCE  INTENTIONALITY It centres on the sender of a message, on the intention/ goal/ purpose of a text The intention behind a text is key to define the communicative function / its illocutionary force / its meaning Linguistic and rhetorical means are analysed in order to detect the intention of a text  ACCEPTABILITY  CONTEXT  Factors that make a text relevant to a certain situation  Linguistic and extra-linguistic features

  • Participants (individual identity, social identity, status determine tone and register)
  • Place and time determine linguistic factors such as reference (translation of websites is a process of ‘localization’, make it relevant to the intended recipient, i.e. ref. to local area, ‘where to find us’)
  • Environment of a website, layout, page organization, colors, images…  Context defined or implied by language (reference, deixis), knowledge of the world, communicative/social/cultural conventions, physical context in which the text is being read/produced  INFORMATIVITY  INTERTEXTUALITY

COMPARISON BETWEEN A GOVERNATIVE WEBSITE AND A COMMERCIAL ONE

1) EXTRALINGUISTIC FEATURES

2) TITLES, SUBTITLES, SECTIONS

COMMUNICATIVE PURPOSE?

www.gov.uk

  • The titles and subtitles answer the questions who, what, how. We expect the text to be informative
  • Titles are descriptive
  • The information we expect to find regards us as citizens. Notions of civil/social responsibility and convention are conveyed also visually
  • The communicational framing is canonical, authoritative > The text come from an authoritative source www.crownmaple.com
  • Single words work like prompts inviting us to click to find out more; lexical choices, i.e. ‘story’ imply a narrative; longer text excerpts sound like slogans
  • The website is image-rather than text-centred and aims at captivating the attention of the reader (beautiful images, ‘the purest maple syrup’)
  • It seems to be addressing the readers as consumers(‘shop’)
  • The boundary between the producer and the receiver seems less marked than in the gov.uk web text: the communicational framing HOW TO ANALYZE WEB TEXTS First questions about a web text?  What do you notice?  How does the text affect you?  Where did the text come from?  What type of text is it? What is the text for?  How do you initially interpret the text? What is your first response to it?  What is the initial impact made by the shape and texture of text on the page: print size? pictures and images? drawings? type of font? signs and symbols? colour? movement?  What's in the background/foreground? What is the balance of print to pics/images?  What is not in the text that might be expected? ‘Dismembering’ step 1: Focus on vocabulary  Identify the lexical words in the text focusing on nouns, verbs, adjectives... To which broad semantic area(s) do they belong? (e.g. culture, institutions, sports, food…)  Is the lexicon specialized or general? Positive or negative?  Are verbs active or passive? Do they describe actions or states? ‘Dismembering’ step 2: Focus on structure and syntax  Identify sections and paragraphs  Identify main and subordinate clauses, and simple, or compound sentences  How are paragraphs linked? How are sentences linked?

THE ROLE OF TRANSLATION IN MUSEUM COMMUNICATION: A FOCUS ON

INSTITUTIONAL WEBSITES

Museums== AMBASSADORS of culture

  • Repository of knowledge and culture, collecting, preserving, interpreting, displaying items of artistic, cultural or scientific significance;
  • Fundamental function in educating and disseminating knowledge from one generation to the next; Italian Ministry of Cultural Heritage and Activities and Tourism MISSION STATEMENT: “to favour research and the dissemination of knowledge on the Italian cultural heritage kept in museums and presented in cultural places, in order to share their values and originality with the rest of the world” http://musei.beniculturali.it/en/structure HOW? the Internet + Translation + Museums «Translation is an act of communication which attempts to relay another act of communication» (maybe for different readers, hearers) ELF (English as a Lingua Franca) How translation deals with this challenging task? Museum communication
  • Historically: Gradual and progressive opening up to a wider audience
  • Late XXVIII and XIX century: Limited access to ‘a good few’
  • XX century: democratization of museums
  • online presence ( it’s a duty of a museum to inform people about its exhibits–N. Serota ) http://musei.beniculturali.it/en/structure
  • Change in approach from experts to non-experts risk of dumbing down Italian Museum Communication The language of museum discourse is characterized by specialized terminology, complex syntactic structure and high lexical density. It recommends avoiding academic, formal style of writing and advocates the use of a more conversational writing to help engage with visitors. ( Italian Guidelines for Communication in Museums ) HOWEVER , a formal style is the norm in Italy (cfr. comparative analysis between ITA and EN discourse in business, law, public administration)> Italian: obscure, formal, impersonal vs EN: informal, clear, friendly (cfr. Tate Modern vs GAM). The Corpus: Vatican Museum, Palace of Venaria (Turin), Doge’s Palace, Dante’s House **TEXT ANALYSIS: LEXICON
  1. Example from the** Doge’s Palace Museum in Venice
  • use of extremely technical terminology
  • rapid sequence of architectural terms in a very short space, none of which are explained

2) Dante’s House website

  • Narrates different phases of Dante’s life (cfr. ‘Dante the prior ’)
  • THE PRIOR: ?? (cfr. ‘Priore’ in ITA) 3) Vatican Museum
  • Technical words are treated differently Host and Corporal are very specific terms (cfr. prior ), even within the context of the Church

COHESION AND COHERENCE

Focus: lexical and syntactic choices in the text

  • Anaphoric nouns : [anaphora: a word or phrase referring to a preceding word or group of words. (i.e. ‘ My mother said she was leaving’; ‘she’ = anaphor for ‘my mother)]  this/these, etc. + noun, situation, etc.  pronouns
  • Recurrence : i.e. repetition of keywords–NOT always same words, parallelism, paraphrase, etc.
  • Linking words and connectors : words to make lists (first, second…), to generalise (in general, usually…), to exemplify (for example/instance/i.e.), to express alternatives (rather, etc.), to show consequences/results (thus, hence, etc.) FIRST EXEMPLE

SECOND EXEMPLE

 What is the nature of coherence made in the text?  What is the role of conjunctions and discourse markers? Are they more formal, or conversational and ‘spoken’?

Word family : headword+ its morphological inflections, derivations Ex. sense, sensible, sensitive, sensation, nonsense... agree, agreement, disagree, agreed, agreeable…

medicine, medical, medicament, paramedic… FORMALITY The formality scale : frozen/static> formal> consultative > casual > intimate (other definitions: informal, technical, colloquial, irony, legal, academic...) Formality is achieved through:

  • No contractions, no slang, idioms
  • Use of connectors, linking expressions
  • Third point of view, impersonal verbs, avoidance of 1°and 2°person
  • Passive rather than active constructions
  • Latinate words FINAL QUESTIONS  What is the balance of lexical and grammatical words?  Are there word families in the text?  Are the words and phrases specialised or general?  If specialised, what semantic field is used and why?  What connotations are suggested by the words?  Are the meanings more literal or more indirect and pragmatic in meaning?  What level of formality is suggested by the lexical choices made? QUESTIONS ON GRAMMAR

Text Analysis: Noun Phrases CONCLUSIONS  The language of the text is ‘patterned’ (parallelisms, repetition)  We find repetition of words  We find plenty of evaluative language: adjectives, intensifiers (superlatives, emphasizing adjectives)  The language is ‘connotated’ (it conveys ideas, emotions, values and world views)  Words and modifiers are positive, they convey: tradition, heritage, value of the past and of nature (cultivation of the land, century old culture) + Prestige  Concrete language is reserved to the products  No description  No information  The text incorporates a positive evaluation of the product, which is not described in itself but for the values it conveys and for the environment (=rural, countryside) and atmosphere it evokes.

COMMERCIAL WEBSITE

Detecting cohesion Some cohesive strategies:

  • Repetition (Glenmorangie, distillery, single malt whisky, etc...)
  • Synonymy (pioneering, innovation / tradition, from generation to generation / beyond the borders, international, etc...)
  • Antonymy= “in opposition to”= discrepancy/counter position between two principles, laws, topics, so that one excludes the other(i.e. tradition and innovation)
  • Collocation (single malt, native land, etc...) Text Analysis