For the purposes of the class Wikipedia project our group
approached our task by evaluating the access to the audience provided by
certain digital platforms. We did not arrive at this conclusion easily,
however, as the drafting process was an intricate and delicate situation that
involved teamwork and critical thinking.
During this process we relied heavily on Jeff Bezerman and Gunther
Kress’ work Writing in Multimodal Texts:
A Social Semiotic Account of Designs for Learning as well as Charles
Bazerman’s Intertexuality: How Texts Rely
on Other Texts’.
Our main principle in showing the importance and the
variety of the multimodal digital applications can be summed up by Bezerman and
Kress quite succinctly: “We aim to show what changes in principles of designs
of texts there have been and the designers of learning resources- visual
artists, editors, writers- hae used and now use writing, image, layout , and
other semiotic resources to create potentials
for learning” (Bezerman and Kress, 235). Texts have undergone a huge
makeover in terms of how they are created and what audience they are created
for since the dawn of the printing presses. There are different composers for
different texts, different platforms used to display these texts and different
audiences for these texts. It is implicit that the change be documented in our
Wikipedia project so that we can help teach others of the complete idea of
multimodality. Bezerman and Kress define potentials of learning as the
“ensemble of semiotic features of a text or of an environment- objects, text,
people- that provide the grounds for learning.” (Bezerman and Kress, 235). We
arrived at this stage of our Wikipedia group’s work by narrowing our purpose to
tailor to the digital applications that are interactive with our audience such
as Facebook, blogs, and Twitter.
We chose these Facebook, blogging, and Twitter platforms because
of their high popularity in the digital world and their prevalence in our
society today. As we have learned, Wikipedia articles are constantly being
updated and changed, and although years from now there may be other iconic
platforms to be discussed in regards to multimodality- in today’s society the
frontrunners of social media applications are undisputably Facebook, Twitter,
and blogs. These platforms provide a
basis to understanding the different ways advertising is used in a multimodal
way in today’s society. Advertising becomes intertexual in these different
digital applications in different ways, due to the features and characteristics
that are unique to each platform. As
Bazerman notes, “intertextual analysis examines the realtion of a statement to
a sea of words, how it uses those words, how it positions itself in respect to
those words” (Bazerman, 84).
We indicated the intertexuality of different campaigns in
respect to the platforms they were used on. There is a certain distinction
among a campaign presented through Twitter for Coca Cola than a print ad run by
Coca Cola. The interactivity given to the audience through the former is higher
due to the multimodality provided thanks to hash tags, links, and the web. Our
focus on the audience is critical since every text is catered to an audience
who can now take advantage of these multimodal features. We outline different
campaigns of a variety of brands in our Wikipedia section. This did not come
easily to our group, however.
The editing process involved a combination of two
different groups’ ideas. Bezerman and Kress would define this part of our
process as “retheorzing text making.” (Bezerman and Kress, 233). We had
originally defined our section for the sole purpose of defining and explaining
the social platforms, without a sense of the importance of why these platforms
are necessary. Once combined with the group who focused on the audience and its
importance to advertising, our goal was clearer. We had to draft a text
tailored to a purpose, a more specific goal in order to promote the potentials
for learning.
Bazerman,
Charles. "Intertextuality: How Texts Rely on Other Texts." N.p.:
n.p., n.d. 83-96. Print.
Bezerman,
Jeff, and Gunther Kress. "Writing in Multimodal Texts: A Social Semiotic Account
of Designs for Learning." Written Communication (2008): 233-56.
Print.