without an audience, it doesn't mean a thing

"A text cannot speak for itself; it needs a reader as well as a writer."
Daniel Chandler, "Text and the Construction of Meaning"

Measuring: What's the easy way?

"This view is becoming more widely accepted today, and few teachers of
English would deny that the individual’s ability to read and enjoy literature is
the primary aim of literary study. In practice, however, this concern tends to be
overshadowed by the emphasis on whatever can be easily systematized and
measured."
Louise Rosenblatt, "The Acid Test for Literature Teaching"








VS

Advertisers and Literacy: The Pioneers

"Advertisers understand how to reach youngsters (and really, just about anyone) far better than educators." Erin Riesland, "Visual Literacy and the Classroom"

Mad Men - Martinson's Coffee Pitch from Jacinto Wong on Vimeo.

Knowing the rules lets you exploit them!

"Know the rules before you can break them."

1:45 - 2:20

How to Approach a Text?

"Texts and the construction of meaning"
Daniel Chandler

Objectivist: Meaning entirely in text ('transmitted')
SUDOKU: self contained



Constructivist: Meaning in interplay between text and reader ('negotiated')
HEAVY RAIN: modern video game in the style of "choose your own adventure books"




Subjectivist: Meaning entirely in its interpretation by readers ('re-created')
CALVINBALL: the rules are up to the player!

Society & Communication

"Multimedia, or new media, is changing the way society communicates." Erin Riesland, "Visual Literacy and the Classroom"

RRR... R?

The three R's? Or four?

Transmediation: Emotions and Math?

"Because each sign system is unique and best suited to a particular perspective of the world, there are often no direct equivalencies. It is difficult to express horror in mathematical symbols, and "love" is expressed quite different in art than in language." Jerome C. Harste, "Six Points of Departure"

http://xkcd.com/

In a New Light

"Why transmediate? It puts experience in a new light."

Transmediation...

The Benefits of Theater

"Theater can take something abstract and make it concrete."


It's one thing to read about the emotions new recruits in the army feel, but how about watching as their heads are shaved in Stanley Kubrick's Full Metal Jacket?

Six Facets of Understand

Six facets of understanding...

1) Can Explain
2) Can Interpret
3) Can Apply
4) Have Perspective
5) Can emphasize
6) Have self knowledge


River Tam can repeat back the instructions, but does that mean she learned?