From Postmodern TVSeries to UGCs: A multimodal analysis

Transcription

From Postmodern TVSeries to UGCs:
A multimodal analysis
MoM: Multimodality on the Move
Travelling Workshops
ilaria.moschini@unifi.it
From Postmodern TvSeries to UGCs - I. Moschini
Scope of the seminar
1. Decode and encode some kinds of Digital Artefacts
• Linguistic code (English language)
• Other semiotic codes
• Discursive practices
!
2. Become familiar with a Toolkit to work with such Artefacts
• Analytical Tools
• Technical terminology and jargon
• Multimodality (see Reading List)
Why multimodality?
This interdisciplinary approach anchors socio-cultural analysis to solid
bases of linguistic and semiotic analysis
Cultural Level
Textual Level
!
!
C u l t u re :
“set of semiotic
systems, a set of systems of
meaning, all of which
interrelate” (Halliday and Hasan 1985, 4)
Semiotic systems:
“system[s] of
meanings that constitute the
‘reality’ of the culture, […]
the higher level stratum to
which language is related”
(Halliday 1978, 123)
Digital artefacts
From User Generated Contents (UGCs)
To Fan Generated Contents
What is a Fan?
Fan: a person who has a strong interest in
or admiration for a particular sport, art
form or famous person. It is the
abbreviation of FANATIC - late 19th
century term (originally US)
Fanatic: a person with an obsessive singleminded interest and enthusiasm for a
particular activity or cultural object.
It
is a mid 16th cent. Term from Latin
fanaticus ‘of a temple, inspired by a god’,
from fanum ‘temple’.
The adjective originally described behaviour
that might result from possession by a god
or a demon.
Fan generated…
A Fan-fiction is a broadly defined fan labor term for
stories about characters or settings written by fans of
the original work.
http://en.wikipedia.org/wiki/Fan_fiction
A Song-fic is a fan-fiction interspersed with the lyrics
of a relevant song.
http://en.wikipedia.org/wiki/Songfic
A Fan-vid is a music video produced by intercutting
clips of a movie or television show set to a particular
song. http://www.urbandictionary.com/define.php?term=fanvid
Henry Jenkins, TED Talk, 2010
http://www.youtube.com/watch?v=AFCLKa0XRlw
New kind of relationships? New kind of language?
“Intimate strangers”
(Gee and Hayes 2011)
Language is both an information and a social tool
Digital media have greatly
changed the nature of strong
and weak ties. People can be
strangers and intimates at the
same time.
Published on Sep 18, 2012
Watch it in HD, please!!!!!
When I heard this song by "Journey" I
thought it was perfect for Damon
and Elena and when I found the
version of Mariah Carey I decided to
make the video. Those words seem to
be the thoughts of Elena! :)
I hope with all my heart that you'll
like my job!
W Delena! forever ♥
Fan textual and
hermeneutic practices
Such fan artefacts integrate the hermeneutic tradition of fan communities
with postmodern diegetic and editing style.
“UGCs re-mediate and re-signify
original material through the use
of a range of discursive strategies
such as imitation, repetition,
modification and parody” (Leppänen 2011)
A good fanvid is one that is
able to render the true spirit of
the series or of its characters
following a hermeneutic
tradition dating back to early
s c i e n c e fi c t i o n f a n d o m s
(Coppa, 2008).
!
!
1980s: videotape recorders fostered the
spreading of fan videos stemming from the
tradition of slideshows projected during fan
conventions. TV footages + Music as a
comment
Fan videos differ from professional music videos
because their emphasis is on the visual
component, while in MTV videos, the leading
semiotic code is music (Coppa, 2008).
!
!
!
!
Fan-Vid
Song-Fic
• Music video
• Collage of Images
• Song
!
• Story
• Characters/setting
• Music/lyrics
Digital Platforms
Meta-textual instantiation of fan-generated artefacts
[…] When all you got to keep is strong Move along, move along like I know ya do And even when your hope is gone Move along, move along just to make it through
A Supernatural Music Video (https://www.youtube.com/watch?v=6VIF_nDbJFI)
[…] When all you got to keep is strong Move along, move along like I know you do And even when your hope is gone Move along, move along just to make it through Move along (Go on, go on, go on, go on)
When everything is wrong we move along (Go on, go on, go on, go on) When everything is wrong, we move along Along, along, along […] Move Along, All American Rejects
DIGITAL CO-TEXT:
Encoder’s Metatext
D I G I TA L C O - T E X T :
Receivers’ Feedbacks and
Encoder’s Answers
Memories, A Supernatural SongFic (https://www.fanfiction.net/s/5327170/)
SongFics for Damon and Elena (https://www.fanfiction.net/s/7206958/2/)
Main semiotic strategies
1. Intertextuality
2. Resemiotization
3. MTV-inspired editing
4. Use of music: lyrics as figure
Intertextuality
“Horizontal intertextuality” (Kristeva 1986), or
what Fairclough (1992) calls “manifest
intertextuality,” is the explicit quotation of a text
within another text.
“Vertical intertextuality” (Kristeva 1986), or
“constitutive intertextuality” (1992: 85), refers
to the merging of prior texts into new texts
which may assimilate, contradict, or ironically echo
them.
Resemiotization
Resemiotization: how meaning making shifts from
context to context, from practice to practice, or from one
stage of a practice to the next” (Iedema 2003, 41).
CSI Miami, 2002-2012
MTV Style editing
Celebration of pace and emotions/ abundant intertextual
citations/ disjunctive sequences/ use of music From Postmodern TvSeries to UGCs - I. Moschini
‘MTV Inspired’ use of music
• Use
•
•
of hits instead of
original themes;
Foregrounding of the
musical comment;
Focus on both melodies
and lyrics.
Miami Vice, 1984
Sound perspective
Figure: the most important sound, the sound that the
listener must identify with and/or react to and/or act upon
Ground: a sound still part of the listener’s social world, but
only in a minor and less involved way
Field: a sound treated as existing not in the listener’s social
world, but in his or her physical world
Van Leeuwen, 1999
CSI Miami, Season 3, episode 1 “The Lost Son”
Assignment guidelines
• Final outputs:
• a UGC
• a contextualising document
• a brief multimodal analysis
Create a fanvid/songfic
(phase 1)
FanVid:
Create a video with a videoediting software, you can
use the Supernatural Music
Video as a model.
http://youtu.be/6VIF_nDbJFI
SongFic:
Write a short SongFic
(minimum 500 words excluding quotations), you
can use Memories, A
Supernatural SongFic as a
model.
https://www.fanfiction.net/s/5327170/
Contextualise
(phase 2)
Write a short presentation
of your UGC, as if you
were posting it on one of
the digital platforms
(YouTube or Fanfiction.net).
Try to reproduce the same
kind of language used in the
models.
Provide a short compendium
of the shared knowledge
necessary to decode your
UGC (usually these
messages are implicitly
addressed to highly
specialized communities).
Analyse/Explain
(phase 3)
1. W h a t i s t h e m a i n
communicative purpose of
your text?
2. What are the different modes
selected to create your UGC?
Why you opted for them?
3. How do the chosen semiotic
resources create meaning (use
the categories from the
reading list)?
4. Analyse the micro and/or
macro resemiotization
processes we may find in our
text (if any).
5. How does the combination of
the different modes respect
the discursive practices of the
most relevant community?
Thank you!
SUBMIT
YOUR TEXT
ilaria.moschini@unifi.it
Video Editing Software
• http://www.techradar.com/news/software/
applications/best-free-video-editingsoftware-9-top-programs-you-shoulddownload-1136264

From Postmodern TVSeries to UGCs: A multimodal analysis

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