Purposive Communication Chapter 3 PDF

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CHAPTER 3A. Linguistic Landscape The things that you can usually see that do not necessarily need words to express a thought is called linguistic landscape. o Examples: street names, billboards, signage or even bills posted on walls and posts. Signs can usually be identified on the basis of form of...

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CHAPTER 3 SIGNS MEANINGS:

A. Linguistic Landscape -

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The things that you can usually see that do not necessarily need words to express a thought is called linguistic landscape. o Examples: street names, billboards, signage or even bills posted on walls and posts. Signs can usually be identified on the basis of form of the signage or symbol.

 OFFICIAL SIGNS are produced with a TOP DOWN DISCOURSE.

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A signage in Britain which contains two languages; British and Welsh. Top down because it is an official request from an official rule which you can attribute to the authority.

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Ben-Rafael, et al. - Knowing where to draw the line between top down and bottom up is not always easy. 2006; in Mooney & Evans, 2015 - Suggests that the signs on individual shops are bottom up as these allow for personal choice in their composition and display. However, within the context of the shop itself, they could be regarded as top down. Leeman & Modan (2009; in Mooney & Evans, 2015) - Argue that the distinction between top down and bottom up signage practices untenable in an era in which publicprivate partnerships are the main vehicle of urban revitalization initiatives in urban centers in many parts of the world, and when government policies constrain public sector signage practices. Mooney & Evans, 2015 - Said, id the distinction is thought of as a continuum whose orientation points may shift in different contects, it is helpful in understanding how signs are constructed and consumed.

 SIGNS produced by an individual or group, but not officially recognized has BOTTOM UP DISCOURSE. The kind of signage and symbols vary depending on culture for the reason that each cultural environment has different reading practices. Some language are written from left to right, top to bottom, or the semantics, context and structure of language is different from one another.  

A sign made by an elementary student. Bottom up discourse because it is a personal plea or request.

 If it labels things or directs for the maintenance of a building or any infrastructure. 3. Commercial  Which advertises or promotes a product, an event, or a service in commerce 4. Transgressive  If it violates (intentionally or accidentally) the conventional semiotics or is in wrong place, like a graffiti (in English, graffiti is used both as a singular and plural noun. In Italian, though, the singular form is graffito). A graffiti may have varied meanings. The idea of the people is to have a medium of public voice is shown in the production of graffiti. Graffiti is an unsanctioned urban text. Carrington, 2009; in Mooney & Evans, 2015. This kind of transgressive discourse conveys power and control to the person or group behind the production of graffiti. Most of these graffiti expresses a narrative outside the boundaries of the conventional language.

B. Geosemiotics -

Various elements used at a particular sign have meaning, and elements symbolic in the message they want to convey.  Various features including color, size, shape, and where the sign is placed.  IT IS A MODE OF ANALYZING SIGNS.

Scollon & Scollon, 2003; in Mooney & Evans, 2015 -

Geosemiotics the study of the social meaning of the material placement of signs in the world. By signs we mean to include any semiotic system including language and discourse. o Example: Imagine a one-way sign in a two-way street. Most drivers would surely get confused because it does not related to the place where it is supposed to be.

Note that language and placement of signs are just two of semiotic systems. Other things, like typeface used, the color, images, and so on, also create and communicate meaning. Because signs are so varied across the linguistic landscape, you need to pay attention to all these semiotic choices of the maker

C. Kinds of Signs Signs are divided into different kinds based on contextual meaning and discourse, thus, a sign may be: 1. Regulatory  If it indicates authority and is official or legal prohibitions 2. Infrastructural

Scollon & Scollon, 2003; in Mooney & Ecans, 2015 -

Defined a transgressive sign as one which intentionally or accidentally violates the conventional semiotics at that place such as a discarded snack food wrapper or graffiti, or any sign in wrong space.

Carrington (2009; in Mooney & Evans, 2015) describes graffiti as vernacular. We can also understand it in relation to the bottom up scheme described above. As these signs are not top down, they allow the viewer to see the contributions of other people to the built environment. Graffiti is a way for disempowered people to make a visible mark, to disrupt the landscape that is increasingly occupied by the increasingly powerful. As argued by linguists, a graffiti creates a narrative and is a form of participatory culture. The people who live in the space provide evidence of their experiences, views and actions. In this sense, it is a form of citizenship. It allows for the

visibility of a hidden community and permits this community to see itself in this environment.

architectural styles, ways of doing things, icons, jingles, and the link.

D. Online Landscapes Netizens – an abstraction of the word Internet and citizen. Netizens are metaphorically considered as the citizens of the virtual world. Three of the media in this landscape are: 1. YouTube – cant be specifically be considered as signs or symbols, YouTube video producers use symbols and signs, generally inclusive in the language used, to convey the message they want to express. Lister, et al.; in Tolson, 2010; cited by Mooney & Evans, 2015 – While there is certainly some similarities between television and YouTube, it is has also been described as being post-television. Some media researchers believe that television differ from YouTube. Television tends to be filmed and recorded from a studio and is centered, while YouTube videos may be recorded by people who have recording gadgets at home which can be decentered. 2. Twitter – described by Mooney & Evans, 2015, as ubiquitous.  Gillen & Merchant (2013; in Mooney & Evans, 2015) refer to these choices of terms of constructing a point of view.  Mooney & Evans, 2015 – Therefore, in dealing with and thinking about the linguistic landscape, we are no longer just thinking about signs, posters, billboards, and notices. 3. Memes – Is a term given to any posts, language or photo that has an uptake to a social, moral, or political idea that most of the time seems funny. Knobel & Lankshear (2007; Mooney & Evans, 2015) -

Memes are contagious patterns of cultural information that get passed from mind and directly generate and shape the mindsets and significant forms of behavior and actions of a social group. Memes include such things as popular tunes, catchphrases, clothing fashions,

Mooney & Evans, 2015 -

Memes are a striking example of extensive, bottom up activity that changes the linguistic landscape.

Memes embeds a lasting impression to people who can relate to the meme. Replicability of the memes is one of its best elements. Memes like blundered grammar and erroneous spelling and/or punctuation, some are even culturally insensitive, gender/class insensitive, and/or politically incorrect should NEVER be patronized, especially by the educated and critical....