-communication: Text Informative text Writing plan Stylistics Text structure Tips Johan F. Hoorn, 2002

Informative text Make a writing plan: What are the needs of your audience? - to inform? - to entertain? - or both? Johan F. Hoorn, 2002

Informative text Make a writing plan: What is your goal as a writer? - to report? - to persuade? - or both? Johan F. Hoorn, 2002

Informative text Make a writing plan: What style will you need? - literal (man is a human being)? - metaphoric (man is a machine)? - or both? Johan F. Hoorn, 2002

Informative text Make a writing plan: Do you want to arouse emotion? - positive? - negative? - or both? Johan F. Hoorn, 2002

The writing plan Report Persuade Inform Entertain style emotion  literal  explanatory metaphor (conventional) indifferent which + context violations  novel  positive  supportive  negative  obstructive to audience needs Author goals Audience needs Johan F. Hoorn, 2002

Text structure - abstract In popular science, the structure is not fixed - problem - theory - method but depends on the goals and concerns of the audience - results - discussion Johan F. Hoorn, 2002

Text structure - abstract - problem - theory - method - results  NEVER USE JARGON! - problem  elaborate on real-world consequences - theory  only what is relevant to audience needs - method  if spectacular or to understand results - results  explain (!), relate to real-world conseq. - discussion  other scientists on theory/method/results  social groups on (new) problem/results Johan F. Hoorn, 2002

Explanatory metaphor quarks as building blocks conventional metaphor Huang, K. (1992). Quarks, Leptons & Gauge Fields (p. 25). World Scientific, Singapore, New Jersey, London, Hong Kong. conventional metaphor Johan F. Hoorn, 2002

lightning flash is a jelly-fish E. Westcott, Alaska University (October, 1993) novel metaphor C. Doswell Johan F. Hoorn, 2002

Metaphor in popular science: Lightning flash is a jelly-fish Metaphor in serious science: Lightning flash is a channel of plasma Johan F. Hoorn, 2002

Find the metaphors The three-dimensional map (...) shows very clearly how the stability of atomic nuclei varies as the numbers of protons and neutrons increase. There is a “mountainous peninsula” of stability running diagonally across the map. In the lower part of the map, stable nuclei have roughly equal numbers of protons and neutrons. Further up, they have more neutrons. The mountain peaks are the so-called magic numbers - numbers of protons and neutrons producing the extra stable closed shells. Surrounding the peninsula is a sea of instability. At the far end, at atomic number 114 is the “island of stability” (...) Loveland, W., & Seaborg, G. (1991). The search for the missing elements. New Scientist, 131, 1784, 29-32. three-dimensional map mountainous peninsula mountain peaks magic numbers shells. peninsula sea of instability island of stability Johan F. Hoorn, 2002

Literal visualization Loveland, W., & Seaborg, G. (1991). The search for the missing elements. New Scientist, 131, 1784, 30. Metaphor links up with already known concepts - easier to understand Metaphoric visualization Johan F. Hoorn, 2002

Contextual violation Why is this funny? In the context of bed, partner is expected, not cell-phone. Johan F. Hoorn, 2002

Contextual violation A small girl with big blue eyes smiled and ran to the teacher to _____ her. spank A gangster with a nasty scar grinned and ran to the teacher to ___ her. kiss Johan F. Hoorn, 2002

Persuasion: Elaboration Likelihood Model (ELM) Petty & Cacioppo (1986) ‘elaboration likelihood’: de waarschijnlijkheid dat iemand actief gaat nadenken over de argumenten in een boodschap 2 routes: centraal vs. perifeer Johan F. Hoorn, 2002

persuasieve communicatie perifere attitudeverandering 1. motivatie tot verwerking? ja ja nee 2. bekwaamheid tot verwerking? nee perifere prikkel aanwezig? ja nee 3. aard van de verwerking geen attitudeverandering positief negatief neutraal 4. verandering cogn. structuur? nee Elaboration Likelihood Model ja 5. attitudeverandering via centrale weg Johan F. Hoorn, 2002

Kenmerken ELM Dual-process model Motivatie + capaciteit bepalen keuze Argumentkwaliteit vs. cue Verandering (stabiel, duurzaam) vs. (instabiel, kort) Bron is belangrijke cue (deskundige vs. bekende Nederlander vs. de buurman/vrouw) Subjectieve verwerking, Voorkennis, bedreiging, waarschuwing vooraf Combinatie routes mogelijk Johan F. Hoorn, 2002

Tips Make an audience profile (age, gender, education, profession, religion) Deduce audience needs from profile Set your goals (inform, persuade) Link goals to needs Choose strategy from writing plan (stylistics and emotional impact) Choose text structure, order follows high to low relevance to audience Johan F. Hoorn, 2002

Search Science Magazine for the paper Formation of Giant Assignment 1: Search Science Magazine for the paper Formation of Giant Planets by Fragmentation of Protoplanetary Disks by Mayer, Quinn, Wadsley, & Stadel Johan F. Hoorn, 2002

High brightness electron beam from a multi-walled carbon nanotube by Assignment 2: Search Nature for the paper High brightness electron beam from a multi-walled carbon nanotube by De Jonge, Lamy, Schoots, & Oosterkamp Johan F. Hoorn, 2002

DEADLINE voor vrijdag af Assignment 3 Lees artikelen Science en Nature Thema is extreem groot vs. extreem klein Schrijf naar de ‘menselijke maat’ voor lezers van Intermediair (bv. ingenieurs, zakenlieden) Lees uittreksel APA Style Manual Behandel artikelen in S en N tezamen in één stuk (1 voor 1 mag, maar leg wel verbanden) Schrijf vier versies (2*A4 elk, Times 10, enkele interlinie) APA, puur letterlijk, verbod op metaforen APA, puur metaforisch, verbod op letterlijk Zonder APA, kies standpunt, schrijf op overtuiging, alles toegestaan (ook onredelijkheid, cirkelredeneringen, nadruk op bijzaken, smakelijke verpakking) APA, letterlijk, metaforisch en overtuiging evenwichtig gemengd DEADLINE voor vrijdag af Wat zijn de perifere cues in deze waarschuwing? Johan F. Hoorn, 2002