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Gooding, Ryan

Page history last edited by Ryan Gooding 11 years, 10 months ago

1. Discourse Visual Analysis
2.Genre Analysis
3. Discourse Community Memo
4.Discourse Community Map
5.Visual Argument


 1.Here is a 4WD catalog exhibiting a new 2012 Rubicon Jeep 4 door Wrangler. Sitting in still frame, situated on a hill, wheels facing outward; a dense forest covers the background. Bits of snow cover the bumpers and fenders; no person or piece of man made equipment can be seen in the shot besides the Wrangler. Throughout the front page of the magazine many different forms of discourse litter the page with vibrant colors and fonts.

 This image at first glance has a very clear and obvious message; this vehicle being depicted has been upgraded and fine tuned, making it now possible  to weather the harshest conditions and climb the roughest terrain. With snow build up still stuck to the bumpers and mud still to the grooves in the tires, it’s obvious this Jeep has overcome some tough terrain. These visual images begin to tie in with written discourse splashed around the page. Captions begin to tie in with particular accessories strategically assembled on the jeep; such as the offer for a $200 rebate on Warn Winches that happens to be the very part installed on the showcased Jeep Wrangler.

 When looking into what is the “True Image” behind what is being conveyed, it all seems very straight forward. A vehicle deep in a dense forest, no roads or directions to be seen; on obvious scene of seclusion and self reliance is being shown. It’s clear the authors of the catalog intend to arouse a certain sense of “longing to be in the great outdoors” feeling from their intended audience. A image of a Jeep in a suburbia setting would have much less impact on introducing the idea of enhancing your vehicle for Off Roading. Therefore by showcasing the vehicle in a dense forest on a off beat trail, it grabs the attention of the Off Road community that would prefer to be in a secluded area .

  A signifier that really captures the entire idea of what is being conveyed is something so simple and subtle that most readers might not even catch the importance. The jeep facing forward, wheels to the side, mud and snow still speckle parts of the vehicle, lights still on illuminating a potential new path ahead. All of these small pieces put together help signify a particular idea. It gives the reader the idea that in this image its almost as if the Jeep has paused just long enough to have an image captured and then continued to race back off to a new uncharted trail. It gives the reader a feeling that with just a few purchased upgrades, he too could be taking on the wilderness on his own accord. Rather than showcase this vehicle in a showroom floor environment, which might be a big attraction for a different type of vehicle buyer. They are aware of what needs to be signified or implied in order to come into agreement with what is considered the "norm" within the community.

 Although some of these ideas and symbolism might be apparent to particular readers. Most readers would not be familiar with the sport or even the advantages of having an enhanced Off Road vehicle; all these images and captions may seem very redundant to a person with no prior knowledge or experience. A lot of cultural specific terms and captions are used throughout the catalog; terms that if you were not familiar with might add to the confusion and may put off particular people from reading or researching any further.  
 There are many coded iconic messages can be found just by glancing at the front page, the carefully placed Warn Wench, high beam lamps all mounted on a front bumper. The larger tires and lifted suspension all have subliminal message attempting to convince the reader that without purchasing these parts, you will not be able to achieve a full Off Road experience. The non codec iconic message is something fairly straight forward. A new Jeep parked in the woods showcasing new inventory that the catalog has received in their new quarter. This is meant just to showcase what one might expect when reading through the catalog to get an idea of what might be found throughout the catalog.

2. Within the discourse community of Off-Roading many different artifacts are used. This analysis is attempting to look deeper into the methods and genres used within this particular discourse community. In this short review, two different artifacts will be evaluated for use and relevance within the community. They will be broken down and compared through genres, ways used for discourse and other possible genres might be compared or considered similar to the ones being presented.

 The CB radio is a particularly important artifact of discourse amongst the Off-Roading community. When analyzing the classification of genre, it would be considered a piece of equipment. This artifact is very rarely used while actually being apart of the Off-Road experience; but it quickly becomes the only means of discourse when miles away from cellular service or civilization. It is primarily not used in a mainstream environment; in fact it is used for a much smaller market to relay very simple messages or quick urgent notifications.  The CB radio is not a major part of the Off-Road experience. Many other pieces of equipment are valuable when attempting to take a vehicle Off-Roading. But when discourse becomes necessary when no other means are possible, this piece of equipment becomes vital in the over all experience.


 There is another genre that might be considered very similar, but in many ways differs. The ham radio is a device used for long distance radio communication. This particular type of radio is primarily used in a stationary location. The equipment is usually located inside a persons home or office facility. Most of the discourse being exchange in this community is more in the realm of social and informative purposes. Many people meet will meet in clubs or groups from different places in the world to talk about and discuss different types of equipment being used or even basic everyday conversation.  The base idea of these two different pieces of equipment is the same, communication and discourse with people located many miles away. But unlike the ham radio, the CB radio is used primarily in a portable environment. Most users are not interested in discussing daily events or new hardware ideas, but rather to inform people located within close proximity about changing events or urgent matters.  The idea of both pieces of hardware is similar, but the method and the discourse community using the artifact are very different.


 The last artifact is marketed to a much broader audience. It is a 4 wheel magazine; which is primarily used to share discourse and help spread ideas amongst the discourse community. It is geared towards an audience that is looking to gain knowledge on a product or purchase something not always owned. It also allows a large group of people to communicate directly with others associated within the community. Many readers are writing articles or questions into the magazine in order to obtain further information from other well informed members from within the community. Also located in the magazine are a list of parts and accessories for your vehicle to enhance the Off-Road experience. When attempting to categorize the type of genre, it would most likely fall under the literature/advertisement genre of discourse.

 There are other similar ideas and genres that bare resemblance to a magazine. A field guide or a topical map could be considered within the same genre. Both are printed discourse offering a type of guide or assistance. But they vary greatly in their use; a field guide or map is primarily not related in exchanging discourse. But rather for individual use in an immediate situation where vital information is needed in order to help fix or bare light on a situation. The information is not being used for social or enhancement means; but instead to inform on location or to guide in particular situations.

 When comparing these two different genres its obvious to see which one is more effective at reaching audiences within and on the outside of the community. The magazine; which is geared to reach more people, reaching those not currently interested or inside the discourse community is actually a major role of the 4x4 magazine. Many companies will use magazines as ways of gaining publicity or attracting return customers. Even though the companies creating CB radios advertise their product and inform their customers on future products and ideas; when comparing these two artifacts it becomes apparent that the genre of magazine clearly has the advantage when deciphering which genre is most effective at reaching a target audience.

 In summary, many different types of artifacts can be used to share discourse within any particular discourse community. They very greatly in genres and classification, but all play vital roles in providing means and methods for discourse. Perhaps in future studies, someone might compare and combine the communities of CB radio operators and ham radio operators. The chance to integrate the portable world of CB into the social interconnected world of ham radio would offer some possible new methods of exchanging discourse amongst the community.

3.
This particular artifact is an important aspect of discourse amongst the Off-Roading community; the CB radio, When analyzing the classification of genre, it would be considered a piece of equipment. This piece of equipment is very rarely used while actually being apart of the Off-Road experience; but becomes the only means of discourse when miles away from cellular service or civilization. This particular artifact is not used in a mainstream environment; in fact it is used for a much smaller market to relay very simple messages and or quick urgent notifications.  The CB radio is not a major part of the Off-Road experience. Many other pieces of equipment are valuable when attempting to take a vehicle Off-Roading. But when discourse becomes necessary when no other means are possible, this piece of equipment becomes vital in the over all experience .


Other genre’s that could be related to but not to be confused with my particular genre is ham radio broadcasting. This basic idea is the same, communication and discourse with people many miles away. But the practice is much different, when using CB’s or handheld radios it is to relay immediate and usually urgent information. Ham radio clubs like to meet to discuss events or have conversations. The idea is similar but the method and the discourse community using the artifact are very different.


The last artifact is geared to a much broader audience. It is a 4 wheel magazine. It is used to share discourse and help spread ideas amongst the discourse community. It is also showing available products for purchase in order to enhance your vehicle. Many different genres are being used.

 There are other similar ideas and genres close to the one being presented. A field guide or hand book is a similar genre but promotes different ideas and the discourse is geared towards a different situation. They are both printed articles; but the timing and use of the material changes drastically,


 The audience that this genre is being geared towards is more of the curious or start up Off-Roader. They are trying to introduce new ideas and products to an audience that is looking to enhance their knowledge on a product or purchase something not always owner.    

 

 

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