Barry had asked how Kaid distinguished between verbal and non-verbal content in the videostyle codesheet. I'm going to post some comments from the book about the categories, and I hope that it will help us as we struggle to code the codesheet ;o). BTW, she compiled this list from several sources and basically pulled together categories from several other researchers.
Verbal content: focuses on the semantic characteristics of the candidate's message. What is said in the ad, both in sound and printed messages, makes up this content. Aspects of verbal content include: specific issues or specific candidate characteristics attributed to an image (honest, competent, experienced, compassionate, etc.); Negative or Positive content, depending on whether it focuses on the candidate or the opponent; explicit and implicit values conveyed in a spot; explicit strategies or tactics; partisianship (repub or demo); candidate's status as incumbent or challenger; language that is particularly emotion or dramatic.
Coding for veral went as such: coded for image or issue focus, partisan appeals, group appeals, logical, emotional or ethical appeals, personal qualities of candidates, and type of issue content. Also coded for positive or negative, strategies and values contained in the spots.
Non-verbal content: visual elements that do not have specific semantic meaning (sounds, voice inflections, etc.). In this category you would find things such as: aspects of performance (eye contact, appearance, body movement); cues such as the flag and other symbols of power; environmental factors such as music, lighting and colors; physical characteristics such as attractiveness, body weight and height; voice qualities; whether candidate appears or is absent from the ad.
Coding for non-verbal content went as such: setting of ads, eye contact, facial expression, body movement, fluency, rate of speech, pitch and dress. Also coded for dominant speaker in the ad.
Production Components: includes particular production techniques such as: camera angles, lighting, movement, color, editing, music and sound (not sure how she distinguishes this from non-verbal), staging and setting, special effects. I think the she might distinguish some of these from non-verbal by stating that these "techiques can produce emotions or feelings, convey specific information and cause us to interpret what we see in different ways." She has a four-page description of this category, and I would be happy to make copies if you'd like to read it.
Coding for production components went as such: dominant format, presence of music in ads, presence of various techniques )such as cinema verite, animation, etc.), staging, sound characteristics, dominant camera angle, dominant camera shot used, special effects.
I hope that this is helpful. Please let me know if you have questions, or if I've overlooked something.
Verbal content: focuses on the semantic characteristics of the candidate's message. What is said in the ad, both in sound and printed messages, makes up this content. Aspects of verbal content include: specific issues or specific candidate characteristics attributed to an image (honest, competent, experienced, compassionate, etc.); Negative or Positive content, depending on whether it focuses on the candidate or the opponent; explicit and implicit values conveyed in a spot; explicit strategies or tactics; partisianship (repub or demo); candidate's status as incumbent or challenger; language that is particularly emotion or dramatic.
Coding for veral went as such: coded for image or issue focus, partisan appeals, group appeals, logical, emotional or ethical appeals, personal qualities of candidates, and type of issue content. Also coded for positive or negative, strategies and values contained in the spots.
Non-verbal content: visual elements that do not have specific semantic meaning (sounds, voice inflections, etc.). In this category you would find things such as: aspects of performance (eye contact, appearance, body movement); cues such as the flag and other symbols of power; environmental factors such as music, lighting and colors; physical characteristics such as attractiveness, body weight and height; voice qualities; whether candidate appears or is absent from the ad.
Coding for non-verbal content went as such: setting of ads, eye contact, facial expression, body movement, fluency, rate of speech, pitch and dress. Also coded for dominant speaker in the ad.
Production Components: includes particular production techniques such as: camera angles, lighting, movement, color, editing, music and sound (not sure how she distinguishes this from non-verbal), staging and setting, special effects. I think the she might distinguish some of these from non-verbal by stating that these "techiques can produce emotions or feelings, convey specific information and cause us to interpret what we see in different ways." She has a four-page description of this category, and I would be happy to make copies if you'd like to read it.
Coding for production components went as such: dominant format, presence of music in ads, presence of various techniques )such as cinema verite, animation, etc.), staging, sound characteristics, dominant camera angle, dominant camera shot used, special effects.
I hope that this is helpful. Please let me know if you have questions, or if I've overlooked something.
posted by Melissa Smith | 11:15 AM
0 Comments:
Post a Comment
<< Home