Understanding Where Meaning Comes From - Deconstructing Text

Deconstructing and analyzing texts:

When the meaning of a text is clear to you, ask: How is that message being conveyed?

To explore this, we will use a tool called the "Synthesis Spider"

IF YOU ARE WORKING FROM HOME: SYNTHESIS SPIDER JAMBOARD TEMPLATE

You will need the following template for every Synthesis Spider we create, if you are working from home. 

IF YOU AREN'T SURE WHAT KEY DETAILS TO LOOK FOR, IDENTIFY YOUR TEXT TYPE AND USE THESE RULES OF NOTICE:

Rules of Notice for Nonfiction

Rules of Notice for Fiction

Rules of Notice for Visual Texts

Rules of Notice for Poetry

DAY ONE: Let's practice together with this Super Bowl Commercial:

Step One: First Draft "read" of the Commercial

1. First let's figure out the main message. We know commercials have one purpose: to sell a thing or an idea. So, our main message should begin "Buy ________________." AND then we should follow that up why. Our Main Message, therefore, should look like: "Buy _____________________, because _____________________"

2. Let's practice finding the main message with this commercial. Watch the commercial and see if you can figure out the main message:

3. Write down the what you think the main message on the blue sticky note in your Synthesis Spider Jamboard. Remember it should be"Buy [whatever thing or idea is being sold], because [the "thesis" of their commercial].

See below for my model.

Step 2: Second Draft "read" of the commercial

The purpose of a second draft read is to move beyond the surface meaning that is the main message of the commercial and to begin to notice how and where that meaning comes from by following the steps below.

Our Goal: identify Key Details. Consider that the rate for a Super Bowl commercial last year was 5.6 million dollars. If advertisers are willing to spend so much on a commercial, and also compete for your attention with Super Bowl parties, snacks, friends and family, etc., then you can bet that if you can see it in the commercial and hear it in the commercial it is "key".

1. Begin first, by completing a "first" second draft read of the commercial. In this read we will concentrate only on what we are seeing by muting the commercial. As you watch, on a scratch sheet of paper jot down every thing you see. Then add it to your Synthesis Spider Jamboard. See my demonstration below:

We will share out, when you are done. Please add these to your individual practice spiders.

 DAY TWO: Continuing our Whole Class Practice with the Synthesis Spider

2. Second, by complete a "second" second draft read of the commercial. In this read we will concentrate only on what we are hearing by minimizing the screen and only listening to the commercial. As you listen, on a scratch sheet of paper jot down every thing you hear. Then add it to your Synthesis Spider Jamboard. See my demonstration below:

We will share out, when you are done. Please add these to your individual practice spiders.

3. Now watch the commercial for a "third" second draft read. Notice anything you may have missed. Also pay attention to what images you see are paired with what sounds that you hear. Add this information to your Key Details as well.

We will share out, when you are done. Please add these to your individual practice spiders.

DAY TWO Deep Dive: Deepening our Understanding with the Rhetorical Triangle

What is rhetoric anyway!?!

Rhetoric is a fancy word to describe how language is used to shape the way someone experiences an idea. Rhetoric usually has a negative connotation. It is often viewed as a synonym for manipulation. But rhetoric is neither positive or negative and it is always around us. It describes the way a news article is written, the way a politician speaks about an opponent, and even the words your Mom uses to try to get you to clean your room. 

Consider the differences between these two sentences and how they might affect your interest in this subject:

I couldn’t get enough of the enthralling description of rhetoric that Rotchford prepared for us.

Rotchford’s explanation of rhetoric was helpful and interesting.

To understand how rhetoric works, we have to identify the rhetorical situation - the relationship between the speaker or writer, their audience, and their subject matter. We do this using the Rhetorical Triangle tool. 

RHETORICAL TRIANGLE JAMBOARD TEMPLATE

You will need the following template for every Rhetorical Triangle we create. It is linked here and on Google Classroom under the topic Important Class Resources.

Steps to Using the Rhetorical Triangle - Part 1:

To understand how rhetoric works, we have to identify the rhetorical situation - the relationship between the speaker or writer, their audience, and their subject matter. Here is how we do that:

• Step 1: Identify the speaker/writer. Who is the person? What can you tell me about that person? The more we know about a person, the easier it becomes to understand their point of view.

• Step 2: Identify the audience. Who is being spoken/written to? What do you know about this person or group? What motivates them? What concerns them? The more we understand an audience, the easier it becomes to understand how they will listen.

• Step 3: Identify the subject. What is the topic in question? What do you know about it? Is it generally viewed positively or negatively? How complex is it? The more we understand a subject, the easier it becomes to anticipate how people will react to it.

These three things - the speaker/writer, the audience, the subject - are like points of a triangle and they are connected together by their relationship to each other (see the image below). When we can identify them, we can also identify how they influence each other. For example, we can begin to understand how the speaker/writer feels about the subject and the audience, or how the background knowledge of the audience affects how they understand the subject.

Here is an example of how to this works:

Steps to Understanding the Rhetorical Triangle - Part 2:

The next step is identifying important things to consider beyond the three components of the speaker, the audience, and the subject. Do this by following these steps:

• Step 4:  Identify the context. The context is any unspoken knowledge between the audience and the speaker about the subject. It might also be an outside force that influences how the speaker and the audience might feel about, understand, or speak about the subject.

• Step 5: Identify the purpose. The purpose identifies the reason, or reasons, why the speaker is talking to the audience about the subject. It answers the question: "What does the speaker hope to achieve through his/her/their message?"

• Step 6: Identify the genre: The genre is dictated by the purpose. Ask yourself: "What types of text will best help the speaker achieve  his/her/their purpose?"

Once we understand these three things, we will better understand all the components that are likely to shape all the ways in which an idea is presented to an audience.

Here is an example of how to this works:

DAY TWO: Back to Analysis

Step 3: Analysis of what you identified

Now the real work begins. Our next task is to explain what work each key detail - or group of key details - is DOING (why is it in the commercial) and HOW that work helps us to arrive at the Main Message (how does that detail guide us to arrive at the conclusion that advertisers want us to make about their product or idea). 

This next part is tricky. It will take some practice before it feels comfortable to you. Don't worry. Jump in with two feet. And watch my demonstration below.

When you are finished, I will ask you to share some of the connections you all made with the class. As your classmates share, this is a good chance for you to get some informal feedback on how you did with your connections.

Please note you need to be as thorough as possible - you will be graded on your effort and how well you follow directions as you learn this skill. Turn it in to Google Classroom at the end of today.

Please also see a copy of my completed example Synthesis Spider below.

DAY FIVE: Group practice, individual analysis

Today, is all about seeing what you can do on your own - the training wheels are coming off. Your directions are simple, use the Synthesis Spider tool to analyze one of the commercials below. Use the work that we have done the past few days to guide you.

Steps to follow:

1. Complete a first draft read of which ever commercial you choose

2. Come up with a consensus for the main message

3. Then work to identify the rhetorical situation, by completing a rhetorical triangle.

4. Complete second draft reads of the commercial, noting as many key details as you are able to identify

5. Analyze the commercial - draft "connections" by identify what work each key detail or group of key details is DOING and HOW they work to enforce the main message. Use the rhetorical triangle to help you think through these connections.

Please note you need to be as thorough as possible - you will be graded on your effort and how well you follow directions as you learn this skill. It will be turned in today.

Below are the commercial you are to analyze. Pick one and get started:

DAY SIX and SEVEN: Deepening our Understanding with More Difficult Commercials

Let's practice with some new, more difficult commercials:

Each election year, we are inundated with political ads and messages from both parties - on television, social media, streaming services, and even through main stream news media. These commercials can be much more complex than the Super Bowl commercials we have just watched. This is because they aren't selling a product - they aren't even selling "just" a candidate. Rather, they are selling the ideas and values that make up a political platform.  

DISCLAIMER: The intent for looking at these commercials is NOT to debate the political candidates (we will have a chance to debate lots in this class, but not yet), but rather to look at how politicians use the same strategies as product marketers to persuade voters. 

Let's take a look at how these types of advertisements work:

We are going to begin by looking at two political commercials from the last presidential election - one from each party. After our first draft of each, we will fill out a rhetorical triangle.  In your groups, I will ask you to pick either the Trump commercial, or the Biden commercial to analyze. Your first step will be to complete a rhetorical triangle that identifies the rhetorical situation for the commercial, that will help you with your analysis. For detailed directions for completing this, see below.

Below is an example of the work we did from one of my classes last year. Please watch this commercial and then take a look at the sample rhetorical triangle below. Please also watch the video of me talking through this rhetorical triangle. This should help you complete your triangle in your groups.

STEP 1: Group Rhetorical Triangle

Directions: In your breakout groups, follow these non-negotiable steps:

1. Grab a sheet of white paper from the drawer in the front of the classroom

2. WATCH THE COMMERCIAL TOGETHER on one group member's Chromebook

3. Complete the first 3 steps of the rhetorical triangle (speaker, audience, subject) and be as specific as possible

4. Complete the second 3 steps of the rhetorical triangle (context, purpose, genre)

5. Complete the 3 sides that explain the relationships.

6. You will attach this to the poster where you will be completing your synthesis spider.

You may pick from one of these commercials:

Step 2: Group Analysis using Synthesis Spider - FIRST DRAFT

In your groups, your task will be to follow the same steps that we have been using to analyze commercials through the Synthesis Spider tool. This time, since the text is harder,  you will definitely need to put your heads together to get an accurate analysis. 

You will analyze whichever commercial you picked for your rhetorical triangle (either the Biden or Trump Ad).

As a group you will complete this synthesis spider, everyone needs to write their own copy of this spider, but they should look identical as they were done in a group.

Steps to follow:

1. Complete a first draft read of the commercial - watch this together as a group (you did this when you completed the rhetorical triangle, so no need to do it again)

2. Come up with a consensus for the main message.

3. Complete second draft reads of the commercial, noting as many key details as you are able to identify

4. Analyze the commercial - identify what work each key detail or group of key details is DOING and HOW they work to enforce the main message. Use the rhetorical triangle you created to help you with this.

Please note , tomorrow we will be reviewing the feedback and data that was gathered from your first round of analysis - come prepared tomorrow to revise your posters. 

Step 3 cont'd: Group Analysis using Synthesis Spider

In your groups, today you will be tasked with revising your spider - making specifically sure that your group did not make the mistakes listed above. If you find some of these mistakes in your spider, as a group talk about how you can revise your spider to make it a better, more thorough analysis of the commercial your group chose.

Please note you need to be as thorough as possible - This time, I will be evaluating growth when I consider a grade. Did you look at the list of common mistakes above and take steps to avoid making them this time around? Make a visible effort to do this.

DAY SEVEN (cont'd): Finish work from yesterday and Peer Feedback 

If needed, please make any final touches to your Synthesis Spiders. Please write your name on the posters and attach your rhetorical triangles.

Peer Review:

We will begin today by viewing each group's Synthesis Spider Analysis of one of the political commercials. We will complete a round robin presentations just like we have done in the past.

You will work to provide peer feedback to the other groups in the class. Specifically, I want you to look for the common mistakes that we talked about yesterday. Do you see similar mistakes? If so, provide a specific and helpful comment to help the group revise. Do they do a good job of avoiding these mistakes? If so, what is one strength of their analysis and tell them why you feel like it is a particular strength? Remember, these comments are a component of the class we are working hard on.  I WILL BE GRADING THESE COMMENTS. You will get some points for this work. Please make sure and write your group number next to your comments.

DAY EIGHT: Assessment

Individual Revision for Assessment

Bring your group's Synthesis Spider back to your group and review the feedback you received. Think about how you could use this feedback to make your Synthesis Spider Analysis more nuanced and more thorough.

For the rest of today, your task is to individually revise your Synthesis Spider Analysis of the political commercial, making it the very best analysis that you can This means you need to actively work to improve on your group's spider - I need to see substantive changes. You will be turning in this Spider as an assessment grade. To do this, follow the steps below:

• Start a new Synthesis Spider

• Transfer the content from your group's Spider onto your own document

• Review the both the Common Mistakes list linked on Google Classroom and the peer feedback you received. 

• Revise your Spider so that it demonstrates your best understanding of the commercial and your best skills of an analysis. Remember, this time you will not be graded on effort, but actual skill. Please make sure you do this following:

  1. Make sure your main idea (the claim of the commercial) considers either the product or idea being sold, and the SPECIFIC reasons why

  2. Writing individual key details. Don't lump too much together or summarize half the commercial in one bubble. It will make it too hard to analyze the individual parts. Make sure you label each individual or small group of key details, so that it is clear which you are using together.

  3. Write complete connections. Remember that for each key detail or small group of related key details you need to articulate and LABEL both the work that the key detail(s) are "doing" and "how" it supports the main message:  "Doings" should be labeled with action verbs describing the function of the detail(s) and "Hows" should explain in detail HOW the function of the key details helps to support all or some of the main message 

  4. When you have finished, think critically about the message of the commercial you analyzed and the arguments used to support that candidate, this about HOW those arguments were made. With this in mind, evaluate the credibility of the commercial (how believable/trust worthy is the argument and the evidence). Then compose a paragraph that explains how credible you feel the message of the commercial is.  In your paragraph, articulate why you think so by referencing the specific criteria from the advertisement that you are using to make your judgment. 

• Turn in your paragraph and your revised Synthesis Spider the tray in the classroom.