Conferencia Dra. Ventola (Universidad de Aalto, Finlandia)

11/04/2014 - De 17:00 hasta 19:16

El Instituto de Lingüística de la Facultad de Filosofía y Letras (Universidad de Buenos Aires) tiene el agrado de invitarlos a la conferencia que la profesora Eija Ventola (Universidad de Aalto, Finlandia) dictará el próximo VIERNES 11 DE ABRIL A LAS 17:00 HORAS sobre el tema "The video as a meaning-making mode on company webpages - Case of Marimekko and Kone". La conferencia tendrá lugar en la sede del Instituto, y será de acceso libre y gratuito.

 

Resumen

This conference focuses on examining the way two Finnish companies, Marimekko and Kone, are currently employing the use of video as a meaning-making mode on their websites. Marimekko is a Finnish textile and clothing company which throughout its history has been famous for its colourful designs of its products, be it a dress, a decorative bowl or a mug, a table cloth and so on. Kone is a company that produces elevators, escalators and automatic doors for the building industry as well as services and maintains them. It may be assumed that the former company has due to its design history put also videos into more varied use than the latter. The conference studies the web pages in terms of the number, the typeness of videos and how the semiotic modes work in them. The questions asked and the methods of analysis rely on the systemic-functional approach to multisemiotic analysis. What are the functions of videos in the webpage design? Can we recognize particular film genres in the videos? Are videos mainly used for representational purposes of product launching or, for example, employed to show the corporate responsibility issues? To what degree are products the main focus and to what degree the company and its operations on the videos? And how is representational function manifested? Further, interpersonally, how are the readers of the webpage enticed to view the video? Finally, compositionally, the conference explores to what extent other modes are combined with the video and how they co-operate; in other words, to what extent is the rest of the webpage entwined with the message creation with the video and what seem to be the benefits for the companies using the various semiotic combinations? The results of the study are discussed in relation to the communication strategies of the companies.

 

Bionota

La doctora Eija Ventola se desempeña como profesora en la Facultad de Economía de la Universidad de Aalto (Finlandia). Sus intereses incluyen el desarrollo de los aspectos teóricos y metodológicos de los estudios de lengua y lingüística con otras modalidades semióticas; es decir, los aspectos multimodales y multisemióticos que se utilizan para cualquier tipo de comunicación, ya sea en contextos empresariales o en situaciones cotidianas.