Transduction and transformation of persuasion stages in a critic video about school system  

Oleh:

Ayu Indrayani, Sheira ; Sukyadi, Didi

Jenis: Article from Proceeding
Dalam koleksi: KOLITA 16: Konferensi Linguistik Tahunan Atma Jaya Keenam Belas Tingkat Internasional, page 446-450.
Topik: Transduction; transformation; stages of persuasion; semiotic resources; communication through video.
Fulltext: 446-450 Sheira Ayu Indrayani, Didi Sukyadi.pdf (603.8KB)

Isi artikel

In 2016, there was a viral video that criticized the standardized test applied to students. The topic is not a new thing in education, yet this video successfully provoked people to think and criticized the education system. The number of viewers and the comments on the speaker’s YouTube channel are the proofs of this success. This phenomenon leads the writer tried to find out how persuasion happened in that video. Additionally, persuasion skill is built. To build it, McGuire provides six stages of persuasion: exposure, attention, comprehension, acceptance, retention, and action. The writer looked for the data by repeatedly playing the video, choosing the excerpts which represent transduction and transformation processes in each shift of persuasion stages, then analyzing and describing visual, verbal, gestural, and spatial modes on the chosen excerpts. Therefore, to see the modes on the chosen scenes and to see how transduction and transformation applied in the shift of six persuasion stages stated by McGuire are the aims of this study. The findings show that there were the stages of persuasion shown by the speaker in the video through the appropriate use of spoken and written languages, the suitable examples and analogies, the precise gesture movements, and the proper spatial modes to reinforce the expected messages. Besides, transduction and transformation did occur while the speaker constructed persuasion.

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