Semantic dilemmas in interactive visual perception of the « website » object: an interplay of « ambiguous » mediatic metaphors
Semantic dilemmas in interactive visualperception of the « website » object: an interplay of « ambiguous » mediatic metaphors Pergia Gkouskou-Giannakou (CELSA, Paris IV) LUTIN (La Villette, Paris)
Research topic The relations of consistency/ambiguity between visual semiotic forms in a website and its semantic structure, through traversals and interpretations of site contents by the users
Isotopy and isotopy presumptions Isotopy : spotting the recurrent patterns in a sense- inducing system (phrase, expression, image, text). Isotopy presumption : extracting invariants from recurrent patterns (themes) in a text.
Hypothesis The visual forms in a pagescreen and the perception of links as metonymic indices generate an isotopy presumption (Klinkenberg, Rastier) Such expectations get expressed through metaphorizations from other media universes. This metaphorization process contains by its nature chains of transferts, d’inconsistencies, break-offs and transformations.
Fieldwork On three scientific/technical institutions’ websites: http://www.arts-et-metiers.net/ (Musée des Arts et Métiers) http://www.cite-sciences.fr/ (Cité de Science et de l’Industrie) http://www.onera.fr/ (Office National d’Etudes et de Recherches Aérospatiales - ONERA).
Analysis over a double grid Semiotechnic approach: Morphodispositional analysis (zoning) (Bertin, 1967) applied to the site’s pages Cartographic analysis on the site’s level Semiopragmatic approach: the object of the analysis in the actors’ discurse (designers, users) Semantic analysis seems closely linked to: The communication strategies of the site designers, the study of the medium (support) the continuity /discontinuity features of the users’ traversals of sites
…The adventures of a brochure : www.cite-sciences.fr
…The adventures of a brochure : www.cite-sciences.fr « It really goes like a pamphlet »…« But maybe this is because of flash, and because it’s like an ad » (O., 25 ans). « It could be, for instance, the summary of a booklet, it’s clear to me, we could print it out straight and maybe after this go searching in the Internet ». (O., 25 ans).
Isotopy : Institution activities Inherent isotopy : Inherent isotopy : Online presentation of Access to the online activities’ contents activities of the institution Connoted isotopy : Activities promoting: ↓ « Advertissementdocument » (« Brochure ») of the institution
Action frames and metaphor’s metonymic aspect Metaphoric concepts induce situation and action scenarii However, users’ discursive analysis allows to discover the processes of differentiation, evolution and of form mutation. Metaphors et metonymies are quite involved in a presumption interplay based upon metamorphosis of intermediatic codes
Conclusion and perspectives : integrating apparati ? Digital media constitute apparati (Benjamin, 1939) of « preparation of phenomena» that is media (milieux) defining not only the conditions in which the production of sense is deployed from an interactive situation, but overall specifying the systems that establish new relation forms between the « talking body » (the subjet) and its surrounding reality.