This week’s readings for our Writing for Electronic Communities class at Rowan are Multimodal Discourse by Gunther Kress & Theo Van Leeuwen, and The Cognitive Style of Power Point: Pitching Out Corrupts Within by Edward R. Tufte.
Power Point by Tufte
I’ll start with the more readable text first, Tufte’s Power Point (PP) discussion. Perhaps everyone already knows what Tufte asserts in this book, however I have never read negative reviews of Power Point. At a basic level, I knew of the weaknesses of PP from many years of experience in the business world.
As Tufte says, PP has made it easy for someone to organize his or her thoughts (4) into a presentation. However, its design has severe limitations. Presentations delivered in PP usually leave the audience wanting more simply because there isn’t enough space on a PP slide to put a complete, coherent thought. Bullet points are the norm, and rarely do they capture the entire story.
It has been my frustrating experience on more than one occasion to attend a trade conference, only to have to choose between two or more presentations occuring at the same time. Afterward, when a colleague helpfully gives me the slides from the presentation, I find there are completely lacking. PP should never be used to report serious problems – Serious problems require a serious tool: written reports (14). I have never come to rely on PP to deliver an important analysis or proposal. I prefer the white paper approach (written report), with an executive summary as Tufte recommends (handouts showing words, numbers, data, graphics, images) on page 15. Using Tufte’s example, it is sad (and tragic) that the NASA engineers used the PP to report their findings and analysis on the potential damage to the Columbia during launch.
To summarize Tufte, PP has a few good points, but also is severely lacking as a report tool. The design of PP requires the user to pick a few bullet points – not necessarily the important points, and very prettily lay them out on a slide – complete with bells and whistles (phluff) to dazzle the audience. But, even during a presentation where the slides are merely supplemental to the talk itself, audiences can be bored as Tufte explains on page 15. ‘Thin content leads to boring presentations. To make them unboring, PP Phluff is added, damaging the content, making the presentation more boring, requiring more Phluff’ …a vicious cycle.
Multimodal Discourse by Kress & Van Leeuwen
I struggled with this text. There, I admit it. Instead of digging deep into the many theories presented, I’ll approach this at a high level. What was the goal of this book? What lessons or messages were Kress and Van Leeuwen trying to convey? I’ll give my spin, but I may be totally off base. If so, be gentle with me.
Contemporary communication has come to rely on more than written or spoken language. Technological advances have allowed and encouraged the comingling and codependence of many different types of media to convey a thought or idea conceived by the artist (broadly used). Previously, monomodality was the preferred method of communicating, for example, the genres of writing, painting, music were specialized, and not intermingled to express feelings and messages. (A picture is worth a thousand words).
More recently, this trend is reversing and artists, writers, musicians are using other genres to bring greater meaning to their work. Kress and Van Leeuwen mention community practice and interactivity as key. Artists (broadly used) may rely on specialists in other genres to complete their product, such as the writer bringing his or her story to the big screen or a video game. There are specialists to develop the screenplay, the set design, the costume design, the director and producer, the animation artist, the software code design and programming.
This is multimodal discourse. The blending of many genres to create a conversation or exchange of ideas. Kress and Van Leeuwen present these ideas, and then further discuss theory backward, forward and sideways. That’s where they lost me, however I do see the benefit in using the multimodal concept in every area where communication is necessary: business, education, government, medicine, arts, etc. Adding meaning to an idea through any available genre can help convey the message better. Maybe the challenge we face as the artist is to ensure it is done well, and doesn’t distract or detract from our meaning.
As an aside, what effect will the addition of taste, smell and touch have when technology enables these semiotic modes to be used?