The article 'Implied narratives in medical practice...' by Todd Oakley explores the idea of simulation semantics and a 'learning-for-doing' approach to medical print advertisements.
Oakley examines the way readers respond to 2 advertisements in a medical journal. He claims that these ads cause the reader to simulate their role as a GP by applying a healing narrative (illness -> diagnosis -> treatment -> cure) to the text which is why the advertisements are successfully persuasive.
The article deals with the creation of 'mental spaces' which are ideas and mindsets formed when a reader looks at a text. These various mental spaces include a 'grounding space', 'reference space and 'presentation space'. The conceptual blend of these spaces cause the reader to react in a certain way to the advertisements and acccount for the persuasiveness of these ads.
The article is very in-depth and uses academic terminology. It can be accessed via the library catalogue or via the online course guide.
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2 comments:
Hi madame media,
I really enjoyed your reading review presentation. It was well spoken and was intersting.I would like to find out some more about implied narratives of medical practice!
Hi Madame Media
A tough topic to cover but you did it well! I really like the way you broke down the whole reading into logical points and re-worked the complex language, to successfully convey meaning to an audience who has little background knowledge on the subject. This is a design and publication technique in itself and emcompasses issues of genre change including audience, context and purpose. The original reading performed a very different purpose, for a different audience in a different context and your adaptation of it to a presentation suitable for the class was very well done. You clearly understand the concepts and principles behind such a task.
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