a comparison of “kids” sections in aquarium websites maddalena crudelilingua inglese c.p. a.a....

A comparison of “kids” A comparison of “kids” sections in Aquarium sections in Aquarium

websiteswebsites

Maddalena Crudeli Lingua Inglese c.p. A.A. 2005/06

• The websites of these big aquariums enable a cyber-viewer to admire the enormous biodiversity of our oceans, and are an insight on mankind’s effort to save many endangered species that live in the sea world.

Different approaches towards a kid’s world

Indirect approach

Direct approach

Examples of indirect approaches

New York Aquarium http://www.nyaquarium.com/

Virginia Marine Science Museum

http://www.vmsm.com/index.shtml/

New York Aquarium

On the homepage the kid is a

spectator, with a teacher/parent

next to him.

In the kids section there

are many programs for guided tours

and activities.Verbal approach: teachers and

parents are the targets.

Dynamic picture. Realistic visual modality.

Virginia Marine Science Museum

Kids as spectators again on the homepage.

A whole section only for teachers.

Realistic visual modality.Use of the sound of the sea in the

background.

Dynamic picture and caption.

Examples of direct approaches

New England Aquarium in Boston

http://www.neaq.org/index.flash4.html

Monterey Bay Aquarium

http://www.mbayaq.org/default.asp

Three relevant parameters:

1. Pathway from the home page to the “kids” section

2. “Activities” sub-section

3. Interpersonal level (relationship with the viewer)

What is a hypertext pathway?

• A hypertext pathway collects different semiotic modalities and genres, activities and meanings along the meaning-making trajectory created when users of websites create links from one web page to another.

• The trajectory is the trace of the progressive integration over time of the meaning-making resources that the user encounters.

(Baldry,Thibault 2006)

1) PathwayNew England Aquarium

The word “learning” tells

the user to start his pathway

towards the kids section

here. Intertextual

previous knowledge.

Ocean blue background

Marine life icons

The site’s target is also a young

viewer.

1) PathwayNew England Aquarium

By rolling the mouse over the “for kids”

item, a thematic expansion appears.

1) PathwayNew England Aquarium

Abstract approach of verbal menu.

The text encourages kids to make questions.

Creative text font.

See-for-yourself approach of visual cartoon-like menu.

1) PathwayNew England Aquarium

Pathway to “teenagers”

sectionText and photos: realistic

approach

1) PathwayMonterey Bay Aquarium

By rolling the mouse over the“Teachers

and Kids” link a sub-text pops up which is

a thematic expansion.

Marine life and Ocean blue

background.

Concise organization of

information, using icons and verbal captions.

Terms concern education.

1) PathwayMonterey Bay Aquarium

A set of items made up of dynamic and cromatic visual elements and

corresponding verbal captions and links,

which invite the viewer to explore. Different

activities for teenagers.

Teacher’s and kid’s sections

are both visible on the

screen.

Cartoon-like icon attracts the younger

kid’s attention.

2) “Activities” sub-sectionNew England Aquarium

Visual metaphor menu instead of a

verbal one. Paradigmatyc reading path.

Cartoon-like. Tridimensionality.

Dynamic elements on mouse roll over.

Text is an explicit invitation to

explore.

2) “Activities” sub-sectionNew England Aquarium

This section encourages an active attitude.

Hands-on approach.

2) “Activities” sub-sectionMonterey Bay Aquarium

Paradigmatic reading path: the viewer has

the possibility to choose different

features from a set of items made up of visual and verbal

elements.

Cartoon-like icons contain

dynamic elements, which encourage web-

surfing.

2) “Activities” sub-sectionMonterey Bay Aquarium

Music activities include downloading.

All sections are divided in age

groups.

2) “Activities” sub-section Monterey Bay Aquarium

Text and cartoon-like

pictures encourage an

active attitude.

Child-like drawing.

2) “Activities” sub-section Monterey Bay Aquarium

Bright colours and the big crayon are visual metaphors

of the colouring-in activity.

3) Interpersonal appeal

Cartoon-like genreUse of cartoon-like genre appeals to the sense of fun and

enjoyment of the young viewer.

ColourUse of colours as a semiotic resource attracts the eye of

the viewer and contributes to create a playful environment.

Creative font and languageUse of creative font and direct language produces a friendly

and readable text.

3) Interpersonal appeal

Dynamic elementsThe autonomous visual changes in some elements

on the page and the modification by mouse rollover of other features both show the object’s interactive potential and engage the viewer’s attention towards specific thematic domains that can be activated by clicking on these objects.

Covariate ties (Lemke, 1985): trasformed images share some features in common with each other. Because of this similarity they are members of a more general class of clickable objects with interactive and thematic potential.

3) Interpersonal appeal

All of these features are made to create a positive interpersonal response from the viewer.

3) Interpersonal appealNew England Aquarium

Use of cartoon-like pictures and speech

bubbles represents an interpersonal

approach to a special audience: children.

This is an example of an interactive game, which

gives kids the possibility to move the penguin. The

movement is accompanied by the penguin sound and a

speech bubble.

3) Interpersonal appealMonterey Bay Aquarium

On mouse roll over the picture

on the book cover moves.

Cartoon-like icons.

Bright colours.

Summary TableIndirect or direct aproach

Pathway Activities Interpersonal level

New York Aquarium

Indirect Learning section.

Programs for tour and activities.

Realistic approach: dynamic photos.

Virginia Marine Science Museum

Indirect Learning section.

Programs for tour and activities.

Realistic approach: dynamic photos.

New England Aquarium

Direct Learning section.

Hands-on activities.

Cartoon-like pictures and animation.

Monterey Bay Aquarium

Direct Learning section.

Hands-on activities.

Cartoon-like pictures and animation.

Contexts of application

• Promote the use of internet in primary schools.

• Introduce a kids section in other websites, like art and nature ones, to encourage young learners.