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The dissemination of desktop publishing and web authoring software has allowed nearly everyone in industrialized countries to combine verbal and visual symbols into text. Serious multimodal projects often demand extensive teamwork, especially in the workplace. But how can collaboration engaging such different traditions of expression be conducted effectively? To address this question, Envisioning Collaboration traces the composing processes of expert graphic artists and writers preparing advertising campaigns to ...
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The dissemination of desktop publishing and web authoring software has allowed nearly everyone in industrialized countries to combine verbal and visual symbols into text. Serious multimodal projects often demand extensive teamwork, especially in the workplace. But how can collaboration engaging such different traditions of expression be conducted effectively? To address this question, Envisioning Collaboration traces the composing processes of expert graphic artists and writers preparing advertising campaigns to retain a vital national account. It examines the influences on individual and dyadic composing processes of what Csikszentmihalyi terms "the domain," in this case the disciplinary knowledge of advertising, and "the field," in this case the surrounding economic conditions and client, vendor, customer, and agency executive gatekeepers.
Based on a 460-hour participant-observation and intensive computerized data analysis, Envisioning Collaboration is the first book to meticulously examine collaborative creative processes at an award-winning advertising agency, including audience analysis, branding, collaborative "moves," power and conflict management, uses of humor, degree of mindfulness, and effectiveness. The findings indicate the role of concepts in generating common texts by artists and writers, the role of the visual in individuals' composing, verbal-visual rhetorical elements in processes and products, and which verbal-visual techniques were most generative. Findings are related to pertinent research in technical and business writing, rhetoric and composition, and some key research in visual design, communication, advertising, neurolinguistics, management, and psychology. The book concludes with a pedagogical/training unit incorporating "gateway activities" for effective verbal-visual composition and collaboration.
Intended Audience: Students, teachers, and researchers in undergraduate and graduate programs in technical communication, rhetoric and composition, business communication, advertising/strategic communication, graphic design, communication, and fine arts. Practitioners: technical writers, illustrators, and marketers; advertising copywriters, graphic artists, account executives, and managers; editors, trainers, and writing consultants.
CHAPTER 1: Introductory Framework and Overview
Overview of the Study and Completion of the Framework
CHAPTER 2: Ping-Pong, Part I: Collaborative Brainstorming of an "Insight-Intensive" Team
First Ad Concepting Session 2/14: Forming a Mental Picture
Summary of Artist-Writer Brainstorming
CHAPTER 3: Ping-Pong, Part II: Development, Elaboration, and Evaluation of Concepts by an "Insight-Intensive" Team
Neil's Composing Lines 2/14
February 15 Evaluation of Lines Meeting: Customer Supplants Client
Merging Pictures and Words: 2/16-2/22
Evolution of a Good Idea: The "Lawns are Our Life" Campaign
Tip-Ball Evaluative Meeting 2/22/02: "I'm Sure We'll See a Lawnmower in Here Real Soon"
Second Tip-Ball Meeting 2/27/02: "Romance the Product"
3/6 Tip-Ball Meeting: The End of the Lines and a New Assignment
CHAPTER 4: "We Had One Idea That We Liked a Lot": The Invention of a Preparation- and Evaluation-Intensive Team
Overview of Composing Processes
Preparation and Preliminary Ideas
CHAPTER 5: Less Divergence than Convergence: Analysis of a Preparation- and Evaluation-Intensive Team's Invention and the End of the Hunt
Summary of Artist-Writer Brainstorming
Concept Development and Tip-Ball, 2/15-22
2/22-27 Tightening Up
Verbal-Visual Cognition: Assimilation and Accommodation in the Dyadic Mind
CHAPTER 6: Collaboration Envisioned
Initial Verbal-Visual Invention Predominantly Concerned with Visual
Rhetorical Elements in Verbal-Visual Composing
Comparison of Sequences of Invention of Artist-Writer Teams
Comparison of Collaboration Styles: Assertive vs. Supportive
The Pause That Refreshes and Other Varieties: Comparison of Pauses in Dyadic Composing Processes
Dyad's Conflict Management beyond Dismissal Pauses
Efficient Principles of Concept Invention: Verbal-Visual Topoi
Audience Analysis by Dyads, Artists, and Writers
Mindfulness in the Collaborative Efforts
Dyadic vs. Large-Group Productivity
Contribution of the Study to Existing Models of Verbal-Visual Collaboration
The Roles of Concepts and Layout in Group Assimilation and Accommodation
Questions for Further Research
Recommendations for the Practice, Training, and Teaching of Verbal-Visual Collaboration
Mode of Representation
Locating the Ethnographer
List of Figures
List of Tables