“psychologists investigating perception are increasingly insistent that what is perceived depends...
TRANSCRIPT
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Cultural Rhetoric in the Writing
ClassroomBy
Rebecca Torres Valdovinos
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My Story
“Psychologists investigating perception are increasingly insistent that what is
perceived depends upon the observer’s perceptual frame of reference”.
Robert T. Oliver, “ Forward,” Philosophy, Rhetoric and Argumentation, ed. Maurice Nathanson and Henry W.
Johnstone, Jr. (University Park,
Pennsylvania, 1965), pp. x-xi
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By Robert B. Kaplan
The Theory of ContrastiveRhetoric
Language Learning. Cultural thought patterns in intercultural education. 16(1): 1-20.Rhetoric (1966)
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Three decades of research:
60’s - Kaplan discovered problem of L2 organization
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Designing curriculum based
on critical contrastive
rhetorical theory
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A Dynamic Model
Of L2 WritingBy P. K.
Matsuda
Cultural –organizational structures strongly influenced by background of the student
Linguistic – emphasizes the influence of the writer’s first language (L1) organizational structures
Educational Explanations – reviews the background of how writers developed their organizational skills
L1 writer is using a schematic code natural to their background while the native English reader is using theirs.
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• Language and writing are cultural experiences
• Linguistic patterns and rhetorical conventions from a first language often transfer to writing in ESL and can cause interference.
• When international students or bicultural students are made aware of their natural pattern they develop an awareness of this tendency in their own writing.
• When their linguistic / cultural tendencies are made clear, students can develop effective strategies for adapting to meet the expectations of the “target” language community.
• Awareness of cultural rhetorical patterns can help teachers support success of international/ bicultural students in academic courses.
Contrastive
RhetoricIn the
Classroom
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Application
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Reverse Engineering• Short text selection
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• Students compile linear information into paragraphs and essay
“Breakdown” the
context in a visual form,
example graphic
organizersAdvertising All Over the
World
• Recreate text using “outline form” Outline for Advertising All Over the World
I. Australian AdvertisementA. Energizer BatteriesB. “Jacko” – Australian
football heroC. Failed in US
a. Different customsII. Selling products is the goal
A. Advertising global B. New way to sellC.World becoming smaller
III. Problems with language and cultureA. CustomsB. New messages in ads
a. Translation doesn’t work
i.Example –Chevy Novaii.
Example – Brannif AirlinesIV. Different Styles of communication
A. Firms write new adsB. Exact words
a. U.S., Britain, Germany
C. Ads with feelingsa. Japan
Australian Advertisement
Selling products is the goal
Problems with language and culture
Different Styles of communication
Energizer Batteries
“Jacko”
Advertising global New way
to sellCustoms
New messages in ads
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This method prevents
plagiarism.
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." . . . A pedagogy of critical contrastive
rhetoric calls for the initiation of broad educational initiatives among
teachers, whether of writing or of subjects that require
writing, so that expectations are
situated within the multiple realities of
a myriad of students writing in English for numerous purposes .
. . " (R. Kubuta, Toward Critical Contrastive Rhetoric).