Exercise: Voyant Visualization
You’ve started to explore the data mining and word cloud tool, Voyant (http://voyant-tools.org). For next week’s exercise, complete a search of your food mega brand, using the following online archives:
- Advertising Age (advertising discourse): http://adage.com
- Food Technologies (food technologists discourse): http://www.ift.org/food-technology.aspx (make sure to scroll down to the middle of the page for the Search Tool)
- Academic Search Premier-EBSCO (scholarly discourse): http://openurl.library.uiuc.edu/sfxlcl3?sfx.ignore_date_threshold=1&rft.object_id=17160000000000013
- Part A: For each map, note what concepts, terms, or phrases are emphasized: Which stick out or surprise you? Now: Compare your 3 discourse maps with one another. Taking into account the 4th corporate discourse map/word cloud you produced in class earlier (using your company's Annual Reports), compose 1-2 paragraphs reflect on what differences you note. What questions do they prompt you to generate? Make sure to include the link to the 4 maps you generated.
- Part B: Consider the assigned chapters (Intro, Ch. 2-7) from Michael Pollan’s the Omnivore’s Dilemma. Compose 1 paragraph summarizing at least 4-5 different ways he traces the role of corn in the contemporary food system.
- Part C: Now consider your discourse maps: with each map, come up with an imaginary “title” for 4 chapters in an imaginary book you'll author covering the development of your Food Brand. In 1-2 paragraphs, briefly explain your titles.
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