A proposal for exploring 'trust' in the promotional video of a Chilean Technology Transfer Office (Varas & Gerard, 2019)

Description: The video corresponds to the promotional video of the Direccion de Transferencia y Desarrollo, the Technology Transfer Office (TTO) of Pontificia Universidad Catolica de Chile (PUC). Each gif animation (15fps) corresponds to one shot (Iedema, 2001), captured using Giphy. During the video, Mr. Alvaro Ossa, Manager Director of the TTO, describes and explains, alternating with a voice-over, the organization's labor. Attitudinal semantic categories for valuation were based on the Appraisal system (Martin & White, 2005) developed within the socio-semiotics framework of SFL (see Oteiza 2017 for a clear description). For associating the visual resources with the semantic valuation categories, we carried out a interpretation exercise, using Kress & van Leeuwen (1996) micro analytical categories.

As you watch the video, you will see how attitudinal meanings are deployed along time in both oral and visual modes (in the left and right tables, correspondingly). After the video is fully loaded, you will be able to drag the video time bar (i.e. video-scrubbing) to consult meanings within a specific timespan (meanings will be highlighted in yellow in both tables). Also, if you hover the mouse cursor over the meaning realizations included in the tables, a short explanation supporting the attitudinal classifications will pop up. At the bottom, as you watch the video a table including a data-driven set of nine indicators for rebuilding the 'trustworthiness' construct will be filled in parallel with the visual meanings already classified in the above table.

Attitudinal logogenetics

Entity [I] institutions do human actions
[P] people representing the institutions do human actions
[+] positive valuation
[-] negative valuation
[MD]: Manager director voice
[VO] Voice-over
Judgement: social esteem -Social Esteem: normality (how special someone is)
-Social Esteem: capacity (how capable someone is)
-Social Esteem: tenacity (how resolute someone is)
Judgement: social sanction -Social Sanction: veracity (how truthful someone is)
-Social Sanction: integrity (how ethical someone is)
Appreciation -Reaction (how we react to evaluate sth)
-Composition (what is our perception regarding sth)
-Valuation (how we describe the value of sth)
Affect -(In)security (e.g. self-confident, secure, anxious)
-(Dis)satisfaction (e.g. fed-up absorbed)
-(Un)happiness (e.g. sad, happy)
-(Des)inclination: related to irrealis meanings (miss, long for, yearn for)

Attitudinal iconogenetics

Entity [+] positive valuation
[-] negative valuation
Judgement: social esteem -Social Esteem: normality (how special someone is)
-Social Esteem: capacity (how capable someone is)
-Social Esteem: tenacity (how resolute someone is)
Judgement: social sanction -Social Sanction: veracity (how truthful someone is)
-Social Sanction: integrity (how ethical someone is)
Appreciation -Reaction (how we react to evaluate sth)
-Composition (what is our perception regarding sth)
-Valuation (how we describe the value of sth)
Affect -(In)security (e.g. self-confident, secure, anxious)
-(Dis)satisfaction (e.g. fed-up absorbed)
-(Un)happiness (e.g. sad, happy)
-(Des)inclination: related to irrealis meanings (miss, long for, yearn for)

Data-driven set of indicators for rebuilding the trustworthiness construct: a still working-in-progress model

Scientificity Different items related to the academia are depicted, such as scientific articles, conference posters, fully equipped laboratories, bubbling flasks, scientists wearing white coats, etc. Institutionalism Institutional icons are depicted, e.g. religious statues (for example, in the case of Catholic universities), iconic buildings, logotypes, etc. These icons are able to adopt specific sets of values and believes, thus building trustworthiness. Innovativeness Participants (+/- human) are depicted as modern, futurist or `innovative`, e.g. complex architectural buildings, state-of-the-art scientific equipment, etc. Realia & Mise en scene A set of contextual images are shown. Two strategies were identified: realia and mise en scene. In realia, actions are shown as occurring in real time while in mise en scene people (specially workers) are depicted as `supposedly` working in their everyday environment. Pain & medicine Images related to a specific (social) problem are shown as well as images related to its corresponding solution (for example, a scientific technology, a particular toolkit or a particular service). Impact Benefits for society (target populations/users) or/and business are depicted, e.g. via animation. Testimony Participants' narratives, often in premier plan, are provided. Proximity People are depicted as maintaining some sort of close relationship, e.g. laughing together, patting sb's back, etc. Equality Possible differences are managed, e.g. racial, ethnic, gender, cultural or class differences may be depicted equally in number, screen time, etc. This indicator is often realized prosodically (i.e., the images expressing the indicator may be spread all along the text).