A comparison of “kids” sections in Aquarium websites Maddalena CrudeliLingua 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 Aquariumhttp:// om/ Virginia Marine Science Museum dex.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 x.flash4.html Monterey Bay Aquarium efault.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)Pathway New 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) Pathway New England Aquarium By rolling the mouse over the “for kids” item, a thematic expansion appears.

1) Pathway New 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) Pathway New England Aquarium Pathway to “teenagers” section Text and photos: realistic approach

1)Pathway Monterey 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) Pathway Monterey 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-section New 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-section New England Aquarium This section encourages an active attitude. Hands-on approach.

2) “Activities” sub-section Monterey 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-section Monterey 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 genre Use of cartoon-like genre appeals to the sense of fun and enjoyment of the young viewer. Colour Use of colours as a semiotic resource attracts the eye of the viewer and contributes to create a playful environment. Creative font and language Use of creative font and direct language produces a friendly and readable text.

3) Interpersonal appeal Dynamic elements The 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 appeal New 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 appeal Monterey Bay Aquarium On mouse roll over the picture on the book cover moves. Cartoon-like icons. Bright colours.

Summary Table Indirect or direct aproach PathwayActivitiesInterpersonal level New York Aquarium IndirectLearning section. Programs for tour and activities. Realistic approach: dynamic photos. Virginia Marine Science Museum IndirectLearning section. Programs for tour and activities. Realistic approach: dynamic photos. New England Aquarium DirectLearning section. Hands-on activities. Cartoon-like pictures and animation. Monterey Bay Aquarium DirectLearning 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.