DOCSLIB.ORG

A Discourse Analysis of Important Apple Keynotes

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
A Discourse Analysis of Important Apple Keynotes A Discourse Analysis of Important Apple Keynotes Vítězslav Toř Bachelor's thesis 2018 ABSTRAKT Tato bakalářská práce se zabývá pěti významnými prezentacemi společnosti Apple, které se konaly v letech 2007 až 2017 za účelem představení nových produktů, propagace značky Apple a získání nových zákazníků. Cílem této práce je diskurzivní analýza jazykových prostředků prezentérů a komparativní a kontrastivní analýza v rámci sledování diachronních změn ve verbální a neverbální komunikaci. Klíčová slova: Diskurzivní analýza, diskurz, mluvený projev, jazykové prostředky, Apple, prezentace, Steve Jobs, Tim Cook ABSTRACT This bachelor thesis deals with five important Apple Keynotes which were held between years 2007 and 2017 in order to present new products, advertise the brand and acquire new customers. The aim of this thesis is discourse analysis of presenters’ language features and comparative and contrastive analysis within observation of diachronic changes in verbal and non-verbal communication. Keywords: Discourse analysis, discourse, speech, language features, Apple, Keynotes, Steve Jobs, Tim Cook ACKNOWLEDGEMENTS I would like to thank my supervisor Mgr. Hana Bellová, B.A. for the time she devoted to me, her suggestions, expert advices and patience. I would also like to thank my family, girlfriend and friends for their support. I hereby declare that the print version of my Bachelor’s/Master’s thesis and the electronic version of my thesis deposited in the IS/STAG system are identical. CONTENTS INTRODUCTION ...................................................................................................... 9 I THEORY ................................................................................................................ 10 1 DISCOURSE AND DISCOURSE ANALYSIS ............................................... 11 1.1 DISCOURSE .................................................................................................... 11 1.1.1 Spoken discourse ................................................................................. 11 1.2 DISCOURSE ANALYSIS .................................................................................... 11 1.3 CONTEXT ....................................................................................................... 12 1.3.1 Co-text ................................................................................................. 12 1.3.2 Context in advertisement ..................................................................... 12 1.4 COHESION AND COHERENCE .......................................................................... 13 1.4.1 Cohesion .............................................................................................. 13 1.4.2 Coherence ............................................................................................ 14 2 LANGUAGE ANALYSIS ................................................................................. 15 2.1 PRAGMATICS ................................................................................................. 15 2.1.1 Reference and inference ...................................................................... 15 2.1.2 Deixis .................................................................................................. 15 2.2 SYNTAX ......................................................................................................... 16 2.2.1 Semantic roles ..................................................................................... 16 2.2.2 Discourse markers ............................................................................... 17 2.3 SEMANTICS .................................................................................................... 17 2.3.1 New word formation ........................................................................... 17 2.3.2 Emotive expressions ............................................................................ 17 2.3.3 Metaphor ............................................................................................. 18 2.4 NON-VERBAL COMMUNICATION .................................................................... 18 II ANALYSIS ............................................................................................................. 19 3 CORPUS AND STRUCTURE OF THE ANALYSIS .................................... 20 4 APPLE KEYNOTES OVER THE YEARS .................................................... 21 4.1 SPEECH .......................................................................................................... 21 4.1.1 Cohesion .............................................................................................. 21 4.1.2 Syntax .................................................................................................. 24 4.1.3 Semantics ............................................................................................ 27 4.1.4 Pragmatics ........................................................................................... 29 4.2 VISUAL .......................................................................................................... 30 4.2.1 Steve Jobs’ clothes .............................................................................. 30 4.2.2 Presentations ....................................................................................... 31 4.2.3 Stage .................................................................................................... 32 4.3 NON-VERBAL COMMUNICATION .................................................................... 33 5 COMPARISON OF JOBS’ AND COOK’S KEYNOTES ............................. 35 CONCLUSION ......................................................................................................... 37 BIBLIOGRAPHY ..................................................................................................... 38 LIST OF ABBREVIATIONS .................................................................................. 41 LIST OF FIGURES .................................................................................................. 42 LIST OF TABLES .................................................................................................... 43 APPENDICES ........................................................................................................... 44 TBU in Zlín, Faculty of Humanities 9 INTRODUCTION The Apple Inc. is one of the biggest companies on the stock market with its market capitalization of $886.13 billion. Their symbolic product presentations called Keynotes are very popular events not only among their biggest fans, but also among general public. There are always several hundred attendees present at the Keynotes and a great amount of people watch either live broadcast or the video recordings of the presentations. Although the company could only upload their new products on their website or create video advertisements, they put a lot of effort into the presentations. These presentations usually take about two hours and the presenters do not only name the characteristics and features, but they also share the performance of the company in past months, describe the new product, share their feelings about the launch and the product itself and moreover they do live demonstrations of various new features. From the very beginning, most of the presentations were done by Steve Jobs, a Chief Executive Officer (CEO) and co-founder of the company, but later more Apple employees did present the products. One of the reasons to decide to do this kind of demanding presentations may be that language is the most common way of communication between human beings. The fact that the Apple managers have more personal interaction with their audience helps persuade them that the new product is better than the older models or better than the products made by their competition. The speakers describe the products through the language, moreover they reveal their feelings about the products intending for the audience to adopt them. This discourse analysis is divided into theoretical and practical part. The theoretical part begins with description what discourse, context, cohesion and coherence are. The introduction of pragmatic, syntactic and semantic point of view on the language analysis follows. The theoretical part also contains a description of non-verbal communication. In the practical part of the thesis the discourse analysis of the corpus and video recording is performed. The corpus, which is enclosed in the appendix, consists of transcriptions of five important Apple Keynotes, which took place during the past 11 years. Since all the presenters are trained professionals, the aim of this analysis is to analyze whether and how they use both verbal expressions and non-verbal signs to express themselves and persuade their fans, customers and potential customers about the quality of their products. TBU in Zlín, Faculty of Humanities 10 I. THEORY TBU in Zlín, Faculty of Humanities 11 1 DISCOURSE AND DISCOURSE ANALYSIS 1.1 Discourse The word discourse can have numerous meanings in various academic areas. In linguistics there are, according to James Paul Gee, two important meanings. He describes a discourse either as a sequence of sentences - all of the connections and relationships between sentences in speech or writing - or as a language-in-use. While studying language-in-use, the language should not be understood only as a grammar system, but also as a usage of sentences and utterances according to context. (Gee 2014, 17-19) Language is
Load more

Recommended publications
  • Fenwick Employment Brief
    Fenwick Employment Brief December 10, 2008 Victor Schachter Editor 650.335.7905 Mary Wang Contributor 650.335.7154 planning a workforce reduction: a brief checklist In current economic times, more and more companies are turning to “reductions in force” or “RIFs.” While RIFs can provide both short and long-term economic benefits, they are also among the most difficult events an attorney or human resources professional must oversee because of the emotional and economic impact they will have on employees, the myriad of complex laws that must be observed, and the enormous amount of work that is usually required in a very short amount of time. Thoughtful and careful planning is important not only to ensure compliance with legal requirements, but also help to minimize the adverse effects of a workforce reduction, further reducing the risk of lawsuits. The following checklist provides some practical guidance to assist employers in implementing a reduction in force and to minimize legal risks. This checklist does not address all the possible issues arising from a RIF and we encourage you to consult with counsel as part of your planning and implementation of a RIF. planning and construction of a layoff n Identify triggering events for layoff n Identify possible layoff alternatives (e.g., pay cuts, schedule reductions, temporary shutdowns and vacation/PTO drawdown, reduction of contractor headcount) n Identify affected sites and estimate number of affected employees for WARN and other analyses n Establish the RIF management team: Identify the individuals
    [Show full text]
  • Perspectives on Free and Open Source Software.Pdf
    Perspectives on Free and Open Source Software Perspectives on Free and Open Source Software edited by Joseph Feller, Brian Fitzgerald, Scott A. Hissam, and Karim R. Lakhani The MIT Press Cambridge, Massachusetts London, England © 2005 Massachusetts Institute of Technology All rights reserved. No part of this book may be reproduced in any form by any electronic or mechanical means (including photocopying, recording, or information storage and retrieval) without permission in writing from the publisher. MIT Press books may be purchased at special quantity discounts for business or sales promotional use. For information, please e-mail [email protected] or write to Special Sales Department, The MIT Press, 5 Cambridge Center, Cambridge, MA 02142. This book was set in Stone sans and Stone serif by SNP Best-set Typesetter Ltd., Hong Kong. Printed and bound in the United States of America. Library of Congress Cataloging-in-Publication Data Perspectives on free and open source software / edited by Joseph Feller . [et al.]. p. cm. Includes bibliographical references and index. ISBN 0-262-06246-1 (alk. paper) 1. Shareware (Computer software) 2. Open source software. 3. Computer software—Development. I. Feller, Joseph, 1972– QA76.76.S46P47 2005 005.36—dc22 2004064954 10987654321 My love, thanks and humble apologies go to my very patient and supportive family: Carol, Caelen, Damien, and Dylan. JF Arís as Gaeilge: Buíochas mór le mo chlann, Máire, Pól agus Eimear. Is mór agam an iarracht a rinne sibh ar mo shon. BF With heartfelt warmth, I dedicate this book to my wife, Jacqueline, and my two sons, Derek and Zachery, who bring meaning to everything I do.
    [Show full text]
  • Apple Debuts Discount Watch, but No New Iphones ... Yet 15 September 2020, by Michael Liedtke
    Apple debuts discount watch, but no new iPhones ... yet 15 September 2020, by Michael Liedtke its new iPhones at this time of year, but production problems caused by the pandemic have delayed their release until at least October. CEO Tim Cook didn't mention iPhones during Tuesday's one-hour presentation recorded at the company's massive, but now mostly empty, headquarters in Cupertino, California. The Apple Watch has never come close to rivaling the iPhone's popularity, but it does dominate the market for smartwatches. Canaccord Genuity analyst T. Michael Walkley estimates about 51 million Apple Watches will be sold this year, a 5% increase from last year. The research firm In this still image provided by Apple from the keynote GlobalData pegs Apple's share of the $64 billion video of a special event at Apple Park in Cupertino, smartwatch market at roughly 60%. Calif., Apple's Chief Operating Officer Jeff Williams unveils Apple Watch Series 6 on Tuesday, Sept. 15, The new discount model, called the Apple Watch 2020. Apple is introducing the cheaper version of its SE, will sell for $279 and be available beginning smart watch in its latest attempt to broaden the appeal of Friday. The price is a markdown from the $399 that its trend-setting products while more consumers are forced to scrimp during ongoing fallout from the Apple is asking for the next version of its higher end pandemic. (Apple via AP) watch, the Series 6. Apple watches have been selling for an average of $377, based on Walkley's calculations.
    [Show full text]
  • Apple Kicks Off Event; $1,000 Iphone Is Expected 12 September 2017, by Michael Liedtke and Barbara Ortutay
    Apple kicks off event; $1,000 iPhone is expected 12 September 2017, by Michael Liedtke And Barbara Ortutay on him with joy instead of sadness." The souped-up "anniversary" iPhone, which would come a decade after Jobs unveiled the first version, could also cost twice what the original iPhone did. It would set a new price threshold for any smartphone intended to appeal to a mass market. WHAT A THOUSAND BUCKS WILL BUY Apple CEO Tim Cook kicks off the event for a new product announcement at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez) Apple has kicked off a September product event at which it is expected to unveil a dramatically redesigned iPhone that could cost $1,000. With a photo of former Apple co-founder and CEO Steve It's the first product event Apple is holding at its Jobs projected in the background, Apple CEO Tim Cook new spaceship-like headquarters in Cupertino, kicks off the event for a new product announcement at California. Before getting to the new iPhone, the the Steve Jobs Theater on the new Apple campus, company unveiled a new Apple Watch model with Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP cellular service and an updated version of its Apple Photo/Marcio Jose Sanchez) TV streaming device. The event opened in a darkened auditorium, with only the audience's phones gleaming like stars, Various leaks have indicated the new phone will along with a message that said "Welcome to Steve feature a sharper display, a so-called OLED screen Jobs Theater." A voiceover from Jobs, Apple's co- that will extend from edge to edge of the device, founder who died in 2011, opened the event before thus eliminating the exterior gap, or "bezel," that CEO Tim Cook took stage.
    [Show full text]
  • Apple Awards $250 Million to Supplier of Glass for Iphones 17 September 2019, by Bruce Schreiner
    Apple awards $250 million to supplier of glass for iPhones 17 September 2019, by Bruce Schreiner "Apple and Corning's rich history dates back more than a decade and our partnership revolutionized glass and transformed the technology industry with the first iPhone," Jeff Williams, Apple's chief operating officer, said in a release. "This award underscores Apple and Corning's shared belief in the vital role that ingenuity plays in creating industry-leading products, and the pride that both companies take in applying American innovation and advanced manufacturing to solve some of the world's toughest technology challenges," he added. Wendell P. Weeks, Corning's chairman, chief This Oct. 22, 2018, file photo shows the iPhone XS, from executive officer and president, said the additional left, iPhone XR, and the iPhone XS Max in New York. investment will allow the Corning, New York-based Apple on Tuesday, Sept. 17, 2019, deepened its ties company to develop "groundbreaking new glass with a Kentucky manufacturing plant by awarding $250 innovations" while expanding its manufacturing million to support Corning Inc.'s continued work to capabilities. develop glass for iPhones and other devices. The award builds on the $200 million that Corning received from "Most importantly, our ongoing collaboration allows Apple's Advanced Manufacturing Fund in 2017, the tech giant said. (AP Photo/Richard Drew, File) us to create vital new capabilities for end users and continue pushing the boundaries of what is possible well into the future," he said. Apple on Tuesday deepened its ties with a Corning employs about 400 people at its Kentucky manufacturing plant by awarding $250 technology development and manufacturing million to support Corning Inc.'s continued work to operations in Harrodsburg.
    [Show full text]
  • Preliminary Injunctions in Non-Compete Cases
    G THE B IN EN V C R H E S A N 8 8 D 8 B 1 AR SINCE WWW. NYLJ.COM ©2009 INCISIVE MEDIA US PROPERTIES, LLC VOLUME 242—NO. 65 THURSDAY, OCTOBER 1, 2009 SOUTHERN DISTRICT CIVIL PRACTICE ROUNDUP Expert Analysis Preliminary Injunctions In Non-Compete Cases or employees who possess confiden- The Second Circuit has not yet sought to tial business information, the threat re-tool the longstanding standard operative of a preliminary injunction can make in this circuit for entry of a preliminary Fchanging jobs a highrisk proposition. injunction,7 and we do not read Winter as To prevent, or at least forestall, the loss of overruling the Second Circuit’s approach. confidential information to the competi- We do note, however, that Winter could be tion, employers occasionally seek prelimi- read to require consideration of the private nary injunctions, regarded as “one of the By ByAnd equities as well as the public interest in most drastic tools in the arsenal of judicial HowardEdward M.B. TheodoreJudith L. A. every case, including where the plaintiff remedies,”1 to enjoin departing employees EpsteinSpiro KeyesMogul has established both irreparable injury from working for competitors. The decision and a likelihood of success on the merits. whether to grant such relief generally turns A party must demonstrate either (1) a likeli- Many cases already consider these factors, on resolution of the tension between pro- hood of success on the merits of its claim or and thus, as a practical matter, Winter is tecting proprietary business information (2) “sufficiently serious” questions making unlikely to result in a significant change in on the one hand, and the strong public the merits “fair ground for litigation” plus Second Circuit law.
    [Show full text]
  • PART I: People & Strategy
    By Ken Luskin [email protected] October 28, 2014 PART I: People & Strategy The Brilliance of Steve Jobs was in building a team of geniuses Virtually everyone in the world knows that Steve Jobs was the driving force behind the success of Apple. Unfortunately, few of them understand that without the team of technical gurus Jobs assembled, his visions would not have become reality. Without a Microprocessor Brain, the iPhone would not exist Inside every “smart” computing device is a microprocessor, considered the brains of the device. When Jobs was creating what is now known as the iPhone, he needed a special microprocessor, which could make it through the day without draining the battery. Jobs first approached Intel, the company that was supplying the microprocessors for the entire MAC line. Intel was not interested in supplying a relatively low cost mobile chip, because the bean counters and FAB guys had no vision. So, Jobs built a team of top mobile microproprocessor engineers, licensed the ARM architecture, and created a chip that became the brains of the iPhone and iPad. Apple buys P.A. Semiconductor in 2008 to keep Apple’s microprocessors on the cutting edge With this acquisition Apple received a group of highly innovative engineers, including ex AMD employee Jim Keller. From a VentureBeat article: “Keller spearheaded the development of Apple’s custom mobile processors — including the A4 in the iPhone 4, the A5 in the iPhone 4S and iPad 2, and the A5X in the new iPad — all of which have managed to keep Apple’s mobile devices on the cutting edge.
    [Show full text]
  • Introduction to Free Software-SELF
    Introduction to Free Software Jordi Mas Hernández (coordinador) David Megías Jiménez (coordinador) Jesús M. González Barahona Joaquín Seoane Pascual Gregorio Robles XP07/M2101/02708 © FUOC • XP07/M2101/02708 Introduction to Free Software Jordi Mas Hernández David Megías Jiménez Jesús M. González Barahona Founding member of Softcatalà and Computer Science Engineer by the Professor in the Department of Tele- of the telematic network RedBBS. Universitat Autònoma de Barcelona matic Systems and Computation of He has worked as a consultant in (UAB, Spain). Master in Advanced the Rey Juan Carlos University (Ma- companies like Menta, Telépolis, Vo- Process Automatisation Techniques drid, Spain), where he coordinates dafone, Lotus, eresMas, Amena and by the UAB. PhD. in Computer Sci- the research group LibreSoft. His Terra España. ence by the UAB. Associate Profes- professional areas of interest include sor in the Computer Science, Multi- the study of free software develop- media and Telecommunication De- ment and the transfer of knowledge partment of the Universitat Oberta in this field to the industrial sector. de Catalunya (UOC, Spain) and Di- rector of the Master Programme in Free Software at the UOC. Joaquín Seoane Pascual Gregorio Robles PhD. Enigeer of Telecommunicati- Assistant professor in the Rey Juan ons in the Politechnical University Carlos University (Madrid, Spain), of Madrid (Spain). He has worked where he acquired his PhD. de- in the private sector and has al- gree in February 2006. Besides his so taught in the Computer Scien- teaching tasks, he researches free ce Faculty of that same university. software development from the Nowadays he is professor in the De- point of view of software enginee- partment of Telematic Systems En- ring, with special focus in quantitati- gineering, and has taught courses ve issues.
    [Show full text]
  • Webmethods Product Suite 9.8 Release Notes
    webMethods Product Suite 9.8 Release Notes Release 9.8 of the webMethods product suite represents a significant step towards the establishment of Software AG’s Digital Business Platform. In addition to expanding the webMethods cloud offerings, this major release improves developer productivity, supports key emerging standards, and makes business users more productive while also helping them make better decisions through improved analytics. Our goal with this release is to provide you with the agility to fully power your digital enterprise. Release Highlights Integration This release of the webMethods suite includes many integration enhancements. It includes advances in cloud integration, declarative template-based provisioning, ODATA support, hot deployment capabilities, advanced API management, and much more. The key features include: • webMethods Integration Cloud now enables the development of simple multi-step orchestration flows between any SaaS or on-premises applications, providing support for more complex integration patterns. • webMethods Integration Server now supports the Salesforce Lightning Connect standard, which is based on OData. This new standard enables applications hosted on Force.com to easily connect and access data from external sources using a simple point-and and-click model. • webMethods Integration Server offers native support for OData version 2.0. Native OData version 2.0 support enables a REST-based protocol for CRUD-style operations (Create, Read, Update and Delete) against resources exposed as data service. • Software AG Command Central allows provisioning of complex multi-server environments using declarative templates. Users can define environment-specific server mappings and configurations with the simplest possible set of configuration files. • Software AG Command Central encrypts passwords in templates using a secure shared- secret.
    [Show full text]
  • Apple: Iphone 4´S Antennagate
    Corporate Communication Master of International Trade, Transport and Communication University of Cantabria Apple: iPhone 4´s Antennagate The launch of the new iPhone 4 from Apple caused a huge stir all over the world, particularly in the United States in June 2010. The features improvement of the new smartphone went into the background when signal problems were detected. The simple answer that the company gave to their clients only increased the controversy. Finally, Apple had to apologize in public and compensate their customers. Apple Inc. Apple Inc. is an American multinational corporation headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software and personal computers. The company was founded on April 1, 1976, by Steve Jobs, Steve Wozniak and Ronald Wayne to sell a personal computer kit called Apple I, a computer unassisted designed by Wozniak. Since then, Apple has suffered many changes and currently it is the world's second-largest information technology company by revenue after Samsung Electronics and the world's third-largest mobile phone maker after Samsung and Nokia1. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012. Apple's marketing strategy is powerful and has made them the success story they are. They use unique marketing techniques as understanding and serving the customer better than anyone else, making sure every little thing serves always and everywhere. Apple is not limited to cover only the need of customers, they also are capable of creating demand with innovating products that does not exist on market.
    [Show full text]
  • American Political Thought Course Syllabus Fall 2018 MW 12:20-13:35 WH 302 PROFESSOR INFORMATION
    Department of History and Social Sciences American Political Thought Course Syllabus Fall 2018 MW 12:20-13:35 WH 302 PROFESSOR INFORMATION Professor Dr. Guillaume Bogiaris Email Address [email protected] Phone 205-652-3458 Fax 205-652-3589 Office Location WH 307-E Office Hours MW 9am to 12 noon & TUE-THU 9:00am-11am COURSE DETAILS Course Description Emphasis on the theoretical background to the founding and current operation of the American Government. Credit Hours 3 credit hour(s) Prerequisites PS 110: American Government DEPARTMENT STUDENT LEARNING OUTCOMES (SLO’s) 1. Students will demonstrate facility in, and respect for, historical and political science methodology. 2. Students will understand how to make value judgments and comparative assessments about empirical data. 3. Students will understand how to make value judgments and comparative assessments of secondary source materials. UWA Syllabus Template for COLA: Updated – 02/12/2018 - Page 1 4. Students will demonstrate their ability to organize and conduct original historical and political science research. 5. Students will produce written work that critically interprets political science data. 6. Students will demonstrate an ability verbally to explain the significance of their own and political science research. 7. Students will show they can assess historical events and developments through time COURSE LEARNING OBJECTIVES (CLO’s) -To provide an overview of the field of American political thought and its relevant contemporary issues. -To provide students the opportunity to understand issues related to political theory as it pertains to American Political Thought. -Gain an appreciation of the complexities within American political philosophy -Articulate the moral, ethical and political issues relevant to the study of American government COURSE DESCRIPTION Political Science seeks to explain phenomena based on data about political behavior, economics, social configurations, and more.
    [Show full text]
  • Vdirsyncer Documentation Release 0.18.1.Dev82+Gdb6da70
    vdirsyncer Documentation Release 0.18.1.dev82+gdb6da70 Markus Unterwaditzer Sep 22, 2021 Users 1 When do I need Vdirsyncer?3 2 Installation 5 3 Tutorial 9 4 SSL and certificate validation 15 5 Storing passwords 17 6 Syncing with read-only storages 19 7 Full configuration manual 21 8 Other tutorials 31 9 Known Problems 39 10 Contributing to this project 41 11 The Vdir Storage Format 45 12 Packaging guidelines 47 13 Support and Contact 49 14 Changelog 51 15 Credits and License 65 16 Donations 67 Bibliography 69 Index 71 i ii vdirsyncer Documentation, Release 0.18.1.dev82+gdb6da70 • Documentation • Source code Vdirsyncer is a command-line tool for synchronizing calendars and addressbooks between a variety of servers and the local filesystem. The most popular usecase is to synchronize a server with a local folder and use a set of other programs to change the local events and contacts. Vdirsyncer can then synchronize those changes back to the server. However, vdirsyncer is not limited to synchronizing between clients and servers. It can also be used to synchronize calendars and/or addressbooks between two servers directly. It aims to be for calendars and contacts what OfflineIMAP is for emails. Users 1 vdirsyncer Documentation, Release 0.18.1.dev82+gdb6da70 2 Users CHAPTER 1 When do I need Vdirsyncer? 1.1 Why not Dropbox + todo.txt? Projects like todo.txt criticize the complexity of modern productivity apps, and that rightfully. So they set out to create a new, super-simple, human-readable format, such that vim suffices for viewing the raw data.
    [Show full text]