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 Heteroglossia

- Heteroglossia came from the words hetero meaning different, and glossa which
means tongue (Atchison, n.d.). It is a term introduced by the Russian linguist named
Mikhail Bakhtin in his work “Discourse in the Novel” in 1934. He used it to
describe the coexistence of varieties within a single “linguistic code” (Faisal, 2009).
In simpler terms, it is the diverseness of people’s point of view or perspective in a
given literary work.
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 Reciprocal Links
- According to Giovedi (2016), reciprocal links refer to the agreement between
people who maintain particular websites to provide a hyperlink within one’s own
website to each other’s site. Gioved also added that this is done in order to provide
the readers a quicker access to related sites and/or to show partnership between the
sites involved in the agreement.

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Figure 1. Article written by Digital Philippines (2013) linked the article written by Palit (2018). (Dizon, 2019).
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Figure 2. Palit linked the article of the other author in one of his works. (Dizon, 2019).

 Intertextuality
- Novak (2014) explained that intertextuality “denotes the way in which texts (any
text, not just literature) gain meaning through their referencing or evocation of other
texts.” The author further explained that once a text was read in the light of the
other text, the presumptions provided by the other text influences the way of
interpreting the actual text. Other authors expressed intertextuality as
“interdependent ways in which texts stand in relation to one another to produce
meaning” (Nordquist, 2019) and a term that “foregrounds notions of relationality,
interconnectedness and interdependence in modern cultural life” (Allen, 2011).

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Figure 3. Harry Potter fan fictions are written in the light of the original Harry Potter books. (Dizon, 2019)

3. EXAMPLES OF CAPTOLOGY
 5 A Day Adventures
- Dole Food Company in partnership with the Society for Nutrition
Education published and produced this interactive multimedia
technology which combined education and entertainment, the first
nutritional education CD-ROM program made for children (Wheelock,
1997). Its goal was to show the importance of eating the five portions of
fruits and vegetables people are recommended to eat for a healthy diet,
and to persuade children to make healthier choices about their food by
the use of singing and dancing characters which are personified fruits and
vegetables. It utilized computers as medium to make the children
experience how to make proper food choices in order to be healthy.

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Figure 4. Source: https://games.multimedia.cx/doles-5-a-day-adventure/

 Shopee
- According to Reyes (2017), shopee is a mobile-first social marketplace
where people can browse, shop and sell items anytime and anywhere. It
primarily makes shopping easier, secure and fuss-free for it combines the
authenticity of a customer-to-customer marketplace with payment and
logistical support. By reducing the complex activity of shopping into a few
predetermined steps, people are being persuaded to buy more and more
products from shopee.
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Figure 5. Source: https://www.geekypinas.com/2015/11/how-to-buy-sell-with-shopee.html

References
Allen, G. (2011). Intertextuality. Abingdon, Oxon ; New York: Routledge.
Atchison, J. (n.d.). Jacquelyn Atchison's Blog. Retrieved from Heteroglossia and Literary
Criticism: https://jacquelynatchison.wordpress.com/academic-essays/heteroglossia-
and-literary-criticism/
Giovedi. (2016, May 19). Hypermedia and hyperlink. Retrieved from RIBELLIPIZZINI - CLIL:
http://ribellipizzini.altervista.org/joomla/inglese/12-hypermedia-and-hyperlink
Mike, M. (2009). [Image]. Dole’s 5-A-Day Adventure.
Mike, M. (2009). dole-5-a-day-map.jpg [Image]. Dole’s 5-A-Day Adventure.
Nordquist, R. (2019). Intertextuality. Retrieved from ThoughtCo.:
https://www.thoughtco.com/what-is-intertextuality-1691077
Novak, S. (2014). Intertextuality As A Literary Device. Retrieved from thewritepractice:
https://thewritepractice.com/intertextuality-as-a-literary-device/
Ponce, W. (2015). Shop Safely With Shopee Guarantee [Image]. How To Buy & Sell With
Shopee? https://www.geekypinas.com/2015/11/how-to-buy-sell-with-shopee.html.
Ponce, W. (n.d.). geekypinas-shopee-ph-shop-06.jpg [Image]. How To Buy & Sell With Shopee?
Reyes, M. A. (2017). Retrieved from pressreader: https://www.pressreader.com/
Shaheed, F. (2009, August 30). Heteroglossia. Retrieved from Outside:
https://faisaltamal.wordpress.com/2009/08/30/heteroglossia/
Wheelock, V. (1996). Implementing Dietary Guidelines for Healthy Eating. Massachusetts: Jones
& Bartlett Learning.

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