Evaluating Messages of Different

Types of Texts Across Cultures

©Baradillo et al. (2018). Purposive Communication.

11/8/20 1
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING

• What a Multimodal text is (O’Brien, 2018)

Multimodal is defined in the Australian Curriculum as
the strategic use of ‘two or more communication modes‘
to make meaning.
For example image, gesture, music, spoken language,
and written language.
© Baradillo et al. (2018). Purposive communication.
11/8/20 2
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING
While the development of multimodal literacy is strongly
associated with the growth of digital communication technologies,
multimodal is NOT synonymous with digital.
• A multimodal text can be paper – such as books, comics, posters.
• A multimodal text can be digital – from slide presentations, e-
books, blogs, e-posters, web pages, and social media.
• A multimodal text can be live – a performance or an event.
• A multimodal text can be transmedia– where the story is told using
‘multiple delivery channels’ through a combination of media platforms .
© Baradillo et al. (2018). Purposive communication.
11/8/20 3
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING
Examples of multimodal texts
Video Advocacy Campaign (VAC)

Remember:
Video advocacy: Video for a reason, not about something.
“Advocacy” refers to the process of bringing about change in policies, law
or people’s behavior and attitudes.
“Video advocacy” is about using visual media as strategic tool to engage
people to create change.
© Baradillo et al. (2018). Purposive communication.
11/8/20 4
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING
Public Service Announcement (PSA)
• What it is and how to make one (Bell, 2010)
A PSA is any message that promotes the programs, services, or activities like
those of your local or national governments or any non-profit organizations.
PSAs can:
• create or raise awareness about an important topic,
• show the importance of a problem or issue,
• convey information, or
• promote a behavioral change.
© Baradillo et al. (2018). Purposive communication.
11/8/20 5
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING

Here is how you can get started:

1. Choose your topic.
Pick a subject that is important to you, as well as one you can
visualize. Keep your focus narrow and to the point.
2. Time for some research.
You need to know your stuff! Try to get the most current and
up to date facts on your topic. Statistics and references can add
to a PSA.
11/8/20
© Baradillo et al. (2018). Purposive communication.
Malabon City, Philippines: Mutya Publishing House, Inc.
6
 ENDURING UNDERSTANDING
3. Consider your audience.
Are you targeting parents, teens, teachers or some other social
groups? Consider your target audience's needs, preferences, as
well as the things that might turn them off.
4. Grab your audience's attention.
You might use visual effects, an emotional response, humor, or
surprise to catch your target audience. Be careful, however, of
using scare tactics.
© Baradillo et al. (2018). Purposive communication.
11/8/20 7
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING

5. Create a script and keep your script to a few

simple statements.
A 30-second PSA will typically require about 5 to 7
concise assertions. Highlight the major and minor points
that you want to make.

© Baradillo et al. (2018). Purposive communication.

11/8/20 8
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING

6.Storyboard your script.

7.Film your footage and edit your PSA.
8.Find your audience and get their reaction.
How do they respond and is it in the way you expected? Your
goal is to call your audience to action.
Remember: Through a Public Service Announcement, you
can bring your community together around a subject that is
important to you. © Baradillo et al. (2018). Purposive communication.
11/8/20 9
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING

• Target your intended audience.

• Take advantage of your interests.
• Practice important critical thinking and literacy skills
because you will be spreading important social,
economic, and political topics.

© Baradillo et al. (2018). Purposive communication.

11/8/20 10
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING

Media Campaign (MC)

What is an MC and how to make one?
Cambridge Business English Dictionary defines
Media Campaign as a planned series of newspaper
articles, television interviews, etc. that are intended
to achieve a particular aim.
© Baradillo et al. (2018). Purposive communication.
11/8/20 11
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING

To conduct a media campaign, you need to answer the

following questions:
• Why are you doing it? What is the overall purpose of the
campaign? (To reduce the risk factors for heart disease in
a particular community.)
• Who is your target audience? Who do you want to reach?
(Communities at risk for chronic disease, or policy makers
who can make changes in the local environment.)
© Baradillo et al. (2018). Purposive communication.
11/8/20 12
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING

• What is your message? What do you want people to

learn? What myths are you trying to correct?(creating a
“walkable neighborhood” will help build a healthier
community.)
• How will you deliver the message? Who will deliver the
message? (the public health director, the chair of a
community advisory committee, or a well- respected
community leader.)
© Baradillo et al. (2018). Purposive communication.
11/8/20 13
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING

• When will you do it? Look for timely opportunities to get

the message out. (The kick-off of a new project, the
release of new data, or Heart Month.)

© Baradillo et al. (2018). Purposive communication.

11/8/20 14
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING

Evaluating messages in a multimodal text

• Evaluating messages/images is necessary to check the
truth, accuracy and relevance of any information you're
reading, seeing or hearing.
• Messages are constructions. Someone thinks long and
hard about any print or electronic message that is
produced:
© Baradillo et al. (2018). Purposive communication.
11/8/20 15
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING
• Messages represent social reality. Each message
presents a picture of “a” world — that world may or may
not match the world in which you live.
• Different people respond differently depending on their
attitudes, life experiences, needs, knowledge and more.
• Messages have unique forms, language, symbols and
other features. The type of message determines the
form, language, symbols and images that are used in it.
© Baradillo et al. (2018). Purposive communication.
11/8/20 16
Malabon City, Philippines: Mutya Publishing House, Inc.
Key Points Details
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
_______________________________________________________
____________________________________________
Insights
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

© Baradillo et al. (2018). Purposive communication.

11/8/20 17
Malabon City, Philippines: Mutya Publishing House, Inc.
 ENDURING UNDERSTANDING
Answer the following guidelines in
evaluating a multimodal text.
a. What is the message?
b. What is the purpose of the message?
c. How is the message conveyed by the text
and/or image?
d. Who is the target audience of the message?
e. What are other ways of presenting the
message?
11/8/20
© Baradillo et al. (2018). Purposive communication.
18
Malabon City, Philippines: Mutya Publishing House, Inc.