CHAPTER

EVALUATING MESSAGES AND/OR IMAGES OF DIFFERENT TYPES OF

DIFFERENT CULTURES

Introduction

In this era, media play a crucial role in our lives. Media inform, educate, and
entertain us. The pictures, videos, texts, and all the other forms of mass media shape
the way we think and how we look at our surroundings and influence the way we look
at the world.

The framework of Media Literacy serves as the foundation in critically

understanding the content of mass media. Guided by this framework, we can decipher
the intended meaning of the type of media presented.

In this module, we will analyze and evaluate messages, images, and other
media work using the framework of Media Literacy.

Learning Outcomes

At the end of this chapter, you should be able to:

a. analyze media messages and/or images using Key Concepts of Media Literacy
Framework; and
b. create a multimodal advertisement or project of a cause-oriented event.

Learning Content

Brainstorming….

Analyze the drawing and picture below. Generate ideas and concepts about the message
being conveyed by the pictures presented.

(Banuelos, M. (2018). Requirement in GEC4

 htps://www.spot.ph/newsfeatures/58712/10-ads-that-created-
controversy-2015-edition

Multimodal literacy is about understanding the different ways of knowledge

representations and meaning-making (Kress, et al., 2001). It focuses on the design of
discourse by investigating the contributions of specific semiotic resources (language,
gesture, images) co-deployed across various modalities (visual, aural, somatic). It also
deals with the interaction and integration in constructing a coherent multimodal text
such as advertisements, posters, news report, websites, and films.

Traditional Media Social

Media
Advertisement

Editorial Cartoon

Traditional Media

Social Media

Cope & Kalantzis (1999). Multiliteracies: A Design for

Social Futures. Routledge.
Key Concepts of Media Literacy (Center for Media Literacy, 2005)

Key Concepts Guide Questions in Media Keyword

Text Analysis

1. All messages are ● What kind of “text” is it? Authorship

‘constructed.’ ● What are the various
elements (building
blocks) that make up the
whole?
● How similar or different is
it to others of the same
genre?
● Which technologies are
used in its creation?
● What choices were made
that might have been
made differently?
● How many people did it
take to create this
message? What are their
various jobs?
2. Media messages are ● What do you notice… Format
constructed using a (about the way the message
creative language with its is constructed)?
own rules.
▪ Colors? Shapes?
Size?
▪ Sounds, Words?
Silence?
▪ Props, sets, clothing?
▪ Movement?
▪ Composition?
Lighting?
● Where is the camera?
● What is the viewpoint?
● How is the story told
visually? What are
people doing?
● Are there any symbols?
● Visual metaphors?
● What’s the emotional
appeal? Persuasive
devices used?
● What makes it seem
“real?”
3. Different people ● Have you ever Audience
experience the same experienced anything like
media message this in your life?
differently. ● How close is this
portrayal to your
experience?
● What did you learn from
this media text?
 ● What did you learn about
yourself from
experiencing the media
text?
● What did you learn from
other people’s response?
● From their experience of
life?
● How many other
interpretations could
there be? How could we
hear about them?
● Are other viewpoints
present?
● How can you explain the
different responses?
4. Media have embedded ● What kinds of behaviors / Content
values and points of consequences are
view. depicted?
● What type of person is
the reader / watcher /
listener invited to identify
with?
● What questions come to
mind as you watch / read
/ listen?
● What ideas or values are
being “sold” to us in this
message?
● What political ideas are
communicated in the
message? Economic
ideas?
● What judgments or
statements are mad
about how we treat other
people?
● What is the overall
worldview of the
message?
● What ideas or
perspectives are left out?
How would you find
what’s missing?
5. Most media messages ● Who’s in control of the Purpose
are organized to gain creation and
profit and/or power. transmission of this
message?
● Why are they sending
it?
● How do you know?
● Who are they sending it
to? How do you know?
● What’s being sold in this
 message? What’s being
told?
● Who profits from this
message? Who pays for
it?
● Who is served by or
benefits from the
message
– the public?

– private interests?

– individuals?

– institutions?

● What economic
decisions may have
influenced the
construction or
transmission of this
message?

https://www.thesun.co.uk/living/3681023/bic-sexist-pink-lighters/

https://twitter.com/fotyniners/status/956513219236909056/photo/1

1. Picture Analysis
a. Choose one picture and analyze its
contents using the Key Concept Questions.
b. Present your image evaluation through a
PowerPoint or video presentation.
https://metro.co.uk/2013/08/31/dunkin-donuts-apologises-following-backlash-over-

Assignment
racist-thai-advert-3944090/

Work in groups and think of a cause-oriented event that will address an issue in
your locality. Prepare a multimodal advertisement for that event.
a. Provide a brief description of the following:
- Your Cause & Beneficiary, Purpose of the Event, Target Audience to be invited
- Concept of the Multimodal Material (e.g. storyboard, illustration, flowchart, etc.)
- Outline of group members’ task & roles.

b. Your multimodal material must:

-For videos: 1 to 1.5 minutes
-For poster/print: A5
-Images, voice over, background music, words, symbols (if applicable)

a. Upload your presentation in our Google Classroom

Recommended learning materials and resources for supplementary reading

https://www.youtube.com/watch?v=-8jPJc5ZiHE

https://www.youtube.com/watch?v=wnSFq7dE3Zk

Flexible Teaching Learning Modality (FTLM) adopted

Online (synchronous)
Google classroom/ Moodle/ Facebook
Remote (asynchronous)
Module/ Worksheets

References

Kress, G., Jewitt, C., Ogborn, J., & Tsatsarelis, C. (2001). Multimodal teaching and
learning: The rhetorics of the science classroom. London: Continuum

Center for Media Literacy (2005). Key Concepts of Media Literacy. www.medialit.org

https://www.youtube.com/watch?v=-8jPJc5ZiHE

https://www.youtube.com/watch?v=wnSFq7dE3Zk
 COMMUNICATION AIDS
CHAPTER 5
AND STRATEGIES USING TOOLS OF
TECHNOLOGY

Introduction

In the previous lessons, we understand why there is a need for humans to

communicate. They do so for certain purposes. To achieve those purposes,
communication strategies will be used to obtain, provide, and disseminate information.
We already know how communication changed drastically with the aid of technology,
so it is important for people to take into account every aspect of how they are relaying
information. This is where communication strategies come into play.

In this module, you will learn the different communication aids and strategies
for media presentation and what is best to use in your presentations. This lesson is
important because it will help you to be more confident in making and presenting your
multimedia presentations.

Learning Outcome

At the end of this chapter, you should be able to:

a. convey ideas through oral, audio-visual, and/or web-based presentations for
different target audiences.
b. to determine the various presentation that are commonly used.
c. to evaluate the effective strategies in preparing and using these media when
communicating.
d. apply the strategies in making digital slides.

Learning Content

CREATING MULTIMEDIA PRESENTATION

Definition

Presentation Media – an independent presentation that contains information,

using slides, video, recordings and digital representations.

Using Computer Technology

1. Digital Slides – a presentation

software commonly using PowerPoint.
It allows computer users to display
information in multimedia presentation.
2. Real-Time Web Access – used to
demonstrate how to do something
special on the web such as researching
ideas and information.
A. Characteristics of Multimedia Presentation It’s presently being used to describe information
In preparing multimedia presentations for various
beingcommunication purposes,
available in search it soon
results as is as it has
important to consider the following: been published by its author. Examples of this
1. Multimedia presentations are visually oriented (displayed
are TwitteronoraFriendFeed
monitor orsearch.
projected
onto a screen)
2. They allow users to use different modalities such as:

VIDEO

PHOTOG ANIMA
RAPHS TION

MODALITIES

AUDIO TEXT

GRAPHICS

B. Special Features of Computer-Based Presentations

The following features of computer-based presentations are widely used and
are of great help to the users:

1. Custom navigation Printouts

Linking
between Can be made
slides, to into hard copy
other media, printouts or
and to the transparencies.
internet.

Uploadable

Can be
uploaded to
the web.
 C. Strategies Using Tools of Technology
Although the use of technology is personalized and creativity is required, the
following strategies are recommended for effective delivery of information and ideas:
● Keep it simple
● Emphasize your key ideas
● Show what you can’t say
● Use close up shots and other images
● Keep the number of images you present manageable
● Combine variety with coherence
● Use large lettering

D. Multimedia Presentation Tips

Here are some tips for your multimedia presentations to be more presentable:
1. Go for creativity. Create your own design. Try different combinations and let
your creativity flow.
2. Colors are nice. Flat colors are beautiful and contrast is your friend.
3. Use good fonts. Comic Sans and Georgia will do.
4. Text is evil. Too many texts in one slide exhausts the audience.
5. Images say more than a thousand words. Make the images more powerful.
6. Big is beautiful. Think big. Think bold.
7. Info graphics are amazing. Use simple info graphics.
8. Get inspired. Remember your ultimate goal.

Always remember these:

● 10-20-30 rule: 10 slides, 20 minutes, 30 font size
● 1-6-6 rule: 1 main idea, 6 bullets, 6 words per bullet
● 7-7 rule: 7 lines, 7 words
● 9Ps: Prior Proper Preparation Prevents Poor Performance of the Person
Putting on the Presentation.

Communication Aids

Communication Aids are visual support used to make presentation interesting

and effective. It is a great help to present the ideas clearly by highlighting the
significant information.

Communication Aids Examples

● PowerPoint – offers users many ways to display information from simple to
complex multimedia presentations.
 ● Prezi – a visual storytelling software alternative to traditional slide-based
presentation formats. Prezi presentations feature a map-like overview that lets users
pan between topics, zoom in on details, and pull back to reveal context.
● LinkedIn Slideshare – users can upload files privately or publicly in PPT,
Word, PDF, or OpenDocument format. Content can then be viewed on the site itself,
on hand held devices or embedded on other sites
● Brainshark – provides a web-based applications and products delivered via
software as a service to help companies improve sales effectiveness and
productivity.
● TED.com – an American media organization that posts talks online for free
distribution under the slogan “ideas worth spreading”.

Teaching and Learning Activities

● Online/Face-to-face discussion
● Question and Answer
● Peer critiquing

Flexible Teaching Learning Modality (FTLM) adopted

● Online (synchronous): Google classroom/google meet

● Remote (asynchronous): Modular

Assessment Tasks

Firming Up

In what ways can the different forms of communication (intrapersonal,

interpersonal, small group, public and mass) be enhanced with the aid of
technology? Write your answers in not less than 100 words and not more than 150
words.

Concretizing

Feature one of your cultural practices through a multimedia presentation.

Observe the guidelines for creating multimedia presentations. Ask one of your
classmates to critique your outputs. Use the criteria provided below.

CRITERIA Meets 10 points Meets 8 points Below 6 points

Presentation of ideas Key ideas are Some key ideas are not Few key ideas are
emphasized included in the present. Definition of
presentation terms are non-essential

Presentation of images Images included in the Some images still need Many of the images
presentation are to be identified and included are confusing
powerful, there’s no explained and others are not
need for further
 explanation relevant

Choice of font style Font style is simple and There are other font The presentation used
easy to read styles better than what too many different font
was used in the styles that are not
presentation. pleasing to look at.

Choice of font size Font size is big enough Font size should be a There are too many
to be seen from a far little bit bigger different font sizes used
distance in the presentation and
other slides have too
small font size of texts

Number of texts per The presentation The presentation is a bit The presentation is too
slide followed the rules and wordy wordy
guides in media
presentation

References

Adler, R., Elmhorst, J.M., Licas, K. 2012. Communication at Work: Strategies for Success in
Business and the Professions. NY: McGraw Hill.

Biber, D., Conrad S. 2009. Register, genre, and style. Cambridge: Cambridge University.

Chase, R., Shamo, S. 2013. Elements of Effective Communication. 4th Edition. Washington,
Utah: Plain and Precious Publishing.

Dainton, Zelly E. 2015. Applying Communication Theory for Professional Life. A practical
Introduction. 3rd Edition. Sage Publications.

Mooney, A, Peccei, J.S., La Belle S, et. al. (2010). Language Society and Power: An
Introduction, 3rd Edition. London: Routledge.