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PURPOSIVE-COMMUNICATION-003-v0.3

Lesson 5 focuses on evaluating messages and images from different cultures through the lens of media literacy, emphasizing the constructed nature of media messages and their embedded values. It introduces the Key Concepts of Media Literacy, which guide the analysis of media texts, and discusses the Rhetorical Triangle's elements of ethos, pathos, and logos for effective communication. The lesson also includes an assignment on observing text and image presentation in media related to various cultures.

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Esteban Aquino
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7 views

PURPOSIVE-COMMUNICATION-003-v0.3

Lesson 5 focuses on evaluating messages and images from different cultures through the lens of media literacy, emphasizing the constructed nature of media messages and their embedded values. It introduces the Key Concepts of Media Literacy, which guide the analysis of media texts, and discusses the Rhetorical Triangle's elements of ethos, pathos, and logos for effective communication. The lesson also includes an assignment on observing text and image presentation in media related to various cultures.

Uploaded by

Esteban Aquino
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Lesson 5

Evaluating Messages / Images of Different Types of Text Reflecting Different


Cultures (Regional, Asian, Western, Etc.)

Society is a group of people who live together in a structured way, sharing common interests, customs,
and laws, and who interact and cooperate to meet their needs and maintain a social order.

Media is the main means of mass communication (broadcasting, publishing, and the internet) regarded
collectively.

The Key Concepts of Media Literacy framework serves as a basis for developing a critical
understanding of the content of mass media, the techniques used and the impact of these techniques.
Also, the Key Concepts of Media Literacy can be very helpful in the written, spoken, or media work
conveying meaning to an audience. Text may use graphics, sounds and images in presenting
information. It may also be in oral, print, visual or electronic forms.

Media literacy is about understanding how media works and how it influences individuals and society.

The Center for Media Literacy (2005) outlines five key concepts that are fundamental to
understanding media literacy.

Key Concepts Guide Questions in Media Text Analysis


1. All media messages are constructed: 1. What is the message of the text?
Media messages are created by individuals or groups using 2. How effectively does it represent
specific techniques and tools. They are not naturally reality?
occurring but are carefully crafted to convey certain ideas or 3. How is the message constructed?
information.
2. Media have embedded values and points of view: 1. What message do you perceive from the
Media messages often reflect the values, beliefs, and text?
perspectives of their creators. They can promote certain 2. How might others understand it differently?
ideologies or viewpoints while omitting others. Why?
3. Each person interprets messages differently: 1. What lifestyles, values and points of
Audiences interpret media messages based on their own view are represented in the text?
experiences, beliefs, and backgrounds. This means that the 2. Who are what is missing?
same message can be understood in various ways by different
people.
4. Media have commercial, ideological or political 1. What is the purpose of the text?
interests: 2. Who is the target audience of the text?
Media messages are often influenced by underlying 3. Who might be disadvantaged?
commercial, ideological, or political motives 4. Who created the text and why?
Commercial Interests: Many media outlets and platforms
are profit-driven. Their content might prioritize
advertisements, partnerships, or sensationalism to attract a
larger audience and generate revenue. For example, clickbait
headlines are often used to drive traffic.
Ideological Interests: Media content can reflect certain
values, beliefs, or worldviews. These might be subtle, like the
portrayal of specific lifestyles or cultural norms, or overt, like
advocating for certain causes.
Political Interests: Media can be used as a tool to shape
public opinion, endorse political agendas, or influence
elections. News networks or social media platforms might
favor certain political parties, policies, or candidates.

5. Media messages are constructed using a creative 1. What techniques are used and why?
language with its own rules: 2. How effective are the techniques in
supporting the messages or themes of the text?
Each type of media has its own set of conventions and 3. What are other ways of presenting the
techniques that creators use to communicate their messages messages?
effectively. This includes visual, auditory, and textual
elements.

Most media messages are organized to gain profit and/or power: Many media messages are
designed to influence audiences in ways that benefit the creators, whether through financial gain,
political power, or social influence.

The Rhetorical Triangle is a concept developed by Aristotle to explain the three key elements of
effective persuasion in communication. These elements, often referred to as modes of persuasion, are
ethos, pathos, and logos. Here's how they work:

Ethos (Credibility) Pathos (Emotion): Logos (Logic)


This refers to the speaker's or This element appeals to the This focuses on reason and
writer's credibility and authority. audience's emotions and feelings. evidence, appealing to the
audience's logical and analytical
side.
It involves establishing trust with It is used to create empathy, It involves using facts, statistics,
the audience by demonstrating passion, or connection, often by data, and clear arguments to make
expertise, ethical behavior, and telling stories, using vivid imagery, a case.
character. or evoking sympathy or anger.
For example, a scientist discussing For instance, an animal welfare A lawyer presenting a well-
climate change may cite their advocate might share heart- organized case with compelling
credentials and years of research to wrenching stories of rescued evidence in court demonstrates
build ethos. animals to engage pathos. logos.

ETHOS
Credibility and
Ethics
🌍 Choose Green. Live Clean. 🌱
Ethos (Credibility): Endorsed by global environmental leaders and certified by trusted organizations like
EcoCert, our product stands as a symbol of integrity and sustainability.
Pathos (Emotion): Imagine a world where your children breathe cleaner air, play on greener earth, and thrive in
a sustainable future. By choosing our product, you're not just making a purchase—you're making a promise to
the next generation.
Logos (Logic): Switching to our eco-friendly product reduces your carbon footprint by 30%. Backed by years of
research, it delivers high performance without harming the planet.
Tagline: Because the Earth doesn't need us—we need the Earth. 🌏
When these three elements are balanced effectively, the communication becomes more persuasive and impactful.
Think of it as a triangle where each side supports the other to form a complete, strong structure.

The triangle serves as a tool for writers and speakers to analyze and improve their arguments by considering how
they can effectively address each of these elements. While all three elements are important, the specific emphasis
on each can vary depending on the audience, the purpose of the communication, and the nature of the argument.

Assignment #4: Printed – Short Coupon Band.


1. What are your observations or generalizations on how texts and/or images are presented?
2. In what ways should media present texts/images about various cultures?

>> Name, subject, schedule & time – Font size 15, Liberation Serif.
>> Assignment text – Font size 11, Liberation Serif

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