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Chapter 4 - Evaluation of Texts & Images in Multicultural Contexts

1) The document discusses the importance of being a critical reader/thinker when evaluating texts and images in multicultural contexts. It involves closely studying relevance, validity, logic, and how the message is conveyed. 2) Qualities of critical readers include being inquisitive about various issues, open-minded, understanding of different views, fair-minded, and willing to reconsider views. 3) When evaluating images, it is important to identify the source, interpret contextual information, and understand implications through content analysis, visual analysis, and technical quality.

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Ramcez James Letranfat
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282 views

Chapter 4 - Evaluation of Texts & Images in Multicultural Contexts

1) The document discusses the importance of being a critical reader/thinker when evaluating texts and images in multicultural contexts. It involves closely studying relevance, validity, logic, and how the message is conveyed. 2) Qualities of critical readers include being inquisitive about various issues, open-minded, understanding of different views, fair-minded, and willing to reconsider views. 3) When evaluating images, it is important to identify the source, interpret contextual information, and understand implications through content analysis, visual analysis, and technical quality.

Uploaded by

Ramcez James Letranfat
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Evaluation of Texts &

Images in Multicultural
Contexts
Critical Reader/Thinker
• Involves studying and evaluating the text closely in
terms of relevance, validity and logic.
• Examines not only what message is conveyed but also
how the message is conveyed as well as its purpose,
target audience, and other ways of presenting it.
• Requires you to be an investigator and break down a
text to appreciate and understand better.
Qualities of a Critical Reader
• Inquisitiveness with regards to a wide range of issues
• Concerned to become well- informed
• Open-mindedness regarding divergent world views
• Understanding the opinions of other people
• Fair-mindedness in appraising reasoning
• Honesty in facing one’s own biases, prejudices,
stereotypes or egocentric tendencies
• Willingness to reconsider and revise views
Reference (insightassesment.com)
Evaluating a Text
1.Simplicity
2. Specificity
3. Structure
Evaluating Images
• It is important to critically evaluate images you use for research
study and presentation images.
• Visual analysis is an important step in evaluating an image
1. Identify the source
2. Interpret contextual information
3. Understand implications
• Content Analysis
• Visual Analysis
• Technical quality
• Contextual information
Reference (purposivecommunication.news.blog.com)
Critical Awareness of Language

It argues that the ability to


understand how language functions,
to think about it in different ways
that is crucial to understanding
society and other people.
•The power, persuasion and how
people live together, a conscious
engagement with language is
necessary, That is, critical thinking
about language can assist in resisting
oppression, protecting the powerless
and building a good society.
•The goal of a critical reading is to
examine not only what message is
conveyed but how the message
conveyed as well as its purpose ,
target audience and other ways
presenting it .
What’s
wrong with
the picture?
Racist Ads, Commercials That Promote
Negative Images of Black People
Nivea suggested Blacks needed
to re-civilize themselves in a
2011 campaign for shaving
cream. The promo showed a
well-dressed and clean-shaven
Black man throwing the head of
a not-so clean-shaven Afro-
wearing male.
https://atlantablackstar.com/2013/11/19/9-racist-ads-
commercials-that-promote-negative-images-of-black-people/
5/
What’s wrong with the
picture?
In 2011, Dove released an ad
with magnified images of clean
and unclean skin as the
backdrop to three women of
different skin colors.
In a timeline from the left to
right, there is a Black woman
directly under the image of
unclean skin, a biracial woman in
the middle, and a white woman
directly under the image of
clean skin.
Above the images are the words
“Before” ————> “After.”
https://atlantablackstar.com/2013/11/19/9-racist-ads-
commercials-that-promote-negative-images-of-black-
people/5/
Homework ☺
• Write a reaction paper regarding with the video of a commercial that
connotes negative images to black people.

• Visit
https://atlantablackstar.com/2013/11/19/9-racist-ads-commercials-th
at-promote-negative-images-of-black-people/5/

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