Evaluating

Messages and
Images of
Different Text
Types

RHEMLYNN JOY R. GONZALES,LPT

Instructor I
Department of Languages and Mass
Communication
Cavite State University – Imus Campus
 Learning Outcomes

At the end of the lesson, you are expected to achieve the

following:
1. Evaluate multimodal texts critically to enhance receptive
skills (i.e. listening, reading, viewing).
2. Convey ideas through oral, audio-visual and/or web-based
presentations for different target audiences in local and
global settings using appropriate registers.
3. Adopt awareness of audience and context in presenting
ideas.
English
Language
has become the most widely used
language for most purposes of
communication in international diplomacy,
business, science, education and
entertainment.
“Having here, or take away?”
vs
“Dine in, or take out?”
 Kirkpatrick (2007) proposes a
scale with two extremes
that characterize this
Extreme 1: The goal of national or regional
identity problem:

People use a regional variety of English with its specific

grammar, structure and vocabulary to affirm their
own national or ethnic identity (e.g. Only Filipinos use
the terms “senatoriable”, “congressman”, “dine in, take
out”, and “bedspacer”, among others, and use these
when communicating with other Filipinos).
 Extreme 2: The goal of intelligibility
Users of a regional variety should ideally still be readily
understood by users of English everywhere else in the
world to fully participate in the use of English as an
international language (e.g. Users of Filipino English have
to understand that they have to use “bin” instead of “trash
can” or “lift” instead of “elevator” when in a country using
British English).
The challenge is to find a good balance between the
identity-intelligibility extremes.

code-switching (i.e., using English and another language in the

same statement).

Balancing identity and intelligibility in code-switching is

indeed a delicate task, especially in multicultural and
multilingual settings like the Philippines. Here are some
strategies to strike a good balance between these extremes:
• 1. Understand Your Audience:
• Identify the Audience: Determine who your audience is. Are
you communicating with fellow Filipinos or an international
audience? Adjust your language accordingly.
• Assess Language Proficiency: Evaluate the language
proficiency of your audience. If they are fluent in the local version
of Filipino English, you can use it more freely. Otherwise, opt for a
more formal version.
• 2. Context Matters:
• Formality and Context: Match the formality of your
language with the context. In formal settings or
international communications, lean towards standard
English. In informal settings among locals, the local
version can be more prevalent.
• 3. Educate and Create Awareness:
• Educate Locals: If your audience includes locals who might not
be aware of the differences, educate them about the variations in
English and when to use each version.
• International Audience Awareness: Make international
audiences aware of the possibility of code-switching, so they can
better understand the context.
• 4. Use Non-Verbal Cues:
• Body Language and Tone: Use body language and tone to
convey nuances that might be lost in translation. Non-verbal
cues can help in enhancing understanding, especially when
words might be ambiguous.
• 5. Feedback and Adaptation:
• Seek Feedback: Be open to feedback. Ask your audience how
understandable your communication was. Constructive criticism
can help you adapt your language use.
• Adapt to Feedback: Based on feedback, adapt your language
use. If certain expressions were confusing, find alternatives that
balance identity and intelligibility better.
 The Power of
Words and Images
 Multimodality
A text or output is considered multimodal if it
uses two or more communication modes to
make meaning.

It shows different ways of knowledge The creation of multimodal texts and

representations and meaning-making, outputs requires a creative design
and investigates contributions of concept that orchestrates the purposive
semiotic resources (language, gestures, combination of text, color, photo, sound,
images) that are co-deployed across spatial design, language, gestures,
various modalities (visual, aural, animations and other semiotics, all with
somatic, etc.). the unitary goal of bringing meaning to
life.
 The poster is titled “Concert for Kids”, which is fund-
raising concert for the New Jersey (NJ) Kids
Foundation in the U.S.

The dominant photo is that of a guitar, suggesting

the music-inclined nature of the event. The use of
candies is suggestive of the concert’s beneficiaries,
who are kids with special needs. The use of various
colors adds to the notion on the playful nature of
kids.

The font used is also playful rather than sharp, and

the dominant color of light blue is light on the eyes,
as well as the other color palettes used in the poster.
Multimodality
This is a poster entitled “Run for Rio”, a run-for-a-cause
event organized for the benefit of the Philippine International
Volunteers for the 2013 World Youth Day which was held in Rio de
Janeiro Brazil.
The inclusion of the multi-colored bird, the official
mascot of that year’s World Youth Day, is crucial in juxtaposing it with
the actual text on top of the photo. Since Blue is used as the poster’s
dominant color, the multi-colored symbol is highlighted that even if
the onlooker fails to read the text, the purpose of the event will still be
obvious.
The same reason goes with the use of the silhouette of a
man running (suggestive of the nature of the event) and the Christ the
Redeemer statue on top of mountain (the symbolic representation of
Rio de Janeiro.)
The use of Red in the text for the amount and the running
distance puts attention to the event details without overshadowing the
other details. The inclusion of the biblical quote and the cross also add
to the religious motive of the event, thus making it coherent.
 In design, there is no
hard and fast rules, just

guidelines!
 In creating a multimodal text, the Purpose,
Audience, Context must all be considered.

Purpose
As to purpose, the creator of
Audience
As to audience, the nature,
the text must be clear on the interests and sensitivities of
message and the reason(s) why the target audience must be
the message has to be considered so the text will
delivered. not be offensive and hurt
people’s sensibilities.

Context
As to context, the message should be clearly delivered
through various semiotic resources, and in
consideration of the various situations where and how
the text will be read by different people having
different cultural backgrounds.
 Informative
Communication
Informative Speaking
● When people share knowledge about the world in which they
live
● Designed to educate audiences
● Answer questions about a topic, such as who, when, what,
where, why, how to and how does
● Achieve mutual understanding about an object, person, place,
process, idea, concept or issue
 Technique Use Example

To provide the audience

A diagram of the process of
members with a visual or
Presentation Aids making ethanol from
auditory memory of important
sugarcane
or difficult material

To give audience a second of

Repetition of campaign
third chance to retain
Repetition slogan in a political
important information by
advertisement
repeating or paraphrasing it
 Technique Use Example

Drawing is all about taking the time to

To help the audience master each step. In other words,
understand the mastering the art of drawing doesn’t
relationship between the happen in a day. Furthermore, it’s a
Transitions
ideas being presented skill that takes daily practice as well as
including primary and dedication to hone your craft. It’s
supporting information important not to burn yourself out, but
you need to stick with it.

“True love is like a pair of socks,

To create on emotional you have to have two, and they
Humor and other
memory link to important have got to match. So you and
emotional anecdotes
ideas your partner need to be mutually
committed and compatible.”
 Technique Use Example

“As you can see, useful goals are

To provide an easy SMART: S for specific, M for
Mnemonics and
memory prompt for a measurable, A for action-oriented,
acronyms
series or a list R for relevant and T for time-
bound. That’s SMART.”
Methods of Informing

● Description
● Definition
● Comparison and Contrast
● Narration
● Demonstration
● Visual Communication
● Using other visual and audio media
Informative Presentations: Delivery Methods

●Impromptu Speaking
●Extemporaneous Speaking
●Manuscript Speaking
●Memorized Speaking
 Typical
Method Brief Definition Advantages Disadvantages
Situations

Not rehearsed;
Flexibilty; can be
Speaking Responding to
complete disorganized;
without audience
Impromptu spontaneity; speaker has
preparation questions
freedom little time to
practice
 Typical
Method Brief Definition Advantages Disadvantages
Situations

Allows speaker
to develop
Giving a
expertise on a
speech that Researching, Most
topic; allows
has been organizing and classroom,
Extempo- structured
planned, practicing a professional
raneous spontaneity;
researched, speech is time and community
allows speaker
organized, and consuming presentations
to adjust to
practiced
audience
feedback
 Typical
Method Brief Definition Advantages Disadvantages
Situations

Speaker uses
Giving a Allows speaker written rather
Political
speech that to choose each spoken
speeches; a
Manuscript has been word precisely language,
valedictory
written out and time difficult to
speech
word for word exactly modify based on
audience impact
 Typical
Method Brief Definition Advantages Disadvantages
Situations

Allows speaker
Giving a to present Can seem
speech that speech without artificial; Short
Memorized has been notes; same requires ceremonial
committed to speech can be intensive speeches
memory presented practicing
many times
Classwork: Reflective
Analysis
Briefly explain your assessment of one of these
Ligo ads, with focus on how the semiotic features
add to the message.