LESSON 3:

EVALUATING MESSAGES AND IMAGES OF A MULTIMODAL TEXT CAN EITHER BE ONE

OF THE FOLLOWING:
DIFFERENT TEXT TYPES
 Paper (books, comics, posters, brochures)
EVALUATING MESSAGES AND/OR  Digital (slide presentations, blogs, web pages,
social media, animation, film, video games
IMAGES OF DIFFERENT TYPES OF
 Live (performance or an event)
TEXTS REFLECTING DIFFERENT
 Transmedia (A story is told using multiple
CULTURES delivery channels through a combination of
platforms, such as comics, film, and video
games all working as part of the same story with
the same message.)

 WORLD ENGLISHES

English as a universal language IN CREATING A MULTIMODAL TEXT, THE

PURPOSE, AUDIENCE, CONTEXT MUST ALL BE
Examples: Indian English, West African English, CONSIDERED.

Singapore English, and Filipino English.  As to purpose, the creator of the text must be
clear on the message and the reason(s) why the


message has to be delivered.

 As to audience, the nature, interests and

Extreme 1: The goal of national or
sensitivities of the target audience must be
regional identity. considered so the text will not be offensive and
hurt people’s sensibilities.

 Extreme 2: The goal of intelligibility

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

GOOD BALANCE BETWEEN THE IDENTITY-

INTELLIGIBILITY EXTREMES Lesson 4: The Rise of New Media and Technology Aids
in Communication cultural background
 Identity

 Code-switching

 Intelligibility SOCIAL MEDIA USE

 has undoubtedly altered the world operates.

MULTIMODALITY
 A text or output is considered multimodal if it
uses two or more communication modes to
make meaning.
 highlights the significance of interaction and
integration in constructing a coherent text
 have changed the way people relate and
communicate with each other in the social,
economic, and political
 The exponential rise in the use of social media
can be partly attributed to the emergence of
technologies that enable modern communication
 5. Instagram (36%)
o FAST
6. Twitter (23%)
o CONVENIENT
7. Snapchat (13%)
o INTERACTIVE

3. Countries with most number of Facebook users

Some Interesting Statistics on Social Media Use
1. India (290 million)
 Here are a few interesting statistics on social 2. United States (190 million)
media use. All data are extracted from statista.com
as of July 2020. 3. Indonesia (140 million)

4. Brazil (130 million)

5. Mexico (89 million)

 Global digital population
6. Philippines (76 million)
 Active internet users – 4.57 billion
 Unique mobile internet users – 4.17 billion 7. Vietnam (64 million)
 Active social media users – 3.96 billion
 Active mobile social media users – 3.91 8. Thailand (50 million)
billion
9. Egypt (42 million)
1.Most popular social networks worldwide, ranked
by number of active users 10. Bangladesh (38 million)

1. Facebook (2.6 billion)  In a 2017 report by the Global Web Index,

around 42% of people use social media platforms
2. Youtube (2.0 billion) to stay in touch with what their friends are doing,
while 39% said they want to stay up-to-date with
news and current events.
3. WhatsApp (2.0 billion)

4. Facebook Messenger (1.3 billion)

 The other top reasons for using social media are

5. Weixin/ Wechat (1.2 billion)
filling up spare time, general networking with
other people, looking for entertaining content,
6. Instagram (1.1 billion)
sharing photos or videos, sharing one’s opinion,
7. TikTok (800 million) meeting new people, and researching or finding
out products to buy

2. Most popular social networks worldwide, ranked

by reach/ active usage penetration Responsible Use of Social Media

1. Facebook (63%) ~We all have a social responsibility!

2. Youtube (61%)

3. WhatsApp (48%) There are some practices for engaging in responsible

social media use and best practices for social site
4. Facebook Messenger (38%) etiquette.
1. You may not agree with everything or everyone you
encounter on social media networks, but treat each
person with dignity and respect. The Golden Rule of
treating others how you want to be treated is a good
practice.
2. Do not turn to social media as a way to harass,
demean, or bully someone else. Sitting in front of a
computer screen does not give you license to embarrass,
intimidate, or spread hurtful rumors about others.
3. Regardless of your privacy settings, keep in mind that
anything can possibly be seen by anyone at any time,
even by that person that you did not want to see it. Pause
before you post, think before you click.
4. Whether you're concerned with maintaining good
friendships or future job prospects, be responsible in
what you post and how it could affect your reputation.
Many employers now check up on job candidates' social
media accounts for evidence of bad behavior.
ENGLISH LANGUAGE
AND THE NEW MEDIA
What is new media?
 New media refer to highly interactive digital
technology. These are very easily processed,
stored, transformed, retrieved, hyper-linked,
searched for, and accessed.
 Generally, these can be classified as:
~ Blogs
~Social media
~Online newspaper
~Virtual reality
~Computer games
 Language in new media is sometimes referred to
as Computer-mediated communication
(CMC), though it may also be called any of the
following:
~Netspeak
~Computer-mediated discourse
~Digital discourse
~Electronic discourse e-communication
~Digitally mediated communication
~Keyboard-to-screen communication
This type of discourse or computer-mediated
communication can be described as:
 Vernacular
 Interpersonal
 Spontaneous
 Dialogical
Vernacular
It uses language that is common to people regardless of
age, social class, gender, or race
 It uses language that is common to people
regardless of age, social class, gender, or race
Examples:
 Acronyms
(Lol, yolo, fomo, bae) Initialisms (atm, rotfl, brb, btw,
hbd, idk, jk , af, nvm, tmi, tldr, ftw, g!) Emoticons/
emojis
 Expressions Punctuations
Hello? VS Hello?!? No. VS No? VS No!!! <3 ; </3 :-) ;)
Misspellings / Respellings
 Respelling is a resource whose use is subject to a
variety of factors, including users’
‘technoliteracy’, their considerations of audience
and purpose, and physical constraints of message
production (for economy and text entry reduction).
( cu, 2nyt, tom/2mrw, abt, y? )
 These increase insecurities in spelling, but also
tolerance towards typographical “errors”, which
are reinterpreted as outcomes of speedy text
production rather than indices of lacking
competence .

Interpersonal
~It is relationship-focused rather than subject-oriented.
This can be explained by the number of Group Chats
(GCs) a person has, and the number of individuals and
GCs a person engages simultaneously.
~The interpersonal nature of CMC is characterized by
the following:
 Turn-taking
 Topic development
 Back-channels
 Repairs
Spontaneous
~It is usually unplanned, unstructured, and sometimes
impulsive.
~This spontaneity also gave rise to Net Neologisms
through Lexical Creativity, such as the use of “b4n”
and “f2f”, or such terms as trolls, meme, hashtag, and
meh.
~These can be described as mediatized stylization and
popular representation.
Dialogical
~It carries expectation of continuous exchange. This is
why most media platforms have a “Reply” or
“Comment” option, while some have a “Leave a
comment” button, to ensure continuous interaction.
~The English language in the New Media is
 Brief
 Multimodal
 Ideological
Brevity
~Do you notice how much people put premium on
length and on the time it would take for them to read an
article in the net?
Brevity - concise and exact use of words in writing or
speech
Do you notice a similarity? Yes, both web articles found
in social media have a time element:
“2 MIN READ”, spelled in capital letters for easier
access. This means that they want readers to read the
article because “It’s just two minutes; it won’t take much
time.” That is a psychological conditioning, suggesting
that most readers want brief materials, thus making
brevity a characteristic of language in the new media.
Multimodality
~This refers to the layering of different digital media.
We all know that words are only ever part of the picture.
All texts, all communicative events, are always achieved
by means of multiple semiotic resources, even text-based
new media like instant- and text-messaging.
Ideologically-motivated
 New media is inherently ideological, especially
in terms of their political-economies of access and
control.
 They are used to control people, and they are
used to resist control. This is quite apparent, most
especially through the symbolic power of the news
and broadcast media.
 Language use is not simply a way of
communicating, but a powerful resource for
representing (or manipulating) its users, especially
the young people – so-called “digital natives”.
None of this is especially new; every generation
likes to “complain” about the next generation’s
communication practices.
 This is an important context in which language
can be seen taking place in and around new media,
and how it continues to evolve with every new
technological revolution taking place.
 among the business skills needed in the company for its
quality performance.
COMMUNICATION PLANNING

Type of information, Intended Recipient, format, timing

-Everybody in business needs it:
1. To inform
2. To persuade  to communicate details of information, discuss
3. To prevent misunderstanding strategies, map out plans, close business
4. To present a point of view or reduce barriers agreements, work in teams, and deal with
managers, employees, business partners, guests
Steps in Communication Planning or clients.

1.Research and analyze current situation.  to help you initiate personal plans, lead project
2.Establish goals and objectives (short and long term). undertakings, and solve pressing problems.

3.Identify the target audience (what they know, what  to demonstrate effective leadership, efficient
influences them, communication impediments, etc.). transaction, quality performance, and excellent
productivity.
4.Conceptualize on key messages.

5.Strategize on communication styles and platform(s). Pressing Challenges in Workplace Communication

6.Evaluate and anticipate.
One of these is the team communication issues and
problems among people at work. Common cases being
Communication Strategies in Tech-based encountered are those with coworkers:
Communication
(1) losing trust with others
~Modern technology did not only usher in new forms of
language used in new media, but also paved the way on (2) poor cooperation among team members, and
how communication takes place and how messages are sometimes
presented. Part of communication planning is deciding
(3) the disapproval or disrespect from colleagues or
on the platform in which the message will be presented.
immediate superior.
In some cases, the use of technology
“The root problems of this issue are managers'
will do wonders for your presentation.
inattention to people they supervise. They provide
~Multimedia presentations often always require the use irregular or non-existent feedback. People get criticisms
of technology, and these, when used properly, can do instead of praise. Worse is that feedback is not valued or
wonders for your presentation. They are visually- valuable at all”
oriented and allow multimodality (as discussed in
Lesson 3) and the use of such features as text, graphics,
photos, audio, animations, and video.
 To avoid or solve the issue, Branham
suggested:
Lesson 5:
Communication for Work Purposes (1) improving coaching and feedback especially among
the new recruits;
Oral Communication in the Workplace
(2) setting up mentoring programs with experienced
-The importance of oral communication skill at the
employees; and
workplace is evident in various researches conducted
among organization executives, managers, employees (3) requiring managers to provide feedback.
and trainees. These researches have revealed that
effective oral communication skill takes the top place

Top 10 Communication Issues

Campbell identified top ten communication issues that Your final goal is to get an interview.
business communicators have to consider
to be able to avoid or solve them.
Writing a Job Application Letter or a Cover Letter
1. Failure to Listen
2. Culture Differences   When you are writing the application letter,
3. Locale or Distance to Office bear in mind to achieve the four important
4. Ego and Attitude tasks:
5. Authority or Hierarchy Problems
6. Poorly Written Communication o Catch the reader’s attention
7. Gender Bias purposively.
8. Focus or Listening Problems
9. Inadequate Knowledge o Tailor it to the company, to the
10.Cliques, Groups and Friendships employer, and to the job.

Effective Workplace Communication o Persuade the reader that you are

Working with others requires strong communication
skills. To effectively communicate with others, leaders
should employ the five elements of effective
communication, which include being:
a qualified applicant for the job.
o Request an interview.
 After writing the application letter, use the
checklist below to make sure your letter has
already met the needed information:

 The title of the job, source of your information

and the statement of your objective have to be
 concise
clear.
 clear  There should be a summary of your qualification
for the job. This includes work experience,
 practical educational background, and summary of relevant
skills such as leadership skills, skills,
 factual organizational skills, and intercultural
communication skills.
 persuasive  Indicate that you enclosed your CV or resumé.

 Request for an interview. This includes place

Preparing the and time you will be available and the contact
Cover/ Application Letter information such as phone numbers and email
addresses.

 Identify the job. Include any information that is

not included in your CV or resumé.
A job application letter or a cover letter is like a
sales letter in which you sell your knowledge
and competence. Before submitting your application letter, proofread it
carefully. Free it from grammatical mistakes and
Without a good cover letter, your résumé is organizational inconsistencies. Check also for correct
unlikely to be read punctuations, margins, spacing, and right letter format.
The application letter is your selling factor and
your main goal is to market yourself. General guidelines for the overall structure of your
cover letter:
Therefore, your application letter and
accompanying resume have to attract  Format your cover letter for post, mail or email.
professionals’ attention. It should consist of one page only.
  Include your complete address, email address,
phone numbers.
 Use the tile of the person when you address
him/her in the letter. If you can’t find a name,
write ‘Dear Sir/ Madamme.’
 Use standard, easy-to-read font. Make it
readable. Times New Roman or Arial is preferred;
it should be no smaller than 11 for readability on
screen.
 Sample Application Letters
Two sample letters of application from
JobStreet.com are posted in your Gclassroom. The first
letter (Sample #1) follows the correct format that you
should follow when sending out the application letter in
print form. The second letter (Sample #2) shows the
tailored format when submitting your application letter
through email.
The Content of the Cover Letter
Introductory Paragraph
Your first paragraph must be very convincing. It
tells your reader that you are the best person for the job.
It also emphasizes that you have the set of skills and
experience that make you the ideal candidate for the
post.
Examples:
 1. I learned that you are in need of the position of
English faculty and I believe that I have the necessary
credentials for this role. I have considerable working
experience as an English Language and Literature
Professor, and I enclose my CV to support my
application.
2. Please find attached CV in application for the job of
financial analyst advertised on your company’s website.
I strongly believe that my competence and experience
and particularly my experience at ABC Company, and
my ability to do financial reports make me the right
candidate for this post.
3. I am seeking a position as a manager in your Data
Center. In such a management position, I can use my
master’s degree in information systems and my
experience as a programmer/analyst to address business
challenges in data processing.
 If someone from the company refers you,
include in the opening before stating your main
objective. 
Example:
During the recent International Research
Conference in Vietnam, one of your research heads, Dr.
Rogine Madrigal, informed me of a possible opening for
a research director in your institution. My extensive
background in research and my Master’s degree in
management make me highly qualified for the position.
 In the succeeding paragraphs, expand on the
qualifications you mentioned in your opening. Add
any appropriate details, highlighting experience
listed on your resume that is especially pertinent to
the job you are seeking.
 Main Section
 Main Section
 Main Section
 Main Section
Main Section
The main section of your cover letter should show the
summary of your qualification, organized around the job
description and person specification. Describe in this
section what you have accomplished, your expertise, and
your special skills needed for the job.
In this section, you also have to present how you
performed your duty and demonstrated the requirement
of your previous job. Specific work of action and its
effective results should also be indicated to show that
you did it successfully. In short, you have to show the
clear description of the situation and more on what you
did as proof of results or outcomes.
The main section of your cover letter can be structured
to show the sub-section or sub- headings. The sub-
section guides the human resource manager how each
requirement is met.
You may want to structure the main section of your
cover letter into sub-sections, with headings, to make it
easier for the recruiter to see how you meet each
requirement.
You can make use of the following phrases:
“My ability to manage ____________speaks for itself: I
have accomplished the __________in my department.”
“I hope it goes without saying from my list of previous _________________( job title). I look forward to
jobs that I am extremely flexible and good at _______.” hearing from you.”

“I first developed my ______ (skill) in _________ (job),

but have improved it since in ____________(mention
jobs).” Close with a request for an interview.

When you are done writing the main section, get back “If you find my application desirable to your needs, I am
over it and check if you have already mentioned every willing to come for a personal interview. I can be
important skill and bits of experience that are considered reached via my email:
crucial on the person specification. Edit and polish until eudencellevillahermosa@yahoo.com or through mobile:
you have come up with the most ideal content of an +639488005694.”
application letter. Most recruiters prefer shorter
application containing only the most essential skills,
experiences, and accomplishments. For a letter, end it with “Yours sincerely” if you have
Sample: addressed it to someone by name, and “Yours faithfully”
if you started it with “Dear Sir/Madam”.
I have obtained Doctor of Philosophy (Educational
Management), Master of Arts in Education (Major in
English and Administration & Supervision), and Remember: Before you submit your application
Bachelor of Education (Major in English, Minor in letter or cover letter, proofread or polish it carefully.
History). I have ample experience in teaching in both
local and international arenas. During the fifteen fruitful
years in education, I have gained valuable expertise on
pedagogy and class management, among others, along
with meaningful experiences needed to pursue my
mission and dreams in life. I have been very active in
academic and co-curricular endeavors in my desire to
boost my self-esteem and build a desirable character. As
an active member of academic and civic organizations, I
have developed in myself the sense of integrity and
responsibility towards other people by helping and
cooperating with humility. My other special skills
include Research,  Campus Journalism, Book Writing, Designing the
and Quality Assurance. Curriculum Vitae/Résumé
 CV or Résumé describes your education,
I am a positive and proactive person able to do the tasks competence, and experience.
posed by my superiors. With sufficient Kaizen
knowledge, I can easily execute plans and work details   It defines what kind of applicant you are for the
and expedite the job to beat deadlines. Given a chance job.
to work in your prestigious institution, I will humbly
discharge my duties and responsibilities for the welfare   It determines if you are the right person for the
of the institution and its clienteles. job.

Closing Paragraph It should demonstrate to any prospective employer why

Your closing paragraph should be written concisely and
neatly. It should make clear what action the reader will
be taking after reading your cover letter. But don’t sound
arrogant.
they should hire you above any of the other skilled
candidates who have presented themselves for
employment.
Basic Rules of CV Writing

So it might end, for example:

“I hope this convinces you that I have the necessary

competence and experience to achieve as