1.

The Martial Law Declaration- It was on the evening of

September 23, 1972 when the former President Ferdinand
Marcos declared Martial Law in the entire Philippines by virtue of
Presidential Decree 1081.
 “The papers didn‟t come that morning. TV and radio
stations suddenly stopped broadcasting” by Former
Senate President Salonga
 “The military took over public utilities, shut down
Congress, suppressed the media (except those owned
by the Marcoses and their relatives), imposed a
curfew, and restricted travel out of the country. Any
civilian caught with a firearm faced the death penalty.”
 “Former Philippine Constabulary-Integrated National
Police (PC-INP) Director General Ramon Montano
recalled how the arrests were conducted, „We were
organized into a special task forces. The first order was
to close the media‟.” -excerpt from Marcos, Martial
Law:Never Again by Raissa Robles, 2016
 “Many brought their radio sets to repair to the shop,
thinking they were out of order” by Crispin Maslog
2014
2. EDSA People Revolution - On February 25, 1986, the people
power revolution took place in the Philippines that resulted to the
oust of former Pres. Ferdinand Marcos.
3. Globalization- is a popular term that describes how and why
the world continues to evolve in the ways that it does. It refers to
the ”processes through which local and regional ideas, products,
 and practices are transformed into worldwide ideas, products and
practices”.
4. Survival to nature- is one of global issues that many people
share around. This popular slogan for environmental advocates,
“Think globally, act locally”, had become prominent in the late
1980s.
5. Advertisements in media- nowadays, we can see many
advertisements in media that cater to individual preferences and
attitudes. They also influence them as the industries always pay
attention to consumers‟ aspirations and worries.
6.  Stereotypes- mental images or pictures that we
believe on; shortcuts (positive or negative) that guide
reactions
7.  Discrimination- the unjust or prejudicial treatment of
different categories of people or things, especially on the
grounds of race, age, or sex.
8.  Ethnocentrism- tendency to see one’s own culture as
superior to all; this lacks cultural flexibility; (experiencing
great anxiety when interacting with persons from different
cultures)
9. We are now living in a digital world and we are called
digital native. We have an “instant” source of
information that we can easily access and even
communicate.
10. a) the constancy of Connectivity –this is the
connection using digital tools like cellular phones, tablets,
and computers;
11. b) Convergence- by means of technology, the
communication overlaps face to face communication. For
instance, feature of your cell phone allows you to show an
event happened as you discuss it with your friends; and
12. c) Interactivity- there is an on-line participation
anytime, anywhere. You can view and even send message
or participate while doing something in a place, e.g.
viewing video while waiting for a bus or your turn in the
counter.
13. Meme- is simply a humorous image, video, piece of
text, etc., that is copied (often with slight variations) and
spread rapidly by Internet users. However, we can
hardly explain our use of the internet as clearly as
the concept of the meme (pronounced as “meem”).
14.  Intertextuality- memes reference other memes or
other concepts (example: Joseph Decreaux 18th century- Photo a)
15.  Indexicality- an element in one meme can be used to
commend on many situations (Example: “Exploitable” memes
such as Disaster Girl- Photo b )
16.  Templatability- memes have recognizable structures with
spaces for new content. e.g. “I am in your base, killing your doodz”
 becomes I am in your (noun 1), (verbing) your (noun 2),” to be reused in
multiple contexts
17. The internet has four features, as follows:  Replicability-
digital objects are infinitely reproducible and exploitable across a
range of platforms.
18.  Searchability – Finished versions of memes as well as
raw materials and templates are easily found`.
19.  Scalability- Digital objects are created for a particular
audience but with the knowledge that they can spread to an
unknowably large audience wherever the internet is available.
20.  Persistence- although individual digital objects may not
last as long as analogue objects, they are infinitely transferable
and storable in many locations.
21. Culture- is the complex whole which includes knowledge,
belief, art, morals, law, customs and habits and any capabilities
acquired by man as a member of society
22. Co-Cultures- are composed of members of the same
general culture who differ in some ethnic or sociological way from
the parent culture
23. This is called ethnocentrism. Cultural relativism on other
hand is the concept that accepts other cultural groups as equal in
value to one’s own. It tries to understand the behavior of other
groups.
24. Cross Cultural Communication- is the communication
between people who have differences in any one of the following:
styles of working, age, nationality, ethnicity, race, gender, sexual
orientation, etc.
25. Importance of Cross Cultural Communication ❖
Globalization ❖ Business opportunities ❖ Job opportunities ❖
Sharing of views and ideas ❖ Talent improvisation ❖ An
understanding of diverse market
26. Intercultural Communication- is the sending and
receiving of messages across languages and cultures. It is also a
negotiated understanding of meaning in human experiences
across social systems and societies.
27. Multicultural Communication- is when people from
multiple backgrounds, with different ways of communication,
coexist without really interacting deeply—that’s a multicultural
communication situation.
28. Local communication- is being able to communicate
(verbal and non-verbally) with the members of your local
area/community.
29. Non-verbal communication- (gestures and tone of our
voice) is as important as verbal communication especially when
you are engaging into a conversation with people different from
your culture.
30. Cultural awareness- is making proper responses to
behaviors and norms exhibited by people from outside of one’s
own culture.
31. Cultural sensitivity awareness- we misinterpret and
misunderstand other people’s different deed. A misinterpretation
comes when we lack awareness of our own behavioral rules and
project them on others.
32. Tips Towards A Successful Multicultural
Communication
1. Keep an open mind. This may sound obvious, but
keeping an open mind is the most important thing
you can do in relating to people of different
cultures. P
2. 2. Have at least some knowledge of people's
cultural backgrounds. To be fluid and cohesive
with your team, it is important to have at least a
general understanding of each member's cultural
background.
3. 3. Practice active listening. All human beings feel
more comfortable, more valued, and more a part of
a team if they are confident they are being heard.
Give people in your organization this value by
actively listening to them: make eye contact with
them (or not, depending on the culture); nod and
give verbal indications you are listening.
4. 4. Watch your nonverbal communication. Often
included with the skill of active listening, nonverbal
communication takes on special importance when it
comes to the subject of multiculturalism
5. 5. Maintain a personal touch. Even when faced
with deadlines, financial constraints, a burdensome
workload and all sorts of workplace disagreements,
it is important to keep a personal touch in your
interactions.
33. When greeting someone, Japanese people tend to attach
“Honorifics” to the names of the other person they’re talking to…
 San is the most common honorific used usually between
people with the same age because this is a gender-neutral
honorific.
 Chan is used when you find someone endearing. It can also
be used to address babies, young children, grandparents and
teenage girls. May also be used towards cute animals,
lovers, close friends, any youthful woman or even between
friends.
 Kun is used by anyone referring to a male children or a
male teenager. It can also be used by females when
addressing a male that they are emotionally attached to or
have known for a long period of time.
 Sama is a more respectful version of –san. It is used mainly
to refer to people much higher in rank than oneself towards
one’s customers, and sometimes toward people one greatly
admires. When used to refer to oneself, sama expresses
extreme arrogance.
34. Forms of Global Communication
 1. Government-to-government. Communication
between two or more governments related to different
countries. Maybe a discussion about current affairs and
conflicts.
 2. Business-to-business. Involves interaction between
two or more international business parties. Maybe any
deal contract.
  3. People-to-people. Refers to communication between
two or more people living far away across the borders. Like
talk of two best friends. One in USA and other in the UK.
 Examples of Global Communication
 ❖ Email ❖ Social media posts ❖ Press releases ❖ Books
and traditional print publication ❖ Political speeches ❖
Global advertisements ❖ Journalistic news stories
35. Six Considerations for Communicating Globally
 Understand cultural differences. How will other
cultures interpret your choice of words? How does
your target audience perceive the roles of women,
religious minorities or the military?
 Consider language differences. Are you offering a
version of your communications in the target
audience’s language? How does your communication
read if the audience uses Google to translate your
English version?
 . Factor in schedule differences. Remember that
releasing an urgent communication at 1:00 p.m. in San
Francisco means that it is being received at 8:00 a.m.
the next day in Sydney
 Learn the laws. What you may write freely in
America without a second thought (e.g., criticism of a
government action) could land you in prison in other
countries.
 Learn how media work. The way media are
controlled and operate in the Middle East bears no
resemblance to European standards. A
  6. Learn history. When writing about Europe, it is as
important to understand the impact of World Wars I
and II on nations there as it is to understand the
impact of the Civil War and the Vietnam War on
American attitudes.
36. The term “variety” is coined to avoid the use of the term
“language”, which general refer to one’s standard language.
37. Language Varieties- In sociolinguistics, language variety
also called lect is a general term for any distinctive form of a
language or linguistic form of a language or linguistic expression.
38. Dialect The word dialect—which contains "lect" within the
term—derives from the Greek words dia- meaning "across,
between" and legein "speak." A dialect is a regional or social
variety of a language distinguished by pronunciation, grammar,
and/or vocabulary.
39. There are also different types of lects which echo the
types of language. These are the following:
 1. Regional dialect. It is a variety spoken in particular
region.
 2. Sociolect. This is also known as social dialect. It is a
variety of language (or register) used by a socio-economic
class, a profession, an age group, or any other social group.
 3. Ethnolect. It is a lect spoken by a specific ethnic group.
 4. Idiolect. It is the language or languages spoken by each
individual. For example, if you are multilingual and can
speak in different registers and styles, your idiolect
 comprises several languages. Each with multiple registers
and styles.
40. Slang- For certain other kinds of varieties, especially those
referred to as slangs and jargons, the set includes only a relatively
small set of vocabulary items. Slang may be characterized as a
very informal language variety that includes new and sometimes
not polite words and meanings.
41. Jargon- is a set of vocabulary items used by members of
particular professions, that is, their technical terms
42. Language Registers- Register is defined as the way a
speaker uses language differently in different circumstances.
43. Categories of Registers
 Formal registers can include everything from an academic
essay to wedding vows.
 Informal registers. Informal language occurs between
people who know each other well and who speak without
trying to be 'proper'.
44. The Five Registers of Language
 • Frozen/Static Register: This register rarely or never
changes. Examples of frozen register include the Pledge of
Allegiance or the Preamble to the Constitution.
 • Formal/Academic Register: This register includes
academic language from speeches, proclamations and
formal announcements.
 • Consultative Register: This register is formal and
acceptable speech often used in professional settings.
Some examples of this register include discourse between
 teachers and students, judges and lawyers, doctors and
patients, and between a superior and a subordinate.
 • Casual Register: This register is used among friends
and peers, and includes informal language including slang
and colloquialisms. Casual register is often used among
friends, teammates, etc.
 • Intimate Register: This register is reserved for close
family members such as parents and children and siblings,
or intimate people such as spouses.
45. Multimodal Texts is a combination of two or more modes
such as written language, spoken language, visual (still and
moving image), audio, gestural, and spatial meaning.
46. A "text" isn't limited to something written down. A text can
be a film, an artifact, anything in a language and culture that
conveys meaning.
47. Types of Multimodal Texts:
 ▪ Simple Multimodal Texts - Comics/graphic novels,
picture books, newspapers, brochures, print
advertisements, posters, storyboards, digital slide
presentations (e.g. PowerPoint), e-posters, e-books,
and social media.
 ▪ Live Multimodal Texts - Include dance,
performance, oral storytelling, and presentations. -
Meaning is conveyed through combinations of various
modes such as gestural, spatial, audio, and oral
language
  ▪ Complex Digital Multimodal Texts COMM 1100
(Purposive Communication) Page 3 of 5 - Live action
films, animations, digital stories, web pages, book
trailers, documentaries, music videos.
48. Infographic It uses words and images to communicate a
clear message.
49. Advertisements Unlike infographics which are used to
present facts and figures, advertisements communicate layers of
messages to a target audience through the use of words and
images.
50. Editorial Cartoon The editorial cartoon is a relevant
example of a multimodal text. Multimodality refers to the use or
availability of several different modes, methods, systems.
51. A message is defined as information conveyed by words (in
speech or writing), and/or other signs and symbols. A message
(verbal or nonverbal, or both) is the content of the
communication process.
52. Most media messages serve at least one of three purposes—
to educate, to entertain, or to persuade—and some fulfill all three
at once.
53. a. Positive Messages This includes messages where the
audience is expected to react in a neutral to positive manner.
Positive messages tend to consist of routine or good news.
54. b. Negative Messages This includes messages where the
audience is expected to react in a negative manner. Negative
messages consist of bad news.
 55. c. Persuasive Messages The third, overlapping category is
persuasive messages. With this category, the audience is expected
to need encouragement in order to act as the sender desires.
56. Context of Message Context is one of the basic components
of human communication. It refers to the setting in which
communication is taking place.
 a. Physical context. This refers to the tangible
environment in which the communication is taking
place. I
 b. Cultural and psychological context. Communication
will be interpreted in different ways based on the
general feeling of the audience as well as the zeitgeist
of the time.
 c. Temporal context, or context within context. This is
the context of when a certain point can be made, or a
message sent, within a conversation itself.

John Paul De Layola

BA Literature 1
KEY CONCEPTS GUIDE QUESTIONS IN MEDIA ANSWERS

1. All media messages are
“constructed”.
2. Media have embedded
values and point of view.
3. Each person interprets
messages differently.
4. Media have commercial,
ideological or political interest
5. Media messages are
constructed using a creative
language having its own rules.
TEXT ANALYSIS
1. What is the message of the
text?
2. How effectively does it
represent reality?
3. How is the message
constructed?
1. What lifestyles, values and
points of view are
represented in the text?
2. Who or what is missing?
1. What message do you
perceive from the text?
2. How might others
understand it differently?
Why?
1. What is the purpose of the
text?
2. Who is the target audience
of the text?
3. Who might be
disadvantaged?
4. Who created the text and
why?
1. What techniques are used
and why?
2. How effective are the
techniques in supporting the
messages or themes of the
text?
3. What are other ways of
presenting the message?