Lesson 3

Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

OFFICE OF THE VICE PRESIDENT FOR BRANCHES AND SATELLITE CAMPUSES
MARAGONDON BRANCH
Lesson 3 - Exploring Tools for Local and Global Communication
Unit 1: Evaluating Texts That Uses Words and Images
Overview:
The lesson focuses on the different contextual elements in different media using words and
images that is prevailing nowadays in our everyday communication.
Learning Objectives:
After successful completion of this lesson, you should be able to:
1. Define the term text in different contexts
2. Distinguish the difference of text using words from text using images
3. Value the importance of these texts, both in words and in images as well as their
meanings, especially in social media
Course Materials:
Motivation:
Global and local are understood basically as specific sizes and/or ranges. Essentially global
means big and local small. Globalizing the local and localizing the global are the twin forces
blurring traditional national boundaries. Global communication has created an immense

business
empire for communication tools which directly is responsible for the changing paradigms and
policies of international relationships among nations of the world.
(Source - https://www.gmu.edu)
Lecture/Discussion:
The term text includes any form of written, spoken or media work conveying meaning to
an audience. Text may use words, graphics, sounds and images in presenting information. It
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Director’s Office: (046) 4121909 | Registrar: (046) 4121931
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may also be in oral, print, visual or electronic forms.
Every piece of text carries a message, and every message carries a meaning that maybe
true or false. As a regular consumer of text and receiver of information, you need to be more
aware and critical about what you accept as a matter of truth or fact.
What is text?
In literary theory, a text is any object that can “read”, whether this object is a work of literature, a
street sign, an arrangement of buildings on a city block, or styles of clothing. It is a coherent set
of signs that transmit some kind of informative message.
What is a message?
A verbal, written, or recorded communication sent to or left for a recipient who cannot be
contacted directly.
Purpose of messages
1. To inform or educate
- Your message should be neutral or unbiased.
- You should learn how to be vigilant in identifying or filtering fake news on social media by
using critical thinking.
2. To entertain
- Your messge shoud gie your audience an enjoyable and relaxing feeling.
3. To persuade
- Your message should be able to influence your audience towards your point.
Cultural Text
Cultural text are those objects, actions, and behaviours that reveals cultural meaning. A photo is
an image, but is also a cultural text, a picture with cultural information beyond just the picture
itself. Food, house, and clothing also suggest information regarding culture and it does not stop
there. The entire place and space, all of the people and interaction, all of the rituals and rules
and the various forms in which they manifest themselves, are “readable” texts, suitable for
observation and analysis, by the ethnographer and writer – namely you.


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Identification of a cultural text is relatively easy. Take a look around the room nor place you are
in right now and briefly catalog the people and/or things you see. These objects and actions are
cultural texts.
Understanding Different Types of Texts
Persuasive texts
A persuasuve text is any text where the main purpose is to present a point of view and seeks to
persuade a reader. A persuasive text can be an argument, exposition, discussion, review or even
an advertisement. In writing such, take note that you may use of proper capitalization, proper
punctuatuion marks and may also use repeated words or questions to catch attention.
Adjectives must be used as often as possible so that it may sound attractive. One sided
arguments help to make the text credible.
Instructive text
An instructive text is atext that instructs or tells you how to do something . A recipe instructs you
to cook something. A leaflet with a piece of furniture tells you how to put it together or take
care of it.
Descriptive text
A descriptive text is usually focuses on describing a single location, object, event, person, or
place. It endeavors to engage all five of the reader’s senses to evoke the sights, sounds, smeels,
taste and feel of the text’s subject.
Informative text
Informative texts educates the reader about a specific topic. It’s a unique type of writing; you’ll
see it in a number of different mediums. A manual with instructions for putting together a desk.
A book that provides information on a vacation to a specific place.
The interactions between non-vebal and verbal forms of communication, more in particular the
relations between visual symbols other than writing and the recording of speech in writing, are
important for the evaluation of both images and texts.
EVALUATING MESSAGES
- The importance of evaluating the effectiveness of messages is by developing and using

strategic questions to identify strengths and weaknesses.


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EVALUATING IMAGES
- It is important to critically evaluate images you use for research, study and presentation
images should be evaluated like any other source, such as journal articles or books, to
determine their quality, reliability and appropriateness. Visual analysis is an important step
in evaluating an image and understanding it’s meaning.
References:
(Jay, 2022)
Source:
Evaluating Messages/images of Text | PDF | Communication | Information (scribd.com)
In evaluating “text” you need to consider the following:
1. Message
2. Purpose of the message
3. How is the message conveyed
4. Target audience of the message
5. Effect of the message being conveyed
Media literacy -
Media literacy, put simply, is the ability to identify different types of media and the
messages they are sending. Therefore we, as the readers or viewers need to view the media
objectively, with the goal to find out or analyze what is being presented.
Source - https://www.ylai.state.gov
According to Wikipedia, media literacy encompasses the practices that allow people to
access critically evaluate, and create or manipulate media. The US-based National Association
for Media Literacy Education defines it as the ability to analyze, evaluate, create and act using all
forms of communication.
(Source - https://www.en.m. wikipedia.org)


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Media literacy is an expanded conceptualization of literacy that includes the ability to access and
analyze media messges as well as create, reflect and take action, using the power of information
and communication to make a difference in the world.
References:
Martens H.
Evaluating Media Literacy Education Concepts, Theories and Future Directions. Journal of Media
Literacy Education (2010)
Source:
https://www.google.com/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=&ved=2ahUKEwj_loTGqvj6AhVVhMYKHSJQDXsQFn
oECEIQAQ&url=https%3A%2F%2Fen.wikipedia.org%2Fwiki
%2FMedia_literacy&usg=AOvVaw0m9TKu9zAIYZz9b3QSTSM-
Key Concepts of Media Literacy
1. All media messages are constructed. Media texts are built just as surely as buildings
and highways are built. The key behind this concept is figuring out who constructed the
message, out of what materials and as to what effect.
2. Media have embedded values and points of view. Because they are constructed, media
messages carry a subtext of who and what is important-at least to the person or people
creating the message. The choice of a character’s age, gender or race, the selection of
a setting, and the actions within the plot are just some of the ways that values become
“embedded” in a television show, a movie or an advertisement.
3. Each person interprets messages differently. Different people experience the same
media message differently. Audiences play a role in interpreting media messages
because each audience member brings to the message a unique set of life experiences.
Differences in age, gender, education and cultural upbringing will generate unique
interpretations.
4. Media have commercial, ideological or political interests. Most media messages are


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organized to gain profit and/or power. Much of the world’s media were developed as
money-making enterprises. Newspapers and magazines lay out their pages with ads
first: the space remaining is devoted to new. Likewise, commercials are part and parcel
of most television watching now. The internet has become an international platform
through which groups or individuals can attempt to persuade.
5. Media messages are constructed using a creative language having its own rules. Each
form of communication has its own creative language scary music, heightens fear,
camera close-ups convey intimacy, big headlines signal significance. Understanding the
grammar, syntax and metaphor of media language helps us to be less susceptible to
manipulation.
(Source - https://www.ylai.state.gov)
Activities/Assessment:
Answer the following questions:
1. Define “text”
2. Differentiate the text using words from text using images?
3. What is media literacy?
4. Enumerate the five key concepts of media literacy
Assignments:
Submit two outputs - one blog article and one vlog sample that you can find over the internet.
Summarize each by identifying its subject/topic, the message it conveys and draw conclusions or
recommendations based on the outcome of the information it sends to the readers/viewers.
Turn in all your output on Google classroom.
References:
Suarez, Perfecto, Canilao and Paez, Purposive Communication in English, BlueBooks an imprint


MARAGONDON BRANCH
of Ateneo de Manila University Press 2018
Wakat, Caroy, Paulino, et al., Purposive Communication OBE & PPST-Based, Lorimar
Publishing
Inc. 2018
https://www.ylai.state.gov
https://www.en.m.wikipedia.org
SUBJECT: GEED 10063 PURPOSIVE
COMMUNICATION
COMPILED BY: REYNALDO C. CASTRO, LPT
Unit 2 – Communication Aids and Strategies: Understanding and Analyzing Tools
of Technology
Overview:
The lesson enumerates the basic understanding of communication aids and strategies,
analyzing tools of technology to help us to effectively communicate with others.
Learning Objectives:
After successful completion of this lesson, you should be able to:
1. Identify the tools of technology in communication
2. Utilize communication aids and strategies in everyday communication
3. Appreciate the importance of tools of technology in daily life.
Course Materials:
Motivation:
In the past, people used smoke signals as a form of communication, however, smoke

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signals could only send a few simple messages. As the world changed and the population grow
people needed to send longer messages as well as well as sending them further in distance.
people replaced smoke signals for letter writing at least until the invention of the telegraph.
The telegraph system was a form of communication that transmitted electric signals over
wires from different locations to translate messages. it was invented by Samuel Morse hence the
popular Morse Code until Alexander Graham Bell invented the telephone. After the telephone
came the fiber optics cable used to allow data to be processed faster to your home televisions
and computers.
Another major advancement in technology is the cellular phone that has brought a whole
new meaning to the term multi tasking. Cellphones today can do any and everything from
sending
messages to emails, uploading video and picture and most importantly downloading
applications
for everything.
(Source-www.imagcwp.wordpress/communicationtechnology/hollycurtispaper1-3)
Lecture/Discussion:
In today’s digital era, communication is easier than ever before, people can connect with
each other, share online content with the click of a button and work together on projects
regardless
of distance. Modern communication devices, such as smartphones and laptops open up new
opportunities for individuals and business alike.
COMMUNICATION


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Tools of technology in communication
A wide variety of communication tools are used for external and internal communication,
these tools include:
1. mail
2. email
3. telephones
4. television, cable tv
5. radio and sound recording and reproduction technology
6. cellphones
7. smartphones
8. computers
9. laptops
10. VoIP/internet telephony
11. video and multimedia equipments
12. web conferencing tools, google meet, zoom, messenger rooms
13. social networking like Facebook, Twitter, Instagram etc
14. messenger apps
15. chatbots
16. blogs/vlogs
17. tracking software
.. as well as online collaboration and productivity platforms
(Source - https://www.scu.edu)
Modern communication tools to help you stay connected with your audience.
1. Social media -


MARAGONDON BRANCH
2. direct message
3. instant message
4. SMS
5. text messaging
6. email marketing
7. direct email
8. blogging
9. voice calling
(Source: https://www.resourcetechniques/co.uk)
Communication in today’s society plays a major role in the public and private sphere.
Nowadays, communication globally is at the tip of your fingers literally. There are a lot of
different
forms of technology that has made this possible, from ipads, to Kindles, to blackberry playbooks
and more. Tablets and wireless internet has allowed many countries to communicate
instantaneously with the use of emails, text messaging, instant messages and video chat.
Modern day technology keeps communication constant. It allows people to express
themselves with a click of a button.
Therefore, future technology should be more compatible with people’s need, Tablets
should be Nano sized, lite and slick. interactive and portable. Users should be able to explore
endless possibilities from writing word documents to creating and designing websites. Future
tablets should be able to bend, fold and roll while giving the user the experience of reading a
book
or a magazine. The future holds a lot of promise for auto voice translating and interpreting
which


MARAGONDON BRANCH
will remove any language barriers. The future progression in technology will change the
dynamics
of communication all across the world, in the classroom, the workplace and in the public sphere.
Source - www.imagcwp.wordpress/communicationtechnology/hollycurtispaper1-3
COMMUNICATION
Communication Aids and Strategies
What is a communication aid?
A communication aid helps an individual to communicate more effectively with people
around them. Communication aids are also referred to as AAC devices.
AAC refers to Augmentative and Alternative Communication. These are a huge range of
techniques which support or replace spoken communication. These include gesture, signings,
symbols, word boards, communication boards and books as well as voice-output

communication
aids (VOCAs).
What are communication strategies?
These are the verbal, nonverbal and visual communication
Source- https://www.g-kenneth.blogspot.com/purposivecommunication)
Verbal Communication
Verbal communication occurs when we engage in speaking with others. It can be face-to-face, over the
telephone, via Skype or Zoom, etc. Some verbal engagements are informal, such as chatting with a friend
over coffee or in the office kitchen, while others are more formal, such as a scheduled meeting. Regardless
of the type, it is not just about the words, it is also about the caliber and complexity of those words, how
we string those words together to create an overarching message, as well as the intonation (pitch, tone,

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cadence, etc.) used while speaking. And when occurring face-to-face, while the words are important, they
cannot be separated from non-verbal communication.
Non-Verbal Communication
What we do while we speak often says more than the actual words. Non-verbal communication includes
facial expressions, posture, eye contact, hand movements, and touch. For example, if you’re engaged in a
conversation with your boss about your cost-saving idea, it is important to pay attention to both the their
words and their non-verbal communication. Your boss might be in agreement with your idea verbally, but
their nonverbal cues: avoiding eye contact, sighing, scrunched up face, etc. indicate something different.
Written Communication
Whether it is an email, a memo, a report, a Facebook post, a Tweet, a contract, etc. all forms of written
communication have the same goal to disseminate information in a clear and concise manner – though
that objective is often not achieved. In fact, poor writing skills often lead to confusion and embarrassment,
and even potential legal jeopardy. One important thing to remember about written communication,
especially in the digital age, is the message lives on, perhaps in perpetuity. Thus, there are two things to
remember: first, write well – poorly constructed sentences and careless errors make you look bad; and
second, ensure the content of the message is something you want to promote or be associated with for
the long haul.
Listening
The act of listening does not often make its way onto the list of types of communication. Active listening,
however, is perhaps one of the most important types of communication because if we cannot listen to the
person sitting across from us, we cannot effectively engage with them. Think about a negotiation – part of
the process is to assess what the opposition wants and needs. Without listening, it is impossible to assess
that, which makes it difficult to achieve a win/win outcome.
Visual Communication
We are a visual society. Think about it, televisions are running 24/7, Facebook is visual with memes,
videos, images, etc., Instagram is an image-only platform, and advertisers use imagery to sell products
and ideas. Think about from a personal perspective – the images we post on social media are meant to
convey meaning – to communicate a message. In some cases that message might be, look at me, I’m in
Italy or I just won an award. Others are carefully curated to tug on our heartstrings – injured animals,
crying children, etc.
References:
Anne Converse Willkomm

Assistant Clinical Professor
Department Head of Graduate Studies
Goodwin College
Drexel University (July 12, 2018)
Posted in interpersonal-communications


MARAGONDON BRANCH
Source:
Five Types of Communication | Graduate College | Drexel University
Activities/Assessment:
Quiz #4- Check out the posted questions and turn in your answers on Google Classroom
Activity 1: Watch from You Tube about bloopers and mishaps caught by camera on news
reporting.
Activity 2:
Wrap up the day’s lesson by asking questions:
1. Enumerate the different tools of technology that can be used for
communication nowadays?
2. Differentiate the functions of principles of design from each other.
3. How important these principles are in making a work of art?
Assignment:
Please watch this video at home -
COMMUNICATION
References:
Short Documentary - A Drug Called Social Media. Make a reflection paper about your thoughts
on how modern communication makes or breaks people's life. Turn in your outputs on
Google
classroom.
Reference:

MARAGONDON BRANCH
Suarez, Perfecto, Canilao and Paez, Purposive Communication in English, BlueBooks an imprint
of Ateneo de Manila University Press 2018
Wakat, Caroy, Paulino, et al., Purposive Communication OBE & PPST-Based, Lorimar
Publishing
Inc. 2018
www.imagcwp.wordpress/communicationtechnology/hollycurtispaper1-3
https://www.g-kenneth.blogspot.com/purposivecommunication
Members:
Jaireel De Torres - Researcher
Katlyn Diño - Discussant
Nicole Anico - Layout
Christian Sulse - Discussant
John Kennedy Hernandez - Discussant
Dave Nicolas Solas - Discussant
Tricia Molina - Researcher


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Republic of the Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Lesson 3 - Exploring Tools for Local and Global Communication

Unit 1: Evaluating Texts That Uses Words and Images

images that is prevailing nowadays in our everyday communication.

After successful completion of this lesson, you should be able to:

1. Define the term text in different contexts

meanings, especially in social media

blurring traditional national boundaries. Global communication has created an immense

policies of international relationships among nations of the world.

Balitao St., Brgy. Garita A,, Maragondon, Cavite Phils. 4112

THE COUNTRY’S 1st POLYTECHNICU

may also be in oral, print, visual or electronic forms.

- Your message should be neutral or unbiased.

Balitao St., Brgy. Garita A,, Maragondon, Cavite Phils. 4112

THE COUNTRY’S 1st POLYTECHNICU

Understanding Different Types of Texts

- The importance of evaluating the effectiveness of messages is by developing and using

Balitao St., Brgy. Garita A,, Maragondon, Cavite Phils. 4112

THE COUNTRY’S 1st POLYTECHNICU

Evaluating Messages/images of Text | PDF | Communication | Information (scribd.com)

In evaluating “text” you need to consider the following:

2. Purpose of the message

3. How is the message conveyed

4. Target audience of the message

5. Effect of the message being conveyed

(Source - https://www.en.m. wikipedia.org)

Balitao St., Brgy. Garita A,, Maragondon, Cavite Phils. 4112

THE COUNTRY’S 1st POLYTECHNICU

Key Concepts of Media Literacy

message, out of what materials and as to what effect.

“embedded” in a television show, a movie or an advertisement.

media message differently. Audiences play a role in interpreting media messages

Balitao St., Brgy. Garita A,, Maragondon, Cavite Phils. 4112

THE COUNTRY’S 1st POLYTECHNICU

through which groups or individuals can attempt to persuade.

grammar, syntax and metaphor of media language helps us to be less susceptible to

Answer the following questions:

2. Differentiate the text using words from text using images?

3. What is media literacy?

4. Enumerate the five key concepts of media literacy

recommendations based on the outcome of the information it sends to the readers/viewers.

Turn in all your output on Google classroom.

Balitao St., Brgy. Garita A,, Maragondon, Cavite Phils. 4112

THE COUNTRY’S 1st POLYTECHNICU

of Ateneo de Manila University Press 2018

SUBJECT: GEED 10063 PURPOSIVE

COMPILED BY: REYNALDO C. CASTRO, LPT

Unit 2 – Communication Aids and Strategies: Understanding and Analyzing Tools

analyzing tools of technology to help us to effectively communicate with others.

After successful completion of this lesson, you should be able to:

1. Identify the tools of technology in communication

2. Utilize communication aids and strategies in everyday communication

3. Appreciate the importance of tools of technology in daily life.

THE COUNTRY’S 1st POLYTECHNICU

opportunities for individuals and business alike.

SUBJECT: GEED 10063 PURPOSIVE

Balitao St., Brgy. Garita A,, Maragondon, Cavite Phils. 4112

THE COUNTRY’S 1st POLYTECHNICU

COMPILED BY: REYNALDO C. CASTRO, LPT

Tools of technology in communication

these tools include: