CHAPTER 5

EVALUATING MESSAGES AND

IMAGES OF DIFFERENT TYPES
OF TEXTS
Why do we need to be critical readers?
 1 2 3
To truly To establish a To effectively
understand connection reach the goal
what we are between the of reading,
reading author and the which is to be
reader. able to
highlight the
message of text.
Key Points
we need to unlock when we read to examine the text.

understanding the social purpose structure of text

the writer’s of the content
intention.

Key Points
we need to unlock when we read to examine the text.

subject matter vocabulary

language choices reading level and other

surface levels
Print-based
Evaluating the text
requires the reader to
understand the context
that is dependent on the
construction of reading
print-based or multimodal
texts.

Print-based are texts that

illustrated in prints or
letters only.
Examples: comics, poems,
stories
Multimodal texts
are combination of two
or more communication
modes.
Examples: picture books,
textbooks, graphic
novels, magazines,
facebook timeline
Multimodal Texts

Combination of two or more semiotic systems

What is semiotic system

Semiotic is the process of making meaning from signs.

GESTURAL AUDIO LIGUISTIC VISUAL SPATIAL

 Semiotic systems are included in a
multimodal text.
1
Linguistic System –
2
Visual System – refers
3
Audio System – the
4
Gestural System –
5
Spatial System –
linguistic to pictures, color, sound, pitch, volume body language and organization of
components like vector, and viewpoint of the context facial expression of subjects, proximity,
grammar, in still and moving the speaker and direction
vocabulary, and images.
construction of the
text.
Forms of Multimodal Texts

1.Paper – print-based like

newspapers, books, and
magazines
2.Digital – PowerPoint
presentation, blogs, social
media timeline
3.Live – actual performance
Insert Live Selling
 1. Carefully considering and evaluating
Critical Reading of Multimodal Texts
a reading text.

Multimodal texts requires

readers and listeners to 2. Identifying the strengths and
achieve the main goal of implications of the text.
reading and listening, this is
to develop comprehension
and be active evaluators of
multimodal texts. 3.Identifying the weakness of the text,
Understanding the key and,
elements of situation is the
basis of expanding our
knowledge to critically digest 4.Looking at the image and deciding
multimodal texts. how the reading fits into the greater
academic context.
 Asks questions
Define a
Critical Reader

Examines Drawn to the

the key argument of
elements. the text.

Reporter:. Angela Agustin

 EVALUATING MULTIMODAL TEXTS
Multimodal texts come in many forms.They can
be paper-based(printed materials like
books,posters,comics,etc,)digital (electronic
materials also known as soft copy,like e-
books,infrographics,comics,poster,etc.)or
performances (either recorded or live like
song,dance,commericials,etc,.)
MULTIMODAL TEXT
What exactly do we mean when we say multimodal text?
*Note that it is composed of two words multi(which means
many)and modal (with the base word,mode,which means a
way or manner).Modal also ends with the suffix-al,which
turns the word it is attached to,into an adjective.
A multimodal text is a way of communicating
meaning through a combination of several
modes like words images,and spatial design to
deliver its message.
1.SOURCE
Readers or listeners of a text should ask first about its
authorship .There is a need to identify if the source is an
individual or team although the number of writers does not
warrant credibility of the text.
A.Who created the message?
The PPT was created by the writer and
presenter who is the original owner of
the text should have fack-checked the
intries of the PPT for accuracy of the
data or content ,revised its language
for readability ,and improve the
designs and effect when necessary.
B.Is the source reliable? C.What choices about
~>Likewise,for texts that
content did the source
underwent peer review
make?
prior to public
*The source of the PPT
presentations,like those
or the writer of the text
research articles in
scientific journals,are dicided to cover a
reliable since these were particular topic.
rigorously evaluated.
Message: Identifying
the subject,
Evaluating logic,
analyzing PoV
Message

After evaluating the source the

content of the text should be
examined in order to get its
message. There are various
questions that one may ask in
getting the message of the text.

2
Identifying the
subject, Main point,
and support
What does the message
say?
What is the What is the How is the main
subject? main point? point
supported?

4
What is the subject?

The subject of a message may be a

person, product, service, place,
program, among others. It concerns on
what is talked about in the text. It is the
reason that makes a claim or a main
point.

5
What is the main point?

The main point is no less the main idea or the claim of the source. It
can be explicitly or implicitly expressed in the text. An explicit main
point is well expressed in the text. Certain features of the text would
lead to an overt statement of the main point, for instance,
orthographic features like sentence, phrases, clauses that provide an
immediate extractof the main point. Whereas, the explicit main point
is covertly expressed in the text and can only be extracted based on
suggestive features such as graphics, images or sound effect.

6
How is the main point supported?
How a message supports its main point depends on the format and
purpose of the message. An online research article, for example, may
use citations, experiments, observations, interviews, statistical data, or
graphics to support its main point, while an online advertisement may
use demonstrations and testimonials to promote a product.Moreover,
readers should also check the accuracy of the message. Double-
checking facts and, details should be done to recognize flaws in logic.
Therefore, it is important to understand the difference between and
among fact, opinion, and claim. Revisiting the differences, a fact is a
statement about the real world that can be shown to be true and can
be checked for accuracy through gathering of evidence. An opinion,
however, is a self-report or attitudinal statement of feelings or
personal judgment. A claim is a debatable statement that can be
supported with evidence and reason.
7
Evaluating Logic
Is the information fair and logical?
When evaluating a message, it is important to examine the
chain of reasoning used by the source, as any gaps or
problems can undermine the validity of the conclusion.
You may ask is the information fair and logical? Check out
if key terms were defined, if it has logic and if there are
flaws in the reasoning. Likewise, examine if the information
is fair. You have to consider whether the argument is
appropriately balanced, looking at the issue or problem
from relevant perspectives. Evaluate if there are questions
that are not answered in the text, if the text is biased, if
there are other perspectives on the issue, and if the text
presents a counter argument.
9
Every point of the message should follow on from the
last point. If there is a gap between two ideas, this
undermines the overall conclusion. Likewise, some
readings are more biased than others. A biased
statement is characterized by prejudice, partiality, or
preference for or against a person, an object, or an
idea. Biased information has the following indicators:

10
Biased information has the
following indicators

A B
The language is offensive; expression The message appeals more to the
might be biased in terms of gender, emotion rather than to reason or logic.
race, ethnicity, age, and disability.

11
Biased information has the
following indicators

C D
Ideas are worded with the intent to The message is one sided or it only
over simplify or over generalize. presents a limited viewpoint.

12
Analyzing Point of
View
What point of view are shared in the
message? Which ones are left out?
All multimodal text messages reflect the culture of
their creators-their values, lifestyles, points of view,
preferences, among other things. A rigorous analysis
can tell you about the source's values and
perspectives as well as those that are missing in the
text. The question on points of view should be given
importance: What points of view are shared in the
message? Which ones are left out?
14
Creating Meaning
through Image and
Sounds
Multimodal texts like
presentation,
advertisements,
newscasts, videos,
broadcasts, animation,
infographics are created
beyond words. Visual
elements and sound
techniques can affect
your interpretation of a
message.
Visual Elements

Lighting Camera Angle

Low lighting suggests sadness or fear,
while bright lighting conveys
happiness or joy. Soft lighting
expresses beauty and romance. Use
color and tone to reflect the mood
you are trying to create in your image.
This visual element is used to position
the viewers so that they can
understand the relationship between the
charaters. It is very important in shaping
meaning in film as well as in other visual
texts. A low-angle view makes people or
things appear larger than they actually
are, often indicating importance.
Conversely, a high angle view makes
people or things appear smaller and less
significant.
Visual Elements

Composition Body Language

Visual elements should be arranged in Non-linguistic elements like the body
a manner that they do not affects language are revealing than words.
viewer's perception. Arrangements They seem to be more catchy than
such as. close up face convey tension the words provided in the text.
or intimacy, wider views showing
people or things and their
surroundings usually express
significance of the setting.
Sound Techniques
Sound Effects
This sound technique that is added
after the filming enhance a scene
making it realistic although the effects
themselves are often artificially
produced.
Music
This is another sound technique that
affects the mood and intensity of a
scene. Fast-paced music use rhythm
and volume to heighten drama and
often accompany car chase, fight
scenes, and other action-packed
scenes. Slower, softer, intentionally
expressive compositions can create
tnsion and foreboding, as in gothic film.
 The medium is transmitting the message it may be

conventional or digital although they are often mixed up in a

communication situation. Conventional media are no less than

the broadcast and priny based communication, while digital

media include hypertexts formats.

According to Kitson (2011) hypertext refers to the structing of

information in blocks of text which are connected by

electronic links. It is structured in a hierarchical manner where

the content is organized from more general concepts to more

specific concepts.


1.Conventional Media
BROADCAST

RADIO
Television
 PRINT
Newspaper Magazines
Smartphones Presentations
Book as a Media Format
1. What type of text is used to
deliver the message?

2. What are the advantages and

limitations of the media
format?
AUDIENCE
THE AUDIENCE IN THE
COMMUNICATION SITU REFERS TO
THE RECIEVER OF THE MESSAGE
TWO IMPORTANTS QUESTIONS GUIDE
AUDIENCE ADAPTION IN MULTIMODAL
COMMUNICATION

1. WHO IS THE TARGET

AUDIENCE OF THE TEXT

2. HOW MIGHT OTHER PEOPLE

INTERPRET ITS MESSAGE?
AUDIENCE
ANALYSIS:
Sample Research Article
 EXAMINING THE ORAL
COMMUNICATION STRATEGIES USED BY
A GROUP OF NEPALESE ADULT
LEARNERS IN AN ESL CONTEXT

1. WHO IS THE TARGET

AUDIENCE OF THE TEX

2. HOW MIGHT OTHER PEOPLE

INTERPRET
 Context in this section includes the purposes

and authorship of the text. A text serves at least

one of three purposes: to inform, to entertain

or to persuade. Consider and analyze the

purpose before sending any messages.

The message provides the audience with

a clear understanding of the concepts

presented by the source. Most of these

multimodal texts like books, magazines,

newspapers, video tutorials,

documentaries etc are created for

infirmation dissemination. Messages that

are meant to inform or educate are

typically free from biased messages.

 The message or the text amuses the

audience. Some of these multimodal text

that aim to entertain are

television,movies, sports, comics,

primetime show,music, travel broadcast

etc. Popular entertainment media are

appealing and inviting to advertisers

because they are read and viewed by

large audiences who can also be their

potential subscribers or customers.

The audience is provided with well argued

ideas that can influence atheir own

beliefsand decisions. Persuasive devices

are easy to recognize in advertisements

and commercial but, they are subtle in

other media forms.

One of the critical questions of the message is

authorship. The creator of the message was

already identified in the earlier part of the

discussion but checking the ownership is

another level of analysis.

 3 main categories of

ownership that can be

identified as:
 Multimodal texts made by the government are

state owned and elevated by propaganda.

Publicity, advertising, marketing and information

dissemination.it is mostly available in references.

There are countries that do not allow the

freedom of the press and even are the censored

from the Internet.

 Most media messages are controlled by

private companies. It can be seen in videos,

newspapers, magazines, movies and websites

controlled by large corporation. They are

mostly business motivated companies that

cater the commercial interests which are

gained through advertising.

 Personal creations are independent media forms
Media forms that are free from government and

corporate influences are controlled by individuals.

Citizen journalism is a practice that has gained

momentum over the years. Journalists have gained a

meaningful way of addressing a large audience due

to a wider digital platform.

THANK YOU