EVALUATING MESSAGES

AND IMAGES OF
DIFFERENT TYPES OF
TEXTS
CHAPTER 5 | PURPOSIVE COMMUNICATION
 Communication
in the 21st century demands
learners to become
critical readers
of different text types
reflecting different cultures.
 WHAT DOES CRITICAL
MEAN?

Critical comes from the term critique:

As a noun,
A detailed analysis and assessment of
something.

As a verb,
To evaluate in a detailed and analytical way.
 TEXTS
PROVIDE THE MEANS FOR
COMMUNICATING AND FORM
AN IMPORTANT PART OF
STUDY IN ANY GIVEN COURSE
 SEMIOTICS
is the study of
meaning making.
It explores signs and symbols as
important components of
communication.
 SEMIOTIC SYSTEMS
LINGUISTIC SYSTEM
vocabulary, grammar, structure

VISUAL SYSTEM
color, vectors and viewpoint in still and moving images

AUDIO SYSTEM
volume, pitch and rhythm of music and sound effects of a presentation

GESTURAL SYSTEM
Movement, facial expressions, body language

spatial SYSTEM
Proximity, direction, position of layout, organization of objects in space
TYPES
OF
TEXTS
 PRINT-BASED
refers to those texts that are prepared in
prints.

But, any printed text is a multimodal

text since it involves various
communication modalities
MULTIMODAL TEXTS
refer to those types of texts that use a
combination of two or more
communication modes, for instance,
print, image, and spoken text as in film
or computer presentations.
 FORMS OF
MULTIMODAL TEXTS
PAPER
Print-based such as books, comics, posters, magazines

DIGITAL
Computer-based like slide presentations, emails, e-books, blogs, e-posters, web
pages, social media, animations, films, movies, video games

live
Actual performance or an event
CRITICAL READING
The process of reading that goes
beyond comprehension of a text
 READING vs. CRITICAL READING
READING CRITICAL READING
PURPOSE To get a basic grasp of the text. To form judgments about HOW a text works.
ACTIVITY Absorbing/Understanding Analyzing/Interpreting/Evaluating
FOCUS What a text SAYS What a text DOES and MEANS
How does the text work? How is it argued? What are the
What is the text saying? What choices made? The patterns that result? What kinds of
QUESTIONS information can I get out of it? reasoning and evidence are used? What are the underlying
assumptions? What does the text mean?
WITH the text (taking for granted it is AGAINST the text (questioning its assumptions and
DIRECTION right) argument, interpreting meaning in context)
RESPONSE Restatement, Summary Description, Interpretation, Evaluation
 CRITICAL listening
Requires active thinking because it
goes far beyond just hearing a speaker’s
message

Listening is a voluntary active process,

it is psychological
 EVALUATING
MULTIMODAL TEXTS

Whenever you evaluate multimodal texts, communication

allows you to see more of what is going on around you, which
allows you to participate actively and competently in various
communication in a multicultural setting
 PARTS OF
MULTIMODAL TEXTS

MULTIMODAL TEXTS ARE CONSTRUCTED MEANS

SUCH THAT THEY CAN ALSO BE DECONSTRUCTED OR
SEPARATED INTO ITS VARIOUS PARTS: SOURCE,
MESSAGE, MEDIUM, AUDIENCE AND CONTEXT.
 SOURCE
Readers or listeners of a text should ask first about its
authorship.
1. WHO CREATED THE MESSAGE?
2. Is the SOURCE RELIABLE?
3. WHAT CHOICES ABOUT THE CONTENT DID THE SOURCE MAKE?
 MESSAGE
After evaluating the source, the content of the text should be
examined in order to get its message.
1. WHAT DOES THE MESSAGE SAY?
2. Is the INFORMATION FAIR AND LOGICAL?
3. WHAT POINTS OF VIEW ARE SHARED IN THE MESSAGE? WHICH ONES ARE
LEFT OUT?
4. WHAT IMAGES OR SOUNDS CATCH YOUR ATTENTION?
IDENTIFYING THE
SUBJECT, MAIN POINT AND SUPPORT

1. SUBJECT
IT concerns on what is talked about in the text

The subject may be a person, product, service, place, program,

among others.
IDENTIFYING THE
SUBJECT, MAIN POINT AND SUPPORT

2. MAIN POINT
The main idea or the claim of the source
IT CAN BE EXPLICITLY OR IMPLICITLY EXPRESSED in the text

EXPLICIT MAIN POINT

well expressed in the text. Certain features of the text would lead to an overt statement of the
main point
IMPLICIT MAIN POINT
Covertly expressed in the text and can only be extracted based on suggestive features
IDENTIFYING THE
SUBJECT, MAIN POINT AND SUPPORT

3. Support
IT supports PROVES THE MAIN POINT

How a message supports its main point depends on the format

and purpose of the message.
 FACT, OPINION, CLAIM

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
OPINION
Is a self report or attitudinal statement of feelings or personal judgment
CLAIM
A debatable statement that can be supported with evidence and reason
 MEDIUM
The medium in transmitting the message may be conventional or digital,
although they are often mixed up in a communication situation.

CONVENTIONAL MEDIA REFERS TO BROADCAST AND PRINT

MEDIA WHILE digital media include hypertext formats.
 AUDIENCE
The audience in the communication refers to the receiver of the message.

1. WHO IS THE TARGET AUDIENCE OF THE TEXT?

2. HOW MIGHT OTHER PEOPLE INTERPRET THE MESSAGE OF
THE TEXT?
 CONTEXT
Includes the purposes and the authorship
1. WHAT IS THE PURPOSE OF THE MESSAGE?
to inform, to entertain, to persuade
2. WHO CONTROLS THE TRANSMISSION OF THE MESSAGE?
the government, corporations, individuals
 QUIZ
CHAPTER 5 | PURPOSIVE COMMUNICATION
 #1
THEY PROVIDE THE MEANS
FOR COMMUNICATING AND
FORM AN IMPORTANT PART
OF STUDY IN ANY GIVEN
COURSE
 #2
SEMIOTICS IS THE STUDY OF
.
It explores signs and symbols as
important components of
communication.
 #3
materials
refers to the type of texts that
are prepared in prints.
 #4
refer to those types of texts that
use a combination of two or
more communication modes
 #5-9
WHAT ARE THE DIFFERENT
CATEGORIES OF SEMIOTIC
SYSTEMS?
 #10
IT IS AN ACTIVITY WHICH
Requires active thinking
because it goes far beyond just
hearing a speaker’s message
 #11
IT IS AN ACTIVITY WHICH
is CONSIDERED AS a
voluntary active process. it is
psychological.
 #12
IT IS The process of reading
that goes beyond
comprehension of a text
 #13-17
WHAT ARE THE PARTS
OF A MULTI-MODAL
TEXT?
 #18
IT concerns on what is talked
about in the text.
It may be a person, product,
service, place, program, ETC.
 #19
THE PART OF THE
MESSAGE which PROVES
THE MAIN POINT
 #20
IT IS A TYPE OF MAIN POINT
WHICH IS well expressed in the text.

Certain features of the text would lead

to an overt statement of the main
point.
 #21
IT IS A TYPE OF MAIN POINT
WHICH IS Covertly expressed in
the text and can only be extracted
based on suggestive features.
 #22

REFERS TO BROADCAST AND

PRINT MEDIA
 #23

Include MEDIA IN hypertext

formats
 #24
THE

in the communication refers to the

receiver of the message
 #25-27
WHAT ARE THE DIFFERENT
PURPOSES OF A MESSAGE?
 #28-30
WHO ARE THE PEOPLE
WHO CONTROL THE
TRANSMISSION OF A
MESSAGE?
 #31-33
What are the different forms
of multi-modal texts?
 #34
THE TERM CRITICAL COMES
FROM THE TERM
 #35
Is a statement about the real world
that can be shown to be true and
can be checked for accuracy
through gathering of evidence
 #36
A debatable statement that can be
supported with evidence and reason
 #37
Is a self report or attitudinal
statement of feelings or personal
judgment
 #38
TRUE OR FALSE.

The medium in transmitting the

message may be conventional or
digital. THEY ARE NEVER mixed up
in a communication situation.
 #39
TRUE OR FALSE.

Whenever you evaluate multimodal texts,

communication allows you to see more of
what is going on around you, which allows
you to participate actively and competently in
various communication in a multicultural
setting
 #40
TRUE OR FALSE.

Communication in the 21st century demands

learners to become critical readers of
different text types reflecting different
cultures.
ANSWERS
:
1. Texts
2. MEANING MAKING
3. Print-based
4. MULTIMODAL
ANSWERS
:
5-9:

LINGUISTIC SYSTEM
VISUAL SYSTEM
AUDIO SYSTEM
GESTURAL SYSTEM
spatial SYSTEM
ANSWERS
:
10. CRITICAL LISTENING
11. LISTENING
12. CRITICAL READING
ANSWERS
:
13-17:

SOURCE
MESSAGE
MEDIUM
AUDIENCE
CONTEXT
ANSWERS
:
18. SUBJECT
19. SUPPORT
20. EXPLICIT MAIN POIN T
21. IMPLICIT MAIN POINT
22. CONVENTIONAL MEDIA
23. DIGITAL MEDIA
24. AUDIENCE
ANSWERS
:
25-27:

TO INFORM
TO ENTERTAIN
TO PURSUADE
ANSWERS
:
28-30:

Government
Corporations
individuals
ANSWERS
:
31-33:

Paper
Digital
live
ANSWERS
:
34. CRITIQUE
35. Fact
36. Claim
37. Opinion
ANSWERS
:
38. False
39. True
40. true