Purposive Communication

Session 14: Multimodal Texts and

Evaluating Texts and Images
Daniel Angelo A. Besa, MBA
Instructor

With materials adapted from:

Ushas Richel Rino
PRESENTATION FLOW
• Recap of the Previous Session
• Multi-modal texts
• Evaluating Texts and Images
• Speech Exercises ENGLISH
ZONE!
What have we learned from last meeting?
MULTIMODAL TEXTS
MULITMODAL TEXTS
• A text may be defined as MULTIMODAL when it combines two or
more semiotic systems.
SEMITIOTIC SYSTEMS
• Semiotics: The study of signs and symbols, in particular as they
communicate things spoken and unspoken.
Semiotic or Meaning Definition Example
Making System
Linguistic or Written Concerns spoken and written vocabulary, structure, grammar of
language oral/written language
Visual Concerns still and moving images color, vectors and viewpoint in still and
moving images
Audio Concerns the use of sound and its volume, pitch and rhythm of music
various aspects and sound effects
Gestural Concerns body movements movement, facial expression and body
language
Spatial Concerns environmental spaces, proximity, direction, position of layout,
and architectural spaces organization of objects in space
Semiotic or Definition Example
Meaning
Making
System

Linguistic or Concerns spoken and written vocabulary, structure,

Written language grammar of oral/written
language
Visual Concerns still and moving color, vectors and viewpoint
images in still and moving images

Audio Concerns the use of sound volume, pitch and rhythm of

and its various aspects music and sound effects
Gestural Concerns body movements movement, facial expression
and body language

Spatial Concerns environmental proximity, direction, position

spaces, and architectural of layout, organization of
spaces objects in space
Semiotic or Definition Example
Meaning
Making
System

Linguistic or Concerns spoken and written vocabulary, structure,

Written language grammar of oral/written
language
Visual Concerns still and moving color, vectors and viewpoint
images in still and moving images

Audio Concerns the use of sound volume, pitch and rhythm of

and its various aspects music and sound effects
Gestural Concerns body movements movement, facial expression
and body language

Spatial Concerns environmental proximity, direction, position

spaces, and architectural of layout, organization of
spaces objects in space
 TYPES OF MULTIMODAL TEXTS
• A multimodal text can be PRINT – such as books, comics, posters.
• A multimodal text can be DIGITAL – from slide presentations, e-books,
blogs. E-posters, web pages and social media through animation, film
and video games.
• A multimodal text can be LIVE (PHYSICAL) – a performance or an
event.
• A multimodal text can be transmedia – where the story is told using ‘
multiple delivery channels’ through a combination of media platforms,
for example, book, comic, magazine, film, web series, and video game
mediums all working as part of the same story.
MULTIMODAL TEXTS
EVALUATING TEXTS AND
IMAGES
OBJECTIVES
• Analyze media messages and /or images using Key Concepts of
Media Literacy Framework.
• Create a multimodal advertisement of cause-oriented event.
TIPS ON EFFECTIVE LISTENING
1) Seek clarification.
We need to clarify things before we respond to comments and queries that
can potentially lead to arguments.

2) Empathize.
Respect the feelings and beliefs of other speaker. Be kind, tactful and
understanding while listening to the other.

3) Be sensitive to verbal and non-verbal cues.

Listen not only to what is being said but also how it is said.
Ferdinand de Saussure and Signs
• Ferdinand de Saussure, a Swiss linguist, explains that every “sign”
(symbol) has two main components: the signifier and the signifies.

• SIGNIFIER – an object, a word, or an image that represents the

concepts.

• SIGNIFIED – refers to which signifiers refers to and this would be

the meaning that is drawn by the receiver of the sign
Ferdinand de Saussure and Signs
CULTURAL OFFENSIVENESS
• CULTURAL OFFENSIVENESS
When an item attacks certain aspect of a culture
• When the signifier in the advertisement is culturally offensive, it
fails to achieve its goal.
CULTURAL SENSITIVITY
• CULTURAL SENSITIVITY
An awareness and acknowledgement of differences in culture.
 Key Concepts of Media Literacy (Center for Media Literacy, 2005)
KEY CONCEPTS
1. All media messages are constructed.
2. Media have embedded values and points of view.
3. Each person interprets messages differently.
4. Media have commercial, ideological or political
interests.
5. Media messages are constructed using a creative
language having its own rules.
GUIDE QUESTIONS IN MEDIA 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 the other ways of representing the messages?
HOMEWORK (Group)
• Make a 30 second or 1-minute Advertisement video which will be
presented in class.

• The video may cover a certain cause or advocacy that the student
feels strongly associated with

• Due on Nov 4
SOURCES
• https://www.igi-global.com/dictionary/semiotic-systems/87438#:~
:
text=Semiotics%20is%20the%20study%20of,linguistic%2C%20spati
al%2C%20and%20visual
• https://creatingmultimodaltexts.com/modes-and-meaning-systems
/
• https://www.thoughtco.com/semiotics-definition-1692082
• https://media-studies.com/saussure/#:~:text=Signifier%20and%20
Signified&text=In%20his%20lectures%20at%20the,mental%20conc
epts%20to%20the%20audience
.
• https://www.artstation.com/artwork/8gmPq