EVALUATING

MESSAGES AND/OR
IMAGES
COMMUNICATION AIDS
AND STRATEGIES
USING TOOLS OF
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TECHNOLOGY
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At the end of the lesson, the students should be able to:

1. Evaluate multimodal texts critically to enhance receptive (listening, reading,

reviewing) skills.
2. Convey ideas through oral, audio-visual, and/or web-based presentations for
different target audiences in local and global settings using appropriate
registers.
3. Adopt awareness of audience and context in presenting ideas,

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THE TEXT OR
MESSAGE
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MESSAGE
 also called text refers to any recorded message that is physically independent
of its sender or receiver.
 text is an “assemblage of signs (such as words, images, sounds and/or
gestures) constructed (and interpreted) with reference to the conventions
associated with a genre and in a particular medium of communication”
(Chandler, 2017 as cited by Padilla, 2018).

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MEDIUM
 is used in a variety of ways, it may include such broad categories as speech
and writing or print and broadcasting, or relate to specific technical forms
within the mass media (radio, television newspapers, magazines books,
photographs, films, and records) or the media of interpersonal cmmunication
(telephone, letter, fax, email, video conferencing, and computer-based chat
systems).

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In order to compose effective oral and written texts, you need to consider
the text type expected, its purpose, and its intended audience. These three
factors have implications for the structure, language, and presentation of the
text.

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STRUCTURE

 refers to how the information is organized and you may choose any one of
these text genres: (1) texts using logical order; (2) texts using chronological
or time order; and (3) and texts using spatial or space order.

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LANGUAGE
 is the means by which the information is expressed verbally and/or
nonverbally.
 depending on the text type required, you may communicate your ideas in any
of the five language registers which may be very formal, formal, neutral,
informal,or very informal.
 the formality of vocabulary, grammar, and mechanics needed are dictated by
the register you are to use.

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PRESENTATION

 covers the layout, format, length, oral delivery and any other conventions,
such as spelling and referencing.

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SEMIOTICS AND TEXT

ANALYSIS
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SEMIOTICS

 concerned with "everything that can be taken as a sign” (Ecb, 1976, p. 7).
 “the study not only of what we refer to as 'signs' in everyday speech, but of
anything which 'stands for something else; in a semiotic sense, signs take the
form of words, images, sounds, gestures, and objects" (Chandler, 2017).

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SIGNS

 consist of signifiers (sounds and images) and signifieds (concepts).

 “the sign is the whole that results from the association of the signifier with
the signified” (Saussure 1983, 67).

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SIGNIFICATION

 it is the relationship between the signifier and the signified.

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SEMIOSIS

 a term borrowed from Charles Sanders Peirce, is the process by which a

culture produces signs and/or assigns meaning to signs, but since meaning
production or semiosis is a social activity, subjective factors are involved in
each individual act of semiosis.

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The notion then might be relevant to the two main emphases of current
semiotic theory:

1. Semiotics focused on the subjective aspects of signification.

2. Semiotics focused on “the social aspect of signification, its practical,
aesthetic, or ideological use in interpersonal communication”.

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SIGNIFIED

 can be understood as "the mental concept it represents, which is common to

all members of the same culture, who share the same language."
 there are three main areas of interest, “the sign itself, the codes or systems in
which the signs are organized, and the culture within which these codes and
signs operates” (Fiske, 1990 as cited by Padilla 2018).

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SEMIOTICS

 refers to a kind of social interaction among individuals who try to make sense
out of the different interpretation possibilities of the sign.

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MASS MEDIA AND

MULTIMODAL TEXTS
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MASS MEDIA

 refers to the type of communication that uses technology to simultaneously

reach a wide audience.

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The five types of mass media are:

1. Print
2. Radio
3. Regular Broadcast Television
4. Cable Television
5. Telecommunications (e.g internet or satellite services)

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 frontTelevision and the internet are multimodal in nature. A text is
“multimodal” when it combines two or more of the five semiotic systems
(Ashley & Bull, 2010):

1. Lingustic or Textual System

2. Visual System
3. Audio System
4. Gestural System
5. Spatial System
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Examples of multimodal texts, which can be delivered via different media
or technologies, are:

1. Picture Book
2. Web Page
3. Live Ballet Performance

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WEB PAGE

 a document connected to the World Wide Web and viewable by anyone

connected to the Internet who has a web browser.

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WEB BROWSER

 or simply “browser”, is an application (such as Microsoft Internet Explorer,

Google Chrome, Mozilla Firefox, and Apple Safari) used to access and view
websites.

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In the Philippines, some newspapers with web pages are:

1. Philippine Daily Inquirer (Inquirer.net)

2. Philippine Star (PhilSTAR.com)
3. Manila Standard Today (MST.ph)
4. ABS-CBN News (news.abs-cbn.com)
5. GMA Network (www.gmanetwork.com)
6. Philippine News Agency (www.pna.gov.ph)

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Difference between online newspapers and from printed newspapers
(Jucker, 2003 as cited by Padilla, 2018):

1. Internet allows for hypermedia, "the integration of different channels of

communication, such as written texts, still pictures, motion pictures and
sound."
2. Online newspapers are more personal because they target particular
audiences.
3. Interaction levels are increased since even the mere reading of material
online is a "form of interaction, as producers can track exactly what is
getting read, what is being shared and so on."
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Difference between online newspapers and from printed newspapers
(Jucker, 2003 as cited by Padilla, 2018):

4. The "traditional life span of information" is changing, people expect up-to-

the-minute updates about news and events.
5. Online newspapers are synchronous (the sent message is immediately
received), not asynchronous (there is a time lay between the sending of the
message and its receipt).
6. Electronic publication format makes online newspapers susceptible to
immediate modifications and changes wherever they are received.
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CREATION AND
PRODUCTION OF
MULTIMODAL TEXTS
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MULTIMODAL TEXTS

 often associated with digital communication technologies, e-books, blogs, e-

posters, web pages, and social media, to animation, film, and video games;
live-like a performance or an event; or transmedia where the story is narrated
using "multiple delivery channels" by means of a combination of media
platforms, for instance, book, comics, magazine, film, web series, and video
game mediums all working as part of the same story (O'Brien, 2017).

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TRANSMEDIA
 a highly contested term, is “what the word parts suggest it might be: a
merging of media forms, here the digital with the narrative, but with the
multiple platforms a part of the narrative".
 is defined as a narrative or project that combines multiple media forms.

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GLEE

 is an example of transmedia narrative in which the audience follows the

characters and situations across media.

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TEXT

 the text you make is a literacy object because it displays your ability to
express meaning.

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LITERACY

 in the past, it was understood to refer only to the ability to read and write
texts; at present, it includes making meaning by using varied texts available
through the highly accessible information and multimedia technologies.

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PATCHWORKING
 you do it when you exploit certain threads in the materials you have gathered
from various sources and stitch these together to create your own
"patchwork" and your own particular understanding of the materials (Godhe,
2014 as cited by Padilla, 2018).
 in other words, you recontextualize the materials you have collected from
various sites to serve your own purpose of presenting them in a multimodal
text in a classroom setting, and there is nothing anomalous about this.

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PLAGIARISM

 is the act of stealing and passing off as your own the ideas, words, or any
other intellectual property produced by another person.

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A critical arrangement of a combination of "modes" is required to produce

a digital animation. The creation of such a text is a "cross-disciplinary"
endeavor.

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THE ART OF MAKING

POWERPOINT
PRESENTATIONS
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POWERPOINT
PRESENTATIONS
 are so common that lecturers and reporters use them all the time.
 you can avoid being a party to such broken and ineffective presentations by
using “a smart and simple approach to creating presentations that engage
audience and inspire actions”.

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Three things that you need to do before starting to make your PowerPoint
presentation (Kangas, 2012 as cited by Padilla, 2018):

1. Determine your goal.

2. Convert your goal into one "big idea".
3. Consolidate your idea into just three concepts.

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Afterward, as you go about creating your presentation, optimize your
“PowerPoint science” by bearing in mind five design principles that can help
make the structure of your slides clear (Philips, 2014 as cited by Padilla, 2018):

1. Outline first to control the number of slides and to provide balance.

2. Have only one message per slide to allow the audience to understand it
more.
3. Pay attention to size.
4. Apply the principle of contrast.
5. Limit the number of objects/items per slide.
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 THANK YOU!!!
GROUP 4
Cardañ o, Rowelyn O. Doria, Madeleine A.
Cicat, Arminda C. Eslera, Annaliza A.
1 2 3 Coronia,
4 Jacquelyn
5 6 J. 7 8 Villanueva,
9 10 Erika
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