4.-evaluating-messages-and-images in a word-.pdf
- 2. Multimodal - having or involving several modes, modalities Multimodal texts - texts which communicate their message by using more than one semiotic mode or channel of communication
- 3. Combination of two or more modes such as written language, spoken language, visual (still and moving image), audio, gestural, and spatial meaning (The New London Group, 2000; Cope and Kalantzis, 2009). Multimodal Texts
- 4. A multimodal text is often a digital text but can be a book, such as picture book, information text or graphic text. Multimodal texts require the processing of more than one mode and the recognition of the interconnections between modes. This process is different from the linear reading of print-based texts. Multimodal Texts
- 5. Examples: ➢ Magazine articles which use words and pictures ➢ Websites which contain audio clips alongside the words ➢ Film which uses words, music, sound effects and moving images.
- 7. Website
- 8. “ A text may be defined as multimodal when it combines two or more SEMIOTIC SYSTEMS.
- 9. ➢ The study of signs and symbols and their use or interpretation. It explores how words and other signs make meaning. Semiotic ➢ In semiotics, a sign is anything that stands in for something other than itself. The word 'semiotics' dates back to ancient Greece, but its use in modern linguistics was propelled in the 19th century with the research of Ferdinand de Saussure. Saussure was a Swiss linguist who contributed greatly to the study of semiotics, also sometimes referred to as semiology.
- 16. Five Semiotic Systems ❑ Linguistic ❑ Visual ❑ Audio ❑ Gestural ❑ Spatial
- 17. Linguistic ○ comprise of written text, delivery, vocabulary, metaphor, structure, modality and coherence VOCABULARY – Words to convey a message METAPHOR – Technological figurative language (i.e. recycle bin, window, cut, paste, desktop) STRUCTURE – Organisation of presentation VARIOUS MODES – Auditory, print, video, graphics, animation
- 18. Visual ○ comprising aspects such as colour, vectors and viewpoint in still and moving images COLOUR – Mood and Emotion, Cultural significance PERSPECTIVE – Depth and dimension VECTORS – Directional lines to focus attention FOREGROUND – Giving power by positioning BACKGROUND – Creating the setting or the scene
- 19. Audio ○ comprising aspects such as volume, pitch and rhythm of music and sound effects VOICE – Electronic, own voice, natural speech MUSIC – Selected or composed music SOUND EFFECTS – Selected or created sounds
- 20. Gestural ○ comprising aspects such as movement, speed and stillness in facial expression and body language BEHAVIOURAL – Gestures SENSES – Creating atmosphere BODY CONTROL – Positioning and movement EMOTION – Conveying feelings KINESICS – Body movements to communicate
- 21. Spatial ○ comprising aspects such as proximity, direction, position of layout and organisation of objects in space. ECOSYSTEM – Interaction of all components of the text GEOGRAPHICAL – Layout and landscape ARCHITECTURAL – Construction, composition and organisation
- 23. Types of Multimodal Texts ❑ Simple Multimodal Texts ❑ Live Multimodal Texts ❑ Complex Digital Multimodal Texts
- 24. Simple Multimodal Texts ○ Comics/graphic novels, picture books, newspapers, brochures, print advertisements, posters, storyboards, digital slide presentations (e.g. PowerPoint), e-posters, e-books, and social media. ○ Meaning is conveyed to the reader through varying combinations of written language, visual, gestural, and spatial modes. ○ Podcasts are also simple to produce, involving combinations of spoken language, and audio modes.
- 25. Live Multimodal Texts ○ Include dance performance, oral storytelling, and presentations. ○ Meaning is conveyed through combinations of various modes such as gestural, spatial, audio, and oral language.
- 26. Complex Digital Multimodal Texts ○ Live action films, animations, digital stories, web pages, book trailers, documentaries, music videos. ○ Meaning is conveyed through dynamic combinations of various modes across written and spoken language, visual (still and moving image), audio, gesture (acting), and spatial semiotic resources. ○ Producing these texts also requires skills with more sophisticated digital communication technologies.
- 27. Examples of Multimodal Texts Infographics.
- 28. Examples of Multimodal Texts Posters.
- 29. Examples of Multimodal Texts Campaign Posters.
- 30. Examples of Multimodal Texts Quote Cards.
- 31. Examples of Multimodal Texts Memes.
- 32. Examples of Multimodal Texts Advertisements.
- 33. Examples of Multimodal Texts Editorial Cartoons.
- 34. Examples of Multimodal Texts Comics.
- 35. The importance of evaluating the effectiveness of our messages is by developing and using strategic questions to identify strengths and weaknesses. Evaluating Messages
- 36. Four Main Qualities of an Effective Message ❑ Simplicity ❑ Specificity ❑ Structure ❑ Stickiness To evaluate whether a message is effective, we can ask ourselves a series of questions which reflect a messages’ simplicity, specificity, structure and stickiness.
- 37. Simplicity ○ * In order to ensure that our messages have simplicity, we should ask ourselves two questions: ○ – is my purpose evident? – Is my core message clear?
- 38. Specificity ○ *Refers to our choices of language and its usage in order to ensure language is specific we may ask ourselves: ○ – is my language specific? – is my language concrete, rather than abstract? – am I using words which have additional meanings and could perhaps be misconstrued?
- 39. Structure ○ *Ideas should be organized and easy to follow. ○ – does my messages have a STRUCTURE? – is there a more effective way to arrange my ideas?
- 40. Stickiness ○ *Anything about a ‘message’ that encourages a visitor or client to stay longer. A message (multimodal text) is sticky if a visitor or client tends to stay for a long time. ○ – Does my messages ring a bell? – How my message will retain in the minds of the visitors or clients?
- 41. 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 its meaning and also. Evaluating Images
- 42. Three Steps in Evaluating an Image ❑ Identifying Source ❑ Interpret contextual information ❑ Understand implications
- 43. Guide to analyse and evaluate Image ❑ Content analysis ❑ Visual analysis ❑ Contextual information ❑ Image source ❑ Technical quality
- 44. Content Analysis ○ What do you see? ○ What is the image all about? ○ Are their people in the image? ○ What are they doing? ○ How are they presented? ○ Can the image be looked at different ways? ○ How effective is the image as a visual message?
- 45. Visual Analysis ○ How is the image composed? ○ What’s in the Background and what is in the Foreground? ○ What are the most important visual?
- 46. Image Source ○ Where did you find the image? ○ What information does the source provide about the origins of the image? ○ Is the source reliable and trustworthy? ○ Was the image found in an image database or was it being use in another context to convey meaning?
- 47. Technical Quality ○ Is the image large enough to suit your purposes? ○ Are the color, light and balance, true? ○ Is the image a quality digital image without pixelation or distortion? ○ Is the image in a file format you can use ?
- 48. Contextual Info ○ What information accompanies the image? ○ Does the text change how you see the image? How? ○ Is the textual information intended to be factual an inform or is to intended to influence what and how you see? ○ What kind of context does the information provide? ○ Does it answer the questions where, how and why?
- 49. Key Concepts in Evaluating Images and Messages ❑ All media messages are “constructed”. ❑ Media have embedded values and point of view. ❑ Each person interprets messages differently. ❑ Media have commercial, ideological or political interest. ❑ Media messages are constructed using a creative language having its own rules.
- 50. All media messages are “constructed”. • What is the message of the text? • How effectively does it represent reality? • How is the message constructed? Media have embedded values and point of view. • What lifestyles, values and points of view are represented in the text? • Who or what is missing? Each person interprets messages differently. • What message do you perceive from the text? • How might others understand it differently? Why?
- 51. Media have commercial, ideological or political interest. • What is the purpose of the text? • Who is the target audience of the text? • Who might be disadvantaged? • Who created the text and why? Media messages are constructed using a creative language having its own rules. • What techniques are used and why? • How effective are the techniques in supporting the messages or themes of the text? • What are other ways of presenting the message?
- 52. EVALUATING MESSAGES AND/OR IMAGES OF DIFFERENT TYPES OF TEXTS REFLECTING DIFFERENT CULTURES Print Out Ads: DOVE
- 53. EVALUATING MESSAGES AND/OR IMAGES OF DIFFERENT TYPES OF TEXTS REFLECTING DIFFERENT CULTURES KEY CONCEPTS GUIDE QUESTIONS IN MEDIA TEXT ANALYSIS ANSWERS 1. All media messages are “constructed”. 1. What is the message of the text? 1. The text says that in order to have a dry and flat hair the consumer must use this new Dove Oxygen & Nourishment Shampoo and Conditioner. 2. How effectively does it represent reality? 2. This product claims that when the consumer apply this product unto their hair they will achieve a dry flat hair and nourishment plus up to 95% more volume. However, we can’t say if it’s really effective to every individual who will use this since we have different hair texture and hair sensitivity. It might be effective to others but may not be effective for some. We can’t attain or achieve this claim if we just use this product once but we might see the result if we continuously using it. 3. How is the message constructed? 3. The message was constructed based on the raw materials that is used to make the product and the concept was based on the need and wants of the consumer.
- 54. EVALUATING MESSAGES AND/OR IMAGES OF DIFFERENT TYPES OF TEXTS REFLECTING DIFFERENT CULTURES KEY CONCEPTS GUIDE QUESTIONS IN MEDIA TEXT ANALYSIS ANSWERS 2. Media have embedded values and point of view. 1. What lifestyles, values and points of view are represented in the text? 1. It picture out the natural beauty, neatness and the care of every individuals to their selves. 2. Who or what is missing? 2. What’s missing is the cost of the product if it is affordable or a little pricey for the consumers. 3. Each person interprets messages differently. 1. What message do you perceive from the text? 1. What I perceive from the text is that this product was made for dry limp hair to bring out again the beauty for it nourishes hair, restores smoothness and adds volume. 2. How might others understand it differently? Why? 2. Others may conclude that when they use this product once they will achieve the healthy-volumed flat hair. Because we have this attitude that even we just used the product once we look for a better result, and therefore we instantly judge the product’s effectivity.
- 55. EVALUATING MESSAGES AND/OR IMAGES OF DIFFERENT TYPES OF TEXTS REFLECTING DIFFERENT CULTURES KEY CONCEPTS GUIDE QUESTIONS IN MEDIA TEXT ANALYSIS ANSWERS 4. Media have commercial, ideological or political interest. 1. What is the purpose of the text? 1. The purpose of the text is to advertise the product and encouraged the readers to buy and use the product. 2. Who is the target audience of the text? 2. The target audience of this product are those who have a thin, unhealthy dry limp hair. 3. Who might be disadvantaged? 3. The disadvantaged of this product is those consumer who have a thick or volumed hair already and they don’t want to make their hair thicker because they won’t able to use this product. 4. Who created the text and why? 4. The advertisement was made by Dove Corp. and printed out by Summit Media and published in Cosmopolitan Philippine Magazine.
- 56. EVALUATING MESSAGES AND/OR IMAGES OF DIFFERENT TYPES OF TEXTS REFLECTING DIFFERENT CULTURES KEY CONCEPTS GUIDE QUESTIONS IN MEDIA TEXT ANALYSIS ANSWERS 5. Media messages are constructed using a creative language having its own rules. 1. What techniques are used and why? 1. The brand used convincing words and positive effects of their products in order to encouraged costumers. They also use creativity when it comes to the graphical design of the printed out advertisement. 2. How effective are the techniques in supporting the messages or themes of the text? 2. The advertisement technique was quite effective since some are really loves reading and scanning magazines and their theme is appropriate to the product they advertising. 3. What are other ways of presenting the message? 3. Aside from the tag line or text used in the printed out advertisement we can also convey the message through an image or photo.
- 57. ACTIVITY GROUP WORK: 1. Group yourselves into five (5). Identify a leader who will present your report. 2. Decode the ‘Messages’ in the Multimodal Texts using the following questions as a guide: a. What does the image and text depict? b. What does the multimodal text trying to convey? c. Is the framing of the message positive or negative? d. Does the multimodal text affect or touches a specific culture? e. Who do you think is the target audience of the said ad? f. Is the manner of promotion appropriate? Or does it need censorship?
- 63. PORTFOLIO 1. Choose/Identify five types of multimodal text (posters, memes, radio and TV ads, etc.). 2. Evaluate each multimodal text using/following the key concepts in evaluating images and messages. 3. Format: Font type – Tahoma, Font Size – 12, Paragraph – single space, Cover page – Name and Section 4. Submit the portfolio on ___________.
- 64. There is a simple way to package information that, under the right circumstances, can make it irresistible. All you have to do is find it. – Malcolm Gladwell, The Tipping Point