LESSON-3-for first year PPT-COMPLETE.pdf
- 1. LESSON 3 Evaluating Messages and/or Images of Different Types of Texts Reflecting Different Cultures PREPARED BY: M S. SHAKIRA V. SONER INSTRUCTOR I
- 2. When you find yourself lost in an unfamiliar place, you would first look around for signs that may tell you where you actually are. You would look for street names, billboards, signage, or even bills posted on walls and posts. Those signs will help you familiarize yourself in the surrounding and may signal you about a familiar thing that may make you identify your location.
- 3. The things that you can actually see that do not necessarily need words to express a thought is called LINGUISTIC LANDSCAPE.
- 4. Wherever you are, there linguistic and semiotic materials are. These may come in the form of: billboards, signage, street names, traffic regulations, or graffiti, advertisements, flyers and written notices, memes, troll posts, and tweets are prevalent online. All of these are part of the linguistic landscapes
- 5. Linguists consider signs to express symbolic meaning and messages. It is both a language and medium of communication on its own. Researchers tend to analyze the purpose of the author/writer, how these signs and symbols are produced, and to whom they are directed to. In some cases, signs can usually be identified on the basis of form of the signage or symbol.
- 6. Top-down processing Readers use background knowledge to make predictions, and then search the text to confirm or reject the predictions that were made. They begin with meaning and then move down to words (Ko, 2004). Starts with a broad overview and works down to details
- 7. Bottom-up processing Processing of lower-level reading processes- letters, letter clusters, words, phrases, sentences, longer texts. Starts with details and works up to a comprehensive view.
- 9. The example above is a signage in Britain. The sign contains two languages, British and Welsh. This has a top down approach because it is an official rule which you can attribute to the authority. It shows authority. It shows authority in making a request.
- 11. The picture shown above is a sign made by an elementary pupil. It is an example of a bottom up discourse because it is persona; plea or request.
- 12. Official signs are produced with a top down discourse, while signs produced by an individual or a group, but not officially recognized as bottom up discourse.
- 13. Geosemiotics Geosemiotocs is a mode of analyzing signs, their symbolic and contextual meaning based on various features including color, size, shape, symbols and location where the sign is placed. It is the study of the social meaning of the material placement of signs in the world. By signs we mean to include any semiotic system including language and discourse (Scollon & Scollon, 2003; in Mooney & Evans, 2015).
- 14. If you look at a sign more critically, you would likely understand the intention of the maker and his purpose. This is why signs are placed in a location that has relevance to the message it wants to convey. Imagine a one-way sign in a two-way street. Most drivers would surely get confused because it does not relate to the place where it is supposed to be.
- 15. Note that language and placement of signs are just two of semiotic systems. Other things, like typeface used, the color, images and so on, also create and communicate meaning.
- 18. Having mentioned the images, the use of symbols and other features also support the message of the sign. Imagine what would happen if the skull and bone sign on a poisonous bottle is color pink.
- 22. At first glance, the sign may be read as two sentences: We make change and Work for women. A better way of presenting the message is by lay-outing the phrases this way, we make change work / for women.
- 23. WE MAKE CHANGE WORK FOR WOMEN
- 25. Regulatory • if it indicates authority and is official or legal prohibitions.
- 26. Infrastructural • if it label things or directs for the maintenance of a building or any infrastructure.
- 27. Commercial • advertises or promotes a product, an event, or a service in commerce.
- 28. Transgressive • if it violates (intentionally or accidentally) the conventional semiotics or is in wrong place, like a graffiti (In English, graffiti is used both as singular and plural noun. In Italian, though, the singular form is graffito.)
- 29. Graffiti • is an unsanctioned urban text (Carrington 2009; in Mooney & Evans, 2015). This kind of transgressive discourse conveys power and control to the person or group behind the production of graffiti. Most of these graffiti express a narrative outside the boundaries of the conventional language.
- 30. vernacular
- 31. a way for disempowered people to make a visible mark, to disrupt the landscape that is increasingly occupied by the increasingly powerful
- 32. participatory culture, a form of citizenship
- 33. bottom-up scheme
- 35. What could be the story behind the graffiti? How did the artist disrupt the landscape? Was the artist successful in communicating his views, and in making the community to which he belongs visible?
- 36. Semiotic Online vs. Offline OFFLINE notice boards, traffic signs, billboards, shop windows, posters, flags, banners, graffiti, menus, T-shirts, tattoos ONLINE Facebook, Twitter, Instagram, Blogs, Websites
- 37. An important difference between signs that comes across in the physical world and signs that can be found on the Web is that the latter might be fake.
- 38. Uses of Social Media (7Cs) 1. Communicating 2. Cause-support 3. Competitive 4. Communication research 5. Connecting others 6. Client service 7. Community service
- 39. 1. Communicating - the "conveying of information" as the main function of social media. It allows users to share messages in multiple directions. 2. Cause-support - social media can help solve societal problems through and raise awareness regarding crusades like messages or support groups aimed to help calamity victims or empower and advocate a stand regarding an issue. It provides a "voice for the voiceless" and empowers vulnerable groups of society.
- 40. 3. Competitive - since 2007, competitions and contests in social media has been a trend. Participation, judging process, and announcement of winners all happen with social media sites for the competition themselves are dependent on the functions of sites like YouTube, Facebook and Twitter. 4. Communication research - social media can also be a venue for online or internet-based research. Certain topics can be further studied from different social media-based resource databases.
- 41. 5. Connecting others - social media matches people together based on similar interests. It also allows them to share offsite contact information in a conversation, with trained moderators for civil participation. 6. Client service - social media can be a place where people can market goods or even file complaint to companies. 7. Community service - social media creates a sense of community by "connecting others" by using shared interests to build communities without a third-party platform.
- 42. Semiotics and Text Analysis Semiotics is concerned with "everything that can be taken as a sign" (Eco, 1976, p. 7 as cited by Padilla, Dagdag & Roxas, 2018). Semiotics involves "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).
- 43. Signs consist of signifier (sounds and images) and signified (concepts). The relationship between the signifier and the signified is referred to as signification (Chandler, 2017). For example, if you hear the sounds represented by the letters "b-o-y" or a picture of a boy (the signifier), you think of the concept "male child" (the signified). Together, the sounds of the word (or the picture of the boy) and the concept created by the sounds (or the picture) form a sign.
- 44. a. Signifier – signs or symbols b. Signified - the mental concept it represents, which is common to all members of the same culture, who share the same language(Fiske, 1990, p. 40). c. Signification – relationship between signifier and the signified.
- 45. Semiosis The work and the individual are the ones examined. Semiosis is 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.
- 46. Mistranslations Knowing that "language, more than anything else, is the heart of culture" Stevenson, as cited in Lee, 2017), expect that a cultural group's use of a second or foreign language will be greatly affected by that group's culture (and its own native or first language). Consequently, it is not surprising that the use of a second language like English, by different cultural groups has resulted in funny mistranslations, especially when the translation is carried out by free or automated translation apps that are available today.
- 47. For example, in the early 70s, Pepsi's slogan to promote its product: “Come alive with the Pepsi Generation" was literally translated in Germany as "Rise from the grave with Pepsi!" and in China as "Pepsi brings your ancestors back from the grave" (Kwintessential Translations, 2017).
- 48. Here is a list of mistranslations seen around the world (Nicholson, 2017) 1. Airline ticket office, Copenhagen: "We take your bags and send them in all directions.” 2. A sign on a car in Manila, Philippines: "Car and owner for sale." 3. Athens hotel: "Visitors are expected to complain at the office between the hours of 9 and 11:00 A.M daily." 4. At a Budapest zoo: "PLEASE DO NOT FEED THE ANIMALS. If you have any suitable food, give it to the guard on duty."
- 49. DO NOT TRANSLATE LITERALLY OR WORD-FOR-WORD
- 50. Role of Semiotics Semiotics makes us realize and understand that information or meaning is not 'contained' in the world or in books, computers or audio-visual media. Meaning is not 'transmitted' to us- we actively create it according to a complex interplay of codes or conventions of which we are normally unaware. Becoming aware of such codes is both inherently fascinating and intellectually empowering. We learn from semiotics that we live in a world of signs and we have no way of understanding anything except through signs and the codes into which they are organized (Chandler, 2017).
- 51. MASS MEDIA AND MULTIMODAL TEXTS refers to the type of communication that uses technology to simultaneously reach a wide audience.
- 52. Five Types of Mass Media 1. Print 2. Radio 3. Regular broadcast television 4. Cable television 5. Telecommunications (Internet or satellite services)
- 53. A text is "multimodal" when it combines two or more of the five semiotic systems (Anstey & Bull, 2010): 1. Linguistic or textual system, comprising aspects, such as vocabulary, generic structure, and the grammar of oral and written language; 2. Visual system, consisting of aspects, such as color, vector, and viewpoint in still and moving images; 3. Audio system, with aspects, like volume, pitch, and rhythm of music and sound effects; 4. Gestural system, including aspects, such as movement, speed, and stillness in facial expression and body language; and 5. Spatial system, covering aspects, like proximity, direction, position of layout, and organization of objects in space.
- 54. Examples of multimodal texts, which can be delivered via different media or technologies are: 1. a picture book, in which the textual and visual elements are arranged on individual pages that contribute to an overall set of bound pages; 2. a web page, in which elements, such as sound effects, oral language, written language, music, and still or moving images are combined; and 3. a live ballet performance, in which gestures, music and space are the main elements.
- 55. newspaper
- 56. In the Philippines, some newspapers with web pages are Philippine Daily Inquirer (Inquirer.net), Philippine Star (PhilSTAR.com), Manila Standard Today (MST.ph), ABS-CBN News (news.abs-cbn.com), GMA Network (www.gmanetwork.com), and Philippine News Agency (www.pna.gov.ph).
- 57. When you analyze a text or an image, consider asking yourself these questions adapted from thoughtfullearning.com. 1. What is the text or image (message) about? 2. What is the sender's purpose for sending it? 3. Who is the sender? Is he/she an authority in the subject? Is he/she credible enough to believe? 4. What is the message asking you to do? 5. Would you have understood the message the same way as the others would?
- 58. TARGET AUDIENCE The target audience or "market" as the term used in business, is the group of people whom you intend to reach with your product, text, article, blog, video and other media whom you think would be interested in your purpose. Your success depends on your target audience.
- 59. The father of marketing, Philip Kotler once said, "There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market."
- 60. You cannot make people watch if they are not interested in it.
- 61. The following are factors to consider in determining your target audience 1. Social Composition. This factor focuses on the audience's age, gender, race, family, educational status, occupation, religion, and politics. Determining the social composition of the audience will help decide what would be interesting to them, and avoid wasting time, effort and money presenting information that would not be helpful or interesting for your audience.
- 62. 2. Beliefs and attitudes. Attitude is one's way of thinking or feeling about something, while belief is one's feeling of being sure that something is true or that something exists. Knowing the beliefs and attitudes of the audience will save you from creating hostility. This is usually the concern if the target audience is multicultural.
- 63. 3. Attitude toward the sender. The audience would not only get interested in a sender (individual or company) or speaker who is known for good reputation but also for the sender or company's way of dealing with people. Maintaining a friendly attitude or goodwill (a business term) is important to beget the same attitude from your audience.
- 64. 4. Attitude toward the topic or subject. The audience's attitude will influence their reception of your topic if they find it interesting or not. If they see no connection between the subject and their affairs, more probably than not, they will find the information you have presented as boring and uninteresting. The more the audience knows about the subject or topic, the better attitude they will have toward you and the topic presented.
- 65. 5. Attitude toward your purpose. Your purpose is already part of your message from the time you begin conceptualizing it. In this case, you must at least be able to check or know the predominant (noticeable) attitude of your audience. This way, you may be able to adjust your work (text, speech, and other media) as to how you would want it to affect them.
- 66. Ways of Presenting Messages 1. Read from a Manuscript 2. Read thru the Aid of Notes 3. Memorized 4. Impromptu 5. Extemporaneous
- 67. 1. Read from a Manuscript. The speaker reads straight from a written manuscript. There is no need for the speaker to memorize what he or she is going to say.
- 68. 2. Read thru the Aid of Notes. The speaker has notes that he uses the glances at every once in a while. The use of the notes is just a guide. 3. Memorized. As the word implies, a memorized speech is committed to memory. This has been the method of delivery that you use when you are required by your teacher to commit to memory a declamation, spoken poetry or word, or a monologue.
- 69. 4. Impromptu. An impromptu speech is a speech that is not committed to memory, or read from manuscript. An impromptu speech is one that is delivered without any preparation. 5. Extemporaneous. An extemporaneous speech is not memorized. Unlike an impromptu speech, you are given time to prepare for it.
- 70. Mediums in Presenting Messages 1. Print 2. Electronic 3. Face-to-Face 4. Teleconferencing 5. Visual Aids
- 71. 1. Print. This is the most common method of sending a message. Print includes letters, memorandums, reports, catalogs, fliers, ads, and brochures. An advantage of print is that, the readers or recipients of your message can always review or read again if they need to refer back to it in the future. 2. Electronic. Messages produced using electronic equipment or devices are electronic messages. These equipment include computers, cellphones, fax machines, etc. Emails are the most common method of presenting messages, be it personal or work related, due to its convenience and accessibility.
- 72. 3. Face-to-face. This method is what is usually used in most companies when meeting employees or business partners. This type makes the communication or meeting more personal being directly faced with the person or persons you are talking with. At the same time, because it is face-to-face, facial expressions, body movements and other nonverbal cues are observed.
- 73. 4. Teleconferencing. Originally, teleconferencing is a meeting using a telephone that transpires between two or among people from different places. This is what is called an audio teleconference. With technological advancement, teleconferencing is no longer limited to audio alone, but graphics and videos as well. Video teleconference or video conferencing makes use both audio and video. 5. Visual Aids. Visual aids are helpful tools to enhance one's presentation. These can be non-prose forms like graphs, maps, charts, tables, videos, etc.
- 74. CONGRATULATIONS! YOU HAVE FINISHED LESSON 3! EVALUATING MESSAGES AND/OR IMAGES OF DIFFERENT TYPES OF TEXTS REFLECTING DIFFERENT CULTURES NEXT LESSON: COMMUNICATION AIDS AND STRATEGIES USING TOOLS OF TECHNOLOGY