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Module 5

Evaluating Messages and/or Images of Different Types of Texts

Reflecting Different Cultures

Learning Outcomes

1. Analyse media messages and/or images using Key Concept of Media Literacy
Framework.
2. Create a multimodal advertisement of a cause-oriented event.
3. Adopt awareness of audience and context in presenting ideas.

Overview

The Key Concept of Media Literacy framework serves as a basis for developing a
critical understanding of the content of mass media, the techniques used and the impact of
these techniques. Also, the Key Concept of Media Literacy can be very helpful in the
construction of media texts for different purposes. The term “text” includes any form of
written, spoken or media work conveying meaning to an audience. Text may use words,
graphics, sounds and images in presenting information. It may also be in oral, print, visual,
or electronic forms.

In terms of purposes, texts can be categorized into the following groups:

 Created texts: Texts authored by non-native speakers for non-native

speakers to achieve pre-determined curricular goals.
 Semi-authentic texts: Texts created by native and/or non-native speaker,
based on original language materials, but adapted to fit curricular needs.
 Authentic texts: Texts created by native speakers for native speakers for
consumption in a native environment.
 Multi-modal texts: Texts that combine two or more semiotic systems.

Created texts have long dominated the materials used in language

classrooms. But increasingly, educators are coming to understand the need to bring
more authentic texts into the learning environment. (Source:
http://coerll.utexas.edu/methods/modules/culture/02/texts.php)

Multimodal Text

A text may be called as multimodal when it becomes two or more semiotic systems.
There are five semiotic systems. These are:

1. Linguistic: comprising aspects such as vocabulary, generic structure and the

grammar of oral and written language

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2. Visual: comprising aspects such as color, vectors and viewpoint in still and moving
images.
3. Audio: comprising aspects such as volume, pitch and rhythm or music and sound
effects.
4. Gestural: comprising aspects such as movement, speed and stillness in facial
expression and body language.
5. Spatial: comprising aspects such as proximity, direction, position of layout and
organization of objects in space.

Multimodal texts can be delivered via different media or technologies. They may be
live, paper, or digital.

Key Concept of Media Literacy (Center for Media Literacy, 2005)

Key Concepts Guide Questions in Media Text

Analysis
1. All media messages are 1) What is the message of the text?
“constructed.” 2) How effective does it represent
reality?
3) How is the message constructed?
2. Media have embedded values and 1) What lifestyle, values and points of
points of view. view are represented in the text?
2) Who or what is missing?
3. Each person interprets messages 1) What message do you perceive from
differently. the text?
2) How might others understand it
differently? Why?
4. Media have commercial, 1) What is the purpose of the text?
ideological or political interests. 2) Who is the target audience of the
text?
3) Who might be disadvantaged?
4) Who created the text and why?
5. Media messages are constructed 1) What techniques are used and why?
using a creative language having 2) How effective are the techniques in
its own rules. supporting the messages or themes
of the text?
3) What are other ways of representing
the message?

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DO & CHECK

Do – Activities (To Do)

A.
1. Analyse the advertisement (See attached copy of the advertisement).
2. Generate questions and ideas about the message conveyed by the
advertisement.
B.
1. Analyse the same advertisement presented earlier using the Key Concept
Questions as a guide.
2. Justify answer in different ways from text.
3. Make personal, word and text connections.
C. Analyse the attached picture (Picture Analysis)
1. Analyse the content of the content above the Key Concept Questions.
2. Present your image evaluation through an oral presentation.
D. Think of a cause-oriented event that will address an issue in your
locality. Prepare a multimodal advertisement for that event.

Check (Questions for Discussion)

1. What are your observations or generalizations on how texts and/or images

are presented?
2. In what ways should media present texts/images about various cultures?

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