LESSON 5: EVALUATING MESSAGES AND/OR IMAGES OF DIFFERENT TYPES OF TEXTS

REFLEACTING DIFFERENT CULTURES

PURPOSSIVE COMMUNICATION (LECTURE)
BSBA- Financial Management I 1BFAC-C I PROF. Rinalynn Borito I Sem 1 2022

WHAT ARE MEDIA MESSAGES?

 Contain information and ideas that are shared to a Image Source
large audience of people or to a “target audience.”  Where did you collect the image?
 They serve at least one of three purposes – to  What information does the origins of the image
educate, to entertain, or to persuade, and some provide?
fulfill all three at once, e.g., blog post  Is the source reliable of trustworthy? Was the
- May become agents of misinformation if not image found an images database or was it being
scrutinized properly, and lead people to form used in another context?
wrong judgement and images on the subject of Sources of Images
the wrongly presented media messages.  Photographs, signs, media advertisements,
- When evaluating media messaged, we ensure news, and other sources.
that the ideas presented are accurate, Determining the Source
relevant, and appropriate to be posted or 1. Check the source,
shared with everyone. e.g., .weebly , .com , .ph.net , .offers
2. Examine the Image
WHY DO WE EVALUATE MESSAGES? 3. Don’t take Images at Face Value
 The importance of evaluating the effectiveness of Technical Uses for Images
the messages is by developing and using strategic  For commercial uses, grab attention, show
questions to identify strengths and weaknesses. lifestyle, display culture, explain concepts,
 Knowing how to evaluate and analyze media inspire, promote content.
messages will help you make better decisions in Technical Qualities in an Images
your daily life.  Is the image large enough to suit you purpose?
 Are the color, light, and balance, true?
FOUR MAIN QUALITIES FOR EFFECTIVE MESSAGES
 Is the image a quality digital image without
1. Simplicity: in order to ensure that the messages
pixilation or distortion?
have simplicity, we should ask ourselves two
Evaluating Images of different types that reflect
questions:
different cultures and intention:
- Is the purpose evident?
 Understand how different cultures live.
- Is the core message clear?
 How the people in the specified group
2. Specificity: refers to our choices of language and
communicate.
its usage. In order to ensure language is specific
 Learn their symbolism.
we may ask ourselves:
 Be aware of every detail.
- Is language specific?
 Get meanings addressed by the images.
- Is language concrete, rather than abstract?
- Does it use words which have additional  Getting the audience for the images.

meanings and could perhaps be

misconstrued? CULTURAL TEXTS

3. Structure: ideas should be organized and easy to  Cultural texts are those objects, actions, and

follow. behaviors that reveal cultural meanings.

- Does the message have a structure? - Food and clothing also suggest cultural

- Is there a more effective way to arrange the information. The entire place and space, all of

ideas? the people and interaction, and the various

4. Stickiness: the message should display coherent forms in which they manifest themselves, are

and unity of ideas. “readable” texts.

- Does the idea of the message flow smoothly? This initial description of a cultural text may make it seem

EVALUATING IMAGES as though everything is a cultural text. While, in some

sense true, this does not mean that every text has
particular
cultural relevance.
 LESSON 5: EVALUATING MESSAGES AND/OR IMAGES OF DIFFERENT TYPES OF TEXTS
REFLEACTING DIFFERENT CULTURES
PURPOSSIVE COMMUNICATION (LECTURE)
BSBA- Financial Management I 1BFAC-C I PROF. Rinalynn Borito I Sem 1 2022
- What is in space and what happens in the
space are all cultural texts that are available for
analysis.
- Analysis can be challenging because we have
all agreed to the meanings; we take them for
granted.
DETECTING BIAS IN MEDIA
 Media bias is rampant among various kinds of
media platforms thus, it is with necessity that we
look into different sources in order to verify its
accuracy and relevance.
1. Bias by omission
a. Omitting coverage
- A new factory is set to be built at a certain
location. Upon hearing such news, people
disagreed and wanted it to be stopped so they
set up a rally and sign petitions to stop building
such infrastructure. It could reach the social
media and people would trend such issue but
the newspaper and the television might not
cover this news story.
b. Produces one-sided stories
- Media might cover the news about the said
factory and will only focus on people approving
of it and on statistics showing hoe building the
factory will increase work rate. People might be
convinced that it is a good idea without them
realizing they have not heard the other side of
the story. Building this factory will cause
pollution, affect people living near the area and
the like.
2. Bias by emphasis
 The first headline you see on a newspaper or on a
live news report and what story has the longest
coverage are the ones that will be stuck in your
head as you read or watch along a news story.
- Some unnecessary mews were released by
the government to silence the news coverage
of the true tale of the crime that happened
which involved the death of a construction
worker after he was mistakenly and carelessly
shot by a policeman.
3. Bias by use of language
 Using words that imply prejudice and offensive
meanings is a bias by use of language.
- When you use the N word and you are not part
of the black community, that shows disrespect
towards them. The term “handicapped” is not
acceptable nowadays. People choose term
“person with a disability.”
4. Bias in photos
 Image biases often take place to shape a viewer or
a reader’s perception of a certain person or an
event.
5. Bias in the source
 If a news comes from a known source, it would be
easier to believe in than if it comes from an
individual researcher.
- An article about COVID vaccine from a drug
company may have a different content from an
article of an individual researcher. This drug
company may be doing it just from media
exposure and to an influence the public to avail
their product.
6. Bias by repetition
 Repetition is used to reinforce unfounded and
irrational claims. After hearing these ideas
repeatedly, we begin to accept the, as the truth.
 People tend to ascribe higher credibility to
messages that they repeatedly encounter and are
repeatedly presented.
- The famous actress Marilyn Monroe was
consistently casted as the “dumb blonde”
leading people to believe that she was
unintelligent off-screen even though she was
not.
7. Bias by headlines
 Some headlines can be deceptive, as their main
purpose is to grab attention. Many people read
only the headlines, which can create a distorted
sense of what is really going on and turning a non-
event into a sensational event.
8. Bias by diversity
 Representation of certain identity groups in the
media is often minimal or non-existent, particularly
for those in marginalized groups such as
racial/cultural minorities. Even when there is
visibility, sometimes those portrayals are one-
dimensional, stereotypical or negative.
This deficiency contributes to a lack of understanding
of and empathy for different people and can contribute
to our biases.
 LESSON 5: EVALUATING MESSAGES AND/OR IMAGES OF DIFFERENT TYPES OF TEXTS
REFLEACTING DIFFERENT CULTURES
PURPOSSIVE COMMUNICATION (LECTURE)
BSBA- Financial Management I 1BFAC-C I PROF. Rinalynn Borito I Sem 1 2022
- When black women are the victims of rape,
news coverage may draw on the stereotype of
black women as hypersexual Jezebels who
provoke sexual assault and therefore cannot
be considered legitimate victims of violence.
- Black people primarily represented in news
coverage as a problem and threat whose very
presence endangers the moral and social
fabric of society and underrepresented as
victims in US TV news. Latinos are significantly
over-represented as undocumented
immigrants, and Muslims are significantly over-
represented as terrorists.
9. Bias from the point of view
 This refers to “from whose point of
view/perspective is the news reported?”
- Political coverage often focuses on how issues
affect politicians or corporate executives rather
than those directly affected by the issue. Such
as, many stories on parental notification of
abortion emphasized the “tough choice”
confronting make politicians while quoting no
women under 18—those most affected by the
debate.
10. Bias in numbers and statistics
 Statistics are often used to create false
impressions or manipulated to make a point, either
underestimating or over-estimating or just making
up the numbers.
- To make news regarding disaster seem worthy
of reading about, numbers can be inflated. “a
hundred people injured in an air crash” can be
the same as “only minor injuries in air crash.”
Reflecting the opinion of the person doing the
counting.
DIFFERENT TYPES OF TEXT
Narrative Texts: Narrative text is any type of writing that
presents a series of evets of both fiction (novels, short-
stories, poems) and non-fiction (memoirs, biographies,
news stories).
- It is characterized by dynamic verbs and
adverbials such as “and then”, “first”, “second”,
“third”.
 Both forms tell stories that use imaginative
language and express emotion, often through the
use of imagery, metaphors, and symbols.
Example: First, we went to the market and them we went
home to cook dinner. After that we watched our favorite
movie.
Descriptive Texts: Descriptive texts emphasize the
location of persons and things in space.
 It can be technical (objective) or impressionistic
(subjective)
 Descriptive text states specific participant, uses
adjectives, uses simple present tense, action
verbs, adverbs, and positional verbs.
Example: Ernesto has a well-built body. He is gentle but
fearless. He takes part in all sports, scout, trekking and
mountaineering activities. He has a good heart. He is
truthful, honest and obedient.
Expository Texts: it is a mode of wiring on which the
author aims to inform, explain, describe, or define a
particular subject to the readers. These are usually found
in textbooks, encyclopedias, scientific books or journals,
atlases, directions, guides, biographies, newspaper.
 Presents information in a logical manner.
 Have an introductory paragraph, body
paragraphs, and a conclusion.
Types of Expository Text:
 Cause and effect, compare and contrast,
description, problem and solution and sequence.
Argumentative Texts: an argumentative essay is a type
of text which presents arguments about both sides of an
issue. The general structure of an argumentative essay
follows this format:
 Introduction: attention grabber/ hook, background
information, thesis statement.
 Body: three body paragraphs (three major
arguments)
 Counterargument: an argument to refute earlier
arguments and give weight to the actual position.
 Conclusion: rephrasing the thesis statement,
major points, call to attention, or concluding
remarks.
Models for Argumentative Essays
1. Toulmin model – consist of an introduction with a
claim or thesis, followed by presentation of data to
support the claim.
2. Rogerian model – asks to weigh two options, lists
strengths and weaknesses of both options, and
gives a recommendation after an analysis.