Purposive Communication

A Module

Unit 4

Prepared and submitted by:

Emmanuel D. Malonga

Date: September 29,2021

Submitted to: Ma’am Catherine E. Genisan

 Communication Aids and Strategies Using Tools of Technology

Introduction

Close your eyes and recall how your parents communicated when they
were your age. How are you communicating in a different way today than they
did?

The dramatic changes in media and communication technologies over the

years have profoundly transformed how we communicate and share knowledge and
information. The new communication landscape brought about by the development of
computers and other technological devices has changed the way we design, negotiate,
disseminate and make meaning.

As a student, technology is undoubtedly an integral part of your personal

and school life. A research assignment that might have been impossible to be done in
one day for students years ago is now possible for you because of the advanced
technology that you have at hand. Your smart phones and the Internet have become
your constant companion from the time you wake up in the morning till the time you go
to bed at night.

This chapter will focus on how technology has drastically changed how you
approach your school activities and projects because of your access to the online
community, media production tools and applications. To demonstrate what you have
learned, you will be asked to propose a cause-oriented activity and present it using the
concept of multimodality.
Learning Outcomes

At the end of this unit, you are expected to:

1. convey ideas through oral, audio-visual, and/or web-based presentations for different
target audiences in local and global settings; and

2. demonstrate awareness of audience and context in presenting ideas.

QUESTION: Study the picture below, what message do you think is the poster trying to
convey? Who do you think the audience is? In your opinion, what makes the poster
effective or ineffective?

Source: https://wellnesskeen.com/anti-smoking-slogans

ANSWER:

This picture shows how smoking shorten the life of its user and tells the smokers
to stop smoking while they have chance to change.

Smoking were the primary audience of this picture.

This poster was effective because of the creativity of the drawing on how he
demonstrate that cigarette can kill and shorten humans life but on the other side
it is ineffective because it’s color that make the image unattractive to the
audience.
Presentation of Content

Essentially, in all aspects of communication, we use different ways to

effectively communicate information. We use text, images and sounds to deliver our
message in the same way that people use these tools to understand our message. With
the development of digital communication technologies, the ways in which we share
information and messages have changed; Information and communications technology
(ICT) now offers a range of tools which allow us to create multimodal texts.

What is a Multimodal Text?

A text may be defined as multimodal when it combines two or more

communication systems.

1. Linguistic: refers to spoken and written language through vocabulary, structure,

grammar of oral/written language.

2. Visual: refers to moving or still images with the use of colors, layouts, screen
formats, symbols, shot framings, angle, camera movement and subject movement.

3. Audio: refers to volume, pitch and rhythm of music and sound effects.

4. Gestural: refers to movement, facial expression and body language.

5. Spatial: refers to proximity, direction, position of layout, organization of objects in

space.
 Source:https://sites.google.com/site/aismultimodaltext/1-what-is-multimodal-text

Although multimodal text is often associated with digital communication

technologies, it is not synonymous with digital. A multimodal text can be paper like
books, comics, and posters. It can be digital like slide presentations, e-books, blogs, e-
posters, web pages, film and video games or it can be live like a performance in an
event. Multimodal text can also be transmedia when the story is told using a
combination of different media platforms and formats like book, comic, magazine, film,
web series, and video game all working as part of the same story. For example, an anti-
smoking campaign can be disseminated to its target audience in different ways like a
live performance on stage, a video which can be uploaded to social media, a recorded
material to be aired over the radio or a poster and slogan to be posted in schools and in
the community.

Simply put, multimodal texts are materials presented using different modes
and media. Mode refers to any of the communication system which help us interpret
meanings like sounds (audio), graphic material and colors (visual), and spoken or
written language (linguistic) while media is the manner of dissemination used.

In the illustration below, the traffic sign is the medium of communication

while the red boarder and the image inside is the mode.

Source: https://www.pinterest.ph/pin/627126316836295815/
Multimodal Material

Learning Objectives

At the end of the lesson, you will be able to:

1. create effective advocacy poster;

2. produce a short video for a cause-oriented event.

Presentation of Content

The manner by which you will create your multimodal text largely depends
on how you will effectively and creatively convey your message through the various
modes which you will use in the text and how these multiple modes work together to
convey the story that you intend to communicate. The combination of mode which you
may opt to use greatly depends on the purpose of the text, its subject matter, audience
and mode or media of presentation.

Purpose: Inform? Inspire? Persuade?

Subject matter: The actual text you compose

Audience: Fellow students? Parents? Teachers?

Mode: Video? Live presentation? Poster?

Source: https://eobjx.com/blog/tag/multimodal/
 By this time, you may have already created your own posters, brochures
and videos in one of your subjects using software and mobile apps; you may have even
uploaded your media to different social networking sites. As a college student, you
might have given in to the idea that at some point, you need to be tech-savvy to survive
the challenges of your academic requirements.

To enrich your knowledge on how to create effective multimodal materials,

here are some guidelines in creating effective posters and short videos:

A. Creating an Eye-Catching and Effective Poster

Information is the Key!

 Present information in a clear, clean, and concise way.

 Do not overload your poster with information; it will only confuse the audience
 Be smart about how you are going to present information

TIPS:

1. Headlines
 Summarize your poster title in one headline.
 Your headline is the first thing that your audience will notice; keep it short and
concise.
 Highlight your poster headline and tagline
Look at how the headline and tagline are well-styled in the example below:

Source:graphicriver.net
2. Details

 Include only the essential details.

 Be smart with the amount of information you add to your design.

Example:

Source: https://piktochart.com/blog/new-templates-update-infographic-presentation/

3. Call-to-Action

This encourages your audience to take the next step after seeing your poster. Do they
need to buy a ticket? Reserve a place? Register early?

Can you guess what is the CTA in the poster below?

Source: http://nordcham.com.ph/may-3-4-2018-viventis-search-asia-philippines-new-era-digitalisation-
innovation-change industry-4-0
4. Typography Hierarchy

 This refers to the visual placement of text with different font size according to its
importance on the poster.
 This helps your audience understand the flow of information easily.

https://piktochart.com/ blog/how-to-
make-a-poster

5. Photography

 To boost the visual appeal of your poster, use stunning and appropriate
photographs.
 Ensure that the photo will maximize the space in your poster
 See to it that the photo works well and complement the text

https://
piktochart.com/ blog/how-
to-make-a-poster
Activity: Create an effective advocacy poster about persuading people to get
vaccinated.

Your poster here:

B. Simple Video Production Guide

Source: https://www.skeletonproductions.com/insights/corporate-video-production-guide

1. Solidify your Objectives

 Begin with your ultimate objective for your video content

 Decide on SMART video objectives - Specific, Measurable, Achievable,
Relevant, Time bound.

2. Research your Audience

 Understanding your target audience spells a great deal to the success of your
video. The content of your video should be something that appeals to and
engages them.
 Understanding your audience is more than knowing their demographics. You
also need to identify their most common problems and the things that they really
connect with.

3. Decide on your Core Message

After setting your objectives and knowing your audience, you need to know
what your audience need to do to make your objectives happen. What do you want
them to do, think and feel after watching your video? Once you got an answer to this
question, turn it into something that your audience need to know to make them think,
feel and act that way. This is the core message of your video.

4. Write a Video Production Brief

 Before you start with your pre-production, you need to make your video
production brief. This will guide you in the whole production process to ensure
that everything is in place.
 Your video production brief should include:
1. Your video objectives
2. Your target audience
3. What you want your audience to feel, think and do Your video's core message
4. Your deadline
Pre-Production

5. Develop the Creative Approach

 This is the idea or concept of your video content

 Use your insight of your audience to create a unique way of presenting your core
message

6. Write a Script

Your script should be:

 Natural
 Engaging and emotive
 Interesting to your target audience
 Easy to understand
 Short but concise
 Convey your core message

7. Create a Storyboard

 This will help you visualize how your video will be shot
 It contains a series of thumbnails that shows the flow of the video, illustrating the
key scenes-how will the setting look? Who will be present? What actions will take
place?

Source: https://mooc.employid.eu/storyboarding-tutorial/
8. Plan and Schedule the Shoot

Organize and schedule everything that is related to your video

 Location-indoor? Outdoor?
 Crew-director, camera operator, sound and lighting technician
 Cast
 Makeup and props
 Call sheet
 Production

9. Shoot the Footage

Make sure that:

 Everyone is present
 The video is well-lit, well-shot and well-framed
 Enough footage is filmed to make the editing process easier
 The script and storyboard are closely followed
Post-Production

10. Edit the Video Content

 Choose the best takes to be used in the final video

 Cut the film together according to the script and storyboard

11. Add graphics and Special Effects

 Your graphics should follow the script and storyboard closely so that it blends in
flawlessly with the rest of the video

12. Mix Music and Soundtrack

Your music should:

 Complement the mood and tone of the video

 Help you deliver your core message
 Be appropriate for your target audience
 Match the pace of the edit

13. Record the Voiceover

Get a voiceover artist who:

 has a moving, pleasant-sounding voice

 can read the script in a way that reinforces your core message

Tip: You can also create other multimodal materials using your smart phones. You may
download the following apps for free:

Voice Record Pro- Voice Record Pro is a professional voice recorder.

Record os and sounds (unlimited length). The recorded audio files can be
saved in c amera roll or to a host of cloud-based websites such as
OneDrive, Google drive, and Dropbox for insertion into other iPad
projects.
Morfo- Use Morfo to quickly turn a photo of yourself or any other
person's face into a talking 3D character.

Tellagami - Tellagami allows you to talk or tell a story via the on-screen
avatar. Use your own background image or one for the gallery. Finished
Tellagamis can be saved to your camera roll.

Puppet Pals- Puppet Pals and Puppet Pals 2 allow you to

create unique shows with animation and audio. Choose
actors and backdrops, drag them on to the stage, and tap
record. The actors' movements and audio will be recorded
in real time for playback later.

Comic Maker HD - a free comic creation app. There are many options
for creating single page or multi-page comics with special image
stamps and speech bubbles. You can use your own images from your
camera roll or from your live camera.
 Aside from written texts, communication tools include audio-visual aids that
may be developed through digital means. You may have probably used these aids to
help you in class presentations. You may have done these presentations effectively
because you knew your purpose, audience, and context.

In the academic context, one way you have learned to communicate is by

writing effective compositions. In Chapter 1, you wrote a reaction paper. However, aside
from sharing your ideas in the written mode, some of your tasks in school can also be
shared through multimedia presentations. A multimedia presentation refers to the
"integration of animation, audio, graphics, text, and full-motion video through computer
hardware and software for education, entertainment or training"
(http://www.businessdictionary.com). Bear in mind that you are not expected to
incorporate all of these elements; however, you need to integrate at least three of them
in one presentation. Similar to the process of writing a paper, making a multimedia oral
presentation involves three stages: 1) planning the presentation; 2) delivering the
presentation; and 3) evaluating the presentation. Although this process is similar in most
oral presentations, the contexts that require you to present may vary. The most
common types of oral presentations done in academic contexts and conferences are
the following:

1. Individual Presentation

This involves one person who shares relevant information about one's research or work.
This type of presentation culminates in an open forum that allows the audience to ask
the presenter certain relevant questions.

2. Group Presentation

This involves at least three members who take turns in sharing relevant information on a
single topic that forms the group research. This also leads to an open forum or a Q & A
with the audience.
3. Panel Presentation

This involves around three to six members with a moderator, the members, called
panelists, present different topics that are based on a similar theme. Panelists do not
necessarily belong to the same research team. At the end of the presentation, the
moderator facilitates the discussion between the panelists and the audience.

4. Workshop Presentation

This involves one or two members who act as facilitators to give participants a chance
to experience how a specific skill, technique, or concept can be employed; this is
usually done with a small group.

5. Poster Presentation

This manner of presentation employs the use of a poster in showing one's work. The
audience views the posters on display while the presenters stand next to it to respond to
questions or comments from the viewers.

6. Individual/Group Demonstration

This involves one or more members who demonstrate how something is done or how
something is used in a specific context.
After identifying the different types of presentation, you may now consider the following:

I. Planning a Presentation

Knowing Your Purpose: What is the objective of the presentation? Why is it relevant?
What will your audience gain by watching the presentation?

Analyzing Your Audience: Who is your target audience? What are their age range?
Are they also students like you? Are they professionals in the field of your study? What
are their interests? How is your presentation relevant to them?

Making Sense of Your Context: What is the venue of your presentation? What is the
occasion? Is it a formal event? What guidelines have been given, if any? What
considerations and adjustments should you make about the materials, design, content,
and delivery of the presentation?

Constructing Your Presentation Slides: The use of slides is crucial in delivering an

effective presentation. You can create slides with the help of software like Powerpoint,
Keynote, or Prezi. In "How to Give an Academic Talk, v5.1," Paul N. Edwards suggests
the following:
 About Presentation Software

Make slides extremely concise and visually uncluttered. Slides should be seen
as maps, not as territories. They're tracking devices that let both you and your audience follow
the flow of the talk. Therefore, they must not be overfilled. Six lines of text per slide is plenty.
Nine lines is a lot. Twelve lines is pretty much unreadable. Bullet points should be no more than
two to six words and they should NOT be complete sentences

If you need more text, use more slides. One of the beauties of software is that
you can make as many slides as you want. I've seen extremely effective presentations with
only one word on most slides, only one image on many others. Why cram one slide full of text
when you can make two or three uncluttered slides instead?

Use images. People are visual creatures, and the old adage that a picture is worth
a thousand words is especially apropos in presentations. Pictures, graphs, charts, cartoons,
and other images can be extremely helpful. As with text, keep them simple and uncluttered.
Also, avoid dark images that won't show up well on a screen.

Always choose white or light-colored slide backgrounds. Why? To see light

text on dark slides, you'll have to turn down the lights, or even turn them off. This makes it hard
to see your notes, the podium, etc. Worse, it will tend to put your audience to sleep. Really. By
contrast, dark text on light-colored slides can usually be read with lights on and shades open.
Don't let your host, or anyone else, manage the lighting for you tell them you prefer to leave the
lights on. If you can see it, your audience can probably see it too. If in doubt, walk to the back of
the room and check.

Keep the glitz factor low. Fades, transitions, backgrounds, sound effects and so
on can be a real pitfall. Glitzing up your presentations can turn into a serious time sink,
detracting from the far more important time you spend on content. Also, they can give your
audience the impression that you care more about surface than substance. Finally, they can
cause breakdowns during the presentation if they don't work as you expect them to-which will
be often. Nothing irritates an audience more than watching somebody fiddle frantically with a
computer in the middle of a talk. So keep everything basic, at least until you've completely
mastered the software. Always practice the final version.

Talk to the audience, not the screen. Everyone else is staring at the screen, so
you may find yourself drawn to stare at it too. If you do this, the audience will be looking at your
back, and they won't be able to hear you. Instead, have your laptop, or a paper version of your
notes, in front of you. Speak from that, rather than from the slides on the screen. This takes
practice, practice, and more practice.
II. Delivering the Presentation

Depending on the type of presentation you will make, you need to know
and understand your role as a speaker. Are you going to be the only speaker who will
present everything and address your audience's queries after? Are you one of several
speakers in a team? If so, are you the main speaker? Are you going to start or end the
presentation? Whatever your role is, you need to remember that you have to own the
stage once you are up there. Here are some tips from Paul N. Edwards (2013):

Some Rules of Thumb

Usually Better Usually Worse

Talk Read

Stand Sit

Move Stand still

Vary the pitch of your voice Speak in a monotone

Speak loudly, facing the audience Mumble, facing downward

Make eye contact Stare at your laptop

Focus on main points Get lost in details

Use outlines, images, and charts Have no visual aids

Finish within your time limit Run overtime

Summarize your main points at the Start without an overview; trail off without
beginning and end a conclusion

Notice your audience and respond to its Ignore audience behavior

needs

Emulate excellent speakers Emulate your advisor, even if s/he gives

lousy talks
 In making effective presentations, Baker (2011) suggests that you take
control of the material, the audience, and yourself. First, make sure you have sufficient
knowledge on your topic. How well do you know your subject matter? Can you present
without reading your notes? Do you have credible and reliable information from
purposeful research? Remember that you must demonstrate credibility as a presenter.
Aside from knowing and understanding your topic, you also need to know who your
target audience is. Learn as much as you can about them. Are they older, younger, or
the same age as you? What are they interested in? Are they experts in the field? How
can your presentation capture and sustain their levels of interest and attention? Lastly,
you need to take control of yourself. Remember that although you will use multimedia
elements, you are your best visual aid. So you need to prepare yourself emotionally,
psychologically, and intellectually for the presentation. To be an effective communicator,
use your voice, eyes, and body effectively. Be mindful of the time allotted for your
presentation and stick to it. Avoid doing anything that feels unnatural to you. Feel
comfortable on stage and in front of the audience. Establish and maintain eye contact.
Make sure you practice as it will go a long way.

III. Evaluating and Reflecting on the Presentation

Being an effective communicator does not happen overnight. Like any successful
individual, one goes through a process that involves looking back in order to learn from
experience and prepare for the next similar task. In the context of oral presentations,
here are some questions to help you evaluate and reflect on your experience:

 How did I perform as a speaker? Did I fulfill the role effectively?

 How did I communicate my message to my audience? Did my presentation make
any visible impact on them?
 What should I continue to do effectively?
 What should I improve on for next time?
Activity: Watch a video using the link below and do the activity that follows.

Link: https://drive.google.com/file/d/1Ywn-4hmhu7QHXBdcY_dl81H1jhZCF90s/view?
usp=drivesdk

QUESTIONS:

1. Describe the presentation. Is it effective or not? Explain.

2. Describe the speaker. What qualities does she have based on her presentation?

3. How does the audience react to the speaker? Cite specific instances.

4. Work in pairs. Based on what you have seen in the video, make a list of the Do's and
Don’ts in making oral presentations. Share and present your answers. (PowerPoint
Presentation)

5. In spite of constant practice, many are still intimidated by the thought of delivering an
oral presentation. What do you think can be done every day to develop the confidence
necessary for this kind of task?

ANSWERS:

1. The presentation is not effective. She was just reading not presenting. She doesn’t
really understand his own presentation. She didn’t use appropriate gesture. She just
read it and never explain it. His power point presentation was not visible. The
presentation doesn’t have enough information for the audience to understand.

2. The speaker is rude; she doesn’t have any qualities that a presenter must have. She
didn’t respect the response of the audience.

3. The audience cannot interact with the discussion for example the presenter tried to
ask and when the audience tried to speak, she continued speaking then the audience
just said “Okay”

4.

5. Practice everyday by looking at the mirror and simple greet yourself, look at your self
and say some compliment. It seems like you look like crazy, but it is a good practice to
boost your confidence. You can also deliver your presentation in front of a mirror it will
help a lot.
VIDEO PROJECT (Deadline: November 10, 2021)

Multimedia Oral Presentation of an Editorial Cartoon

Your output must be presented according to the following:

 Minimum of 10 minutes
 Maximum of 15 minutes
 Group Introduction (1 minute maximum)
 Individual Presentations on the following (2 to 3 minutes for each member):
 Member 1: Background/context of choosing this issue
 Member 2: Relevance of the issue to the youth and the rest of students'
community
 Member 3: Presentation of your group's editorial cartoon. Presenting the images.
 Member 4: Presentation of the text and the statement it makes regarding the
issue.
 Member 5: Synthesis of the group's objectives in presenting this issue in this
manner. What do we do now?
References

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Boston, Wadsworth: Cengage Learning.
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