Evaluating Messages

Learning Outcomes:

At the end of the lesson, learners should be able to:

1. evaluate multimodal texts critically to enhance receptive skills.
2. convey ideas though oral, audio-visual, and/or web-based presentations for
different target audiences in local and global settings using appropriate registers.
3. adopt awareness of audience and context in presenting ideas.
4. evaluating messages and/or images of different types of texts.

Types of Text

• Created (Texts authored by non-native speakers for non-native speakers to

achieve pre-determined curricular goals.)

• Semi-authentic (Texts created by native and/or non-native speaker, based on

original language materials, but adapted to fit curricular needs.)

• Authentic (Texts created by native speakers for native speakers for consumption
in a native environment.)

• Multimodal (include picture books, text books, graphic novels, comics, and
posters, where meaning is conveyed to the reader through varying combinations
of visual (still image) written language, and spatial modes.)

Multimodal Texts

➢ Linguistic - vocabulary, generic structure, grammar of oral and written

language
➢ Visual - color, vectors, viewpoint in still and moving images
➢ Audio - volume, pitch and rhythm of music and sound effects
➢ Gestural - movement, speed and stillness in facial expressions and body
language
➢ Spatial – proximity, direction, position of lay-out and organization of objects in
space

Multimodal Texts can be delivered via different media or technologies:

books, posters,
paper comics, etc.

slide presentations, e-books, web

pages, blogs, e-posters, animation, digital
videos, etc.

performances,
live events
Infographic

• An infographic uses words and images to communicate a clear message.

• It is more appealing and effective as a communication tool compared to a
densely written report.
• Multimodal texts influence your attitudes, decisions and behavior.
• Knowing how these texts use specific words and images can help you evaluate
the soundness and relevance of the message being communicated.

https://www.rappler.com/newsbreak/in-depth/86205-social-movements-fight-isis-social-
media

Advertisements

• Advertisements communicate layers of messages to a target audience through

the use of words and images.
• 2 layers of possible meanings: literal or subliminal?
• What message does it want to communicate? How does it communicate this
message? What images are used? What words are used to express the purpose
of the ad? Are the messages literal or not?
• A literal message is based on what the text shows. The reader elicits the
meaning based on what is conveyed explicitly.
• Another layer is the subliminal message, which contains an underlying meaning.
A text does not express this explicitly.
• It may be argued that a subliminal message may be understood only bu a
receiver who is aware of certain meanings that are
associated with specific images and words.
Multimodality

• Like an infographic, the editorial cartoon is a relevant example of a multimodal

text.
• Multimodality refers to “the use or availability of several different modes,
methods, systems, etc. (https://en.oxforddictionaries.com). It is achieved through
the combination of words and images in a single text. These multimodal
materials are tools for communication.
• Other examples are advertisements, both commercial and political campaign
ads, and public service announcements. Because of the advancements in
technology, multimodal texts are now a familiar feature in web-based materials,
such as memes and blogs.

Because they are used as communication tools to serve a specific purpose, you need to
remember that they are not necessarily
NEUTRAL. If you do not think CRITICALLY, you may never
find out what underlying messages are communicated
that shape your attitude and behavior.
You MUST always INTERROGATE the multimodal materials you see to avoid being
MISLED into believing false notions about
the world we live in.

Questions to be used in analyzing multimodal texts

1. What is the message?

2. What is the purpose of the message?
 3. How is the message conveyed by the text and/or image?
4. Who is the target audience of the message?
5. What other ways of presenting the message are there?

Examples of multimodal texts

TV Commercial: https://youtu.be/ojqMGlqYHPg

Elements of a Text

purpose audience

tone content
Text and Images: Methods

Apply text directly to image

2. Text-in-A-Box
3. Overlay the whole image
4. Blur the image
5. Floor fade
-Adam Noar
Text and Images: Clever Tricks

1. Add some perspectives.

2. Make the text part of the scene. 3. Add icons for emphasis.

5.Go big. 6. Combine 2-3 different font sizes.

7. Be bold with key words. 8. Play with orientation.

8. Add shapes for emphasis. 9. Stack your text into an invisible shapes.

10. Combine light and bold fonts together for impact.

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