PURPOSIVE

COMMUNICATION

INSTRUCTRESS:
lyn b. ayop
 LESSON 5

LET’S ACHIEVE THESE!

Evaluate multimodal texts critically to enhance receptive (listening, reading,

viewing) skills
Convey ideas through oral, audio-visual, and/or web-based presentations for
different target audiences in local and global setting using appropriate registers
Adopt awareness of audience and context in presenting ideas
Evaluating advertisements from radio, television, and
print out ads.
 Answer the following:

1. Analyze the advertisement.

2. Generate questions and ideas about the message conveyed by the
advertisement.
 Evaluating messages and/or images of different types of texts
reflecting different culture
Introduction
Key concepts 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.
It 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.
 Key concepts of media literacy (center for media literacy, 2005)

GUIDE QUESTIONS IN MEDIA TEXT

KEY CONCEPTS
ANALYSIS
1. All media messages are 1. What is the message of the text?
“constructed”. 2. How effectively does it represent reality?
3. How is the message constructed?

2. Media have embedded values 1. What lifestyles, values and points of view are
and point of view. represented in the text?
2. Who or what is missing?

3. Each person interprets messages 1. What message do you perceive from the text?
differently. 2. How might others understand it differently?
Why?

KEY CONCEPTS
4. Media have commercial,
ideological or political interest.
5. Media messages are constructed
using a creative language having
its own rules.
GUIDE QUESTIONS IN MEDIA TEXT
ANALYSIS
1. What is the purpose of the text?
2. Who is the target audience of the text?
3. Who might be disadvantaged?
4. Who created the text and why?  
1. What techniques are used and why?
2. How effective are the techniques in supporting
the messages or themes of the text?
3. What are other ways of presenting the message?
Linguistic landscape
geosemiotics
kinds of signs
graffiti

Graffiti is writing or drawings made on

a wall or other surface, usually without
permission and within public view
Online landscape
Firming up!
1. Analyze the advertisements given using the key concept questions.
2. Justify answers in different ways from the text.
Introspecting
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?
 references

Purposive communication book authored by Geraldine S. Wakat, PhD, et.al

https://www.slideshare.net/RyanBuer/evaluating-messages-andor-images
https://beaspeaker.wordpress.com/2019/01/03/folio-4evaluating-messages
-and-or-images-of-different-types-of-texts-reflecting-different-cultures/