Definition of

Terms
 Language
More than just serving to communicate
with one another, language also enables
us to inform, entertain, influence
and persuade others.
 Research
According to Kothari (2006), “Research is a
pursuit of trust with the help of study,
observation, comparison and experiment, the
search for knowledge through objective and
systematic method of finding solutions to a
problem.” With this statement, we can simply say
that it is a process that involves different factors
that need to be considered.
Here are the things that you must take into
consideration in doing research or the language
of research…
 Bias
This is when only one side of a
discussion is presented. This can be
in a form of primary sources such as
interview transcripts, statistical data, and
works of art or secondary sources which
include journal articles, reviews, and
academic books.
Kinds of Bias
Intentional
Exaggeration
Omission
Biased Sample
 Intentional
This occurs when a person or group
deliberately alters data to change
the results of an experiment or
study. This type of bias influences the
information gathered to go in a certain
and predetermined direction.
A politician who is very SUPPORT MINING!
vocal about his support for a
certain field such as the
mining industry and turns
out that he/she has
something to gain from it.
Therefore, he/she would try
to influence the public that
mining is indeed a very
good move to boost the
economy.
 Exaggeration
This takes place when a certain individual
or group tries to overemphasize the
positive or negative effects of the
subject being studied.
The politician
pointing out the great
impact of the mining
industry and the
number of jobs that it
created for the
people. In other
words, statements are
overly expressed.
 Omission
This bias happens when there are
information or views that are not
presented in the data provided.
The politician not
pointing out the
possible
environmental issues
that are brought
about by illegal
mining.
l
e nta Mining Positive
ro nm ught creates jobs impacts of
i o
Env es br ing mining
i ss u y m i n
b
 Biased Sample
This occurs when the respondents for
a certain survey or process of data
gathering belong to the population
that mainly gains something from
the subject of the study.
The politician said in his
article that according to his
survey, 95% of the
respondents agreed that
mining has a positive effect
on the economy. However,
the politician chose those
people working in the
mining industry. In this
case, we can expect that the
response will surely be in
favor of the mining
industry since it is in that
industry where the
respondents earn from.
 Reliability
This refers to whether or not you get the
same answer by using an instrument to
measure something more than once. In
simple terms, research reliability is the
degree to which research method
produces stable and consistent
results.
Employees of ABC
Company may be asked
to complete the same Survey A Survey B
questionnaire about
employee job satisfaction
two times with an
interval of one week, so
that test results can be
compared to assess
stability of scores.
 Validity
Research validity in surveys relates to the
extent at which the survey measures right
elements that need to be measured. In
simple terms, validity refers to how well
an instrument is as it measures
what it is intended to measure.
If a weight measuring scale
is wrong by 4kg (it deducts
4 kg of the actual weight), it
can be specified as reliable,
because the scale displays
the same weight every time
we measure a specific item.
However, the scale is not
valid because it does not
display the actual weight of
the item.
 Credibility
This is involved in establishing that
the results of the research are
believable. This is a classic example of
‘quality not quantity’. It depends more on
the richness of the information gathered,
rather than the amount of data gathered.
A doctor providing his
patient a diagnosis of
the results from his
physical examination.
Campaign
and

Advocacy
 Campaign and Advocacy

Two closely related concepts usually

seen in the form of speeches, print-
based materials, songs, video clips, and
informational advertisements, among
others.
 Campaign
A campaign is a planned project over a given
period to achieve specific advocacy goals.
Therefore, campaigning can be seen as
the process of advancing advocacy.
Campaigning does not necessarily mean
engaging with the public, some campaigning
may use an ‘insider’ approach, engaging
solely with decision makers and their
immediate advisors.
The process of engaging with the public
to generate and/or mobilize support
for an advocacy campaign may be
called ‘public campaigning’ as contrasted
with the one-on-one approach of engaging
directly with decision makers.
Catriona Gray joined
Miss Universe 2018 to
influence a larger scope
of people in supporting
her advocacy to provide
free and accessible
education to Filipino
children through the
“Young Focus
Philippines”
organization.
 Advocacy
An advocacy, meanwhile, refers to activities
that argue, plead, support, or favor a
certain cause.
It may include representing the needs and
interests of disadvantaged and marginalized
groups before those who have the power to
make or influence change.
Miss Universe 2018,
Catriona Gray, tapped a
non-government
organization called
“Young Focus
Philippines” in 2016 to
help her provide free
and accessible
education to Filipino
children
Language of campaigns and advocacies…
 Emotive Language
This involves the use of words that evoke
emotions and make people feel a certain way.
The writer can sound more convincing
when using words that appeal to the
emoti0n.
 Emotive version:
Non-emotive
An innocent
version:
bystander suffered
facial injuries when
Another person in
the thug launched
the bar was injured
his glass across the
by the man's glass.
bar.
 Modal Verbs
The use of words that express modality or
how likely something is going to happen
helps adjust the level of certainty of events to
suit arguments.
Involving the Reader
This is done by using personal pronouns
like you, your, we, our and indicative
words like together. Using these words
establishes a connection between the author
and the reader. This way, the issue is made
personal and more important to the reader.
Rhetorical Questions
These questions are not supposed to be
answered. Instead, they are asked for
effect, to illustrate a point or let the
readers think. The use of questions that
sometimes state the obvious can convince the
reader to agree on the points being presented.
 Using Evidence
This involves the use of facts, figures, or
quotes from experts to highlight the writer’s
authority and make the arguments presented
more convincing.
 Repetition
This technique involves repeating keywords,
phrases, or ideas to appeal to the readers.
Adjectives and Adverbs
Using carefully selected adjectives and
adverbs makes it possible for the writer to
influence how the readers feel.
 Association
This technique tries to link an object or idea
with something already liked or desired by
the target audience such as wealth, success,
pleasure, and security.
 Bandwagon
Commonly used in advertisements, this
technique makes the audience believe in the
idea that “everyone is doing it” or that
everyone likes something.
 Experts
This means relying on expert advice from
trusted people like doctors, scientists and
other professionals for the things that the
audience do not know. The idea that these
experts are risking their credibility to support
an object or idea makes the persuasion more
effective