Project

Planning
2 UNEG0
408

Professor: Julio Vásquez Moreira

Academic Period: International Jan to Apr 2025
B.S. in International Business Management
 About your professor
MSc. TA. Julio Vásquez Moreira

• Husband, father, & son.

• Bachelor in Science Business Management / major in Int. Business/ Commercial Planning - UEES

• Master in Science in Tax Administration - Instituto de Altos Estudios Nacionales/ ESPOL

• Certified Coach - Metodo CC, Training, Coaching & Consulting (Miami, FL).

• 15+ years professional experience in public administration: taxes, international trade, management.
• Development of projects for continuous improvement of organizational processes and quality in customer service, conveying with optimal tax
budgeting strategies according to the law. Former SRI-SENAE-IESS official in areas of control, tax refunds, collections, supervision of
multidisciplinary user service teams, management of foreign trade requirements and user service in customs processes, direction and execution
in budget management, and management of public purchases, among other functions.

• Tax Consultant: Strategic tax planning, solutions and assistance in aspects of personal/business taxes / tax refunds/ legal tax consultation.

• 2+ years University Professor in Management, Finance, Taxes, Value Chain, Innovation subjects, among others.
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Class Policies
1. Students are expected to read the assigned material before class.
2. Blackboard must be consulted daily for assignments and other readings. // There will be pop quizzes and
reading controls, periodically, prepare yourself.
3. If a student misses a class, he/she is responsible keeping up with class instructions.
4. Cellphones must be put in silent mode and stowed away.
5. No talking between students is allowed during class unless instructed. In every partial students will be graded
through class participations (Q&A – Exercise resolution). In some sessions they will be chosen to answer randomly,
in other sessions they will be asked to volunteer.
6. Students are allowed to have up to 6 absences without failing the course.
7. Three late arrivals are considered one absence.
8. Quizzes and exams must be taken on the established date and cannot be made up without a proper justification.
9. Homework and in-class assignments should be submitted on time. As a sign of professionalism and respect, you
should complete your work on time. No late work will be accepted. However, your instructor has the discretion to
accept late work or extend due dates on a case-by-case basis, with a penalty.
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Class Policies

1st 2nd Final

Partial Partial Average
• 70/100 min. to approve this course (UEES
policies). Homework /
Experimental
• Homework/Class work/Reading controls: (Quizzes/Reading 60 60 60
The students must comply with the due controls/ other
dates for the tasks assigned. Quizzes to Assignments)
develop through practice the topics lectured Exam 40 40 40
and explained in class. TOTAL 100 100 100
• Exam: Midterm / Final Exam. // Written
proposal – Written report.
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Get to know each other

•Name (slow, loud and clear)

•What should we know
about you?
•Please tell us, where do you
see yourself in 5 years.
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Class Objectives

• Demonstrates ability to write coherent research questions and identify key variables /
Shows understanding of key concepts in (business) research.

• Students can select appropriate data collection methods for a stated problem / issue, and
then use these methods to collect data for the project. Demonstrates ability to carry out a
small-scale literature review to place the proposed study in a clear context.

• Demonstrates ability to present both a research proposal applying research process, and
the subsequent results and report in a clear concise manner – both orally and in writing.
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Intro

1. Scenario: Organizing a University Event (e.g., Science Fair or Cultural

Festival)
2. Explanation of Students' Task
3. Brainstorm: Tasks, Activities, and Considerations for the Event
4. Aspects to Consider: Budget, Timeline, suggestions?
5. Research: Establish objective through research.
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Introduction to Research: What is it?

Research is a systematic process

of inquiry aimed at acquiring • Research helps us expand our knowledge and
understanding of various subjects.
knowledge, solving problems, or
answering questions. • It drives innovation, facilitates evidence-based decision-
making, and contributes to advancements in various
fields.
It involves collecting, analyzing,
and interpreting information to
generate new insights and
understanding
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Academic vs. ‘Real World’ Research

Academic research is often
conducted in educational
institutions and focuses on
contributing to existing
knowledge within a specific
discipline.
• ‘Real world’ research is applied
research that aims to solve practical
problems, often carried out in
industries, businesses, or public
sectors.
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Stages in the Research Process

1. Identifying the Research Problem: Defining the 6. Data Analysis: Processing and
topic, issue, or question you want to interpreting the collected data to draw
investigate. meaningful conclusions.
2. Literature Review: Exploring existing research 7. Interpreting Results: Analyzing
and literature related to your topic to findings in the context of existing
understand what’s been studied before. knowledge and discussing their
3. Formulating Hypotheses or Research implications.
Questions: Developing educated guesses about
8. Drawing Conclusions: Summarizing
the outcomes or answers you expect to find.
4. Research Design: Planning the methodology, the main outcomes of the research and
data collection methods, and tools you’ll use to addressing the initial research problem.
conduct the research. 9. Communicating Results: Presenting
5. Data Collection: Gathering relevant data your findings through reports,
through surveys, experiments, observations, presentations, articles, or other
interviews, etc. appropriate mediums.
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Understanding Primary and

Secondary Sources
1. Primary source 1. Characteristics
- Original materials created at the time of an • Proximity: Created at the time of the event.
event. • Unmediated: Untouched by interpretation or
- Direct, firsthand evidence or information. analysis.
• Reliability: Often considered highly reliable.
Examples: Letters, diaries, photographs, speeches, • Subjectivity: Reflect the perspective of the
interviews, artifacts. creator.

Purpose: To document or represent historical

moments.
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Understanding Primary and

Secondary Sources
2. Secondary source 2. Characteristics
• Created after the fact, using primary Interpretation or Analysis: of primary sources or events. They aim to
sources and analysis. provide insights and understanding by examining and dissecting
• Interpret, analyze, or summarize information from primary sources.
primary source material.
Created after the Fact: created after the events or time period they
Examples: Books, articles, discuss. They are reflections of the author's perspective at a later
documentaries, reviews. point in time, after primary source events have occurred.
Purpose: To provide context, analysis,
or interpretation. Mediated by Authors: filtered through authors who present their
interpretations and analyses. Authors act as intermediaries between
primary sources and readers.

Reflects the Author's Analysis: Secondary sources reflect the

author's analytical approach to the subject matter. They convey the
author's unique insights, viewpoints, and conclusions based on
primary source materials.
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Understanding Tertiary Sources

3. Tertiary source 3. Characteristics
• Provide summaries,
compilations, and overviews of Time-Efficient: They provide a quick overview of a topic. -
information from primary and Credibility: Tertiary sources are often reviewed and edited by
experts.
secondary sources. They serve
Accessibility: Easily accessible in libraries and online. -
as valuable starting points for Versatility: Helpful for students, researchers, and anyone
research, offering quick access to seeking reliable information.
comprehensive knowledge. -

• Examples: Encyclopedias,
textbooks, almanacs, and
databases like Wikipedia.
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Research area Development

Step 1: Problem Identification
• Begin by conducting a thorough literature review in your field of interest.
• Look for gaps, unanswered questions, or areas where existing research falls short.
• Identify a specific problem or research question that you aim to address based on these gaps.

Step 2: Research Area Definition

• Once you’ve identified a problem, narrow down its scope to create a specific research area.
• Define the boundaries of this research area, including the key concepts, variables, and
context involved.
• Clarify how your research fits within this defined area and why it’s important
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Research area Development

Step 3: Related Variables
• For your chosen research area, identify the variables or factors that directly or indirectly
influence the problem.
• These variables could be independent variables (factors that cause the problem) or dependent
variables (outcomes impacted by the problem).
• Clearly list and define these variables to provide a framework for your study.

Step 4: Source Identification

• To find reliable sources, use academic databases like PubMed, JSTOR, or Google Scholar.
• Use relevant keywords and search terms to locate peer-reviewed journal articles, books, and
credible sources.
• Pay attention to the reputation of the authors, the publication venue, and the recency of the
sources to ensure reliability.
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Research area Development

Step 5: Projection Context

• In this step, consider the potential implications of your research findings.

• Discuss how your research can contribute to solving the identified problem or advancing
knowledge in your research area.
• Explain how your study can be a stepping stone for future research, policy changes, or
practical applications.

• This structured approach ensures a well-defined problem, a clear research area,

relevant variables, and access to credible sources.
• This method provides an opportunity to enhance the overall quality and impact of
your research.
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Narrowing topics: writing concise

research questions

As researchers, we often start with broad

ideas, and the key to a successful project
lies in our ability to refine these ideas into
specific, answerable questions.

TWITTER EXAMPLES
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Narrowing topics: writing concise

research questions
1. Defining your research question:
A research question is the cornerstone of
any successful research project. It must be
clear, specific, and focused to guide your
research effectively.

Example: Consider the broad topic 'Climate

Change.' Why is it important to narrow this Imagine you're interested in studying 'Climate Change.’
down? As researchers, we often start with While it's an important and vast topic, it's too broad to guide a
broad ideas, and the key to a successful specific research project effectively.
project lies in our ability to refine these ideas - A research question like 'What is the impact of climate
change?' is vague and doesn't provide clear direction. We
into specific, answerable questions.
need to narrow it down to something more specific and
researchable.
A well-crafted research question helps you stay on track,
ensuring that your efforts are focused and meaningful
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Narrowing topics: writing concise

research questions
2. Narrowing topic:

- Research Gap: unexplored areas within a field where Consider this: If your topic is too broad, you risk
existing knowledge is insufficient or lacks depth. covering well-developed ground and failing to make a
Identifying and addressing the research gap is the driving meaningful impact.
force behind narrowing a topic. It ensures that your PRACTICAL STRATEGIES
research contributes something new and valuable to your - Mind Mapping: Visualize related subtopics.
discipline. - Reviewing Literature: Identify gaps in existing
research.
- Scope: refers to the breadth or range of your research - Defining Parameters: Set boundaries for your
topic. A narrower scope allows for a more focused study, like time or location.
investigation." Let's apply these strategies to narrow 'Climate
Change' further.
- Specificity: pinpointing precisely what aspect of the
topic you will examine. The more specific your focus, the
clearer your research question becomes. Narrowing your topic worksheet
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Narrowing topics: writing concise

research questions
3. Writing Concise Research
Questions:
- Vague Question: "What is the impact of climate change?"
A well-structured research question: - Concise Question: "How does the melting of Arctic ice due to
• Is Clear: Easy to understand. climate change affect the migration patterns and food sources of
• Is Specific: Focuses on a particular polar bears in the northern regions?"
aspect.
• Is Researchable: Can be answered The concise question is clear, specific, researchable, and directly
through research. related to a particular aspect of climate change. It provides a
clear roadmap for your research.
• Is Relevant: Pertinent to the field of
study. In your projects, always aim for concise research questions that
meet these criteria. They will guide your research effectively and
ensure your work adds value to your field.
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Research questions – Answer topic

through them
Establishing Research The Research Topic – Title of 1. is introduced in the first
structure research paragraphs.
This is a brief description of the 2. includes the general
1. Statement of the Problem proposed area of study. Include at subject matter.
This should include (a) a clear least two sentences. 3. must be introduced so that
statement that the problem exists, (b) the reader can relate to it.
evidence that supports the existence The Research Problem
of the problem, (c) evidence of an This is an area of conflict, concern, or •It establishes the importance of
existing trend that has led to the controversy (a gap between what is the topic.
problem, (d) definitions of major wanted and what is observed). •It creates reader interest.
concepts and terms, (e) a clear Include the most relevant reference •It focuses the reader’s attention
description of the setting, (f) probable that supports the claim in the on how the study will add to the
causes related to the problem, and research. literature.
(g) a specific and feasible statement
(RESEARCH TOPIC)
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Research questions – Answer topic

through them
Establishing Research structure

2. Background and Justification Stating the Research Problem

•The evidence and relevance from the literature and •State the problem in the opening paragraph
published or archival data showing the problem exists. (i.e., something that needs a solution)
Include at least two references. •Identify an issue
–Research-based research problems
3. Deficiencies in the Evidence –Practical problems
•Include a brief discussion that details the area of need
(in relation to the problem) and the deficiency or lack
of evidence in the literature.
4. Audience: Discuss who is affected and who benefits.

5.Purpose of the Study: Create a sentence that begins

with “The purpose of this study is . . .” Clearly identify
and define the central concepts or ideas of the study.
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Research questions – Answer topic

through them

How the Problem Differs From Other Parts of

Research
•A research topic is the broad subject matter being addressed in
a study.
•A research problem is an educational issue or problem in the study.
•A purpose is the major intent or objective of the study.
•Research questions are those that the researcher would like
answered or addressed in the study. One question to answer, with
several subquestions.
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Research questions – Answer topic

through them
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Research questions – Answer topic

through them

Quantitative Research questions

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Research questions – Answer topic

through them
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Research questions – Differences among the Topic,

Problem, Purpose, and Questions
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Examples Topic, Problem, Purpose, and Questions

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Examples Topic, Problem, Purpose, and Questions

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Examples Topic, Problem, Purpose, and Questions

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2ND PARTIAL
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Piloting – Data collection

• In the context of data collection,
refers to a systematic process of
testing and refining data collection
instruments and procedures before
the main study. Its primary goal is to
enhance data accuracy and
reliability.

• Just like a pilot refines their skills in a

flight simulator before flying a real
plane, piloting ensures your data
collection is well-prepared for the
main study
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Piloting – Why?
Let's say our survey contains confusing
questions that lead to inaccurate
responses. Or, we realize it takes too long
to complete, discouraging participation.
Piloting helps to uncover such issues and
has four primary goals:
1. Identifying and rectifying flaws in the data
collection process.​
2. Ensuring the clarity of survey
questions and instructions.​
3. Evaluating the time and resources required.​
4. Training data collectors if applicable.
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Piloting – Why?
To prepare for piloting, consider this example: You're a product manager
preparing to pilot a customer satisfaction survey for your new software.

- You select a small group of customers who closely represent your target
audience, fine-tune the survey questions, set clear success criteria, and
allocate a week for the pilot phase.

- Imagine our customer satisfaction survey has a question like, 'How satisfied
are you with our new feature?' During piloting, you discover this question is
vague and confusing.

- Piloting is your chance to craft clear, unbiased questions and ensure the
validity and reliability of the instruments.
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Effective Presentation of Research

Imagine you've spent months

conducting research, analyzing data,
and drawing meaningful
conclusions. Now, it's time to share
your discoveries with the world.
How do you ensure your hard work
is effectively communicated to your
audience?
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Effective Presentation of Research

Presentation skills are the abilities and qualities

necessary for creating and delivering a
compelling presentation that effectively
communicates information and ideas.

In a research, engaging to connect the goal in

your research and LET YOUR AUDIENCE
UNDERSTAND IT, fulfills the purpose of the
presentation. You can review its understanding
with: questions, ideas to discuss on at the end of
presentation, propose or ask further topics
suggested in the audience after your
presentation.
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Effective Presentation of Research

Let's start by understanding the key
components of a presentation.

1. Introduction
2. Methods
3. Results
4. Discussion
5. Conclusion

The Introduction sets the stage, Methods

guide us through your approach, Results
unveil your discoveries, Discussion
delves into the meaning, and Conclusion
leaves a lasting impression
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Effective Presentation of Research

Let's start by understanding the key
components of a presentation.
Captivating Introduction: The opening moments
1. Introduction of your presentation are vital for
2. Methods
grabbing attention. Consider starting with a
3. Results
4. Discussion compelling quote, a surprising fact, or a thought-
5. Conclusion provoking question

Clearly Defined Research Objectives

It's essential to have clear objectives. Begin your
presentation by stating what you aim to achieve.
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Effective Presentation of Research

Let's start by understanding the key
components of a presentation.
Methodology overview: A structured
1. Introduction methodology is the foundation of your project.
2. Methods
Briefly describe your research design, sample size,
3. Results
4. Discussion and data collection methods, or other
5. Conclusion methodology used.

I.e.: If you're investigating the effectiveness of a

new drug, explain your research design, sample
size, and data collection methods. A well-
structured methodology builds confidence in your
findings.
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Effective Presentation of Research

Let's start by understanding the key
components of a presentation.
Visualizing Results: As we transition to presenting
1. Introduction your data, remember that visuals are powerful.
2. Methods
Charts, graphs, and tables can make complex
3. Results
4. Discussion information more digestible. Let's look at an
5. Conclusion example:
Results examples

Interpreting Results: This is where you explain the

results logically and coherently. Consider the
implications of your data and why it's significant.
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Effective Presentation of Research

Let's start by understanding the key
components of a presentation.
Engaging your audience in a discussion is crucial. Pose questions
1. Introduction about potential future research directions. Encourage a dialogue
2. Methods
to make your presentation more interactive.
3. Results
4. Discussion
5. Conclusion ie: You've conducted a study on the impact of urbanization on
biodiversity, and your findings suggest a concerning decline in
Encouraging questions and local species diversity.
inviting your audience to Example Interaction: 'Now, I'd like to open the floor to all of
share you. Based on these findings, what do you think are potential
their insights demonstrates t
hat you value their
future research directions? How can we, as researchers,
perspectives. This approach address the challenges posed by urbanization and its impact on
can lead to a more engaging biodiversity?'
and dynamic discussion.
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Effective Presentation of Research

Let's start by understanding the key
components of a presentation.
As we conclude, summarize your main points. Remind your
1. Introduction audience of the key findings, their implications, and why your
2. Methods
research matters. Craft a conclusion that leaves a lasting
3. Results
4. Discussion impression, making it clear why your work is significant. AND
5. Conclusion CONNECT IT TO THE MATTER YOU WANT YOUR AUDIENCE TO
REMEMBER.
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Effective Presentation of Research

Presentation Outline Exercise
Objective: Develop a concise presentation outline based on the research title: "Exploring the Relationship Between
Sleep Duration and Academic Performance in College Students."

• Task: Create a brief presentation outline following the structure discussed in the slides. Each student should
cover the key components:
• Introduction
• Clear Objectives
• Structured Methodology
• Data Presentation
• Interpreting Results
• Engaging Discussion
• Crafting a Conclusion
• Time Limit of presentation PER PERSON: 8 minutes.
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Oral strategies - Exercise

Presentation Outline Exercise
Pitch Line:

“The impact of digital transformation on workforce dynamics is reshaping traditional

job roles and creating new skill demands that organizations must address to stay
competitive in a rapidly evolving market…”

Develop a 2 min speech to continue the pitch line to add elements that connects to the prior presenter and make
a coherent idea.

Examples of Discussion Focus:

• How digital transformation influences job requirements and skill sets.
• Examples of industries most affected by this shift, such as finance or manufacturing.
• The role of continuous education and upskilling in adapting to new digital demands.
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Oral strategies - Exercise

Presentation Outline Exercise
Pitch Line:

“Climate change is accelerating biodiversity loss, particularly in vulnerable

ecosystems like tropical rainforests, where species diversity is critical for ecosystem
resilience and human livelihoods…”
Develop a 2 min speech to continue the pitch line to add elements that connects to the prior presenter and make
a coherent idea.

Examples of Discussion Focus:

• Specific examples of species affected by climate change and their role in ecosystem stability.
• The impact on indigenous communities that depend on these ecosystems.
• Strategies and policies to mitigate biodiversity loss and support conservation efforts.
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Oral strategies - Tools

Presentation Outline Exercise
1. Use Anchor Phrases to Stay on Point

• Theory: Anchor phrases are short, memorable statements that help reinforce the main idea.
• Application: In the context of virtual learning or AI in marketing, phrases like “staying adaptable in a digital world”
or “innovation drives connection” can help tie back each part of the discussion to the central theme.

2. Build on Key Words or Phrases from Previous Speakers

• Theory: This creates continuity and coherence, maintaining the flow while adding depth.
• Application: When discussing AI in the music industry, if a previous speaker mentioned “creativity,” use it as a
springboard to discuss “how technology enables or challenges creativity.”
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Oral strategies - Tools

Presentation Outline Exercise
3. Ask Rhetorical Questions to Engage the Audience

• Theory: Rhetorical questions invite reflection and make the audience feel part of the dialogue.
• Application: For neuromarketing, ask questions like, “Have you ever felt that an ad knew exactly what you
needed?” to encourage personal connection and highlight AI’s impact on consumer psychology.

4. Use Relatable Examples for Abstract Concepts

• Theory: Examples make complex ideas more accessible and memorable.
• Application: When discussing virtual classes, describe a real-life scenario, such as a student adapting to online
learning, to illustrate the impact of digital education on accessibility and engagement.
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Oral strategies - Tools

Presentation Outline Exercise
5. Vary Tone and Pace to Retain Attention
• Theory: Changes in vocal tone and speed can emphasize key points and maintain audience interest.
• Application: Slow down when discussing emotional topics like “fatalist romance in young people” to underscore
gravity, and quicken the pace when explaining more dynamic topics like “free trade agreements.”

6. Circle Back to Core Themes Regularly

• Theory: Reinforcing the main theme throughout the speech helps listeners follow the argument and keeps the
speaker on track.
• Application: Regularly reconnect to how each topic—whether it’s AI, commerce, or negotiation—impacts
identity and society in today’s globalized, digital world.
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Analyzing sets of texts

Multimodal semiotics a. Traffic Light:
• Visual Mode: Red, yellow, and
green lights convey stop,
- The is the study of how
caution, and go.
different modes of
communication (e.g., • Gestural Mode: Drivers'
reactions to the lights (braking,
text, images, gestures) slowing down, accelerating).
create meaning. It
examines how these • Spatial Mode: The placement
of the traffic light at
various modes interact intersections to manage
and contribute to our vehicle flow.
understanding of a
message.
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Analyzing sets of texts

b) Comic Strip:
Multimodal semiotics • Visual Mode: Drawings of characters and settings illustrate the
story.
- The is the study of how • Textual Mode: Speech bubbles with dialogue and narration.
• Layout Mode: The arrangement of panels guides the reader through
different modes of the sequence of events.
communication (e.g.,
text, images, gestures)
create meaning. It
examines how these
various modes interact
and contribute to our
understanding of a
message.
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Analyzing sets of texts

Multimodal semiotics a. Television News:
• Auditory Mode: The news
anchor’s spoken words and
- The is the study of how
tone of voice.
different modes of
communication (e.g., • Visual Mode: On-screen
graphics, images, and video
text, images, gestures) clips.
create meaning. It
examines how these • Textual Mode: Tickers and
captions providing additional
various modes interact information.
and contribute to our
understanding of a
message.
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Analyzing sets of texts

Multimodal semiotics

- Think of the following

advertisement you will see.

- How do the combination of https://www.youtube.com/watch?v=luLkfXixBpM

visuals, text, and sound work

together to convey the
message? Can you identify
how each mode contributed to
your understanding of the ad?
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Analyzing sets of texts

1. Textual Analysis:
- Originated from historians and scholars in visual arts, music, and literature.
- Focuses on the elements of a text without making claims about audience
interpretation or authorial intent.
- Avoids "authorial fallacy" and "audience fallacy.“

- Textual analysis is a versatile tool for understanding complex signifiers in

various contexts. By examining detailed elements and considering cultural
embeddings, students can gain deeper insights into the texts they study.

2. Multimodal Semiotics:
- Study of signs in a text from various perspectives.

Example: A hexagon signifies….

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Analyzing sets of texts

Practical Applications
1. Business:
- Negotiation: Interpreting body language and verbal cues.
- Marketing: Ensuring accurate portrayal of products in sales
brochures.
- Media: Crafting movie trailers to align with audience
expectations without offending.

2. Real Estate:
- Presenting homes to appeal to target markets.

3. Salary Negotiations:
- Understanding your boss's state of mind and goals to
effectively request a raise.
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Analyzing sets of texts - Multimodally

Practical Applications
1. Enhanced Critical Analysis: 2. Comprehensive Source Evaluation:
• Clue: Multimodal semiotics allows • Clue: Researchers can evaluate
researchers to critically analyze sources more comprehensively by
various sources beyond just text. By considering all modes of
understanding different modes of communication. This leads to a more
communication, researchers can thorough literature review.
interpret the meaning behind
images, videos, and other non- • Expert Insight: Jewitt** highlights that
textual data. a multimodal approach enables a
more holistic evaluation of sources,
• Expert Insight: According to Kress ensuring that all relevant aspects are
and van Leeuwen*, understanding considered
multimodal texts broadens the scope
of analysis, leading to deeper insights
into the subject matter. *Kress, G., & van Leeuwen, T. (1996). Reading Images: The Grammar of Visual Design.
**Jewitt, C. (2009). The Routledge Handbook of Multimodal Analysis.
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Analyzing sets of texts - Multimodally

Practical Applications
3. Improved Synthesis of Information: 4. Better Argumentation and Persuasion:
• Clue: Knowledge of multimodal semiotics • Clue: Understanding how different
helps researchers synthesize information modes contribute to meaning-making
from various modes into a coherent can enhance the persuasiveness of
narrative in their papers. research arguments. Researchers can
use multimodal elements to
• Expert Insight: Bateman and Wildfeuer* strengthen their points.
emphasize that integrating multimodal
elements can enrich the synthesis • Expert Insight: Lemke** asserts that
process, making research papers more effectively using multimodal elements
engaging and informative . in arguments can make them more
compelling and credible

*Bateman, J. A., & Wildfeuer, J. (2014). Multimodality: Foundations, Research and Analysis.
**Lemke, J. L. (1998). Multiplying Meaning: Visual and Verbal Semiotics in Scientific Text.
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Analyzing sets of texts - Multimodally

Practical Applications
5. Enhanced Presentation of Research Findings:

• Clue: Researchers can present their findings more

effectively by using multimodal semiotics.
Incorporating visual aids, graphs, and other non-textual
elements can make the research more accessible.

• Expert Insight: Tufte* advocates for the use of visual

elements to present complex data clearly, thereby
enhancing the impact of research papers .
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Analyzing sets of texts - Steps

1. Identify Texts:
o Choose a text or set of texts relevant to your research question.
o Texts can include media content, public advertisements, social interactions, etc.
2. Analyze Signifiers:
o Look for visual, verbal, and contextual elements.
o Consider cultural and societal implications.
3. Apply Categories:
o Use formal/aesthetic, narrative, setting, and allusions as analytical lenses.
4. Avoid Fallacies:
o Be aware of authorial and audience fallacies.
o Focus on what the text itself reveals rather than inferring intentions or reactions.