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Evaluating Messages Purposive Communication

The document discusses evaluating messages and images from different cultures in the context of advances in digital communication and the rise of World Englishes. It examines issues around using local varieties of English for identity or intelligibility purposes. The concept of multimodality is introduced as a powerful tool for digital and multicultural communication that considers purpose, audience, context, and the integration of language, images, and other semiotic resources to construct coherent texts.

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jelo bacani
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214 views

Evaluating Messages Purposive Communication

The document discusses evaluating messages and images from different cultures in the context of advances in digital communication and the rise of World Englishes. It examines issues around using local varieties of English for identity or intelligibility purposes. The concept of multimodality is introduced as a powerful tool for digital and multicultural communication that considers purpose, audience, context, and the integration of language, images, and other semiotic resources to construct coherent texts.

Uploaded by

jelo bacani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Evaluating Messages and/or Images

of Different Types of Reflecting


Different Cultures
The advancements in digital technology
paved the way to innovative modes and
platforms of communication. The massive and
rapid developments in digital communications
ushered in a new era of communication that does
not simply rely on words, but also on images
and other semiotics of the channel used to
convey the message.
The effects of cultural and global issues to
communication as well as the impact effective
communication to society and the world highlighted
the importance of exploring the concept of WORLD
ENGLISHES or as defined by Celce-Murcia (2014),
the regionally distinct varieties of English that have
risen in parts of the world where there is a long and
often colonial history of English being used in
education, commerce and government.
SOME OF THE KNOWN WORLD
ENGLISHES
• American English
• Indian English
• Australian English
• British English
• West African English
• Singapore English
• Filipino English (Taglish)
ISSUES ON THE LOCAL VARIETIES OF
ENGLISH
• EXTREME 1. The goal of national or regional identity.
People use a regional variety of English with its specific
grammar, structure and vocabulary to affirm their national or
ethnic identity.
Example:
Only Filipinos use the terms “senatoriable”, “congressman”, “chancing” and
“bedspacer”, among others, and use these when communicating with other
Filipinos.
ISSUES ON THE LOCAL VARIETIES OF
ENGLISH
• EXTREME 2. The goal of intelligibility
Users of a regional variety should ideally still be readily
understood by users of English everywhere else in the world to
fully participate in the use of English as international language.
Example:
Users of Filipino English have to understand that they have use “bin” instead of
trash can or “lift” instead of elevator. When in a country using a British English.
THE POWER OF WORDS AND IMAGES
MULTIMODALITY
Multimodality is a fairly new concept in the general academic setting,
but can be a very powerful tool in light of digital and multicultural
communication. A text or output is considered multimodal if it uses two
or more communication modes to make meaning. It shows different
ways of knowledge representations and meaning-making, and
investigates contributions of semiotic resources (language, gestures,
images) that are co-deployed across various modalities (visual, aural,
somatic, etc.). Most importantly, multimodality highlights the
significance of interaction and integration in constructing a coherent text
TYPES OF MULTIMODAL TEXT
1. Paper (books, comics, posters, brochures)
2. Digital (slide presentations, blogs, web pages, social media,
animation, film, video games
3. Live (performance or an event)
4. Transmedia (A story is told using multiple delivery channels through
a combination of platforms, such as comics, film, and video games
all working as part of the same story with the same message.)
MULTIMODALITY
In creating a multimodal text, the
Purpose, Audience, Context
must all be considered.
PURPOSE
As to purpose, the creator of the
text must be clear on the message
and the reason(s) why the message
has to be delivered.
AUDIENCE
As to purpose, the creator of the
text must be clear on the message
and the reason(s) why the message
has to be delivered.
CONTEXT
As to context, the message should be
clearly delivered through various semiotic
resources, and in consideration of the various
situations where and how the text will be read
by different people having different cultural
backgrounds.
SEMIOTIC FEATURES

Semiotics includes the study of signs and sign


processes, indication, designation, likeness,
analogy, allegory, metonymy, metaphor,
symbolism, signification, and communication.
SEMIOTIC FEATURES

Semiotics is a key tool to ensure that intended meanings


(of for instance a piece of communication or a new
product) are unambiguously understood by the person on
the receiving end. Usually there are good reasons if
someone doesn’t understand the real intention of a
message and semiotics can help unravel that confusion,
ensuring clarity of meaning.
SEMIOTIC FEATURES
Semiotics started out as an academic investigation of the meaning
of words (linguistics), it moved into examining people’s
behaviour (anthropology and psychology), then evolved to
become an enquiry into culture and society (sociology and
philosophy), following that it moved onto assisting with analyses
of cultural products (films, literature, art – critical theory), and
finally and more recently became a methodology for researching
and analysing consumer behaviour and brand communications.
ACTIVITY

Evaluate the message or


themes/ sub-themes of the
following advertisement.
Discuss how the semiotic
features (text, photo, color,
etc.) affect the message

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