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Chapter 4

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Chapter 4

Uploaded by

Elisha
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© © All Rights Reserved
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CHAPTER 4

EVALUATING
MESSAGES AND/OR
TEXT
The Text or Message

Message is the information conveyed in


the communication process. It comprises
verbal and/or nonverbal content, which
may be spoken, written or manual (for
sign language).
In this lesson, message refers to any recorded
message such as writing, audio recording,
audio and video recording that is physically
independent of its sender or receiver
Medium includes such broad
categories as speech and writing or
print and broadcasting, or relate to
specific technical forms with the mass
media (radio, television, newspapers,
magazines, photographs, films and
records).
In order to produce quality text, you
need to consider the following:
Text type
Purpose
Audience
These factors have implications for
structure, language, and presentation
Structure refers to how the information is
organized. You may use text genres (kinds
of texts based on its development): texts
using logical order such as exposition – ex:
cause and effect, comparison, analogy,
definition, classification, problem-
solution, persuasion.
Texts using chronological or time order:
Narration
Process
Texts using spatial or space order:
description
Language is the means by which the
information is expressed verbally and/or
nonverbally.
Ideas may be conveyed using any of the
five language registers : very formal,
formal, neutral, informal, or very
informal.
The formality of vocabulary, grammar, and
mechanics needed are dictated by the
register you are to use.
Presentation covers the layout, format,
length, oral delivery (voice, body language,
timing) and any other conventions, such as
spelling and referencing.
SEMIOTIC AND TEXT ANALYSIS

Semiotics is concerned with “everything that


can be taken as a sign.”
It involves the study not only of what we
refer to as “signs” in everyday speech, but of
anything which stands for something else; in
a sense, signs take the form of words,
images, sounds, gestures, and objects.
Signs consist of signifiers (sounds and
images) and signifieds (concepts). The sign
is the whole that results from the
association of the signifier with the
signified.
The relationship between the signifier and the
signified is referred to as signification.
For example, if you hear the sounds represented by
the letters “b-o-y” or a picture of a boy (the
signifier), you think of a concept “male child” (the
signified)
Together, the sounds of the word (or the picture)
and the concept created by the sounds form a sign.
Semiosis, a term borrowed from
Charles Sanders Peirce, is the
process by which a culture produces
signs and/or assigns meaning to
signs.
Semiotics can be understood as the
“mental concept it represents, which is
common to all members of the same
culture, who share the same language.”
Semiotics, therefore refers to a
kind of social interaction among
individuals who try to make
sense out of the different
interpretation possibilities of the
sign.
Language, as a sign, creates
misunderstanding when used by
second language users.
Errors are often seen in
translation.
Ex:
“Come Alive with the Pepsi
Generation” was literally translated
in Germany as “Rise from the grave
with Pepsi.
In China, it was translated as
“Pepsi brings your ancestors back
from the grave.”
MASS MEDIA AND MULTIMODAL TEXTS

Mass media refers to the type of


communication that uses
technology to simultaneously reach
a wide audience.
A text is multimodal when it
combines two or more of the five
semiotic system.
1. Linguistic or textual system, comprising
aspects, such as vocabulary, generic
structure, and the grammar of oral and
written language.
2. Visual system, consisting of aspects,
such as color, vectors, and viewpoint in
still and moving images.
3. Audio system, with aspects, such as
volume, pitch, and rhythm of music
and sound effect.
5. Gestural system, including aspects,
such as movement, speed, and stillness
in facial expression and body language.
6. Spatial system, covering
aspects, such as proximity,
direction, position of layout, and
organization of objects in space.
Examples of multimodal texts which
be delivered via different media or
technologies:
1. Picture book, in which the
textual and visual elements are
arranged on individual pages that
contribute to an overall set of
bound pages
2. Web page, in which elements, such
as sound effects, oral language, written
language, music, and still or moving
images are combined.
3.Live ballet performance, in which
gesture, music, and space are the main
elements.

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