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CM 0.5 - Multimodal Texts

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0% found this document useful (0 votes)
33 views25 pages

CM 0.5 - Multimodal Texts

jahsh

Uploaded by

djnddj30
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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National University Clark

Evaluating
Communication
Purposive Communication
Learning Objectives
1 2 3
Familiarize oneself to the Apply different strategies Value the importance of
definition of multimodal in extracting meanings multimodal texts towards
text from multimodal texts understanding an
intercultural context
Defining Multimodal Texts
What are multimodal texts?
Multimodal text refers to those
types of texts that use a
combination of two or more
communication modes.
What are multimodal texts?
When a text combines two or more
semiotic systems (linguistic, visual, audio,
gestural, spatial), it is considered
multimodal. Semiotic is the study of
meaning-making. It explores signs and
symbols as important components of
communication
Mode vs. Medium
Mode Medium

It is a communication method. The route or system through


Written language, spoken which communications are
language, and visual, auditory, transmitted is reffered to as the
gestural, tactile, and spatial medium.
patterns of meaning are all
modes.
Forms of Multimodal Texts
Any combination of the following modes maybe involved in respondimg to or
composing sound, visual or multimedia texts. Hence, multimodal texts can be
print, digital, or live.

Print Digital Live TRANSMEDIA

e.g. slide presentations, e.g. debate, live speech


e.g. books, comics, emails, e-books, blogs, e- comic, magazine, film,
posters, magazines posters, web pages, social video game, etc.
media, animations, films,
movies, video games.
Now...
If writing has reading and speaking has listening, how do we make meanings and
decode messages from a multimodal material?

We may be guided by these questions:


1. What is the message?
2. What is the purpose of the message?
3. How is the message conveyed (by the text and/or image)?
4. Who is the target audience of the message?
5. What other ways of presenting the message are there?
or we can consider these...

NEW London Group (1996)


Stated that there are five (5) semiotic systems to make meanings in
multimodal texts.
• Written or Linguistic Meaning 4. Gestural Meaning
• Audio Meaning 5. Spatial Meaning
• Visual Meaning
1. Written or Linguistic Meaning
refers to the traditional understanding of
language and its use in communication. This
includes written and spoken language,
grammar, vocabulary, and syntax

2. Audio Meaning
refers to the meaning that is conveyed through
sound, typically in the form of spoken
language, music, sound effects, or any auditory
elements in communication. Plays a significant
role in contemporary communication, especially
in multimedia contexts.
Example of Audio Meaning:

https://youtu.be/HIemIe3S2G8?si=SVV23b-i3gQkK_wF

No dialogues, just pure audio. Stll conveys meaning.


Example of Audio Meaning:

https://youtu.be/HIemIe3S2G8?si=SVV23b-i3gQkK_wF

No dialogues, just pure audio. Stll conveys meaning.


3. Visual Meaning
for still and moving images through the use of
color, page layouts, vectors, viewpoint, screen
formats, visual symbols; shot framing, subject
distance and angle, camera movement, subject
movement.

4. Gestural Meaning
for movement of body, hands, and eyes; facial
expressions, demeanors, and body language,
etc.
Example for Visual Meaning:

https://www.rappler.com/life-and-style/arts-culture/210947-juan-luna-boceto-spoliarium/

Spoliarium by Juan Luna


5. Spatial Meaning
for environmental and architectural spaces and
use of proximity, direction, layout, position of
and organization of objects in space.

A good example would be our classrooms.


Layouted not just for individual learning but
can also cater to collaborative learning when
needed.
5.1.

How do we
create a
multimodal
material?
Evaluating Communication
Audience and Context
Awareness
Purpose,
Context & Purpose
Audience Purpose refers to the reason for which a material
In creating a is created. A material might be constructed to
multimodal text, the persuade, inform, entertain, advise, analyse,
Purpose, Audience, satirise, parody, reflect, protest etc.
Context must all be
considered.
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.
Purpose,
Context & Audience
Audience Audience refers to the group of readers or
viewers that the creator of a text is addressing.
In creating a Often this group has shared characteristics such
multimodal text, the as age, gender, ethnicity, location, occupation,
Purpose, Audience, life experiences, education, hobbies, or interests.
Context must all be
considered.
As to audience, the nature, interests and
sensitivities of the target audience must be
considered so the text will not be offensive and
hurt people’s sensibilities.
Purpose,
Context & Context
Audience Context refers to the environment in which a text
In creating a
is created and responded to.
multimodal text, the
Purpose, Audience,
As to context, the message should be clearly
Context must all be delivered through various semiotic resources, and
considered. in consideration of the various situations where
and how the text will be read by different people
having different cultural backgrounds.
Let’s Evaluate some
Multimodal Materials!
INSTRUCTIONS:
Evaluate the message or themes/ sub-themes of any of the following
advertisements by Ligo and Orocan, both are local brands from the
Philippines. Discuss how the semiotic features (text, photo, color, etc.)
affect the message – both superficial and subliminal – in the context of
the COVID-19 pandemic in the country. Do not forget to answer the five
key questions presented a while ago.
https://www.adobomagazine.com/philippine-news/brand-business-social-media-wit-sass-and-humor-plus-the-donations-made-
by-ligo-philippines-to-covid-19-relief-and-response-efforts/
https://www.youtube.com/watch?v=O5KvtANdFr0
References:
Tejada, K.C.M., Valdez, M.L., Sapungan, R.M. (ND). Purposive Communication. Retrieved from
https://pubhtml5.com/bhqn/bdji/PURPOSIVE_COMMUNICATION_MODULE/. Retrieved on October 6, 2023.
Our Lady of Fatima University, Purposive Communication Worktext

Media (in order of appearance):


• https://youtu.be/HIemIe3S2G8?si=SVV23b-i3gQkK_wF
• https://www.rappler.com/life-and-style/arts-culture/210947-juan-luna-boceto-spoliarium/
• https://www.adobomagazine.com/philippine-news/brand-business-social-media-wit-sass-and-humor-
plus-the-donations-made-by-ligo-philippines-to-covid-19-relief-and-response-efforts/
• https://www.youtube.com/watch?v=O5KvtANdFr0

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