CM 0.5 - Multimodal Texts
CM 0.5 - Multimodal Texts
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
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
https://youtu.be/HIemIe3S2G8?si=SVV23b-i3gQkK_wF
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/
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