EVALUATING MESSAGES AND/OR

IMAGES OF DIFFERENT TYPES OF

TEXTS REFLECTING DIFFERENT
CULTURES
What is Media messages?
 What is Media messages
Media messages are information
conveyed through various media
channels, including television,
radio, newspapers, magazines, social
media, and advertisements.
What are Media messages?
• Media messages contain information and ideas that are shared to a
large audience of people.

• If these are not scrutinized properly, they may become agents of

misinformation and lead people to form wrong judgment and images
on the subject of the wrongly presented media message.

• By critically evaluating media messages, we ensure that the ideas

presented are accurate, relevant, and appropriate to be posted or
shared with everyone.
"EVALUATING MESSAGES
"EVALUATING MESSAGES

Media literacy, also known as critical

media literacy, involves evaluating and
analyzing the content, intent, and impact
of various media messages.
 Why do we evaluate messages?

The importance of evaluating the

effectiveness of the messages is by
developing and using strategic questions
to identify strengths and weaknesses
"STRATEGIES FOR EVALUATING A MESSAGE"
"STRATEGIES FOR EVALUATING A MESSAGE"

How do we evaluate messages?

"STRATEGIES FOR EVALUATING A MESSAGE"

How do we evaluate messages?

In order to evaluate whether a message is

effective, we can ask ourselves a series of
questions which reflect a message's simplicity,
specificity, structure and stickiness.
 "FOUR MAIN QUALITIES FOR AN EFFECTIVE MESSAGE"

 Simplicity
 Specificity
 Structure
 Stickiness
SIMPLICITY
In order to ensure that the messages have simplicity,
we should ask ourselves two questions:

- is the purpose evident?

- is the core message clear?

SPECIFICITY
Refers to our choices of language and its usage on order to
ensure language is specific we may ask ourselves:

- is language specific?

- is language concrete, rather than abstract?

- Does it use words which have additional meanings

and could perhaps be misconstrued?
STRUCTURE
Ideas should be organized and easy to
follow.
- Does the messages have a STRUCTURE?

- is there a more effective way to arrange

the ideas?
STICKINESS
- The messages should display
coherent and unity of ideas.

Does the idea of the message flow smoothly?

"EVALUATING IMAGES"
"EVALUATING IMAGES"

It is important to critically evaluate images you use

for research. Study and presentation images should
be evaluated like any other source, such as journal
articles or books, to determine their quality,
reliability and appropriateness.
"EVALUATING IMAGES"
Three steps of evaluating an image and these are:

1.Identifying Source

2.Interpret contextual information

3.Understand implications
HOW TO USE IMAGE ON GOOGLE TO AVOID
PLAGIARISM?
ANALYZING THE TEXT/IMAGES
"CONTENT ANALYSIS"
• What do you see?
• What is the image all about?
• Are their people in the image?
• What are they doing?
• How are they presented?
• Can the image be looked at different ways?
• How effective is the image as a visual message?
To evaluate messages and images of different types of text
reflecting different culture the following should do:
1. Understand how the specified cultures live.
2. How the people in the specified group communicate each other.
3. Learn the symbolism of their culture.
4. Be aware in every detail such as artifact, language, and
symbolism.
5. Get the meanings being addressed by the images.
6. Get the important elements conveyed by the images.
7. Getting the audience for the images.
What Filipino
culture represented
in each of the
images?
Additional tips;
1.Get the meanings being addressed by the
images
2.Get the important elements conveyed by
the images
3.Getting the audience for the images
‘’The interactions between non-verbal and verbal
forms of communication, more in particular the
relations between visual symbols other than
writing and the recording of speech in writing,
are important for the evaluation of both images
and texts.’’
According to some, medieval images may be 'read'. According to others, the perception
of images is fundamentally different from that of texts.

• Do images have a morphology (colors, lines,

planes), a syntax and semantics of their own?
• In other words: do both texts and images
have a 'grammar'? Is it useful to speak of
'visual literacy'?
• Can texts be considered as images?
• How are texts and images perceived?
• Do they communicate different kinds of messages?
• Can an image's message be put into words?
• In which social contexts does medieval man prefer
the visual to the textual?
• What about the interplay of texts and images (e.g. in
rituals and ceremonies)?
• Do we observe an evolution in the perception of
images due to the development of a literate
mentality
WHAT IS CULTURAL TEXT?
WHAT IS CULTURAL TEXT?
• Cultural texts are those objects, actions, and behaviors
that reveal cultural meanings. A photo is an image, but is
also a cultural text, a picture with cultural information
beyond just the picture itself.

• Food and clothing also suggest cultural information, and

it doesn’t stop there. The entire place and space, all of
the people and interaction, all of the rituals and rules and
the various forms in which they manifest themselves, are
“readable” text, suitable for observation and analysis by
the ethnographer and writer.
SAMPLE IDENTIFICATION OF A CULTURAL TEXT

Take a look around the room or place you

are in right now and briefly catalog the
people and/or things you see. These
objects and actions are cultural texts
THE IDENTIFICATION OF CULTURAL TEXTS WILL
BE ABSOLUTELY NECESSARY, BUT THEY
ARE FAIRLY EASY TO IDENTIFY ONCE YOU GET
THE HANG OF IT.

If your classroom is traditional, there will be

places for people to sit, and surfaces on which to
write. What we may not all share is the form of
these seats and surfaces and the formation of
these seats in the room
ANALYSIS CAN BE CHALLENGING BECAUSE WE
HAVE ALL AGREED TO THE MEANING WHICH
WE TAKE THEM FOR GRANTED

For example, it is most likely that you have

never entered a classroom and been all that
confused about where you should sit or what
part of the space is intended for the instructor
The analysis continues as you work to ask even more
questions:
• Are there any works of art or books or media that provide insight
into the values and ideas of the people there?

• How do your classmates or other people around you present

themselves through their clothing?

• What messages are you "reading" from them? How might they be
"reading" you?

• These types of questions are really just the beginning as you identify
the variety of cultural texts available to you in your research.
As a researcher, you will be working to uncover the stories
and deeper meaning in artifacts (things) and behaviors.

Artifacts at a site may seem so

"normal" to the people who use them
that they don't even realize they carry
any meaning.
DETECTING BIAS IN THE MEDIA
DETECTING BIAS IN THE MEDIA
• Media bias is ubiquitous (everywhere) and not easy
to detect. It is always useful to compare several
sources of information and, in doing so, it becomes
clear that media coverage is never completely
objective.

• Media have tremendous power in setting cultural

guidelines and in shaping political discourse. It is
essential that news media, along with other
institutions, are challenged to be fair and accurate.
“BIAS IN OMMISSION:

For every news story that is selected,

there are many others that are left out.
Do the news stories you see show a
balanced view of real life
“BIAS BY EMPHASIS:”
What stories are on the front page or “at
the top of the hour?” Which stories get the
largest headlines, or the first and longest
coverage on TV or radio? Consider how
this placement influences people’s sense
of what is important.
“BIAS BY USE OF LANGUAGE:

The use of labels such as

terrorist,” “revolutionary,” or
“freedom fighter” can create
completely different impressions
of the same person or event.
“BIAS IN PHOTOS:”

Unflattering pictures can create

bad impressions, and partial
pictures of scenes can completely
change the context of an event.
“BIAS IN THE SOURCE:”
An article about a cure for cancer written by a
drug company is not the same as an article by
an independent researcher. Often, private
companies, governments, public relations
firms, and political groups produce press
releases to gain media exposure and to
influence the public.
“BIAS BY HEADLINES:”
Some headlines can be deceptive, as
their main purpose is to grab attention.
Many people read only the headlines,
which can create a distorted sense of
what is really going on, or turn a non-
event into a sensational event.
“BIAS BY REPITITION:’’

The repetition of a particular

event or idea can lead people to
believe that it is true, very
widespread, and much more
important than it really is.
“BIAS IN NUMBERS AND STATISTICS:”
• Statistics need to be interpreted; they are often
used to create false impressions. Of the
following statements, which statistic would you
use to try to convince someone that the death
penalty is a good idea?
• Almost 30% of those surveyed support the
death penalty.
• More than 70% of those surveyed are against
the death penalty.
“BIAS IN DIVERSITY:’’

What is the race and gender diversity at the news

outlet you watch compared to the
communities it serves? How many producers, editors
or decision-makers at news outlets are
women, people of color or openly gay or lesbian? In
order to fairly represent different communities,
news outlets should have members of those
communities in decision-making positions.
“BIAS FROM THE POINT OF VIEW:’’
• Political coverage often focuses on how
issues affect politicians or corporate
executives rather than those directly
affected by the issue.

• Demand that those affected by the issue

have a voice in coverage.
5 DIFFERENT TYPES OF TEXTS
Narrative
is a way of presenting connected
events in order to tell a good story.
Whether it’s a narrative essay, a
biography, or a novel, a narrative
unites distinct events by concept,
idea, or plot. Common types of
narratives normally contain a
beginning, middle, and an end.
Descriptive
is to describe a person, place or thing
in such a way that a picture is formed
in the reader's mind. Capturing an
event through descriptive writing
involves paying close attention to the
details by using all of your five
senses.
Directive
is an order or direction issued for
other by an authority. Your reason
should be clear and the reason of
issuing the letter must be obvious
and understandable. You can also
mention that you want follow up of
the task and when it should be sent.
Expository
presents readers with important
research and information about
a topic. Expository writing
gives facts and information
about a topic.
Argumentative
is usually defined as a type of
discourse concerned with the
presentation and
evaluation of arguments, either
rhetorical or dialectical, which show
the cause-effect relationship
established.
References:
Examining Culture as text (n.d.) Engaging community writing ethnographic research. Retrieve from
www.engagingcommunities.org/proposing-the- ethnographic-research-project/3a-examining-culture-as-text/

Global education monitoring report (2019). Let's work together. Education has a key role in helping achieve
the Sustainable Development Goals
(n.d.) Detecting Bias in the Media

Evaluating Messages and Images-Purposive Communication. Retrieved from

https://purposivecommunication.news.blog/2018/09/08/business- communication/

(2019) How To Detect Blas in News Media. Retrieve from

https://fair.org/take-action-now/media-activism-kit/how-to-detect-bias-in-news-media/

Mayhew, R. (2019). How to Interpret Nonverbal Messages in the Workplace. Retrieved from
https://smallbusiness.chron.com/interpret-nonverbal- messages-workplace-33559.html 4/4

How the Language Really Works: The Fundamentals of Critical Reading and Effective Writing. Retrieved
from www.criticalreading.com/interpretation.htm
THANK YOU!!!