EVALUATING MESSAGES AND IMAGES OF DIFFERENT TYPES OF TEXTS Chapter 5

Evaluating messages and images of different types of text

Chapter 5

Text

provide the means for communicating and form an important part of study in any given course.

Pardo (2004)

explains that these types of texts share characteristics that may include an understanding of the author’s intent, the social purpose of the text, how it is structured, how well it is written, the subject matter, vocabulary, language choices, the reading level, and other surface features.

Evaluating messages and images of different types of texts

requires the evaluator to comprehend the initial textual data that lie on text features. It involves the active construction of meaning through the interaction of the evaluator who is engaged on critically reading print based or multimodal texts.

Print-based

refers to those texts that are prepared in prints, but any printed text is a multimodal text since it involves various communication modalities.

Multimodal texts

When a text combines two or more semiotic systems (linguistic, visual, audio, gestural, spatial), it is considered ________. Semiotic is the study of meaning-making. It explores signs and symbols as important components of communication.

Semiotic

is the study of meaning-making. It explores signs and symbols as important components of communication.

Syllabus of the Australian Curriculum

mentions that language modes such as, listening, speaking, reading, writing, viewing, and representing are often integrated and interdependent activities used in evaluating texts in order to shape meaning and that any combination of the modes may be involved in responding to or composing print, sound, visual or multimedia text. Hence, multimodal texts can be print, digital, or live.

Forms of multimodal texts

• Paper

• Digital

• Live
  
  Two or more of the following semiotic systems are included in a multimodal text.

• Linguistic system

• Visual system

• Audio system

• Gestural System

• Spatial system

CRITICAL READING AND LISTENING

Multimodal texts require readers and listeners to become critical readers and listeners. Since comprehension is the central goal of both reading and listening, the ability to comprehend multimodal texts develops students to become critical readers and listeners as well as active evaluators of multimodal texts.

Critical reading of Multimodal texts

Critical reading is the process of reading that goes beyond comprehension of a text. It means to say that one to be a critical reader must be actively involved in responding to the reading text. It is very useful at all stages of academic study but is particularly important when evaluating messages of multimodal texts

Critical Reading involves

1. Carefully considering and evaluating a reading text;
2. Identifying the strengths and implications of the text;
3. Identifying the weaknesses of the text; and
4. Looking at the image and deciding how the reading fits into the greater academic context.

critical reader

is inquisitive, always asks questions about the texts. Hence, the ________ closely examines the key elements of the text. These elements may affect how strong the message is, that is, how convincing it is. However, before you consider the message, you should build up a background information about the text or an image.

Source

Readers or listeners of a text should ask first about its authorship. There is a need to identify if the ______ is an individual or a team although the number of writers does not warrant credibility of the text.

Who created the message? Is the source reliable? Was it by a news organization, a public citizen, an editorial team of a scientific journal, or an advertiser?

Message

After evaluating the source, the content of the text should be examined in order to get its ________. There are various questions that one may ask in getting the _________ of the text

2. What does the message say (subject, main point, support)?
3. Is the information fair and logical?
4. What points of view are shared in the message? Which ones are left out?
5. What images or sounds catch your attention?

Medium

The ______ in transmitting the message may be conventional or digital although they are often mixed up in a communication situation. Sometimes, print-based communication needs to be backed up by a digital form in order to achieve a better and faster communication

6. What type of text is used to deliver the message?
7. What are the advantages and limitations of the text format?

Audience

in the communication situation refers to the receiver of the message. It may be a person or a group for whom a message is created. Some texts like a personal email, an invitation to deliver a talk, or a thank-you note target just one person, but other texts are meant for larger audiences like research reports, advertisements, signages, books, brochures, among other communication forms. Two important questions guide audience adaptation in multimodal communication

8. Who is the target audience of the message?
9. How might other people interpret the message of the text?

Context

10. What is the purpose of the message?
11. Who controls the transmission of this message?

Listening as a Critical Thinking Activity

Listening is a voluntary active process, it is psychological. According to Lynch (2013), adults listen 50 percent or less, while teenagers listen 25 percent or less. Studies show that those who practice listening skills get better grades, higher pay and achieve their goals more often than those who do not. For you to be able to access the message of an argument, you must be a critical listener

Critical listening

requires active thinking because it goes far beyond just hearing a speaker’s message. It involves analyzing the information of a speech and making important decisions about truth, authenticity, and relevance. Kadjan-Baumeyer (2018) claims that listening is a critical thinking activity.

Lynch qualifies that critical thinking

1. Involves being able to access the strengths and weaknesses of an argument;
2. Involves being able to distinguish between the fact, theory and opinions of an argument;
3. Allows for thinking outside of the box;
4. Allows for compromise and growth;
5. Involves being able to judge the credibility of sources;
6. Requires accessing the quality of evidence;
7. Involves discerning relationships between ideas;
8. Involves priorities on what to remember and in what context;
9. Allows for fewer mistakes and reduces trial and error in everyday life;
10. Does not mean negative thinking;
11. Is a normal process that requires practice and reinforcement;
12. Requires an open mind and the ability to consider and understand all sides of an issue, and;
13. Means replacing name calling and images with reason compromise and the ability to persuade instead of attack

Identify support for the claims

This means performing research to determine the process the speaker used to actually gather facts and information. Look for things like dates and sources.

Evaluate the argument of the speaker or the text

Try to figure out whether the speaker is using emotional appeals, a logical argument or actual evidence to state the case. Sometimes, a speaker uses overstatements to stress a point and to make it more appealing. It is perfectly legal, but it can be misleading. This is especially true if you have not done your homework. When it comes to evaluating an argument, there are a few things you can do to get the most information.

main point

is no less the main idea or the claim of the source. It can be explicitly or implicitly expressed in the text.

explicit main point

is well expressed in the text. Certain features of the text would lead to an overt statement of the main point, for instance, orthographic features like sentences, phrases, clauses that provide an immediate extract of the main point is an explicit expression of the main point.

implicit main point

is covertly expressed in the text and can only be extracted based on suggestive features such as, graphics, images, or sound effects.

fact

is a statement about the real world that can be shown to be true and can be checked for accuracy through gathering of evidence.

opinion

however, is a self-report or attitudinal statement of feelings or personal judgement.

claim

is a debatable statement that can be supported with evidence and reason.

Visual elements

lighting
camera angle
composition
body

Lighting

Low ________ suggests sadness or fear, while bright ________ conveys happiness or joy. Soft ________expresses beauty and romance. Use color and tone to reflect the mood you are trying to create in your image.

Camera Angle

This visual element is used to position the viewers so that they can understand the relationship between the characters. It is very important in shaping meaning in film as well as in other visual texts. A low-______ view makes people or things appear larger than they actually are, often indicating importance. Conversely, a high ______ view makes people or things appear smaller and less significant.

Composition

Visual elements should be arranged in a manner that they do not affect the viewer’s perception. Arrangements such as, close ups of a face convey tension or intimacy, wider views showing people or things and their surroundings usually express significance of the setting

Body Language

Non-linguistic elements like the body language are more revealing than words. They seem to be more catchy than the words provided in the text

Sound Effects

This sound technique that is added after the filming enhances a scene making it realistic although the effects themselves are often artificially produced.

Music

This is another sound technique that affects the mood and intensity of a scene. Fast-paced music use rhythm and volume to heighten drama and often accompany car chases, fight scenes, and other action-packed scenes. Slower, softer, intentionally expressive compositions can create tension and foreboding, as in gothic film

Context

in this section includes the purposes and authorship of the text. A text serves at least one of three purposes: to inform, to entertain, or to persuade. Often, a text fulfills all three purposes at once. Magazines, for example, may entertain its readers, but it may also inform and persuade them. Consider and analyze the purpose before sending any messages.

To inform

The message provides the audience with a clear understanding of the concept presented by the source. Most of these multimodal texts like books, ebooks, letters, blogposts, emails, magazines, newspapers, video tutorials, television newscasts, documentaries, presentations are created for information dissemination. These multimodal texts were built on society’s interest in learning and keeping us abreast of what is happening in the world. Messages that are meant to inform or educate are typically free from biased messages. Those messages that aim to entertain or persuade readers are more prone to biased language. Therefore, the audience should be sensitive to any organizational bias that might accompany the message.

To entertain

The message or the text amuses the audience. Some of these multimodal texts that aim to entertain are television sitcoms or primetime shows, movies, music, sports and travel broadcasts, social networks, magazines, and comics. Popular entertainment media are appealing and inviting to advertisers because they are read and viewed by large audiences who can also be their potential subscribers or customers.

To persuade

The audience is provided with well-argued ideas that can influence their own beliefs and decisions. Persuasive devices are easy to recognize in advertisements and commercials, but they are subtle in other media forms. For instance, a product endorsement may influence you to think one way because the endorser only talks about the benefits of the product. Media-literate individuals are able to weigh the pros and cons, the advantages and disadvantages, or the benefits and harmful effects of a certain product; hence, they make up their minds on an issue before subscribing or trying it.

Government

Multimodal texts that were created by __________ offices are state owned and must be carefully evaluated for propaganda—publicity, advertising, marketing, and information dissemination. Most of the texts are available for references and have their predetermined retention periods. There are countries that do not allow freedom of the press and have even censored the Internet. However, other nations restrict independent voices and use the state-owned media as their mouthpiece.

Corporations

Most of the media messages are controlled by private companies. Different forms of multimodal texts like videos, newspapers, magazines, movies, web sites are controlled by giant __________. These media forms are business motivated by commercial interests, which are gained through advertising. Audiences, readers and viewers alike should evaluate the message if it serves their best interests or the corporation’s interest.

Individuals

Personal creations are independent media forms. Texts and other media forms that are free of government and corporate influences are controlled by individuals. Digital-based technologies have greatly helped and promoted independent media voices. Citizen journalism is a practice that has gained momentum and is now easy for the journalist to report meaningful news to a large audience due to digital media. Likewise, a widespread of audience has already advancing and enjoying to spread information through social media. All of these means of technology have brought an individual source to be capable producer and creator of meaningful, timely, and interesting messages.

Paper

This form is print based, such as, books, comics, posters, magazines.

Digital

It is computer-based like slide presentations, emails, ebooks, blogs, e posters, web pages, social media, animations, films, movies, video games.

Live

It is a form of actual performance or an event.

Linguistic system

It refers to the linguistic components like vocabulary, structure, and grammar of a text.

Visual system

It pertains to the color, vectors and viewpoint in still and moving images.

Audio system

This mode refers to the volume, pitch, and rhythm of music and sound effects of a presentation.

Gestural system

It denotes the movement, facial expression, and body language of the characters.

Spatial system

It indicates proximity, direction, position of layout, and organization of objects in space.