PURPOSIVE COMMUNICATION

• Media


  inform, educate, and entertain us.
• mass media


  pictures, videos, texts, and all the other forms
• mass media


  shape the way we think and how we look at our surroundings and influence the way we look at the world
• framework of Media Literacy


  foundation in critically understanding the content of mass media.
• framework of Media Literacy


  Guided by this framework, we can decipher the intended meaning of the type of media presented.
• Multimodal literacy


  understanding the different ways of knowledge representations and meaning-making
• Multimodal literacy


  focuses on the design of discourse by investigating the contributions of specific semiotic resources
• semiotic resources


  (language, gesture, images)
• Multimodal modalities


  visual, aural, gestural, spatial, and linguistic
• Multimodal literacy


  deals with the interaction and integration in constructing a coherent multimodal text
• multimodal text


  advertisements, posters, news report, websites, and films.
• Visual


  colors and perspectives
• Aural


  music and sound effects
• Gestural


  body, kinesics, feeling/affects
• Spatial


  layout, architecture
• Linguistic


  delivery, vocab, logos
• Media Literacy


  All messages are ‘constructed.’
• Authorship


   What kind of “text” is it?

   What are the various elements (building blocks) that make up the whole?

   How similar or different is it to others of the same genre?

   Which technologies are used in its creation?

   What choices were made that might have been made differently?

   How many people did it take to create this message? What are their various jobs?
• Media Literacy


  Media messages are constructed using a creative language with its own rules.
• Format


   What do you notice… (about the way the message is constructed)?

   Colors? Shapes? Size?

   Sounds, Words? Silence?

   Props, sets, clothing?

   Movement?

   Composition? Lighting?

   Where is the camera?

   What is the viewpoint?

   How is the story told visually? What are people doing?

   Are there any symbols?

   Visual metaphors?

   What’s the emotional appeal? Persuasive devices used?

   What makes it seem “real?”
• Media Literacy


  Different people experience the same media message differently
• Audience


   Have you ever experienced anything like this in your life?

   How close is this portrayal to your experience?

   What did you learn from this media text?

   What did you learn about yourself from experiencing the media text?

   What did you learn from other people’s response?

   From their experience of life?

   How many other interpretations could there be? How could we hear about them?

   Are other viewpoints present?

   How can you explain the different responses?
• Media Literacy


  Media have embedded values and points of view
• Content


   What kinds of behaviors / consequences are depicted?

   What type of person is the reader / watcher / listener invited to identify with?

   What questions come to mind as you watch / read / listen?

   What ideas or values are being “sold” to us in this message?

   What political ideas are communicated in the message? Economic ideas?

   What judgments or statements are mad about how we treat other people?

   What is the overall worldview of the message?

   What ideas or perspectives are left out? How would you find what’s missing?
• Media Literacy


  Most media messages are organized to gain profit and/or power.
• Purpose


   Who’s in control of the creation and transmission of this message?

   Why are they sending it?

   How do you know?  Who are they sending it to? How do you know?

   What’s being sold in this message? What’s being told?

   Who profits from this message? Who pays for it?

   Who is served by or benefits from the message – the public? – private interests? – individuals? – institutions?

   What economic decisions may have influenced the construction or transmission of this message?