Lesson 3: Evaluating Messages and Images of Different

• Purposive Communication
• Lesson 3: Evaluating Messages and Images of Different Text Types
• Learning Outcomes


  • Evaluate multimodal texts critically to enhance receptive skills
  • Convey ideas through oral, audio-visual and/or web-based presentations
  • Adopt awareness of audience and context in presenting ideas
• The advancements in digital technology paved the way to innovative modes and platforms of communication
• The massive and rapid developments in digital communications ushered in a new era of communication that does not simply rely on words, but also on images and other semiotics
• World Englishes

  Regionally distinct varieties of English that have arisen in parts of the world
• The English language has become the most widely used language for most purposes of communication in international diplomacy, business, science, education and entertainment
• Examples of World Englishes

  • Indian English
  • West African English
  • Singapore English
  • Filipino English
• Established varieties of English are often not fully intelligible to users of other varieties of English
• A Filipino ordering food in a restaurant in Singapore


  Would be confused by the phrase “Having here, or take away?”
• Extreme 1


  • The goal of national or regional identity
• Extreme 2


  • The goal of intelligibility
• Speakers of the English language may resort to code-switching
• Multimodality is a fairly new concept in the general academic setting
• Multimodal text


  A text or output that uses two or more communication modes to make meaning
• Types of multimodal texts

  • Paper (books, comics, posters, brochures)
  • Digital (slide presentations, blogs, web pages, social media, animation, film, video games)
  • Live (performance or an event)
  • Transmedia (A story told using multiple delivery channels)
• The creation of multimodal texts and outputs requires a creative design concept
• Both posters, Run for Rio and Concert for Kids, demonstrate purposive use of semiotics to forward a specific message
• Considerations in creating a multimodal text

  • Purpose
  • Audience
  • Context
• Purpose


  The creator of the text must be clear on the message and the reason(s) why the message has to be delivered
• Audience


  The nature, interests and sensitivities of the target audience must be considered
• Context

  The message should be clearly delivered through various semiotic resources
• Evaluate the message or themes/sub-themes of any of the advertisements by Ligo
• Discuss how the semiotic features affect the message in the context of the COVID-19 pandemic in the country
• In class, you may have an interactive discussion of your answers
• Reflective Analysis requires explaining your assessment of one of the Ligo ads