03/10/2023

Evaluating Messages and/or

images of different types of
texts reflecting different
cultures (Regional, Asian,
Western, etc.)

1
 03/10/2023

What does it mean?

What does it mean?

2
 03/10/2023

What does it mean?

What does it mean?

3
 03/10/2023

What does it mean?

Factors to consider:

Linguistic
Landscapes
Geosemiotics
Kinds of
Signs
Online
Landscapes
8

4
 03/10/2023

Linguistic Landscapes
─is the “Displayed
Language” in a
particular space, e.g.
Advertisements,
billboards, and other
signs.

(Carr, 2019)

Billboards

10

5
 03/10/2023

Signages

11

Regulations

12

6
 03/10/2023

Street Names

13

Graffiti

14

7
 03/10/2023

Geosemiotics
─is the study of “Social
Meaning” of the
material placements of
signs and discourses
and of our actions in the
material world.

(Mooney & Evans 2015)

15

Principles

Dialogicality
Signs have double Selection
meaning, and they
Indexicality correspond to each One does not see
Meaning was given to a other. all signs.
sign by a place the sign
was put in.

16

8
 03/10/2023

Kinds of Signs
─there are different
kinds of signs
✘ Regulatory
✘ Infrastructural
✘ Commercial
✘ Transgressive

17

Kinds of Signs

Regulatory Infrastructural Commercial Transgressive

It indicates It labels things or Advertises Unsanctions
authority directs for the that urban text. It
and is legal maintenace of a promotes a violates
or official building or any product, and (intentionally
prohibitions. infrastructure. event, or or accidentally
service in the
commerce. conventional
semiotics or in
a wrong place.

18

9
 03/10/2023

Online Landscapes
─the more we delve into
social media, the more
we expand our cultural
perspectives.

19

Online Landscapes

10
 03/10/2023

Some examples of Memes

21

How to Evaluate???
Principles/Concepts

✘ All media messages are “constructed”.

1. What is the message of the text?

2. How effectively does it represent reality?

3. How is the message constructed?

✘ Media have embedded values and points of view.

1. What lifestyle, values and points of view are represented in the

text?

2. Who or what is missing?

✘ Each person interprets messages differently.

1. What message do you perceive from the text?

2. How might others understand it differently? Why?

22

11
 03/10/2023

How to Evaluate???
Principles/Concepts
✘ Media have commercial, ideological or political interests.

1. What is the purpose of the text?

2. Who is the target audience of the text?

3. Who might be disadvantaged?

4. Who created the text and why?

✘ Media messages are constructed using a creative language having its own
rules.

1. What techniques are used and why?

2. How effective are the techniques in supporting the messages

or themes of the text?

3. What are other ways of presenting the message?

23

Evaluate the message

 All media
messages are
“constructed”.
 Media have
embedded
Let’s try
values and
points of
to
view. evaluate!
 Each person interprets messages differently.
 Media have commercial, ideological or political interests.
 Media messages are constructed using a creative language
having its own rules.

24

12
 03/10/2023

Evaluate the message

✘ Media have
 All media commercial,
messages are ideological or
“constructed”. political
interests.
 Media have
embedded ✘ Media messages
values and are constructed
points of view. using a creative
language having
 Each person its own rules.
interprets
messages
differently.

25

26

13
 03/10/2023

What’s the difference between error and

mistake?

MISTAKE ERROR
It is a decision An error is
that later turns out to more formal word and
be wrong. You might is generally used
feel that you made a when the chosen
wrong choice action is compared to
(mistake) if you are a set of rules. The
not satisfied with the action is considered to
outcome of the be wrong if it is
decision. different to the rules .

27

Important to
remember that we
make mistakes not
do mistakes.

28

14
 03/10/2023

Grammar
✘ Is the study of words, how they are used in
sentences, and how they change in different
situation.
✘ The study of sentence structure.
✘ Rules and examples shown how the language
should be used.
✘ The system which people learn as they grow up.

29

Language
✘ The principal method of human
communication, consisting of words used in a
structured and conventional way and conveyed
by speech , writing , or gesture.

30

15
 03/10/2023

Why should we learn proper grammar?

People will judge you based on how

you write and speak .Taking the time to
follow the rules of standard English in your
formal writing and speech allows you to
present yourself in the best possible light.

31

32

16
 03/10/2023

Descriptive Grammar
✘ Approach to grammar that is concerned with
describing the use of language by native to
non- native speakers without reference to
proposed norms of correctness or advocacy of
rules based on norms.
✘ Takes the principle that the language usage
can vary according to varied speakers. Thus it
does not considered what is ‘correct’.
✘ Rules are made according to the daily usage of
the language by the speaker.

33

Prescriptive Grammar
✘ Approached to grammar that is concerned with
establishing norms of correct and incorrect
usage and formulating rules based on these
norms to be followed by users of the language.
✘ Takes the principle that the long existed
grammar rules created by the native speakers
are the ‘correct’ and variation are ‘incorrect’
✘ These are specified and standard set of
grammar rules

34

17
 03/10/2023

35

х consisting of multiple letters, symbols or sentences

х written or printed work
х text also means a group of words or a book (short for
text book)
х text is the content of a message formatted with
alphabets/words of any languages good enough to
share a piece of information, in your context
TEXT
х is any written material

36

18
 03/10/2023

Texting
✘ The act of composing and sending
electronic messages, typically consisting of
alphabetic and numeric characters, between
two or more users of mobile
devices, desktops/laptops, or other type of
compatible computer
✘ Text messages may be sent over a cellular
network, or may also be sent via
an Internet connection

37

Message
✘ a communication in writing, in speech, or by
signals and symbols
✘ may be delivered by various means,
including courier, telegraphy, carrier
pigeon and electronic bus
✘ a piece of information or a request that you
send to someone or leave for them when you
cannot speak to them directly

38

19
 03/10/2023

39

Semiotics

─the study of signs and

symbols, and their use
or interpretation.

40

20
 03/10/2023

Semiotics

Ferdinand de Sassure Charles Sandes Peirce

(1857-1913) (1839-1914)

A French linguist An American

that was one of the first to philosopher that also
produce a semiotic theory formulated a semiotic
during work in the early theory around the same
1900’s. He stated that a time as Sassure, the early
sign is made up of two 1900’s. He stated
parts, the SIGNIFIER and semiotics to be the
the SIGNIFIED. relationship between a
SYMBOL, ICON and an
INDEX.

41

Sign

─ a successful,
understandable
form of
communication

42

21
 03/10/2023

Key Components of Signs

Signifier Signified
-physical - it is personal
forms of a sign used to interpretation of a
convey meaning such signifier or the
as sounds, images or concept that a
letters, or any signifier refers to, the
materials that meaning it conveys.
signifies.

43

Examples

Apple Book Dog

44

22
 03/10/2023

Three Forms of the Signifiers

Icon

Symbol

Index
45

Icon
A physical resemblance to the
object – map, sound or picture.

46

23
 03/10/2023

Symbol
No physical resemblance
such as toilet door, brand or
warning sign.

47

Index
The physical connection
between a signifier and the signified. It
means that the signifier cannot exist
without the physical presence of the
signified.

48

24
 03/10/2023

Two Components of the Signified

1. Denotation 2. Connotation
- Literal meaning of - Meaning to the
sign. individual

49

Text Analysis
─a method which
communication
researchers to describe
and interpret the
characteristics of a
recorded or visual
message known as text.

50

25
 03/10/2023

51

Mass Media

─a diverse array of
media technologies that
reaches a large audience
via Mass communication

52

26
 03/10/2023

Mass
Communication
─The distribution of
information via large
scale to a wide range of
people

53

Mass Media Platforms

54

27
 03/10/2023

Multimodal Texts
✘ A text may be defined as multimodal when it
combines two or more semiotic system.
Linguistic: vocabulary, structure, grammar of
oral/written language. Visual: color, vectors and
viewpoint in still and moving images.

55

What is Multimodal?
✘ A multimodal text can be paper – such as books,
comics, posters.
✘ A multimodal text can be digital – from slide
presentations, e-books, e-poster, web pages,
and social media, through to animation, film
and video games.
✘ A multimodal text can be live – a performance
or an event.

56

28
 03/10/2023

Multimodal Text

57

Semiotic System
✘ Linguistic or Textual sound effects.
System- comprising ✘ Gestural System-.
aspects, such as including aspects, such as
vocabulary, generic movement, speed. and
structure, and the stillness in facial
grammar of oral and expression and body
written language. language.
✘ Visual System- consisting ✘ Spatial System-covering
of aspects, such as color's, aspects, like proximity,
vectors, and viewpoint in direction position of lay
still and moving images. out, and organization of
✘ Audio System- with objects in space.
aspects like volume, pitch
and rhythm of music and
58

29
 03/10/2023

Examples Of Multimodal Text

59

Types of Multimodal text

✘ PAPER. This includes elements of sound effects,
books, comics, flyers for oral and written language,
business, and picture music and still or moving
books where each book images.
shows combination and ✘ LIVE. This includes
arrangement of both performances, acts , and
textual and visual even ballet or dance whose
elements. elements are gesture,
✘ DIGITAL. This includes music, and movement in
blogs, videos, social media, space.
slide presentations, and
webpages that combine

60

30
 03/10/2023

Types of Multimodal Text

✘ TRANSMEDIA. These include the use of various platforms
in storytelling involving the audience. The use of additional
material in story telling combined with digital platforms
enable a more participative story telling experience that
may be used in entertainment, in advertising or business
and for social change.

61

Thanks!
Any
Questions?

31