Unit 4

EVALUATINGMESSAGES
AND/ORIMAGES
When receiving a certain message, perhaps some of us are expecting a written text that has
meaning sent to you or to some other people. While a message can be indeed be written down, it
actually has many forms depending on a language you’re using or the culture you are experiencing.
In our past lessons, we have learned that cultures constantly change as cultural contact increases,
and because of this, using the language or the messages you convey may have a different meaning
compared in the past depending on the context or the situation you are in. Since we now live in a
globalized world, change happens at a much faster rate. In this lesson, the nature of messages and
composing them in several forms of texts will be discussed to help us in presenting an idea in
appropriate registers and appropriate content. I am hoping that you will learn and enjoy this lesson
as this module helps you to become a more aware and flexible communicator.
Learning Outcomes:
.
After studying this module, the students should be able to:
1. talk about the nature of message in communication;

2. evaluate multimodal texts critically to enhance receptive skills (listening, reading, and
viewing);

3. convey ideas through oral, audio-visual, and/or web-based presentations for different
target audiences in local and global settings using appropriate registers; and,

4. adopt awareness of audience and content in presenting ideas.

 Language change is inevitable; as culture changes, so does language. Since we now live in a globalized
world, change happens at a much faster rate. Many things that that seemed unacceptable in the past have
become a reality. For example, agendas used to be a big no-no, but at present, it is the plural of agenda, “a
list of things to be done,” and agenda remains to be the plural of agendum, “a thing to be done” (Oxfor
Dictionaries). Another unexpected change concerns the use of the “generic” he, his, him, and himself as the
only allowed referents of a singular indefinite pronoun or an unspecified person whose gender is unknown,
such as everybody, anybody, a classmate, a friend. This practice became controversial as being sexist in the
20th century especially now that the gender diversity has increased.
Some still use he or she alternately, trusting the reader not to be confused. Some also starts to go against
the traditional plural-only rule for they, them, their, and themselves. These are considered as “gender-neutral
pronouns”. The cultural visibility of the transgender, genderqueer and gender nonconforming community has
seriously expanded the way that we view gender, and for them, gender normativity can get in the way of self-
expression -- so the words he or she can feel limiting. ([Link])

INCORRECT
VERSUS CORRECT LANGUAGE USE
We use dictionaries to find meanings that would be mutually understood, but they do not necessarily
judge nor say whether the way the words are used in the sentence or statement is “correct” or “incorrect”.

But what is correct language use? Prescriptivists (i.e. people who set down rules for correct language
use) often equate correctness to strict observance of the rules of grammar. Prescriptivists, as well as educated
speakers of the majority of English dialects or varieties, believe that Standard English is synonymous with
correct English. This concept of what is considered “standard” has resulted in some English varieties being
acknowledged as more correct than others.
Prescriptivists are the ones who lay down rules regarding language usage, or who believes that
traditional norms of language usage should be upheld. They are the teachers, managers, supervisors, or
persons of authority who can give failing grades in school, who can make applicants fail job interviews, or who
can approve or disapprove employees’ promotions (Mooney & Evans, 2015). In other words, in all cultures,
the inability to speak what is acceptable as correct English has negative consequences according to them. In
fact, it is also common for people to be judged based on how they communicate or use the language.

Activity 4.1
1. What is Standard English?
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2. What do you think is/are the negative effects of being too conscious and correcting
someone’s skill when speaking the English language?
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THETEXTORMESSAGE
Generally, message is the information conveyed in the communication process. It comprises of verbal
and non-verbal content, which may be spoken, written, or manual (i.e. for sign language). However for our
purpose, message refers to any recorded message (e.g. writing, audio-recording, audio, and video-recording)
that is physically independent of its sender or receiver.
A text, on the other hand, is a collection of signs (e.g. words, images, sounds, and /or gesture) constructed
and interpreted with a degree of reference to the conventions associated with the genre and in a particular
medium of communication, may it be verbal or not or both. (Chandler, 2017)

Medium then is used in a variety of ways. May it be through broad categories (e.g. speech, writing,
print, and broadcasting), or specific technical forms within the mass media (e.g. radio, television,
newspaper, magazines, books, photographs, films, and records) or the through the media of interpersonal
communication (e.g. telephone, letter, fax, email, video-conferencing )

In creating oral and written texts when doing a requirement such as in school, one should consider the
text type expected, its purpose, and its intended audience. The three factors have implications for the
structure, language, and presentation of the text (Hoadley & Nixon, 2017).

Structure refers to how the information is organized. Text’s structure refers to its 1. genre (i.e. kinds of
text based on its development), 2. logical order (i.e. exposition, cause and effect, comparison, analogy,
definition, classification, problem-solution, and persuasion), and 3. spatial/space order (i.e. description)
(Padilla, et. al., 2017)

Language is also a big consideration as it is the mean where information is expressed verbally of non
verbally. Depending on the text type, one may communicate through the five language registers discussed
previously. (Refer to your your previous module to check about language registers)

In addition, presentation should also be considered. It covers the text’s layout, format, length, oral
delivery, and other conventions like spelling and referencing. (Hoadley and Nixon, 2017)

The usual written activities that are given to students like you can be in a form of an essay, reports,
researches, reviews, journals, business letters, translations, and/or blogs. In speaking, you may be required to
oral reports, speeches, and interviews. These tasks are approached and done in different ways when you are
considering the structure, language, and presentation of your output.

For example, doing an academic essay is different in making a business report since you their structure
and presentation are done in their own ways. In essay, you can just dwell on its topic and write your own
thoughts in an organized manner. For business reports, it’s done with more effort because you are expected
to provide findings, conclusions, and/or recommendations while having numerous and separate sections and
subsections. When doing both essays and reports though, you need to use the regulated (formal) register but
with varied types of vocabulary because the two outputs have different audiences.

Activity 4.2
Based on the discussion provided about texts and its
corresponding facets, provide a short analysis on what
message/s is/are being portrayed in the image provided.
Provide a minimum of five-sentence analysis.
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SEMIOTICS AND TEXT ANALYSIS

Semiotics is concerned with “everything that can be taken as a sign”. (Eco, 1976, p. 7) It involves “the
study not only of what we refer to as ‘signs’ in everyday speech, but of anything which ‘stands for’ something
else; in a semiotic sense, signs take the form of words, images, sounds, gestures, and objects” (Chandler, 2017).
Common examples of semiotics include traffic signs, emojis, and emoticons used in electronic
communication, and logos and brands used by international corporations to sell us things.

From Left to Right: the Stop sign helps in minimizing traffic jams. You can identify what is the cold or the hot water when you use the water
dispenser because of the colors they represent. You can already tell what fastfood chain is this by just looking at the logo. You use emoticons in
messages to further show what you feel.

Signs consist of signifers (sounds and images) and signifieds (concepts). Signification is now the
term referring to the relationship between the signifier and the signified. Semiotics are not just about signs in
everyday speech, it also refers to anything which stands for anything else. It can take the forms of words,
images, sounds, gestures, and objects. (Chandler, 2017)

Nowadays, the sign system does not only put emphasize on the on the work, output, or activity (e.g.
literary texts, paintings) that constitutes and/or transforms the codes, but also on the individual (e.g. writer
and painter) who constitutes and/or transforms the codes while performing the work. The two of them, the
work and individual who works on it, are the subjects of semiosis. What is semiosis then?

Semiosis is the process by which a culture produces signs and/or assigns meaning to signs, but since
meaning production or semiosis is a social activity, subjective factors are involved in each individual act of
semiosis. Supporting these notions are two (2) semiotic theories, they are as follows:

1. Semiotics focused on the subjective aspects of signification, where meaning is interpreted as a subject-
effect (i.e. the subject being an effect of the signifier).

2. Semiotics focused on “the social aspect of signification, its practical, aesthetic, or ideological use in
interpersonal relationship”, where meaning is construed as produced through culturally shared codes.

To sum it up, one’s understanding of the signifieds can be understood as the mental concept which is
common to all members of the same culture. Basing it on the following criteria: the sign itself (e.g. letters), the
codes or systems in which the signs are organized (e.g. language), the culture within which these codes and
signs operate (e.g. target-specific language use).

One’s native/mother language (e.g. Filipino, Inabaknon, and Ninorte-Samarnon) by all means, play a
major role in the development of semiotics. It is also through this that the use of a second language (e.g.
English) will be greatly affected by that group’s culture and native and/or first language. Since using English
as a second language can be a struggle from time to time, there may be some statements or signages that would
be mistranslated and misinterpreted. This then may result to some funny mistranslations.

Here is a list of few mistranslation seen around the world:

1. A sign on a car in Manila, Philippines: “Car and owner for sale.”

2. At a Budapest zoo: “PLEASE DO NOT FEED THE ANIMALS. If you have suitable food, give it to the
guard on duty.”

3. Doctor’s office in Rome, Italy: “Specialist in women and other diseases.”

4. Hotel in Japan: “You are invited to take advantage of the chambermaid.”

5. In a New Zealand restaurant: “Open seven days a week, and weekends too.”

6. On a South African building: “Mental health prevention centre.”

7. On the menu of a Swiss restaurant: “Our wines leave you nothing to hope for.”

8. Sign at Mexican disco: “Members and non-members only.”

What is the role of semiotics in the world of messages and meanings? Or in the analysis of texts? Semiotics
makes us realize and understand that information or meaning is not contained in books, computers, or audio-
visual medial. Meaning is not transmitted to us, rather, we actively create it according to a complex interplay
of codes or conventions of which we are normally unaware. We learn from semiotics that we live in a world of
signs and we have no way of understanding anything except through signs and the codes into which they are
organized. (Chandler, 2017)

Semiotics help us not to take reality for granted because reality does not have an objective existence; it is
something that is subject to human interpretations.

Activity 4.3
1. Explain the two elements of a sign, and cite examples to prove that you understand
each element.
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2. Why are many signages, posters, and advertisements by nonnative speakers of
English funny, nonsensical, or even offensive at times?
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MASSMEDIAANDMULTIMODAL TEXTS
Mass media refers to the type of communication that uses technology to simultaneously reach a wide
audience. Its five (5) types are as follows: print, radio, regular broadcast television, cable television, and
telecommunication (e.g. internet, satellite services).

A text then is multimodal when it combines any of the five semiotic systems and they are as follows:

1. Linguistic or Textual System. comprising aspects, such as vocabulary, generic structure, and the
grammar of oral and written language;

2. Visual System. consisting of aspects, such as colors, vectors, and viewpoint in still and moving images;
3. Audio System. with aspects, like volume, pitch, and rhythm of music and sound effects;

4. Gestural System. including aspects, such as movement, speed, and stillness in facial expression and body
language, and

5. Spatial System. covering aspects like proximity, direction, position of layout, and organization of objects
in space.

Some examples of multimodal texts are picture books or comic books (i.e. textual+visual), web page
(i.e. sound+oral+written language+still/moving images), and a live dance performance (i.e.
gesture+music+space). Many newspapers and some mass media outlets are multimodal because they now
have their web pages. In the Philippines, some newspapers with web pages are Philippine Daily Inquirer,
Rappler, Philippine Star, Manila Standard Today, ABS-CBN News, and GMA News.

Here are the reasons why online newspaper is different from printed ones:(Jucker, 2003, p. 130)

a. The internet allows for hypermedia (i.e. it is the integration of the various semiotic systems)

b. Online newspapers are more personal because they target specific audience.

c. Interaction level are increased since even the mere reading of materials online is a form of interaction, as
producers can track exactly what is getting read, what is being shared and so on.

d. The traditional life span of information is changing; people expect up-to-minute updates about news and
events.

e. Online newspapers are synchronous (I.e. the sent message is immediately received like that in calls)

f. Their electronic publication format makes [online newspaper] susceptible to immediate modifications
and changes whenever they are received.

Twitter and citizen are new ways of doing news in the digital space, Facebook has become a platform
as well for this. Through these social media platforms, anyone with smartphones can access the public sphere,
engage in citizen journalism, obtain live coverage of what is happening and what is important anywhere
anytime by simply news gathering “user-generated content” online. (Mooney and Evans, 2015) Knowing what
to trust on Twitter and Facebook (what news is true and what is not), is not always easy though; it requires
some kind of literacy.

Activity 4.4
1. Why are television and the Internet considered multimodal?
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2. Why is it difficult for us to know what news to trust on Facebook and Twitter?
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FEEDBACK
Tell us what you think about Lesson 4 and Module 4. Do you have questions or comments that
you want to share with the class? We can discuss them further.
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REMEMBER!
⚫ Language change is inevitable; as culture changes, so does language. Since we now live in a globalized
world, change happens at a much faster rate. Many things that that seemed not allowed in the past have
become acceptable as long as you are aware on how and when to use it.

⚫ Prescriptivists are the ones who lay down rules regarding language usage, or who believes that
traditional norms of language usage should be upheld. Prescriptivists, as well as educated speakers of the
majority of English dialects or varieties, believe that Standard English is synonymous with correct
English. This concept of what is considered “standard” has resulted in some English varieties being
acknowledged as more correct than others.

⚫ Message refers to any recorded message (e.g. writing, audio-recording, audio, and video-recording) that
is physically independent of its sender or receiver. On the other hand, a text, on the other hand, is a
collection of signs (e.g. words, images, sounds, and /or gesture) constructed and interpreted with a degree
of reference to the conventions associated with the genre and in a particular medium of communication,
may it be verbal or not or both.

⚫ In creating oral and written texts when doing a requirement such as in school, one should consider the
text type expected, its purpose, and its intended audience. The three factors have implications for
the structure, language, and presentation of the text.

⚫ Semiotics involves “the study not only of what we refer to as ‘signs’ in everyday speech, but of anything
which ‘stands for’ something else; in a semiotic sense, signs take the form of words, images, sounds,
gestures, and objects”.

⚫ Semiotics makes us realize and understand that information or meaning is not contained in books,
computers, or audio-visual medial. Meaning is not transmitted to us, rather, we actively create it
according to a complex interplay of codes or conventions of which we are normally unaware. We learn
from semiotics that we live in a world of signs and we have no way of understanding anything except
through signs and the codes into which they are organized.

⚫ Mass media refers to the type of communication that uses technology to simultaneously reach a wide
audience. A text then is multimodal when it combines any of the five semiotic systems: linguistic or
textual system, visual system, audio system, gestural system, and spatial system.

References:
Padilla, M.M., Dagdag, L.A., & Roxas, F.R. (2018). Communicate and Connect! Purposive Communication.
Potrero, Malabon City: Mutya Publishing House Inc.