Chapter 9: COMMUNICATION FOR ACADEMIC Critical Reading of Multimodal Texts

PURPOSES - Critical reading is the process of reading that goes

beyond comprehension of a text.
TEXTS – provide the means for communicating and form
- It means to say that one to be a critical reader must be
an important part of study in any given course. It is
actively involved in responding to the reading text.
important to understand how the features of texts affect
reading comprehension, particularly in examining Critical Reading involves:
similarities and differences of the traditional print-based 1. Carefully considering and evaluating a reading text;
and multimodal texts. 2. Identifying the strengths and implications of the text;
3. Identifying the weaknesses of the text; and
MULTIMODAL TEXTS
4. Looking at the image and deciding how the reading
When a text combines two or more semiotic systems
fits into the greater academic context.
(linguistic, visual, audio, gestural, spatial), it is
considered multimodal. Semiotic is the study of In building background information about the text or
meaning-making. It explores signs and symbols as an image you must Consider the following:
important components of communication. •Source
1. Who created the message?
Forms of multimodal texts: Is the source reliable?
1. Paper. This form is print based, such as, books, Was it by a news organization, a public citizen, an
comics, posters, magazines. editorial team of a scientific journal, or an advertiser?
2. Digital. It is computer-based like slide presentations, •Message
emails, e-books, blogs, posters, web pages, social media, 2. What does the message say (subject, main point,
animations, films, movies, video games. 3. Live. support)?
It is a form of actual performance or an event 3. Is the information fair and logical?
4. What points of view are shared in the message?
Two or more of the following semiotic systems are
Which ones are left out?
included in a multimodal text.
5. What images or sounds catch your attention?
1. Linguistic system. It refers to the linguistic
•Medium
components like vocabulary, structure, and grammar of
6. What type of text is used to deliver the message?
a text.
7. What are the advantages and limitations of the text
2. Visual system. It pertains to the color, vectors and
format?
viewpoint in still and moving images.
•Audience
3. Audio system. This mode refers to the volume, pitch,
8. Who is the target audience of the message?
and rhythm of music and sound effects of a
9. How might other people interpret the message of the
presentation.
text?
6. Gestural system. It denotes the movement, facial
•Context
expression, and body language of the characters.
10. What is the purpose of the message?
7. Spatial system. It indicates proximity, direction,
11. Who controls the transmission of this message?
position of layout, and organization of objects in space.
Listening as a Critical Thinking Activity
CRITICAL READING AND LISTENING
Listening is a voluntary active process, it is psychological.
Multimodal texts require readers and listeners to
According to Lynch (2013), adults listen 50 percent or
become critical readers and listeners. Since
less, while teenagers listen 25 percent or less. Studies
comprehension is the central goal of both reading and
show that those who practice listening skills get better
listening, the ability to comprehend multimodal texts
grades, higher pay and achieve their goals more often
develops students to become critical readers and
than those who do not. For you to be able to access the
listeners as well as active evaluators of multimodal
message of an argument, you must be a critical listener.
texts.
Kadjan-Baumeyer (2018) claims that listening is a 1. SOURCE Readers or listeners of a text should ask first
critical thinking activity; hence, Lynch qualifies that about its authorship. There is a need to identify if the
critical thinking: source is an individual or a team although the number
1. Involves being able to access the strengths and of writers does not warrant credibility of the text.
weaknesses of an argument; Examine if the source is reliable. You always have the
2. Involves being able to distinguish between the fact, hunch in determining if the source is reliable or not.
theory and opinions of an argument; 2. MESSAGE After evaluating the source, the content of
3. Allows for thinking outside of the box; the text should be examined in order to get its message.
4. Allows for compromise and growth; There are various questions that one may ask in getting
5. Involves being able to judge the credibility of sources; the message of the text (Thoughtful Learning, 2014).
6. Requires accessing the quality of evidence; - The main point is no less the main idea or the
7. Involves discerning relationships between ideas; claim of the source. It can be explicitly or implicitly
8. Involves priorities on what to remember and in what expressed in the text.
context; - An explicit main point is well expressed in the
9. Allows for fewer mistakes and reduces trial and error text. Certain features of the text would lead to an overt
in everyday life; statement of the main point, for instance, orthographic
10. Does not mean negative thinking; features like sentences, phrases, clauses that provide an
11. Is a normal process that requires practice and immediate extract of the main point is an explicit
reinforcement; expression of the main point.
12. Requires an open mind and the ability to consider - Whereas the implicit main point is covertly
and understand all sides of an issue, and; expressed in the text and can only be extracted based
13. Means replacing name calling and images with on suggestive features such as, graphics, images, or
reason compromise and the ability to persuade instead sound effects.
of attack
- A fact is a statement about the real world that can be
Multimodal texts demand one to possess critical shown to be true and can be checked for accuracy
thinking because listening and reading are two language through gathering of evidence.
skills that require this active mental processing. To - An opinion, however, is a self-report or attitudinal
analyze multimodal texts, Kadjan-Baumeyer suggests to statement of feelings or personal judgement.
readers and listeners to perform the following: - A claim is a debatable statement that can be
1. Identify support for the claims. This means supported with evidence and reason.
performing research to determine the process the
Evaluating Logic and Balance
speaker used to actually gather facts and information.
When evaluating a message, it is important to examine
Look for things like dates and sources.
the chain of reasoning used by the source, as any gaps
2. Evaluate the argument of the speaker or the text. Try
or problems can undermine the validity of the
to figure out whether the speaker is using emotional
conclusion.
appeals, a logical argument or actual evidence to state
Analyzing Points of View All multimodal text messages
the case.
reflect the culture of their creators—their values,
EVALUATING MULTIMODAL TEXTS lifestyles, points of view, preferences, among other
things.
Putting communication at the front of your mind and Creating Meaning Through Images and Sounds
becoming more aware of how you communicate in a Multimodal texts like presentations, advertisements,
given situation can be informative and have many newscasts, videos, broadcasts, animation, infographics
positive effects. Whenever you evaluate multimodal are created beyond words. Visual elements and sound
texts, you are able to apply what you have learned techniques can affect your interpretation of a message.
about critical reading and listening to improve your
Visual Elements:
performance and overall experience.
1. Lighting. Low lighting suggests sadness or fear, while
bright lighting conveys happiness or joy. Soft lighting
expresses beauty and romance. Use color and tone to
reflect the mood you are trying to create in your image. What is the purpose of the message?
2. Camera Angle. This visual element is used to position 1. To inform – Message aim to provide clear and
the viewers so that they can understand the relationship unbiased information, such as books, newspapers, and
between the characters. It is very important in shaping documentaries.
meaning in film as well as in other visual texts. 2. To entertain – Message designed to amuse the
3. Composition. Visual elements should be arranged in a audience, such as TV shows, movies, and social media.
manner that they do not affect the viewer’s perception. 3. To persuade – message that influence beliefs and
Arrangements such as, close ups of a face convey decisions, often seen in advertisements and
tension or intimacy, wider views showing people or endorsement.
things and their surroundings usually express
Who controls the transmission of the message?
significance of the setting.
1. Government. Creates and controls state-owned
4. Body Language. Non-linguistic elements like the body
media, sometimes for propaganda or public
language are more revealing than words. They seem to
information.
be more catchy than the words provided in the text.
2. Corporations. Control private media for business and
Sound Techniques: advertising purpose.
1. Sound Effects. This sound technique that is added 3. Individuals. Independent creators use digital
after the filming enhances a scene making it realistic platforms to share information freely.
although the effects themselves are often artificially
produced.
Chapter 6: COMMUNICATION AND STRATEGIES USING
2. Music. This is another sound technique that affects
TOOLS OF TECHNOLOGY
the mood and intensity of a scene.
3. Voice-over or Narration. Some videos or films and MAJOR TYPES OF COMMUNICATION AIDS
television shows use a narrator other than the Public presentations suggest the appropriate selection
characters in the story to speak to the audience. of communication aids. Your strategy to present your
speech or lecture will absolutely affect your audience
3. MEDIUM The medium in transmitting the message
and speech context.
may be conventional or digital although they are often
mixed up in a communication situation. Sometimes, Presented below are the major types of
print-based communication needs to be backed up by a communication aids that can be used for
digital form in order to achieve a better and faster presentations:
communication. 1. Computer-based Media
Today, computer-based communication aids are the
4. AUDIENCE The audience in the communication
norm. In most careers, speakers are expected to be
situation refers to the receiver of the message. It may be
skillful and comfortable in using PowerPoint or web-
a person or a group for whom a message is created.
based alternatives to create and display communication
Some texts like a personal email, an invitation to deliver
aids.
a talk, or a thank-you note target just one person, but
2. Audiovisual Media
other texts are meant for larger audiences like research
Audiovisual is a communication aid that has both a
reports, advertisements, signages, books, brochures,
sound and a visual component (i.e., slide tape
among other communication forms.
presentations, films, videoclips, podcasts, online videos,
5. CONTEXT Context in this section includes the documentaries, television programs, and live theater
purposes and authorship of the text. A text serves at productions). Audiovisual media frequently use web
least one of three purposes: to inform, to entertain, or streaming, video conferencing, and live broadcast
to persuade. Often, a text fulfills all three purposes at services.
once. Magazines, for example, may entertain its readers,
Advantages of Audiovisual Media
but it may also inform and persuade them. Consider and
a. Clarity. Using both audio and visual components
analyze the purpose before sending any messages.
provide clarity in communication. In a print-based text
like a letter, its tone and mood, which may come across
differently to the reader, may give different perceptions. Following are the functions of communication aids:
b. Speed. Today’s communication is immediate, with the 1. To clarify or emphasize a point.
use of audiovisual media such as, videos, phones, 2. To enhance retention and recall of your message.
webcams, and face-to-face meetings. It defeats the 3. To clarify or emphasize a point.
written mode of communication which may take several 4. To enhance retention and recall of your message.
weeks and months before it reaches its destination. 5. To add variety and interest to your speech.
c. Retention. According to the United States 6. To enhance your credibility as a speaker.
Department of Labor (In Ireland, 2018), a mere 10
percent of information is retained when presented only
orally and only 35 percent of information is retained
when presented only visually. But when audio and visual
tools are combined to present a message or idea, 65
percent of that information is retained.
d. Media. Videos, visual aids, and sound clips create a
multimedia experience when they are added to your
presentation. Using a variety of media (i.e., from mp3s
to video footage to still-image slideshows and online
social media) in communication helps you become more
engaging to your audience.

3. Low-Tech Media Sometimes, computer technology is

not available in some speaking situations. In some
instances, computer-based presentation aids are
unnecessary or even counterproductive even if you have
ready access to technology.

Examples of Low-tech Media

a. Chalk or Dry-Erase Board. Most speakers use this
medium when they were not able to prepare their
communication aids. Failure to prepare a presentation
aid during a talk gives the audience a negative
impression toward you, mostly negative.
b. Flipchart. For briefing small groups, flip charts are
very useful. They are easily prepared and inexpensive.
The tip markers and graphic materials are readily
available, and with the modest ability of the presenter,
it can compose the desired material.
c. Foam Board or Poster Board. Foam board consists of
a thin sheet of Styrofoam with heavy paper bonded to
both surfaces.
d. Handouts. As with any presentation aid, handouts are
not a substitute for a well-prepared speech. They are
only appropriate for delivering information that
audience members can take away.

FUNCTIONS OF COMMUNICATION AIDS Rehearsing

your speech prior to its delivery has been the norm and
is suggested by many experts in the field. Technically
speaking, communication aids are presentation aids that
can fulfill several functions in order to create an
impressive presentation.