MODULE 4

EVALUATING MESSAGES AND IMAGES

OF DIFFERENT TYPES OF TEXTS
REFLECTING DIFFERENT CULTURES
 WHAT ARE CULTURAL TEXTS?
CULTURAL TEXTS

Cultural texts are those objects, actions, and behaviors that

reveals cultural meaning. A photo is an image but is also a
cultural text.

Food, house, and clothing also suggest information regarding culture, and it does
not stop there. The entire space and place, including the people and their interaction,
all the rituals and rules and its various forms in which they manifest themselves, are
“readable” texts. Although not every text has a particular cultural relevance.

Look around your house or the place you are right now and look at the people or things
around you. Those you see are cultural text. The objects around you are readable cultural
texts. The purpose, needs, values and even the beliefs of the people who occupy it had
something to say about it.
 Evaluating messages
CULTURAL TEXTS

This image or signage is a picture of a man. We understand that the image means “boys
only” or “for boys only”..

English speaking countries and even in the Philippines, the thumbs-up gesture signals approval.
However, it is considered offensive in other countries such as Greece, Italy, and in some parts of
Middle East

is interpreted as a sign for money. Also, in some Arab countries, this sign is a threat
 Understanding Different types of texts
CULTURAL TEXTS

 An advert or an advertisement is written to influence a person to buy a specific

product, therefore it is made to persuade.
 A user-guide contains instructions of how to operate or install things and how to
make and cook. So, it is to give instructions.
 A formal (business) letter is sometimes written to inform about something.
 A personal letter can also be written to someone describing a holiday vacation.

understanding what kind of text

helps you understand the
purpose why it was written.
WHAT ARE THE DIFFERENT KINDS OF TEXTS?
CULTURAL TEXTS

A persuasive text encourages you to do or want something. In writing such, take note
that you may use of proper capitalization, proper punctuation marks and may also use
repeated words or questions to catch attention. Adjectives must be used as often as
possible so that it may sound attractive. One sided argument helps to make the text
credible

An instructive text is written to instruct someone to do something, or relating to

procedures to be done. The tone of words is commanding and may use formal and direct
words. Extra words are not needed especially the use of adjectives

An informative text informs using words of fact and step by step procedures.
Common example of it is the announcement posted in the bulletin board, or news
broadcast in the television.

The role of descriptive text is to describe a person, things or an event by using adjectives or
adverbs to clearly emphasize the description process. The writer, upon writing the text clearly
wanted the reader to imagine what is like and how is like by using describing words that
appeals to the five senses of humans.
 MODULE 5
CULTURAL
COMMUNICATION AIDS TEXTS
AND STRATEGIES USING TOOLS OF
TECHNOLOGY

What is communication strategy?

It is the blueprint or plan - it maps the “hows” to conveying a message. It is designed
to help people to communicate effectively and accomplish individual or
organizational objectives. It is also defined as the choice of the most useful objectives
of communication, and recognition of a particular brand and its strategies in terms of
attitude

WHAT ARE THE KINDS OF COMMUNICATION STRATEGIES?

 CULTURAL TEXTS

Verbal communication strategy

a) Written communication -comprises e-mails, chat, fax messages, and text messages
b) Oral communication - may involve phone calls, video chats, aside from face-to-face
conversation

Non-verbal communication strategy

is more on visual cues such as facial reactions, body language, voice tone, and the
physical distance between communicators

Non-verbal communication strategy

- provides documentation in school and in workplaces. Examples: ✘ Signages ✘

Memoranda ✘ Illustrations ✘ Webpages ✘ Graphic designs
 Types of communicative
CULTURAL TEXTS
strategies

NOMINATION : A speaker carries out nomination to collaboratively and productively establish a topic.
Basically, when you employ this strategy, you try to open a topic with the people you are talking to.

When beginning a topic in a conversation, especially if it does not arise from a previous topic, you
may start off with news inquiries and news announcements as they promise extended talk. Most
importantly, keep the conversational environment open for opinions until the prior topic shuts
down easily and initiates a smooth end. This could efficiently signal the beginning of a new topic
in the conversation.
RESTRICTION Restriction in communication refers to any limitation you may
CULTURAL TEXTS
have as a speaker. When communicating in the classroom, in a meeting, or
while hanging out with your friends, you are typically given specific instructions
that you must follow. These instructions confine you as a speaker and limit
what you can say.

For example, in your class, you might be asked by your teacher to brainstorm
on peer pressure or deliver a speech on digital natives. In these cases, you
cannot decide to talk about something else. On the other hand, conversing with
your friends during ordinary days can be far more casual than these examples.
Just the same, remember to always be on point and avoid sideswiping from the
topic during the conversation to avoid communication breakdown.
TURNTAKING Sometimes people are given unequal opportunities to talk because others take
CULTURAL TEXTS
much time during the conversation. Turn-taking pertains to the process by which people decide
who takes the conversational floor. There is a code of behavior behind establishing and
sustaining a productive conversation, but the primary idea is to give all communicators a
chance to speak. Sometimes people are given unequal opportunities to talk because others
take much time during the conversation. Turn-taking pertains to the process by which people
decide who takes the conversational floor. There is a code of behavior behind establishing and
sustaining a productive conversation, but the primary idea is to give all communicators a
chance to speak.

Remember to keep your words relevant and reasonably short enough to express your views
or feelings. Try to be polite even if you are trying to take the floor from another speaker. Do
not hog the conversation and talk incessantly without letting the other party air out their own
ideas. To acknowledge others, you may employ visual signals like a nod, a look, or a step
back, and you could accompany these signals with spoken cues such as “What do you
think?” or “You wanted to say something?”
 CULTURAL TEXTS
Topic Control Topic control covers how procedural formality or informality
affects the development of topic in conversations. For example, in meetings,
you may only have a turn to speak after the chairperson directs you to do so.
Contrast this with a casual conversation with friends over lunch or coffee
where you may take the conversational floor anytime.

Remember that regardless of the formality of the context, topic control is

achieved cooperatively. This only means that when a topic is initiated, it should
be collectively developed by avoiding unnecessary interruptions and topic shifts.
You can make yourself actively involved in the conversation without overly
dominating it by using minimal responses like “Yes,” “Okay,” “Go on”; asking tag
questions to clarify information briefly like “You are excited, aren’t you?”, “It was
unexpected, wasn’t it?”; and even by laughing!
Repair refers to how speakers address
CULTURAL TEXTS the problems in speaking,
listening, and comprehending that they may encounter in a
conversation. For example, if everybody in the conversation seems to
talk at the same time, give way and appreciate other’s initiative to set
the conversation back to its topic.

If there is a problem in understanding the conversation,

speakers will always try to address and correct it. Although this
is the case, always seek to initiate the repair.
 CULTURAL TEXTS

Termination Termination refers to the conversation participants’

close-initiating expressions that end a topic in a conversation.
Most of the time, the topic initiator takes responsibility to signal the
end of the discussion as well.

Although not all topics may have clear ends, try to signal the end of
the topic through concluding cues. You can do this by sharing what
you learned from the conversation. Aside from this, soliciting
agreement from the other participants usually completes the
discussion of the topic meaningfully.
Identify the type of communicative strategy in CULTURAL TEXTS

each statement
1. “Do you have anything to say?”

2. “One of the essential lessons I gained from the discussion is the importance of sports and
wellness to a healthy lifestyle.”

3. “Excuse me? I think we should speak one at a time, so we can clearly understand what we want to say
about the issue.”

4. . ““Sorry, I can’t decide on that now. I am still focused on my writing assignment. Let’s talk next time, okay?”

“Best regards to your parents! See you around!”

Factors to consider in developing a communication strategy
CULTURAL TEXTS
1. Objectives -communication strategy should be aligned closely to your individual
or organizational plan. - if presenting on your own, you should clarify your personal
objectives; if speaking for and in behalf of an organization, you should look at your
organization’s vision, mission, and goals.
Classification of objectives or goals:
✘ General - general purpose is a broad indication of what you are trying to
acconplish ✘ Specific - specific objectives describe the outcome you are
seeking

2. Audiences - identify your target audience whom you need to communicate with to
achieve your personal or organizational goal or objectives. Questions to ask: a) Who
are the key audience members? b) How much do they know? c) What do they want
to know? d) What are their personal preferences? e) Which demographic
characteristics are significant? f) What size is the group? g) What are the audiences’
attitude?
 3. Messages - communication is all about storytelling; thus; thus, always use an
interesting narrative, human interest
CULTURAL TEXTSstories, and imagery -Adler, et al. (2012) suggest
that you develop the thesis statement. A thesis statement is the central or key idea; it is a
single sentence that summarizes your message. Examples: ✘ Investing now in a new
system will save us money in the long run. ✘ Advertising on our website will boost your
sales. ✘ You don’t have to accept sexual harassment.

4. Context - influences what you say or how you say it. Example: ✘ If others are
speaking as part of your program, you need to take them into account “I had
originally planned to discuss the technical aspects of our new express delivery
system, but I think Carol has covered them pretty thoroughly. ✘ If you’re
presenting a new budget proposal just after a company has suffered a major
financial loss, you should be prepared to show how your budget will cut costs
(Adler, et al., 2012).
 CULTURAL TEXTS
Tools and Activities - identify the most appropriate tools and
activities to be used in communicating the messages to the
audience. Example: a) Tables b) Diagrams c) Graphs d) Visual aids
(objects and models, photographs, charts, pictograms, videos,
posters, handouts)
 CULTURAL TEXTS

Performance Task :

Create a three-minute tourism commercial. Plan and present a

tourism commercial VIDEO about a tourist spot in the Philippines that
you wish to visit or any place that you actually visited. Mention the
things that make the tourist spot a dream destination. Remember, this
activity will help you practice making positive statements about a
vacation site and responding to how people see this place differently.