EVALUATING MESSAGES AND/OR IMAGES OF DIFFERENT TYPES OF TEXTS REFLECTING DIFFERENT CULTURES PDF

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EVALUATI NG MESSAGESAND/OR I MAGESOFDI FFERENT TYPESOFTEXTSREFLECTI NG DI FFERENT CULTURES

WHAT ARE MEDI A MESSAGES?  

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Medi amessag escont ai ni nf or mat i onandi deast hatar eshar edt oal ar geaudi enceofpeopl e. I ft hesear enots cr ut i ni z edpr oper l y ,t heymaybecomeagent sofmi si nf ormat i on andl ead peopl et of or m wr ongj udgementand i mage son t hesubj ec toft hewr ongl ypr esent ed medi a message. Bycr i t i cal l yev al uat i ngmedi amessages,weensur et hatt hei deaspr esent ed ar e accur at e, r el evantandappropri at et obepost edors har edwi t hever yone.

“EVALUATI NG MESSAGES” Whydoweev al uat emessages ? 

The i mpor t ance ofeval uat i ng t he effect i v eness ofmessage si s by de vel opi ng and usi ng s t r at egi cques t i onst oi de nt i f ys t r engt handweaknesses.

“STRATEGI ESFOR EVALUATI NG A MESSAGE” How doweeval uat emessages ? I nor dert oe val uat ewhet heramessagei se ffect i ve,wecanaskour se l vesaser i esofques t i ons whi c hr eflectamessage’ ssi mpl i ci t y,speci fici t y,st ruct ureandst i cki ness.

FOUR MAI N QUALI TI ESFOR AN EFFECTI VE MESSAGE: 1.Si mpl i ci t y –i n or der t hat t he message have si mpl i c i t y ,we shoul d ask our se l v es t wo quest i ons:  -i st hepur poseevi dent  -i st hecor emessagecl e ar ?

2.SPECI FI CI TY–Re f er st oourc hoi c esofl anguagei ss pe ci ficwemayaskour se l ves:  -i sl anguagespeci fic?  -i sl anguageconcr e t e ,r at hert hanabst r act ?  - does i t use wor ds whi c h have addi t i onalmeani ngs and coul d per haps be mi s const r uc t ed?

3.STRUCTURE –I deasshoul dbeor gani z edandeasyt of ol l ow.  -dot hemessage shavest r uct ur e?  -i st her eamor eeffec t i v ewayt oar r anget hei deas?

4.STI CKI NESS–Themessagesshoul ddi s pl aycoher entanduni t yofi deas.  -doest hei deaoft hemessageflow smoot hl y?

“EVALUATI NG I MAGES” 

I ti si mpor t antt ocr i t i cal l yeval uat ei magesyou usef orr esear ch.St udyandpr esent at i on i magesshoul d beeval uat ed l i keanyot hersour ce,suc h asj our nalar t i cl esorbooks,t o de t er mi ne t hei r qual i t y, rel i abi l i t y, and appr opri at eness. Vi sual anal ysi si s an i mpor t ants t epi neval uat i ngani mageandunder st andi ngi t smeani ng.

Thr eest epsofeval uat i ngani mage: 1.I dent i f yi ngsour ce 2.I nt er pr e tc ont e xt uali nf or mat i on 3.Under st andi mpl i cat i ons

ANALYZI NG THE TEXT/I MAGES:

“CONTENT ANALYSI S” Whatdoy ousee ? Whati st hei mageal labout ? Ar et hei rpeopl ei nt hei mage ? Whatar et heydoi ng? How ar et heypr esent ed? Cant hei magebel ookedatdi ffer entways? How effect i v ei st hei mageasavi sualmessage ?

“VI SUALANALYSI S”   

How i st hei magecomposed? Whati si nt hebackgr oundandwhati si nt hef or egr ound? Whatar et hemosti mpor t antvi sual ?

“I MAGE SOURCE”    

Wher edi syoufindt hei mage ? Whati nf or mat i ondoest hesour c epr ovi deaboutt heor i gi nsoft hei mage ? I st hes our cer e l i abl eandt r ust wor t hy? Wast hei magef oundi n an i magedat abaseorwasi tbei ngusei n anot hercont extt oconvey meani ng?

“TECHNI CALQUALI TY”    

I st hei magel ar geenought osui ty ourpur pose ? I st hec ol or ,l i ghtandbal anc e,t r ue? I st hei mageaqual i t ydi gi t ali magewi t houtpi xi l at i onordi s t or t i on? I st hei magei nafil ef or matyoucanuse ?

“CONTEXTUALI NFO”     

Whati nf or mat i onacc ompani est hei mage ? Doest het extc hangehow y ouseet hei mage ?How? I st het ext uali nf or mat i on i nt ende dt obef act ualan i nf or m ori si nt ended t oi nfluencewhat andhow yousee ? Whatki ndofcont extdoest hei nf or mat i onpr ovi de ? Doesi tanswert heques t i onswher e,how andwhy?

To eval uat e messagesand i magesofdi ffer entt ypesoft extr eflect i ng di ffer entcul t ur et h f ol l owi ngshoul ddo:

1.Under st andhow t hes peci fiedc ul t ur esl i ve. 2.How t hepeopl ei nt hespeci fiedgr oupcommuni cat eeachot her . 3.Lear nt hes ymbol i sm oft he i rcul t ur e. 4.Beawar ei never yde t ai lsuchasar t i f act ,l anguage,andsymbol i sm. 5.Ge tt hemeani ngsbei ngaddr essedbyt hei mages 6.Ge tt hei mpor t ante l e ment sc onveyedbyt hei mages 7.Ge t t i ngt heaudi encef ort hei mages

ADDI TI ONALTI PSI N EVALUATI NG I MAGES: 1.Ge tt hemeani ngsbei ngaddr essedbyt hei mages 2.Ge tt hei mpor t ante l ement sc onveyedbyt hei mages

3.Ge t t i ngt heaudi enc ef ort hei mages “ Thei nt er ac t i onsbe t ween nonver baland ver balf or msofcommuni cat i on,mor ei n par t i c ul art he r e l at i onsbe t ween vi sualsymbol sot hert han wr i t i ng and t her ecor di ngofs peec hi n wr i t i ng,ar e i mpor t antf ort hee val uat i onofbot hi magesandt e xt s. ”

Accor di ngt osome,medi evali magesmaybe' r ead' .Accor di ngt oot her s,t heper cept i on ofi magesi s f undament al l ydi ffer entf r om t hatoft ext s.         

Doi mageshaveamor phol ogy( col or s,l i nes,pl anes) ,asynt axandsemant i csoft hei rown? I n ot herwor ds:dobot ht ext sand i mageshavea' gr ammar ' ?I si tuse f ult ospeak of' vi sual l i t er acy' ? Cant ext sbeconsi der edasi mages ? How ar et ext sandi magesper cei ved? Dot heycommuni cat edi ffer entki ndsofmessages? Canani mage ' smessagebeputi nt owor ds? I nwhi chsoci alcont ext sdoesmedi evalmanpr ef ert hevi sualt ot het ext ual ? Whataboutt hei nt er pl ayoft ext sandi mages( e. g.i nr i t ual sandce r emoni es) ? Doweobser vean ev ol ut i on i nt heper cept i on ofi magesduet ot hedev el opmentofal i t er at e ment al i t y?

WHAT I SCULTURALTEXT? 

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Cul t ur alt ext sar et hoseobj ect s ,act i ons,and be havi or st hatr ev ealcul t ur almeani ngs.A phot oi san i mage ,buti sal soacul t ur alt e xt ,api ct ur ewi t h cul t ur ali nf or mat i on beyond j ustt hepi c t ur ei t se l f . Foodandcl ot hi ngal sosuggestcul t ur ali nf or mat i on,andi tdoesn’ tst opt her e.Theent i r e pl aceand space,al loft hepe opl eand i nt er act i on,al loft her i t ual sand r ul esand t he var i ous f or ms i n whi c h t he y mani f es t t hemsel ves, ar e “ r eadabl e”t e xt ,s ui t abl ef orobser vat i onandanal ysi sbyt heet hnogr apherandwr i t er .

SAMPLE I DENTI FI CATI ON OFA CULTURALTEXT Takeal ookar oundt her oom orpl aceyouar ei nr i ghtnow andbr i eflycat al ogt hepeopl e and/ort hi ngsyousee .Theseobj ect sandact i onsar ecul t ur alt ext s.I nt r adi t i onalAmer i cancol l ege cl assr oom,t her ear esomec ul t ur alt ext st hatar ef ai r l yst andar d:t abl esandchai r sordes ks;br i ght l i ght i ng;bl ackorwhi t eboar dt owr i t eon.Yourcl assr oom mayal s obea' smar tr oom' ,compl e t e wi t hac omput erorLCD pr oj ec t or .Ther emaybewi ndows ,oneort wodoor s.Thefloormayormay notbecar pe t ed.The r ewi l lal sobet hepr esenceofdecor at i onpai nt ,t i l e,e t c.As pacemayormay notbevoi dofpeopl e,whoar eal soconsi der edt obecul t ur alt e xt s.Thei ract i ons,ar r angement sand demogr aphi csr eflecthow t hes pacei sused.Whati si nas paceandwhathappensi nt hespacear e al lcul t ur alt ext st hatar eavai l abl ef oranal ysi s.I not herwor ds,t hespaceandobj ect swi t hi ni tar e " r eadabl e"cul t ur alt ext s.Theysaysome t hi ngaboutt hepur pose,needs ,andper hapseve nv al ues andbel i e f soft hepeopl ewhooccupyi t . THE I DENTI FI CATI ON OFCULTURALTEXTSWI LLBE ABSOLUTELYNECESSARY,BUTTHEY ARE FAI RLYEASYTO I DENTI FYONCE YOU GETTHE HANG OFI T. I fyourc l assr oom i st r adi t i onal ,t her ewi l lbepl acesf orpeopl et osi t ,andsur f acesonwhi c ht o wr i t e .Whatwemaynotal lshar ei st hef or m oft heseseat sandsur f acesandt hef or mat i onoft hese seat si nt her oom.Lookar oundandt akenot e:Ar et her ei ndi vi dualdesks,ort abl esandc hai r s ?Can you moveseat si nt odi ffer e ntar r angement s?Ar et her ecomput er s?How ar et hedesksar r anged? Wher edot hes t udent ssi t ?Wher edoest hei nst r uct orsi t /st and?

ANALYSI S CAN BE CHALLENGI NG BECAUSE WE HAVE ALLAGREED TO THE MEANI NG WHI CH WE TAKE THEM FOR GRANTED.

Forexampl e,i ti s mostl i kel yt hatyou haveneverent er ed a cl assr oom and been al lt hat conf used aboutwher eyou shoul ds i torwhatpar toft hespacei si nt ended f ort hei ns t r uct or .I ti s al so mos tpr obabl yt r uet hatwhet hert hecl assr oom desks ar e ar r ange di nr ows,ori n a ci r c l e, st udent swi l lal waysl eavet he" f r ont "oft her oom f ort hei nst r uc t orand ar r anget hemsel vesata di st ance f r om t he i nst r uct or .Ther ei s an i nvi si bl e buffer z one ar ound t he t eacher s pace t hat st udent sseem t oacknowl e dge,yeti ti snots ome t hi ngt he ydi sc ussand agr eeon bef or et heyent er...