Week 8 Purcc Multimodal Text

MULTIMOD
AL
TEXT
Week 8: Purposive Communication
Lesson Outcomes
●Evaluate multimodal texts
critically to enhance receptive
skills.
●Convey ideas through oral, audio-
visual, ad/or web-based
presentations for diff. target
audiences in local and global
settings using appropriate
registers.
●Adopt awareness of audience and
Guess the word or phrase:
guidance emotion
What comes up must come

Eiffel Tower
greenhouse
growing economy
Forgive and forget.

Agenda of the
day
Cultural Sensitivity in
Linguistic
Multimodal Text
Landscape,
Geosemiotics,
Multimodal Text
01
LINGUISTIC
LANDSCAPE
Let’s continue!
Linguistic Landscape
It refers to all visible and displayed language in a
public space.
(signs, billboards, posters, banners, etc.)
Source: https://www.diggitmagazine.com/wiki/linguistic-landscape
Linguistic Landscape
Jan Blommaert (2016) claims that linguistic landscape
analysis offers a first diagnostic of the language situation
of a certain area (street, village, building, country, online
environment).
This might include questions of multilingualism,

dominance of languages, language policies.
Source: https://www.diggitmagazine.com/wiki/linguistic-landscape
Geosemiotics
Study of the social meaning of the material placement
of signs in the world. (Scollon, 2003)
Principles of Geosemiotics
• Lexicality - states that in our world every sign has
its meaning, but this meaning was given to a sign
by a place the sign was put in.
• Dialogicality - signs have double meaning and that

they correspond with each other.
• Selection – one does not see all signs

Regulatory
if it indicates authority and is official or has legal
prohibitions
FOUR
TYPES OF
SIGNS
Infrastructural
if it labels things or directs for the maintenance
of a building or any structures
FOUR
TYPES OF
SIGNS
Commercial
If it advertises or promotes a product, an event,
or a service in commerce
FOUR
TYPES OF
SIGNS
Transgressive
If it violates the traditional semiotics
FOUR
TYPES OF
SIGNS
Pan-Arab Colors
Communist
Symbolisms
02
WHAT IS
MULTIMODAL
TEXT?
Let’s continue!
Multimodal
Text
are texts where meaning is communicated
through combinations of two or more modes or
semiotic systems. Modes include written
language, spoken language, and patterns of
meaning that are visual, audio, gestural, tactile
and spatial.
Modes
1. Reading Multimodal
2. Listening Text
3. Writing
4. Speaking
5. Viewing
Multimodal
Text
Paper- Based Live Digital

PICTURE
BOOKS
MANGA
BLOG
mode: DIGITAL
WEBPAGES
mode: DIGITAL
E-BOOKS
mode: DIGITAL
LIVE PERFORMANCE
02
SEMIOTIC
SYSTEM
Let’s continue!
GUESS THE
LOGO
GUESS THE
LOGO
GUESS THE
LOGO
A way of thinking of
communication and
language is a system of
Wh a t signs and symbols that
is are used to convey
m i o t i meaning which are
Se
cs? called semiotic systems.
Kinds of
Semiotics
Written/
Linguistics
Meaning
for spoken and
written language
through the use of
vocabulary, generic
structure and
grammar
Kinds of
Semiotics
Audio Meaning
for music, sound
effects, noises,
ambient noise, and
silence, through use
of volume, pitch and
rhythm
Kinds of
Semiotics
Spatial
Meaning
for environmental and

architectural spaces and
use of proximity,
direction, layout, position
of and organization of
objects in space.
Kinds of
Semiotics
Gestural
Meaning
for movement of body, hands
and eyes; facial expression,
demeanors, and body
language, and use of rhythm,
speed, stillness and angles
Kinds of
Semiotics
Visual Meaning
for still and moving images
through the use of color, saliency,
page layouts, vectors, viewpoint,
screen formats, visual symbols;
shot framing, subject distance and
angle; camera movement, subject
movement
Cultural Sensitivity in
Multimodal Text
What can
you say
about the
picture?
Sony Corporation promoted a
Black-against-white ad in their
multi-vignette PlayStation
Portable campaign in 2006.
The ad featured a strong-

looking white woman, dressed
in all white, clawing and
dominating a subordinate
black woman.
The ad was constructed to

promote their new ceramic
white PSP. It depicted racism
for the black.
What can
you say
in the
picture?
The film "Hollywood Buddha" showed a complete lack
of cultural sensitivity by causing outrage and protest
on the streets of Sri Lanka, Malaysia and Burma when
the designer of the film's poster decided to show the
lead actor sitting on the Buddha's head, an act of
clear degradation against something holy.
What can
you say
in the
picture?
When the US firm Gerber started selling baby
food in Africa, they used the same packaging
as in the US, i.e. with a picture of a baby on
the label. Sales flopped and they soon
realized that in Africa, companies typically
place pictures of contents on their labels.
Pepsodent tried to sell its toothpaste in South
East Asia by emphasizing that it "whitens
your teeth." They found out that the local
natives chew betel nuts to blacken their teeth
which they find attractive.
A PICTURE
IS WORTH A
THOUSAND
WORDS
Any
questions?

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MULTIMOD

What comes up must come

Forgive and forget.

This might include questions of multilingualism,

• Dialogicality - signs have double meaning and that

• Selection – one does not see all signs

Paper- Based Live Digital

for environmental and

The ad featured a strong-

The ad was constructed to

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