PURCOMM111

FIRST SEMESTER: Midterms Reviewer

2024

body language, making use of

rhythm, speed, stillness, and
EVALUATING MESSAGES AND/OR
angles.
IMAGES IN DIFFERENT CULTURES
e) Spatial Meaning- for
environmental and
★ Modes and Meanings System architectural spaces, making
○ There are five broad semiotic use of proximity, direction,
or meaning making: written- layout, position, and
linguistic, visual, audio, organizations of objects in
gestural, space.
and spatial patterns of
meaning (according to the
MULTIMODAL
New London Group (1996))

★ The Meanings System ★ Multimodal

a) Written or Linguistic ○ A dynamic convergence of two
Meaning- for spoken and or more communication
written language through the modes within the same text.
use of vocabulary, generic All modes are attended to as
structure, and grammar. part of meaning-making
b) Audio Meaning- for music,
sound effects, noises, ambient ★ A multimodal text combines two
noise, and silence through the or more semiotic systems like:
use of volume, pitch and 1. Picture Book-in which the
rhythm. textual and visual elements
c) Visual Meaning- For are arranged on individual
movement of body, hands and pages that contribute to an
eyes; facial expression, and overall set of bound pages.
body language, and use of 2. Webpage- in which elements
rhythm, speed, stillness and such as sound effects, oral
angles. language, written language,
d) Gestural Meaning- for music, and still or moving
movement of body, hands and images are combined.
eyes through facial
expressions, demeanors, and

WAVECHII SUB CODE

 3. Live Performance- in which
gestures, music, and space ★ Culture
are the main elements. o Culture comes in many shapes
and sizes.
★ It can be delivered via different o It includes areas such as
media or technologies like:
politics, history, faith,
1. Paper- books, comics, posters
mentality, behavior, and
2. Digital- slide, presentations,
lifestyle.
e-books, blogs, e-posters, web
pages, and social media
★ Some examples demonstrates
through different means such
how a lack of cultural sensitivity
as animations, films and video
can lead to failure:
games.
3. Live- a performance or an - Sony's PlayStation
event Portable Ad: In 2006, Sony
4. Transmedia- story that is told ran an ad for the white PSP
using multiple different featuring a white woman
channels through a dominating a Black woman,
combination of media which was criticized as racially
platforms such as books, insensitive.
comics, magazines, films, web - Microsoft’s Windows 95
series, and video games. Map Issue: Microsoft released
Windows 95 with a map
- Multimodality is substantial in showing Kashmir in a different
constructing activities that go shade of green from India,
beyond print-based literacies. implying it was non-Indian.
- It recognizes that the digital media The product was banned in
makes modes valuable and can India, leading to a costly
provide opportunities for students to recall.
bring literacies into the classroom. - McDonald's Ad in China:
- A multimodal text can be McDonald's aired an ad in
Transmedia where the story is told China where a man begged on
through multiple delivery channels his knees to use an expired
through a combination of media coupon, which was considered
platforms. disrespectful due to cultural
norms around begging,
CULTURAL SENSITIVITY IN A prompting the ad’s removal.

MULTIMODAL TEXT - ‘Fragile’ Symbol

Misinterpretation in Africa:
 Workers at an African port the number "4" sounds like
mistook the "fragile" symbol "death," leading to poor sales
(a broken wine glass) on and re-packaging.
boxes for broken glass and
disposed of them in the sea. o Language

- Gerber's Baby Food o The business world is littered

Labeling in Africa: Gerber's with poor translations that

baby food, packaged with a have caused great

baby picture on the label, embarrassment to their

confused African consumers perpetrators due to their lack

as local convention is to show of cultural sensitivity.

product contents, leading to ★ The following are some of the

low sales. example choices:

- Pepsodent Toothpaste in
- IKEA’s FARTFULL Workbench:
South East Asia: Pepsodent's
IKEA marketed a workbench
campaign promising "whiter
called "FARTFULL," which didn’t
teeth" failed as some
gain popularity due to its amusing
Southeast Asian consumers
name in English.
traditionally blacken their
- Clairol and Irish Mist in
teeth with betel nuts.
Germany: Clairol’s “Mist Stick”
- “Hollywood Buddha”
hair tool and the drink “Irish Mist”
Poster: The movie’s poster,
didn’t sell well in Germany
showing an actor sitting on
because “Mist” translates to
Buddha's head, offended
“manure” in German.
people in Sri Lanka, Malaysia,
- Unusual Product Names in
and Burma, where it was seen
Japan: Japanese products with
as disrespectful.
unintended meanings in English,
- Big Brother in the Middle
like “homo soap,” “coolpis,”
East: The show faced
“Germ bread,” and “Shito Mix,”
backlash and was pulled after
highlight translation mishaps.
a few episodes due to public
- Facial Cream Name in India: A
protests against its mixed-
new face cream brand named
gender format, conflicting with
“Joni” had to be renamed in India,
Islamic principles.
as “Joni” means “female genitals”
- Golf Balls Packaged in
in Hindi.
Fours in Japan: A golf ball
- Coors’ Slogan Translation in
company sold balls in packs of
Spanish: Coors’ slogan “Turn it
four in Japan, unaware that

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 loose” was mistranslated into between a sender and a
Spanish as “Suffer from receiver.
diarrhea,” which didn’t appeal to ★ Types of Communication
consumers. Strategies:
a) Verbal: Can be broken down
into the two categories of
written and oral
communication.
b) Non Verbal: Consists of
COMMUNICATION AIDS AND
visual cues such as body
STRATEGIES USING TOOLS IN
language, facial expressions,
TECHNOLOGY
physical distance, and the
tone of the voice.
★ Communication Aid c) Visual: Can be seen through
o These are visual supports used signs, web pages, and
to make presentation illustrations.
interesting and effective as it
is a great help to present the ★ Multimedia
ideas clearly by highlighting o Is content that uses a
the significant information. combination of different
o These are also referred to as content forms such as text,
AAC devices, meaning audio, images, animations,
“Augmentative and video, and interactive content.
Alternative o Is different from a normal
Communication”, which are presentation as it includes
defined as a huge range of animation or media and
techniques that supports or contains at least video or
replace spoken movie clip and animation
communication. sounds.
o Technology-Based
Communication Aids include
WEBQUESTS
text messaging, social media,
video conferencing, email,
video presentation, and
PowerPoint presentation. ★ Web Quests
★ Communication Strategies o WebQuests were created as a
o Communication is the learning activity not long after
exchange of information
 the initial development of the 1. An editor that allows
web. text to be inserted and
o It is an inquiry based activity formatted
that embeds the use of 2. A method for inserting
learning resources (most and manipulating
being digital available on the graphic images
internet). 3. A slide-show system to
★ Tools for Analysis display the content
o Analysis and simulation tools support
★ Tips for Creating Effective
knowledge construction by allowing
Presentations:
learners to manipulate and visualize
1. Design a template that is free
information.
from distracting items.
o Some examples of technological
2. Ensure your template
tools includes:
promotes readability.
- Concept or Mind Mapping 3. Select a sans serif font.
Tools: helps learners identify 4. Always use fonts that are 24
and link relevant concepts and point or larger.
represent those concepts 5. Incorporate high quality
visually. photos, images or diaphragms
- Database software: This that. reinforces your verbal
software allows learners to message
record, sort, and report on 6. Use phrases or abbreviated
data in numerical, textual, and sentences.
media forms. 7. Use bullets sparingly. If using
- Spreadsheet software- This bullet points, be sure they are
software allows learners to less than six words long.
sort, mathematically analyze, 8. Eliminate the use of headings
and represent numerical data unless they communicate the
in tabular or graphical forms. main message.
9. Use animation, transitions,
★ Presentation audio, and videos sparingly.
o A software package used to Use it only to reinforce a key
display information in the form concept.
of a slide show. [Link] important
o It has three major information in tables and
functions: graphs.

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 [Link] a handout to o Software that can interact with
accompany your presentation. users using chat mechanisms.
[Link] passionate about your o Very handy when tackling
topic. projects and troubleshooting
issues.

COMMUNICATION o Improves customer services

o Customers can get instant

★ Communication replies that provide solutions

o The word communication has to their issues and inquiries.

been derived from the Latin 3. Chatrooms Private and Group

term “Communicare” which Messaging

means to share information, o Forums for specific group of

ideas, or facts. people to interact and receive

o Communication takes place notifications.

between two or more persons. o Based on shared topics or

o It is effective if all partied are characteristics.

aware of the goals of the o Specifically designed for

communication. team/group based information

o Communication is incomplete sharing and messaging.

without feedback from the 4. Discussion Forums

receiver. o Brings together manager and

employees and allow for an
open discussion of any topic.
MEANS OF COMMUNCATION
o Facilities knowledge sharing.
o Helps in knowledge
1. Blog
dissemination and brings the
o Shortcut for the web log
workforce together.
o Good way to review a product
o Provides information when
or service by a blogger
required by the person in
o Prepared by professionals and
need.
customers, where competitors
5. Email
also do not have access.
o Cheapest way a business can
o Informal and quick
use to communicate internally
o Primary communication
and externally
channel from sole
o Efficiently and effectively
proprietorship to large
spread company info.
corporations.
6. Fax
2. Bots
 o Combination of photocopier o Allows broadcasting short
and phone. messages to people who have
o Quickly sends documents elected to follow your post.
unavailable in digital form. o Results in awareness of your
o Cheaper than sending through company within the
mail. marketplace.
7. Gamification 13. Video Conferencing
o Applying game mechanics and o Face to face meeting without
design techniques to engage being in the same location.
and motivate people to reach o Effective as we can show
goals. physical gestures and facial
o Use to motivate performance, expressions.
drive results, and generate o If using cameras and software,
competitive advantage. they can see and talk to each
8. Internet other.
o Enormous communication tool 14. SMS
o Provides ability for computers o Shortened communication
to interface (interact) with one between parties.
another o Delivers information more
o Wide range: from emails to efficiently than a phone
instant messages. From static conversation can.
information giving to dynamic o Characters are limited, thus
new media websites. users shorten words and
9. Instant Messaging phrases to meet it.
o Commonly used for recreation. 15. Social Networking
o Widely within business o Place to do relationship
organization: for employee marketing.
and management messaging. o Informal approach
o Provides interface to o Gathering friend in these
communicate. websites.
10. New Media 16. Podcast
11. Phones o Presented as audio files
o Uses technology; is more available to stream or to
portable. download.
o Gives the ability to call even o Used in all devices.
when on the move. o Business uses this to reach
12. Tweeting internal workforce.

PAGE 7
 o Informs audiences and
indicates a lack of
LANGUAGE VARIETIES AND relationship between the
REGISTERS parties.
o Examples: conferences,
★ Register debates, news, seminars
o Describes the various styles a c) Consultative Register
person uses in different o Parties have an established
circumstances. structure of
o The variations in communication.
communication style are o Formal with societal
determined by: Social expectations within users.
Occasion, Context, Purpose, o A professional discourse.
and Audience. o Examples: superior and
o A person can go from one subordinate conversation,
register to the other without doctor and patient, lawyer
any conflicts. and client, teacher and
student

★ Speech Variety d) Casual Register

o Signifies the class of situation o Also known as informal

within which a certain speech o Used in relaxed context

variety is used. with no specialized or
complex use of language

LANGUAGE REGISTERS required.

★ Five Language Registers

o The five language registers e) Intimate Register
can be classified into two o Used between people with
types: Formal and Informal. shared history.
o Close acquaintances,
a) Static Register
family members, close
o Frozen in time and form.
friends, partners
o Examples: biblical verses,
prayers, pledges
LANGUAGE VARIETIES
b) Formal Register
o Used in formal settings.
a) Pidgin
o Professional, elevated, and
precise.
 o A new language that o It is usually meaningless to
develops in situations when outsiders.
speakers of different
languages need to  Stat- immediately

communicate but do not  Best practice- in

share a common language. business, should be

o Comes mainly from one adapted due to

effectivity.
particular language
 AWOL- used in military
lexifier.
to describe unknown
b) Creole
whereabouts
o Develops when a pidgin
 Comorbid- conditions
becomes the first language
occurring at the same
of a community.
time
o When a pidgin becomes a
 Suspect- who the
creole, it gains complexity,
police thinks
stability, and consistency.
committed a crime
c) Regional dialect
 Acute- sudden
o It is not a distinct language
condition
but a variety of a language
spoken in a particular area
g) Ethnolect
of a country.
o Specific to ethnic groups.
d) Minority dialect
o Establishes personal and
o Members of a particular
ethnic identity and reflects
minority ethnic group use
their position in society.
this language as a marker
o Examples: African
of identity, usually
American Vernacular
alongside a standard
English, Chicano English
variety.
(Hispanic American
e) Indigenized variety
Vernacular English), Greek
o It is mainly spoken as
Australian English
second languages in ex-
o Types of LECTS:
colonies with multilingual
(DIALECTS)
populations.
 Regional Dialect
f) Jargon
 Ethnolect
o Specialized language of a
 Sociolect-
professional or
particular class
occupational group.

PAGE 9
  Idiolect- individual’s
unique language.
h) Patois
o Considered nonstandard.
o Refers to any sociolect
associated with
uneducated rural classes.
o Jamaican Patois-Spoken
primarily by the majority of
Jamaicans as a native
language.