Evaluating Multimodal Text

Evaluating Multimodal Text
and Messages
Prof. Leah D. Dela Cruz

Critical reading
 Critical reading is an important activity

in evaluating written arguments. It helps with
the following activities:
 Examining the evidence and logic
 Assessing external influences on the
argument
 Investigating the limitations of the study or
text
 Evaluating the interpretation and facts
presented
 Deciding to what extent you accept the
validity of the argument and conclusion
Critical reading offers the following
benefits:
 It promotes comprehension and absorption of
material.
 It provides a context for facts, events, and
people.
 It ensures that knowledge is judged on
its merits.
 It improves concentration.
 It demonstrates your ability to perform
an essential academic skill.

Passive reading vs. critical (active) reading
Passive reading Active reading

 Purpose: basic grasp of a  Purpose: judgments about how a text
text works
 Activity: absorbing;
 Activity: analyzing; interpreting;
understanding evaluating
 Focus: what a text says  Focus: what a text does and means
 Questions: What
 Questions: How does the text work?
information does the text How is it argued? What choices does the
have? What information author make? What patterns are
can I get out of the text? present? What kinds of reasoning and
evidence are used? What are the
underlying assumptions? What does the
 Direction: accepting the text mean?
text  Direction: challenging the text
 Purpose: restatement;
 Purpose: description; interpretation;
summary evaluation
Steps in Critical Reading
 Skimming
◦ Review text prior to class
◦ Look at key words, titles, headings, phrases, dates,
and places
 Annotating
◦ Read actively: talk back to the text
◦ Write notes in the margins
◦ Underline important ideas
◦ Highlight memorable images
◦ Mark thesis and key words
◦ Underline sources
◦ Identify confusing sections
 Summarizing
◦ Paraphrase the overall idea
◦ Select key words from the text
◦ Outline the writer's arguments
 Analyzing
◦ Determine the overall meaning of the text
◦ Consider whether and how evidence relates to the
overall message
◦ Evaluate the significance of the evidence
◦ Pair your analysis with examples/evidence
◦ Judge the credibility of the text and its author(s)
 Re-reading
◦ First reading: skim for main ideas
◦ Second reading: reflect on text
◦ Third reading: answer questions
Critical listening
 It is a process for understanding what is said

and evaluating, judging, and forming an
opinion on what you hear.
 The listener assesses the strengths and
weaknesses of the content, agrees

or disagrees with the information,
and analyzes and synthesizes material.
Critical listening strategies
 Find areas of interest in the material you're

listening to
 Reserve judgment: recognize your emotional
biases
 Work at listening: mentally
summarize and review what is being

said, organize information, and
find connections to what you already know
 Avoid distractions (internal or external)
 Listen for and note main ideas; focus
on central themes
Evaluating Messages and Images
Evaluating Messages
FOUR MAIN QUALITIES FOR AN EFFECTIVE
MESSAGE
1. Simplicity
2. Specificity
3. Structure
4. Stickiness
Strategies for Evaluating Messages
1. SIMPLICITY
* In order to ensure that our messages have
simplicity, we should
ask ourselves two questions:
– is my purpose evident?
– Is my core message clear?
2. SPECIFICITY
*Refers to our choices of language and its
usage on order to ensure
language is specific we may ask ourselves:
– Is my language specific?
– is my language concrete, rather than abstract?
– am i suing words which have additional
meanings and could perhaps be misconstrued?
3. STRUCTURE
*Ideas should be organized and easy to follow.
– Does my messages have a STRUCTURE?
– is there a more effective way to arrange my
ideas?
4. STICKINESS
EVALUATING IMAGES
* It is important to critically evaluate images you use for
research, study and presentation images should be
evaluated like any other source, such as journal articles
or books, to determine their quality, reliability and
appropriateness. Visual analysis is an important step in
evaluating an image and understanding its meaning and
also. there are three steps of evaluating an image and
these are:
1. Identifying Source
2. Interpret contextual information
3. Understand implications
CONTENT ANALYSIS
 What do you see?

 What is the image all about?
 Are their people in the image?
 What are they doing?
 How are they presented?
 Can the image be looked at different ways?
 How effective is the image as a visual
message?
VISUAL ANALYSIS
 How is the image composed?

 What’s in the Background and what is in the
foreground?
 What are the most important visual?
IMAGE SOURCE
 Where did you find the image?

 What information does the source provide
about the origins of the image?

 Is the source reliable and trustworthy?
 Was the image found in an image database or
was it being use in another context to convey

meaning?
TECHNICAL QUALITY
 Is the image large enough to suit your

purposes?
 Are the color, light and balance, true?
 Is the image a quality digital image without
pixelation or distortion?
 Is the image in a file format you can use?
CONTEXTUAL INFO
 What information accompanies the image?

 Does the text change how you see the image? How?
 Is the textual information intended to be factual an
inform or is
to intended to influence what and how you see?
 What kind of context does the information provide?
 Does it answer the questions where, how and why?

Thank you!

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Evaluating Multimodal Text

Prof. Leah D. Dela Cruz

 Critical reading is an important activity

an essential academic skill.

Passive reading Active reading

 It is a process for understanding what is said

weaknesses of the content, agrees

 Find areas of interest in the material you're

summarize and review what is being

 What do you see?

 How is the image composed?

 Where did you find the image?

about the origins of the image?

was it being use in another context to convey

 Is the image large enough to suit your

 What information accompanies the image?

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