Unit 3: Communication Aids and Strategies Using Tools of Technology

Unit 3: Communication Aids and Strategies

Using Tools of Technology

Introduction

Close your eyes and recall how your parents communicated when they were your
age. How are you communicating in a different way today than they did?
The dramatic changes in media and communication technologies over the years
have profoundly transformed how we communicate and share knowledge and
information. The new communication landscape brought about by the
development of computers and other technological devices has changed the
way we design, negotiate, disseminate and make meaning.
As a student, technology is undoubtedly an integral part of your personal and
school life. A research assignment that might have been impossible to be done
in one day for students years ago is now possible for you because of the
advanced technology that you have at hand. Your smart phones and the Internet
have become your constant companion from the time you wake up in the
morning till the time you go to bed at night.
This chapter will focus on how technology has drastically changed how you
approach your school activities and projects because of your access to the online
community, media production tools and applications. To demonstrate what you
have learned, you will be asked to propose a cause-oriented activity and present it
using the concept of multimodality.

Learning Outcomes

At the end of this unit, you are expected to:

1. Convey ideas through oral, audio-visual, and/or web-based presentations
for different target audiences in local and global settings; and
2. Demonstrate awareness of audience and context in presenting ideas.

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Activating Prior Learning

Study the picture below. What message do you think is the poster trying to
convey? Who do you think the audience is? In your opinion, what makes the
poster effective or ineffective?

Source: https://wellnesskeen.com/anti-smoking-slogans

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Topic 1: Multimodal Text

Learning Objectives

At the end of the lesson, you are expected to:

1. define multimodal text;

2. determine the message conveyed by a multimodal material.

Presentation of Content

Essentially, in all aspects of communication, we use different ways to effectively

communicate information. We use text, images and sounds to deliver our message
in the same way that people use these tools to understand our message. With the
development of digital communication technologies, the ways in which we share
information and messages have changed; Information and communications
technology (ICT) now offers a range of tools which allow us to create multimodal
texts.

What is a Multimodal Text?

A text may be defined as multimodal when it combines two or
more communication systems.
1. Linguistic – refers to spoken and written language through vocabulary,
structure, grammar of oral/written language
2. Visual: refers to moving or still images with the use of colors, layouts,
screen formats, symbols, shot framings, angle, camera movement and
subject movement.
3. Audio: refers to volume, pitch and rhythm of music and sound effects
4. Gestural: refers to movement, facial expression and body language
5. Spatial: refers to proximity, direction, position of layout, organization of
objects in space.

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Source: https://sites.google.com/site/aismultimodaltext/1-what-is-multimodal-text

Although multimodal text is often associated with digital communication

technologies, it is not synonymous with digital. A multimodal text can be paper
like books, comics, and posters. It can be digital like slide presentations, e-books,
blogs, e-posters, web pages, film and video games or it can be live like a
performance in an event. Multimodal text can also be transmedia when the story
is told using a combination of different media platforms and formats like book,
comic, magazine, film, web series, and video game all working as part of the
same story. For example, an anti-smoking campaign can be disseminated to its
target audience in different ways like a live performance on stage, a video which
can be uploaded to social media, a recorded material to be aired over the radio or
a poster and slogan to be posted in schools and in the community.
Simply put, multimodal texts are materials presented using different modes and
media. Mode refers to any of the communication system which help us interpret
meanings like sounds (audio), graphic material and colors (visual), and spoken or
written language (linguistic) while media is the manner of dissemination used.
In the illustration below, the traffic sign is the medium of communication
while the red boarder and the image inside is the mode.

Source: https://www.setonschoolsafety.com/no-parking-with-graphic-mini-school-traffic-
signs-85444.html

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Application

Study the sample multimodal materials below and answer the following
questions:
1. What message do you think is each material trying to convey?
2. What mode/s of communication is/are used to deliver the message? How
did they help to effectively deliver the message?
1. 2.

3.

Sources:
1. https://venngage.com/blog/what-is-an-infographic/
2. https://www.mediaupdate.co.za/publicity/97344/cricket-south-africa-supports-
arnsas-anti-racism-week-campaign
3. http://tewelebrhanselemun123.blogspot.com/2016/05/axe-advertisement.html

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Feedback

Go to this link https://www.youtube.com/watch?v=8jPtyC-YTLY and watch the

video on anti-discrimination advocacy. Comment on the video based on:
1. Spoken and Written Language

____________________________________________________________________

2. Audio

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3. Visuals

4. Facial expression and body language

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Topic 2: Creating Multimodal Material

Learning Objectives

At the end of the lesson, you will be able to:

1. Create effective advocacy poster.

2. Produce a short video for a cause-oriented event.

Presentation of Content

The manner by which you will create your multimodal text largely depends on
how you will effectively and creatively convey your message through the various
modes which you will use in the text and how these multiple modes work
together to convey the story that you intend to communicate. The combination of
mode which you may opt to use greatly depends on the purpose of the text, its
subject matter, audience and mode or media of presentation.
Purpose: Inform? Inspire? Persuade?
Subject matter: The actual text you compose
Audience: Fellow students? Parents? Teachers?
Mode: Video? Live presentation? Poster?

http://tipcycle.wixsite.com/amy-hutchison/multimodal-reading-and-writing

By this time, you may have already created your own posters, brochures and
videos in one of your subjects using software and mobile apps; you may have
even uploaded your media to different social networking sites. As a college
student, you might have given in to the idea that at some point, you need to
be tech-savvy to survive the challenges of your academic requirements.

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To enrich your knowledge on how to create effective multimodal materials, here

are some guidelines in creating effective posters and short videos:

A. Creating an Eye-Catching and Effective Poster

Information is the Key!

Present information in a clear, clean, and concise way.
Do not overload your poster with information; it will only confuse
the audience
Be smart about how you are going to present information

TIPS:
1. Headlines
Summarize your poster title in one headline.
Your headline is the first thing that your audience will notice; keep
it short and concise.
Highlight your poster headline and tagline

Look at how the headline and tagline are well-styled in the example below:

Source: https://dribbble.com/shots/4079655-Ping-Pong-Flyer-Template

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2. Details
Include only the essential details.
Be smart with the amount of information you add to your design.

In the example below, notice how things are kept clean and minimal. Only the
most important information is written in large font while the less important
information is in smaller font. The features of the apartment are simply
presented in bullet form.

Sorce: https://www.dotproperty.com.ph/condo-for-rent-in-sambag-i-
cebu_733139

3. Call-to-Action
This encourages your audience to take the next step after seeing your
poster. Do they need to buy a ticket? Reserve a place? Register early?

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Can you guess what is the CTA in the poster below?

http://nordcham.com.ph/may-3-4-2018-viventis-search-asia-philippines-new-era-
digitalisation-innovation-change-industry-4-0/

4. Typography Hierarchy
This refers to the visual placement of text with different font
size according to its importance on the poster
This helps your audience understand the flow of information easily

Source: https://piktochart.com/blog/how-to-make-a-poster/

Applying hierarchy to the presentation of text in your poster will not only
harmonize its appearance, it will also help convey its message clearer.

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5. Photography
to boost the visual appeal of your poster, use stunning and
appropriate photographs.
Ensure that the photo will maximize the space in your poster
See to it that the photo works well and complement the text

Source: https://piktochart.com/blog/how-to-make-a-poster/

B. Simple Video Production Guide

https://www.skeletonproductions.com/insights/corporate-video-
production-guide

1. Solidify your Objectives

Begin with your ultimate objective for your video content
Decide on SMART video objectives - Specific, Measurable,
Achievable, Relevant, Time-bound.

2. Research your Audience

Understanding your target audience spells a great deal to the success of
your video. The content of your video should be something that
appeals to and engages them.
Understanding your audience is more than knowing their
demographics. You also need to identify their most common problems
and the things that they really connect with.

3. Decide on your Core Message

After setting your objectives and knowing your audience, you need to
know what your audience need to do to make your objectives happen.
What do you want them to do, think and feel after watching your video?
Once you got an answer to this question, turn it into something that your

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audience need to know to make them think, feel and act that way. This
is the core message of your video.

4. Write a Video Production Brief

Before you start with your pre-production, you need to make your
video production brief. This will guide you in the whole production
process to ensure that everything is in place.
Your video production brief should include:

Your video objectives

Your target audience

What you want your audience to feel, think and do

Your video’s core message

your deadline

Pre-Production
5. Develop the Creative Approach
This is the idea or concept of your video content
Use your insight of your audience to create a unique way of presenting
your core message

6. Write a Script
Your script should be:

Natural

Engaging and emotive

Interesting to your target audience

Easy to understand

Short but concise

Convey your core message

7. Create a Storyboard
This will help you visualize how your video will be shot
It contains a series of thumbnails that shows the flow of the video,
illustrating the key scenes — how will the setting look? Who will
be present? What actions will take place?

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Source: https://mooc.employid.eu/storyboarding-tutorial/

8. Plan and Schedule the Shoot

Organize and schedule everything that is related to your video

Location – indoor? Outdoor?

Crew – director, camera operator, sound and lighting technician

Cast

Makeup and props

Call sheet

Production
9. Shoot the Footage
Make sure that:

Everyone is present

The video is well-lit, well-shot and well-framed

Enough footage is filmed to make the editing process easier

The script and storyboard are closely followed

Post-Production
10. Edit the Video Content
Choose the best takes to be used in the final video
Cut the film together according to the script and storyboard

11. Add graphics and Special Effects

Your graphics should follow the script and storyboard closely so
that it blends in flawlessly with the rest of the video

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12. Mix Music and Soundtrack

Your music should:

Complement the mood and tone of the video

Help you deliver your core message

Be appropriate for your target audience

Match the pace of the edit

13. Record the Voiceover

Get a voiceover artist who:

has a moving, pleasant-sounding voice

can read the script in a way that reinforces your core message

Tip: You can also create other multimodal materials using your smart phones.
You may download the following apps for free:
Voice Recorder Pro - Voice Record Pro is a professional voice
recorder. Record voice memos and sounds (unlimited length). The
recorded audio files can be saved into your camera roll or to a
host of cloud-based websites such as OneDrive, Google drive, and
Dropbox for insertion into other iPad projects.

Morfo - Use Morfo to quickly turn a photo of yourself or any

other person's face into a talking 3D character.

Tellagami - Tellagami allows you to talk or tell a story via the on-
screen avatar. Use your own background image or one for the
gallery. Finished Tellagamis can be saved to your camera roll.

Puppet Pals - Puppet Pals and Puppet Pals 2 allow

you to create unique shows with animation and
audio. Choose actors and backdrops, drag them on to
the stage, and tap record. The actors’ movements and
audio will be recorded in real time for playback later.
Comic Maker HD - a free comic creation app. There are many
options for creating single page or multi-page comics with special
image stamps and speech bubbles. You can use your own images
from your camera roll or from your live camera.

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Application

Imagine that you are a part of an international youth organization. One of your
group’s advocacies is to raise awareness in the international community the
significance of respecting and preserving cultural diversity in the global
society. Your group agreed to launch a poster exhibit for this purpose. Work
with a partner and create a poster about cultural diversity. Be ready to present
your output in the class.

Your output will be judged using this rubric:

Approaches Meets Exceeds
Expectations Expectations Expectations
1-4 points 5-8 points 9-10 points
Content Content is inaccurate. Content is Content is
Information is accurate but accurate and all
incomplete, some required required
inaccurate, or not information is information is
presented in a logical missing and/or presented in a
order, making it not presented in logical order.
difficult to follow. a logical order,
but is still
generally easy
to follow.
Headline/ Title does not describe Title describes Title describes
Tagline the content/message the content to a content well.
of the poster. little extent.
Typography Placement of text is Some text Placement of
Hierarchy inaccurate making makes it texts effectively
information difficult difficult to makes
to follow follow information easy
information to follow
Graphics Graphics do not Some graphics All graphics are
Relevance clearly relate to the do not clearly related to the
topic relate to the topic making it
topic easy to
understand

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Feedback

Creating Multimodal Material

A. Directions: Form a group with 10 members and do the following:
1. Think of a pressing issue that concerns our society today.
2. Think of ways of solving the problem.
3. Transform those ways in a form of cause-oriented event.
4. Create a multimodal proposal using the format given below
5. Be ready to present your proposal to the class
Multimodal Presentation Proposal
Group Number: _________________________
Names of the Members: __________________
Cause: _________________________________
Beneficiaries: ___________________________
Purpose of the Event: ____________________
Proposed Programs: ______________________
Target Audience: ________________________
Concept of the Multimodal material:
Tasks/Roles of the Group Members:

Points to Consider:
Paper Size: 8.5” x 13”
Font Size: 12
Font Style: Times New Roman
Spacing: 1.5
Margin: one (1) inch all sides

B. Produce the following multimodal materials to help you convince people

to support your cause-oriented event.
a. Poster
- print one copy in 8.5x 13 bond paper
- present your output to the class
- submit softcopy in pdf format
b. Five-minute video
- Conceptualize your output around the five
communication systems discussed in this module
- Be prepared to present your output to the class
- Be guided by the rubric below

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Multimodal Material Presentation Rubric

Approaches Meets Exceeds

Expectations Expectations Expectations

1-2 points 3-4 points 5 points

Rationale/purpose The purpose Purpose of the The purpose and
of the and ideas are presentation ideas are clear.
presentation not entirely and the ideas In addition, the
clear. There the student purpose is
may be wanted to innovative and
problems with convey are could be
accuracy. clear achieved
Use of modes of Technology Modes of The modes of
technology to was not used technology technology used
achieve purpose effectively, i.e. used are are effective and
image quality effective in also use new or
or narration was achieving the innovative ways
not intended to compose and
understandable. purpose relay ideas
Audience The target The target The message
audience is not audience is and technology
clear and/or the clear and the are targeted,
message and message and appropriate and
technology ore technology also likely to
not appropriate used are reach the
for the intended appropriate for intended
audience, the intended audience
audience

TOTAL: _______/15 points

Exceeds Expectations 13-15 points

Meets Expectations 9-12 points
Approaches Expectations <8 points

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Summary
This unit gave you an idea on how to produce effective multimodal materials.
You have learned that:
A multimodal text is a combination of two or more communication system
like linguistic, visual, audio, gestural and spatial
Multimodal text can be digital, paper, live or transmedia
In preparing your multimodal material, you need to consider your
purpose, subject matter, audience and the mode by which you will deliver
your message
In creating an effective poster, you need to consider the following:
o Headline or title
o Details
o Call to Action
o Typography Hierarchy
o Photography
To produce an effective video, you need to:
o Solidify your objective
o Research your audience
o Decide on your core message
o Write a video production brief
o Develop the creative approach
o Write a script
o Create a storyboard
o Plan and schedule the shoot
o Shoot the footage
o Edit the video content
o Add graphics and special effects
o Mix music and soundtrack
o Record the voice-over

Reflection
Think about your previous experiences of producing and presenting
multimodal materials, are there aspects of your material which you could have
done better? How would you improve your material/s using what you have
learned in this unit?

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References:

https://creatingmultimodaltexts.com/ (resources for literacy teachers)

https://sites.google.com/site/aismultimodaltext/1-what-is-multimodal-text

https://mooc.employid.eu/storyboarding-tutorial/

https://www.skeletonproductions.com/insights/corporate-video-production-
guide https://piktochart.com/blog/how-to-make-a-poster/
https://sites.google.com/site/aismultimodaltext/1-what-is-multimodal-text

Book:
Africa A. C. (2018). Purposive Communication in the Now. Books Atbp.
Publishing Corp

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