Module 4 - Purposive Communication PDF

RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig SESSION NO. / WEEK 5 MODULE 4: TECHNOLOGICAL TOOLS FOR MEDIA MESSAGES AND I...

RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig SESSION NO. / WEEK 5 MODULE 4: TECHNOLOGICAL TOOLS FOR MEDIA MESSAGES AND IMAGES 1. Communication for Various Purposes 1.1. Speech to Inform 1.2. Speech to Persuade 1.3. Speech to Entertain 2. Media Messages and Images 2.1. The Purpose of Media Messages and Images 2.2. Multimodality and Media Literacy 2.3. The Key Concepts of Media Literacy 3. Communication Using Tools of Technology 3.1. Relational Technology 3.2. Mediated Communication 3.3. Technology and Media Etiquette 4. Multimodal Advocacy Using Tools of Technology 4.1. Jumpstarting a Multimodal Advocacy 4.2. Multimodal Advocacy Models 4.3. Technological Tools for Multimodal Advocacy Campaign PURPOSIVE COMMUNICATION 1  RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig Learning Outcomes At the end of the module, you will be able to: 1. Evaluate multimodal texts critically to enhance receptive (listening, reading, viewing) skills. 2. Convey ideas through oral, audio-visual, and/or web-based presentations for different target audiences in local and global settings using appropriate registers. 3. Adopt awareness of audience and context in presenting ideas. 4. Create clear, coherent, and effective communication materials. 5. Present ideas persuasively using appropriate language registers, tone, facial expressions, and gestures. Topic Presentation I. COMMUNICATION FOR VARIOUS PURPOSES SPEECH TO INFORM An informative speech is one whose goal is to explain or describe facts, truths, and principles in a way that stimulates interest, facilitates understanding, and increases the likelihood of remembering. In short, informative speeches are designed to educate audiences. Thus, most classroom lectures are basically informative speeches (although they may range from excellent to poor in quality). Informative speeches answer the questions about a topic, such as those beginning with who, when, what, where, why, how to, and how does. For example, your informative speech might describe who popular singer-songwriter Adele is, define Scientology, compare and contrast the similarities and differences between Twitter and Facebook, narrate the story of basketball professional Kobe Bryant, rise to fame, or demonstrate how to create and post a blog or video on a website like YouTube. Informative speaking differs from other speech forms (such as speaking to persuade, to entertain, or to celebrate) in that your goal is simply to achieve mutual understanding about an object, person, place, process, event, idea, concept, or issue (Verderver, 2015). The purpose of informative communication is to add to a listener’s understanding. In order to achieve this goal, a speaker must communicate PURPOSIVE COMMUNICATION  2 RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig information clearly and interestingly. There are many different ways to categorize informative speeches and these will be discussed in this module. Techniques in Delivering an Informative Speech TECHNIQUES USE EXAMPLE Presentational Aids To provide the A diagram of the opportunity for the process of making audience to retain a ethanol visual as well as an audio memory of important or difficult material. Repetition To give the audience a “The first dimension of second or third chance romantic love is to retain important passion; that is, it information by can’t really be repeating or romantic love if there paraphrasing it. is no sexual attraction.” Transition To increase the “So the three likelihood that the characteristics of audience will retain the romantic love are relationships among passion, intimacy, the information being and commitment. presented, Now, let’s look at including which each of the five information is primary ways you can keep and which is love alive. The first is supporting. through small talk.” Humor and other To create an emotional “True love is like a pair Emotional Anecdotes memory link to of socks: you’ve got to important ideas. have two, and they’ve got to match. So you and your partner need to be mutually committed and compatible.”  Mnemonics and To provide an easily “You can remember the Acronyms remembered four criteria for memory prompt or evaluating a diamond shortcut to increase as the four C’s: Carat, the likelihood that a Clarity, Cut, and Color.” list is retained. “As you can see, useful goals are SMART: Specific, Measurable, Action oriented, Reasonbale, and Timebound. That’s SMART.” PURPOSIVE COMMUNICATION 3 RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig Characteristics of Effective Informative Speaking Intellectually Stimulating Relevant Creative Methods of Informing Description Definition Comparison and Contrast Narration Demonstration Description Description is a method used to create precise, vivid, verbal picture of an object, geographic feature, setting, event, person, or image. This method usually answers and overarching “who”, “what”, or “where” questions. If the thing to be described is simple and familiar (like a light bulb or a river), the description may not need to be detailed. But if the thing to be described is complex and unfamiliar (like a sextant or holograph), the description will be more exhaustive. Descriptions are of course easier if you have a presentational aid, but vivid verbal descriptions can also create informative mental pictures. Definition Definition is a method that explains the meaning of something. There are four ways to define something: By classifying and differentiating By derivation or etymology By explaining its use or function By using synonyms or antonyms Comparison and Contrast  Comparison and Contrast is a method of informing that center on how something is similar to and different from other things. Use of Venn diagram can be a good technique to organize your ideas in developing an informative speech using the comparison and contrast method. Narration Narration is a method that retells an autobiographical or biographical event, myth, or other story. Narratives usually have four parts. First, the narration tells the listener by describing when and where the event took place and by announcing the essential characters. Second, the narration discusses the order of events that led to a complication or problem, including details that enhance the progression. Third, the narration explains how the complication or problem affected key characters. Finally, the narration recounts the manner by which the complication or problem was solved. The features of a good narration comprise a PURPOSIVE COMMUNICATION 4 RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig strong story line; use of descriptive language and details that improve the plot, people, setting, and events; effective use of dialogue; pacing that builds, suspense; and a powerful voice. Demonstration Demonstration is a method that shows how something is done, displays the stages of a process, or exhibits how something works. Demonstrations range from very simple with few easy-to-follow steps (such as how to iron a shirt) to very complex (such as demonstrating how a nuclear reactor works). Whether you present a simple or difficult subject, to demonstrate effectively requires you to be an expert in doing it. Use orderly sequencing, clear language, and visual aids. Guidelines for Organization Pattern PATTERN USE WHEN POSSIBLE TOPICS Chronological You want to show a step Vacation to the by-step progression Province Growth of and/ or you want to Banana Tree discuss an event, phenomenon, or concept over time. Spatial You want to help the An Interesting Island audience visualize The New Gym The something you are Park at the describing and/ or Neighborhood you want to describe something by moving from point to point through space.  Categorical You want to emphasize Departments of the the significance of the ABS Company categories or divisions in some way or you are interested in flexible approach to organization Causal You want your audience The Effects of Bad to understand those Study Habits Good factors (causes) that Study Habits have contributed to Advantages some outcome (effects) Healthy Diet and its or you want your Consequences audience to understand the impact (effects) of some problem or phenomenon. Problem-Solution You want to make your Noise Pollution audience understand a Water Pollution problem more fully while Scarcity of Resources PURPOSIVE COMMUNICATION 5 RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig acknowledging associated solutions or you want to help your audience become aware of diverse solutions to a problem without advocating any one of them. SPEECH TO PERSUADE PERSUASION is the process of altering or reinforcing attitudes, beliefs, values, or behavior. Although knowing your listener’s attitudes, beliefs, and values can help you write any message, these three variables when explaining psychological audience analysis are especially necessary to include when drafting and presenting a persuasive message. Your attitude exhibits our likes and dislikes. Technically speaking, a mental outlook is a learned choice to reply positively or negatively toward something. In your task to persuade, you might want to influence your listeners to like or propose new shopping mall, to like bats because of their ability to eat insects, or to disapprove an increase in tax. Ways to Present Persuasive Ideas DESCRIPTION EXAMPLE Cognitive Dissonance Telling listeners about Many high school existing problems or students today are not information that is computer literate. inconsistent with their Without this knowledge, currently held beliefs or your students will not known information be competitive in creates psychological today’s job market. You discomfort. should support local bond proposal that would provide more money for computers in our schools. Hierarchy of Needs People are motivated by You could be the envy of unmet needs. The most people you know if you basic needs are purchase this new sleek psychological, followed sports car. You will be by safety needs, social perceived as a person needs, self-esteem of high status in your needs, and finally, self community. actualization needs. Positive Motivation People will more likely You should take a change their thinking or course in public pursue a particular speaking because it will course of action if they increase your prospects are of getting a PURPOSIVE COMMUNICATION 6 RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig convinced that good good job. Effective things will happen to communication skills are them if they support the most sought-after what the speaker skills in today’s advocates. workplace.  Negative Motivation People seek to avoid If you receive a letter or pain and discomfort. package that looks They will be motivated suspicious because it is to support what a unusually lumpy, has no speaker advocates if return address, is they are convinced that marked “personal” or bad things will happen “confidential”, or is from to them unless they do. someone you do not know, wash your hands after you touch it. Report the suspicious letter or package to the post office immediately. If you do not head these suggestions, you increase the chances of being contaminated by a biological agent. SPEECH TO ENTERTAIN The speech to entertain usually happens in an after-dinner situation, or at a time when the audience does not expect to be asked to think very hard or to take a very serious action. Purposes and Challenges of the Speech to Entertain The overarching purpose of the speech to entertain is to help listeners enjoy themselves; the speaker whose purpose is not the same as a stand-up comedian. Rather, in the context of enjoyment, most speakers seek also to impart some sort of memorable message. In many ways, the speech to entertain is a very difficult speech to give. Humour is hard to plan; professional humourist is likely to employ teams of writers, and even they can and often do flop. Also, what may seem funny to you or to a few of your friends one night may not seem funny the next morning. Enjoyment versus Humor Creating enjoyment, it should be pointed out, does not always mean being funny. In fact, most successful speeches to entertain will probably include a lot of informative material, they will stick to a central theme or point, and, however light hearted, many, like a good fable, will have a moral at the end. For the audience, enjoyment comes from being relaxed and interested in the point of moral communicated, and not necessarily from being amused. Furthermore, different people enjoy different things. PURPOSIVE COMMUNICATION 7 RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig What people enjoy is not always easy to predict, and the clues you can get from audience analysis may or may not be helpful. Obviously, listeners will bring  diverse tastes and preferences to any speaking situation. Even so, if you think about it, you can probably guess with some accuracy what kind of music many college students find enjoyable, what sorts of television programs most people watch, what movies are popular, what the serious interests are of those in particular majors, and so forth. Many speeches to entertain are developed inductively, as the speaker shares amusing, meaningful, and interesting stories. Of course, the strategy to be used depends, as always, on the speaker’s specific worthy goal. But only those speeches that aim primarily at enjoyment can be successful when the overarching result is enjoyment. Preparing and Presenting the Speech to Entertain If you have the talent, interest, and opportunity to develop and deliver a speech to entertain, here are some tips to keep in mind: Aim to stimulate enjoyment in your audience. Make your presentation brief. Provide a memorable message. Basic Parts of Speech to Entertain Introduction Your task as a speaker in the speech to entertain is to start it by stimulating the audience’s attention, setting the mood, and creating the main point. Do not attempt to present a serious or complicated concept/ idea that makes your audience think because your only goal is to give the listeners a total entertainment experience. Body Always remember the kind of audience you have, the occasion and your speaking skill as well as limitations when you plan your speech. Several variations can be used in organizing your speech to entertain: topical order and descriptions. Conclusion The conclusion is usually very short and maintains to carry robust and joyful mood that was maintained throughout the speech. Specific devices for concluding were discussed in the previous lessons should be reviewed as a means of determining which technique best suits the specific occasion you are to speak at (Samovar, 1998). PURPOSIVE COMMUNICATION 8 RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig II. MEDIA MESSAGES AND IMAGES  Media messages refer to the content, ideas, or information conveyed through various forms of media, including television, radio, newspapers, magazines, social media, and the Internet. These messages can take many forms, such as news reports, advertisements, entertainment programs, opinion pieces, and social media posts. They are designed to inform, entertain, persuade, or influence audiences in some way. One key aspect of media messages is their ability to shape perceptions, attitudes, and behaviors. For example, news media often frame stories in particular ways, highlighting certain aspects while downplaying or ignoring others, which can influence how audiences interpret and understand events. Similarly, advertisements use persuasive techniques to promote products or services and convince consumers to make purchasing decisions. Media images, on the other hand, refer to the visual representations used in media content. These images can include photographs, illustrations, graphics, videos, and animations. Media images play a crucial role in communication because they can convey information, evoke emotions, and capture audience attention more effectively than text alone. Media images can also perpetuate stereotypes, reinforce social norms, and shape cultural perceptions. For example, the portrayal of women in media often reflects narrow and unrealistic beauty standards, which can contribute to issues such as body dissatisfaction and low self-esteem among audiences. Similarly, the depiction of certain racial or ethnic groups in stereotypical roles can perpetuate harmful stereotypes and contribute to prejudice and discrimination. It is, therefore, important to recognize that media messages and images are not neutral or objective but are shaped by various factors, including cultural, social, and economic influences. By understanding how media messages and images function in communication, we can become more media literate and discerning consumers, able to navigate the complexity of the media and critically engage with the information and content we encounter. THE PURPOSE OF MEDIA MESSAGES AND IMAGES As communicators and consumers of media content, it is essential to critically analyze media messages and images, considering their potential biases, motivations, and effects on audiences PURPOSIVE COMMUNICATION 9 RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig The three primary purposes of media messages are to inform, to persuade, and to entertain. Informative Media Messages and Images The primary goal of informative media messages and images is to provide audiences with factual and relevant information about various subjects. News broadcasts, documentaries, articles, and educational programs are examples of media content designed to inform. These mediums aim to educate audiences about current events, scientific discoveries, historical events, or social issues. In addition, informative media messages and images can take various forms and mediums such as documentary films, infographics, news reports, or other formats, For example, a news segment reporting on a natural disaster, such as a hurricane or earthquake, provides viewers with essential information about the event's location, magnitude, impact, and safety precautions. The visuals accompanying the report may include maps, footage of the affected areas, and interviews with experts or eyewitnesses, enhancing the audience's understanding of the situation. image from web page of yahoo.com Persuasive Media Messages and Images Persuasive media messages and images are crafted to influence audiences' attitudes, beliefs, and behaviors. Advertisements, political campaigns, public service announcements (PSAs), and propaganda are common examples of persuasive media. COMMUNICATION 10 PURPOSIVE RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig These messages aim to convince audiences to adopt specific viewpoints, support particular causes, or take desired actions. For example, an advertisement for a new brand of eco-friendly cleaning products utilizes persuasive techniques to encourage consumers to switch from conventional cleaning products to environmentally sustainable alternatives. The ad may emphasize the benefits of using natural ingredients, such as reducing harm to the environment and improving indoor air quality, thereby persuading viewers to make environmentally conscious purchasing decisions. Entertainment Media Messages and Images Entertainment media messages and images are designed to captivate audiences' attention, evoke emotions, and provide enjoyment or escapism. Movies, television shows, music, video games, and humorous content on social media platforms serve the purpose of entertainment. These forms of media aim to engage audiences through compelling narratives, engaging visuals, and immersive experiences. For example, a popular Netflix series, such as "Stranger Things," entertains viewers with its suspenseful plotlines, nostalgic references to the 1980s, and well developed characters. By blending elements of science fiction, horror, and coming-of age drama, the series offers audiences an immersive and entertaining viewing experience that keeps them eagerly anticipating each new episode. COMMUNICATION 11 PURPOSIVE RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig MULTIMODALITY AND MEDIA LITERACY Multimodality refers to the use of multiple modes or forms of communication to convey meaning. These modes can include verbal, visual, auditory, gestural, and spatial elements. Multimodality recognizes that communication is not limited to written or spoken words alone but can involve a combination of different sensory channels and mediums. On the other hand, media literacy refers to the ability to access, analyze, evaluate, and create media messages effectively. It involves understanding how media shapes our perceptions, beliefs, and behaviors and being able to critically engage with media content to discern its credibility, biases, and intended purposes. In media messages, “text” is any form of communication or content that conveys meaning, whether written, spoken, visual, or symbolic. Text may use words, graphics, sounds, and images to present the information, and it may be presented in oral, print, visual, or electronic form. Multimodal text materials utilize multiple modes or forms of communication, such as text, images, audio, video, and interactive elements. Some examples include: 1. Digital presentations, such as those created with Microsoft PowerPoint or Google Slides, often combine text, images, and multimedia elements to deliver information in an engaging and visually appealing format. Presenters can incorporate images, charts, graphs, videos, and animations to enhance understanding and retention of key concepts. COMMUNICATION 12 PURPOSIVE RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig  2. Digital storytelling involves using digital media tools to tell stories, convey narratives, or share personal experiences. These stories often combine text, images, audio narration, music, and video clips to create a compelling and immersive storytelling experience. Digital storytelling can be used in various contexts, including education, marketing, advocacy, and entertainment. 3. Social Media Posts using different platforms, such as Facebook, Twitter, Instagram, and LinkedIn, allow users to create and share multimodal content, including text posts, images, videos, live streams, and interactive polls. Organizations and individuals use social media to communicate messages, share news and updates, engage with audiences, and build online communities. Key Concepts of Media Literacy Understanding texts (messages and images) in the media involves examining their content, context, and rhetorical strategies to uncover underlying meanings, ideologies, and social constructions. Therefore, the key concepts of Media Literacy are crucial in understanding media texts as they serve as a basis for developing a critical understanding of the content of mass media, the techniques used, and the impact of these techniques in the construction of media texts for different purposes. KEY CONCEPTS GUIDE QUESTIONS IN MEDIA TEXT ANALYSIS 1. All media messages are constructed. This concept highlights that media texts are not simply reflections of reality but are constructed by media producers who make choices about what to include, how to frame information, and what perspectives to prioritize. a. What is the message of the text? b. How effectively does it represent reality? c. How is the message constructed? Example: A news report on a political event may selectively choose which PURPOSIVE 13 COMMUNICATION RIZALTECHNOLOGICALUNIVERSITY  Cities of Mandaluyong and Pasig quotes to include, which footage to show, and how to narrate the story, shaping viewers' perceptions of the event. 2. Media have embedded values and Media texts often reflect the values, points of view. beliefs, and perspectives of their creators, as well as the cultural, social, and political contexts in which they are produced. a. What lifestyles, values, and points of view are represented in the text? b. Who or what is missing? Example: A television show may subtly promote certain cultural norms or ideologies through its characters, storylines, and portrayal of social issues. 3. Each person interprets the message Audience members bring their own differently. backgrounds, experiences, and beliefs to the interpretation of media messages, leading to diverse and sometimes conflicting interpretations. a. What message do you perceive from the text? b. How might others understand it differently? Why? Example: Two people watching the same film may have different reactions and interpretations based on their personal experiences, cultural background, and values. 4. Media have commercial, ideological, Media texts are often influenced by or political interests. commercial, ideological, or political interests, such as the desire to attract audiences, promote certain worldviews, or advance specific agendas. a. What is the purpose of the text? b.  Who is the target audience of the text? PURPOSIVE 14 COMMUNICATION RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig c. Who might be disadvantaged? d. Who created the text and why? Example: A sponsored content article on a lifestyle website may promote a particular brand or product while appearing to provide unbiased advice or information. 5. Media messages are constructed Media texts are created using a unique using a creative language having its language that includes visual, auditory, own rules. and textual elements, each with its own set of conventions and rules. a. What techniques are used and why? b. How effective are the techniques in supporting the messages or themes of the text? c. What are the other ways of presenting the message? A film employs cinematography, editing, sound design, and narrative structure to convey its story and evoke emotions in the audience, following established conventions of filmmaking. By understanding these key concepts of media literacy, individuals can critically analyze media messages, recognize underlying biases and agendas, and make informed decisions about media consumption and participation. This enables them to become more active and discerning media consumers in today's media-saturated world. III. COMMUNICATION USING TOOLS OF TECHNOLOGY Communication using tools of technology has transformed the way individuals and societies interact, exchange information, and collaborate in the digital age. From email and social media to video conferencing and mobile messaging apps, technology has expanded the possibilities for communication across geographic boundaries and time zones. COMMUNICATION 15 PURPOSIVE RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig RELATIONAL TECHNOLOGY Duck and McMahan's study (2019) explores the concept of relational technology, which refers to how technology influences and shapes interpersonal relationships. In their research, Duck and McMahan highlight how various forms of communication technology, such as social media, messaging apps, and video conferencing platforms, impact the dynamics, maintenance, and development of relationships One aspect of relational technology is its role in facilitating communication and connection between individuals, regardless of geographical distance. For example, social media platforms like Facebook, Instagram, and Twitter enable people to stay connected with friends and family members, share updates about their lives, and engage in ongoing conversations, regardless of their physical location. Similarly, messaging apps like WhatsApp, Snapchat, and Messenger allow for instant communication through text, voice, and video, fostering intimacy and closeness in relationships. Relational technology also influences the way relationships are maintained and managed over time. Digital tools such as shared calendars, task management apps, and collaborative platforms enable partners to coordinate schedules, plan activities, and divide responsibilities more efficiently. Virtual date nights, online gaming sessions, and shared streaming platforms offer opportunities for people to bond and spend quality time together, even when physically apart. However, Duck and McMahan also acknowledge the potential downsides and challenges associated with relational technology. They highlight issues such as digital distractions, privacy concerns, and the blurring of boundaries between online and offline interactions, which can impact the quality and authenticity of relationships. 16 PURPOSIVE COMMUNICATION RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig Moreover, they emphasize the importance of using relational technology mindfully and intentionally, recognizing its limitations and potential pitfalls while leveraging its benefits to enhance and enrich interpersonal connections. MEDIATED COMMUNICATION Mediated communication refers to the transmission of messages between individuals or groups through various forms of media or technology. In mediated communication, the message is conveyed through an intermediary, such as television, radio, newspapers, magazines, social media, email, or text messaging. It encompasses both interpersonal communication mediated by technology (such as texting or video calls) and mass communication mediated through traditional or digital media channels (such as television or social media). Another example of mediated communication is email, which enables individuals and organizations to communicate asynchronously through written messages. Email is widely used for professional communication, business transactions, and personal correspondence, providing a convenient and efficient way to exchange information and coordinate activities across different time zones and locations. Additionally, mediated communication includes traditional media channels such as television, radio, newspapers, and magazines and digital media platforms such as podcasts, blogs, vlogs, and online forums. These platforms enable individuals to create and share multimedia content on topics of interest, express their opinions, and engage in discussions with like-minded individuals or communities.  PURPOSIVE 17 COMMUNICATION RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig TECHNOLOGY AND MEDIA ETIQUETTE Technology and media etiquette refers to the guidelines and norms for appropriate behavior and communication when using digital technologies and media platforms. Technology and media etiquette are essential for fostering positive interactions, respecting others' boundaries, and maintaining professionalism in both personal and professional settings. Respect Privacy and Consent It's important to respect people's privacy and obtain their consent before sharing their personal information or images online. Always ask for permission before posting photos, videos, or details about others on social media or other digital platforms. For example, if you attend a social gathering and take photos, ask your friends if they're comfortable with you sharing those photos on social media before posting them. Mindful Communication Be mindful of your tone, language, and content when communicating online, whether through email, text messaging, or social media. Avoid using offensive or inflammatory language, and think twice before posting or sharing content that could be hurtful, discriminatory, or misleading. For instance, when engaging in online discussions or debates, focus on presenting your viewpoints respectfully and constructively rather than resorting to insults or personal attacks. Practice Digital Hygiene  Practice good digital hygiene by keeping your devices, software, and online accounts secure and up to date. Use strong, unique passwords for your accounts, enable two-factor authentication when possible, and be cautious when clicking on links or downloading attachments from unknown sources. In a professional context, ensure that your email communications are professional and free of spelling or grammatical errors to maintain a positive impression. Be Mindful of Time and Attention Respect other people's time and attention when communicating digitally, whether through email, messaging apps, or video calls. Avoid bombarding others with COMMUNICATION 18 PURPOSIVE RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig excessive messages or notifications, and be mindful of their availability and preferences for communication. For example, if you need to discuss a non-urgent matter with a colleague, consider scheduling a time for a video call or meeting rather than sending multiple emails or messages throughout the day. Manage Digital Boundaries Respect boundaries and preferences when communicating with others online, especially in professional settings. Be mindful of people's preferred communication channels (e.g., email versus phone calls) and their availability outside of work hours. Additionally, avoid sending work-related messages or requests during non-business hours unless it's an emergency or you have a prior agreement with the recipient. Verify Information Before Sharing Before sharing news articles, memes, or other content online, take the time to verify the accuracy and credibility of the information. Avoid spreading misinformation or fake news by fact-checking sources and consulting reputable news outlets or fact checking websites. In social media, consider the potential impact of sharing false or misleading information on your followers and the broader online community. IV. MULTIMODAL ADVOCACY USING TOOLS OF TECHNOLOGY Multimodal advocacy recognizes that different individuals engage with information and media in diverse ways, and therefore utilizes a variety of communication channels and formats to promote social change, raise awareness about specific issues, and mobilize support for a cause. Technology plays a crucial role in enabling multimodal advocacy by providing tools and platforms for creating, disseminating, and amplifying advocacy messages. JUMPSTARTING A MULTIMODAL ADVOCACY In today's interconnected world, advocating for social causes goes beyond traditional methods. Multimodal advocacy integrates various communication modes and platforms, including visual, auditory, textual, and interactive elements, which can help engage with audiences in meaningful ways and inspire action towards positive social change. Here are key considerations and practical steps for launching a successful multimodal advocacy campaign: COMMUNICATION 19 PURPOSIVE RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig 1. Identify Your Cause Start by selecting a social or environmental issue that you are passionate about and want to advocate for. Consider issues that are relevant to your community or resonate with your target audience. 2. Define Your Goals Clearly define the goals of your advocacy campaign. Determine what specific outcomes you hope to achieve, whether it's raising awareness, influencing public opinion, mobilizing support, or promoting policy change. 3. Know Your Audience Understand your target audience and their preferences, interests, and communication habits. Tailor your advocacy messages and strategies to resonate with your audience and effectively engage them. 4. Choose Your Communication Channels Select appropriate communication channels and platforms to reach your target audience. Consider using a mix of traditional media (such as newspapers, radio, and television) and digital media (such as websites, social media, email, and mobile apps) to maximize your campaign's impact. 5. Create Compelling Content Develop visually engaging content that effectively communicates your advocacy message. Use a variety of multimedia elements, such as text, images, videos, infographics, and interactive features, to capture attention and convey your message effectively. 6. Harness Technology Tools Utilize technology tools and platforms to create, distribute, and promote your advocacy content. Use graphic design software (such as Canva or Adobe Creative Suite) to create visually appealing graphics and multimedia content. Utilize video editing software (such as Adobe Premiere Pro or iMovie) to produce engaging video content. Explore social media management tools (such as Hootsuite or Buffer) to COMMUNICATION 20 PURPOSIVE RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig schedule posts, track analytics, and engage with your audience across multiple platforms. 7. Encourage Participation and Action Encourage audience participation and action by providing opportunities for them to get involved in your advocacy campaign. Include calls to action in your content, such as signing petitions, donating to causes, attending events, or sharing campaign materials with their networks. 8. Monitor and Evaluate Continuously monitor and evaluate the effectiveness of your advocacy campaign using data analytics and feedback from your audience. Track key performance indicators (KPIs) such as reach and engagement to assess the impact of your campaign and make adjustments as needed. MULTIMODAL ADVOCACY MODELS From social media campaigns and community engagement events to digital storytelling initiatives and collaborative media projects, multimodal advocacy offers an impactful framework for advancing social causes. Integrating technology, multimedia content, and community participation can help advocates intensify their voices, engage with diverse audiences, and foster collective action toward positive societal transformation. Social Media Campaigns One multimodal advocacy model involves utilizing social media platforms to raise awareness, mobilize support, and drive action for a cause. This model uses a variety of multimedia content, including text, images, videos, and interactive features, to engage audiences across different social media channels. For example, a nonprofit organization advocating for environmental conservation might launch a social media campaign featuring compelling infographics about deforestation, videos showcasing the impact of climate change on wildlife, and interactive quizzes to educate followers about sustainable living practices. COMMUNICATION 21 PURPOSIVE RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig Community Engagement Events Another multimodal advocacy model involves organizing community engagement events that utilize multiple communication modes to promote dialogue, collaboration, and action around a particular issue. These events may include town hall meetings, workshops, art exhibitions, or rallies, incorporating various forms of communication such as speeches, panel discussions, interactive exhibits, and artistic performances. For instance, a local organization advocating for affordable housing might host a community art festival featuring mural paintings, spoken word poetry performances, and informational booths with resources on housing rights and advocacy opportunities. Digital Storytelling Campaigns Digital storytelling is a multimodal advocacy model that involves sharing personal narratives and testimonials through multimedia formats to create empathy, foster connections, and inspire action. Advocates use a combination of text, audio, images, and video to convey powerful stories that humanize complex issues and engage audiences emotionally. For example, a healthcare advocacy organization might launch a digital storytelling campaign featuring video testimonials from patients sharing their experiences with the healthcare system, accompanied by photographs and written narratives that highlight the challenges they face in accessing affordable and quality care. Collaborative Media Projects Collaborative media projects bring together diverse stakeholders, including activists, artists, journalists, and community members, to co-create multimedia content that addresses social issues and promotes social change. These projects may involve collaborative storytelling, data journalism, participatory media-making, or citizen journalism initiatives that empower marginalized voices and support community perspectives. For instance, a collective of documentary filmmakers and community activists might collaborate on a multimedia project documenting the experiences of undocumented immigrants living in a particular region, combining personal narratives, photographs, and videos to shed light on the realities of immigration and advocate for immigrant rights COMMUNICATION 22 PURPOSIVE RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig By combining different communication modes and engaging audiences through diverse platforms and formats, advocates can effectively reach, educate, and mobilize communities for collective action and positive change. TECHNOLOGICAL TOOLS FOR MULTIMODAL ADVOCACY CAMPAIGN Graphic Design Software Tools such as Adobe Photoshop, Canva, or GIMP can be used to create visually appealing graphics, posters, infographics, and other multimedia content for your advocacy campaign. These software programs allow you to design eye-catching visuals that effectively convey your message and engage your audience. Video Editing Software Video content is a powerful medium for advocacy campaigns. Video editing software like Adobe Premiere Pro, Final Cut Pro, or iMovie enables you to create professional-quality videos with compelling visuals, music, narration, and effects. You can use videos to tell stories, showcase testimonials, present data, or highlight the impact of your advocacy efforts.  COMMUNICATION 23 PURPOSIVE RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig Social Media Management Tools Social media platforms are essential for reaching and engaging audiences in advocacy campaigns. Social media management tools such as Hootsuite, Buffer, or Sprout Social help you schedule posts, track analytics, manage multiple accounts, and engage with your audience effectively across platforms like Facebook, Twitter, Instagram, LinkedIn, and others. Website Builders Building a dedicated website for your advocacy campaign can provide a central hub for information, resources, and calls to action. Website builders like WordPress, Wix, Squarespace, or Weebly offer user-friendly interfaces and customizable templates to create professional-looking websites without needing coding skills. Email Marketing Platforms Email remains a powerful tool for communicating with supporters, donors, and stakeholders in advocacy campaigns. Email marketing platforms such as Mailchimp, Constant Contact, or ConvertKit enable you to create and send personalized email campaigns, newsletters, and updates to your subscribers, track open and click-through rates, and segment your audience for targeted messaging. Interactive Tools Interactive elements can enhance engagement and participation in advocacy campaigns. Tools like Typeform, SurveyMonkey, or Google Forms allow you to create surveys, quizzes, polls, and feedback forms to gather your audience's insights, 24 PURPOSIVE COMMUNICATION RIZALTECHNOLOGICALUNIVERSITY Cities of Mandaluyong and Pasig opinions, and feedback. Interactive maps, timelines, and data visualizations can help effectively illustrate key issues and trends. Virtual Event Platforms Hosting virtual events such as webinars, live streams, or online forums can amplify your advocacy efforts and facilitate engagement with your audience. Platforms like Zoom, Webex, Microsoft Teams, or Google Meet provide features for hosting interactive virtual events, including presentations, panel discussions, Q&A sessions, and breakout rooms.  COMMUNICATION 25 PURPOSIVE