Lecture 4: Evaluating Messages and Images in Different Cultural Contexts

Introduction

• Evaluate messages/images from different cultures.
• Same gesture or text can have different meanings in different cultures.
• Importance of understanding cultural perspectives in communication.

Examples of Cultural Variations in Gestures

• Thumbs Up:
  • Western: "Good job" or "I need a ride."
  • Iran/Iraq: Insulting gesture.
• OK Sign:
  • Common: "Everything is fine."
  • Japan: Means "money."
  • Brazil: Considered rude.
• Italian Gesture (Pinched Fingers):
  • Italy: "What are you saying?"
  • Malaysia: "Wait a minute."
  • Philippines: Invitation to eat.

Evaluating Messages with Cultural Perspectives

• Small gestures and texts have different meanings across cultures.
• Importance of viewing communication through cultural lenses.
• Knowing your target audience is essential for successful communication.

Linguistic Landscape

• Describes displayed language in public spaces (advertisements, billboards, signs).
• Reflects the culture of a place.
• Relatively new branch of sociolinguistics, influenced by globalization.

Examples of Linguistic Landscape

• Billboards: Public messages, e.g., UNICEF's COVID campaign.
• Signages: Self-explanatory cautions, e.g., "slippery."
• Regulations: "No entry," "Buses only."
• Street Names: Part of territorial linguistic landscape.
• Graffiti: Powerful form of linguistic expression.

Geosemiotics

• Study of social meaning of material placement of signs.
• Examines the placement and its impact on meaning.

Principles of Geosemiotics

1. Indexicality: Meaning assigned by the place (e.g., red light in different contexts).
2. Dialogicality: Signs having double meanings based on location (e.g., "Slow children at play").
3. Selection: Attention to signs depends on individual preference.

Types of Signs

• Regulatory Signs: Indicate authority and legal prohibitions (e.g., "Do not enter").
• Infrastructural Signs: Maintenance-related warnings.
• Commercial Signs: Advertising and promotions.
• Transgressive Signs: Break conventional norms (e.g., graffiti).

Online Landscape

• Importance in modern communication and education.
• Examples include Google Classroom, Zoom, YouTube, Twitter, Instagram.
• Cultural exchange and communication via social media.

Evaluating Media Messages

• Media messages are constructed with specific purposes.
• Questions to evaluate media:
  1. What is the message and purpose?
  2. How effectively does it represent reality?
  3. How is the message constructed?
• Media have embedded values; assess represented lifestyles and points of view.
• Interpretations vary among individuals; consider cultural perspectives.
• Understand commercial and ideological interests.
• Analyze techniques and effectiveness in conveying messages.

Conclusion

• Media literacy is crucial for analyzing media messages.
• Asking critical questions leads to responsible media usage.
• Aim to control media for the common good, rather than being controlled by it.