CAPE Communication Studies

Examination Focus Workshop

2018
 Finding Main Ideas

Explicitly stated main points may be a single

sentence or a synthesis of words and phrases
which conveys the overall sense of what is being
said.

Inferred main point is a statement of that the

writer suggests or implies based on all of what has
been said.

Which of the above is the best guide to finding the

main point in the passage?
 Writing About Main Ideas
Main points should not be expressed as purpose statements
so avoid verbs like “tell, show, inform or bring across” which
suggest purpose.

Improper: (Vague and Purposive)

The writer wanted to make clear how he felt about bullying
and its effect on those who are victims.

Bettter:
The main point is that Jamaicans habitually ignore bullying
abuses taking place in our school system because many
administrators lack the emotional intelligence or the moral
fortitude to stop it.
 Writing about Purpose
All discourse are aimed at achieving THREE main
purposes:

• To inform, explain or tell

• To convince, persuade or sway
• To entertain, amuse or divert

Identify the dominant purpose in the passage.

Use clear verbs to make purpose statements
precise.
 Writing about Purpose
A writer’s purpose is related to his main point or
thesis.

Example:
The writer’s purpose is to expose the culture of
bullying abuse faced by Jamaican children, highlight
the psychological damage it causes and persuade
those who have authority and who been victimized
to bring such abuse to an end.
 Consider when Discussing Intended
Audience
• The diction – is it simple and can be understood by the
average person or complex and may be understood by a
special audience?

• The organization – is it organized in a format which helps

easy comprehension or is the organization complex?

• The content density – are there a lot of ideas and concepts

per sentence or few which makes comprehension easier?

• The dissemination - where is the information posted and

who can access it?
 Discussing Intended Audience
• The diction – simple enough to be understood by the average
educated reader

• The organization – simple paragraphs and the use of a sub-heading

which help easy comprehension

• The content density – not many ideas or complex concepts per

sentence which makes comprehension easier

• The dissemination - published in a public newspaper where all

access it

• Subject matter – is of general interest to both students and parents

alike
Writing About Intended Audience
This passage is intended for a general audience
who may have a concern about bullying because
the language used can be easily understood by
the average person, the content is of general
interest to adults and children alike, there is the
use of a sub-heading to help easy
comprehension, examples are given to support
the writer’s main point and it is published in a
daily newspaper.
 What are Language Strategies?
These refer to the different ways by which an
author arranges and organizes content so that it
may help his/her audience to understand or
accept the message being communicated and
achieve the author’s purpose.

Which language strategies can you identify in

the passage?
Writing About Language Strategies
It is not enough to simply name the language
strategy. You must tell how it helps the writer to
convey his message and achieve his purpose.

Example:
The writer includes statistical information on
bullying from the Child Development Agency
study to explain how widespread and serious
the problem of bullying is in Jamaica .
Writing About Language Strategies
Use of Anecdotal Evidence:
The writer mentions the case from the Sunday
Gleaner of the young lady who attempted
suicide after being bullied in order to introduce
his main argument and create sympathy for
victims of bullying.
Writing About Language Strategies
Use of Short Paragraphs:
The writer uses a number of short paragraphs to
emphasize key elements in his argument against
bullying such as the anecdote of the bullied
young lady in paragraph one and attitude of
many insensitive administrators in paragraph
four and to make key points of his message easy
to understand.
Writing About Language Strategies
Avoid vague explanation of the function of a strategy
used by the writer.

Weak Response:
The writer uses subheadings in the passage to organize the
material and make it easy to understand.

Better Response:
The writer uses a subheading in the passage to generate
interest and focus the audience on specific a segment of
content and also to indicate the aspect of his topic which he
will go on to discuss.
 Which Language Techniques are
Present?
Metaphor –
• “making my every waking moment a horror
story”
• “left deep emotional scars”
• “par for the course to surviving”
• “habitually turn a blind eye”
• “Living in a war zone”
• “life in our own battlefield”
 Which Language Techniques are
Present?
• Repetition-
• “to escape the daily torment of unkind
children”
• “to say they cannot manage the torment”
• “behave as though the torment of teenagers is
just”
• “you will see those who torment you for what
they really are”
 Which Language Techniques are
Present?
• Use of emotive language to create pathos –
• “attempted suicide to escape”
• “the hurt and feelings of betrayal”
• “cycles of hostility often escalate”
• “targeted to endure years of daily torture”
• “find a way out of hell”
• “hostile environment”
• “feelings of inadequacy and self-doubt”
 Which Language Techniques are
Present?
• Use of allusion to Jamaica 2030 Vision
Statement –
• “Jamaica can never become the place to live,
work, and raise families”
 Which Language Techniques are
Present?
Use of apostrophe or direct address to
audience –

“To all the children struggling with feelings of

inadequacy and self-doubt, don’t let them
prevail.”
 Writing About Language Techniques
Avoid vague explanation of the function of a technique
used by the writer.

Weak Response:
The writer uses repetition to bring his point across.

Better Response:
The writer uses repetition of the word “torment” four
times in the passage to emphasize the negative
psychological impacts that bullying has on its victims.
 Writing About Language Techniques
Very Weak Response:
The writer uses a metaphor to show that he
does not agree with bullying.

Better Response:
The writer uses the metaphor, “making my every
waking moment a horror story,” to illustrate the
constant terror and fright of being bullied.
 Writing About Language Techniques
Very Weak Response:
The writer uses an apostrophe in the passage to
show that students are victims of bullying.

Better Response:
The writer uses the apostrophe towards the end of
the passage as a call to action which he hopes will
motivate victims of bullying to persevere and
overcome their tormenters.
 Credibility of Information
Weak response: (vague)
The information is credible because it makes the writer’s
point clear and easy to understand.

Better Response:
The information is credible because it is based in part on
the personal experience of the author, it is supported by
evidence from a trusted government agency (the Child
Development Agency), it is current within five years and
because it generally agrees with what we know about the
effects of bullying on victims.
 Organizing Your Essay Answer
Organized your answer in paragraphs which
include the following:
• Introduction
• At least one body paragraph for each of the
tasks in the question
• Appropriate transitions and connectives
between and within paragraphs
• Conclusion
 Module 2 – Language Analysis
(a) Discuss the character’s use of dialectal variation
• Standard English:
Mrs. Duncan-Hinds and Mark Paul use Standard English in
a formal/professional relationship since they are both
members of the law firm.
Mark Paul uses Standard English when Poochie first
enters the office since she is a client and he relates to her
in a professional manner.
• Mesolect Variety
Poochie uses the mesolect variety in her conversation
with Mark Paul because of her level of education. It is the
most formal variety that she can muster.
 Module 2 – Language Analysis
(ii) Discuss the characters’ use of language registers

• Formal Register: Mrs. Duncan-Hinds to Mark Paul – a professional

relationship
Poochie to Mark Paul - she is approaching him for a professional
consultation on a formal matter

• Intimate Register : Poochie to Mark Paul – during the course of their

conversation she talks about her private feelings and emotions

Mrs. Duncan-Hinds to Mark Paul – they talk about his private affairs
with girls and his need to settle down

• Consultative Register: Mark Paul to Poochie – he elicits information from

her regarding the “baby father” during the legal consultation
Discussing Communicative Behaviours
What do the following suggest /communicate
about Mrs. Duncan-Hinds?
• “setting his afternoon drink on his desk”
• Clearing her throat as he put the bottle to his
lips
• Vocalics – “Mr Morrison!! God have mercy!!”
• Rushing in to restrain him with the broken
bottle
Discussing Communicative Behaviours
What do the following suggest /communicate
about Mark Paul?
• Attempting to put the bottle to his lips
• Staring longingly at the picture on his desk
• Ordering a dozen roses for his love
• Trying not to stare at Poochie’s physique
• Vocalics – “Ah…Ah…Madam you must have me
confused with someone else.
Discussing Communicative Behaviour
What do the following suggest /communicate
about Mark Paul?
• He stared at he as he had done at the picture
• Vocalics: “Look woman…I am not responsible”
• He rose and motioned to her to leave
• Vocalics: “Leave!”, “Move….Parliament?”
• “He looked nervously towards the door”
• Breaking the bottle and pinning her to his desk
Discussing Communicative Behaviours
What do the following suggest /communicate
about Poochie?
• Posing her question before taking a seat
• She stared him down daring him to answer
• Vocalics – “What you mean?”
• “She broke the tense stand off”
• Vocalics: “Confuse…you never confuse when
you…”
Discussing Communicative Behaviours
What do the following suggest /communicate
about Poochie?
• Vocalics: “Oh, so you remember now…”
• “her lips pursed in a most determined
manner”
• “Her breath came in short, sharp heaves”
• “Her arms flailing ineffectually”
 Writing about Communicative
Behaviour
Cite and comment on what the communicative
behaviour suggests:

Example:
Poochie posed her question before taking a seat
in the office because she was anxious to get
support for her son and to correct a wrong
which had been done to her.
 Module 2 – Language Analysis
In writing about how a video presentation could highlight the
scene, focus on the paralinguistic features of language use
help to communicate the writer’s message about the
characters.

• Facial expressions
• Gestures
• Actions
• Use of artifacts (objects)

Comment on specific features that you can imagine seeing

or hearing in the passage.
 Writing about video presentation of
Mark Paul’s changing emotions
Weak Response:
A video presentation could focus on Mark Paul’s face to
bring out the emotions which he was going through.

Better Response:
The camera could focus on the expressions of fear and
confusion on Mark Paul’s face as he looked nervously at
the office door to communicate that he does not know
how to deal with Poochie and his anxiety that if she
makes a scene, the secret would be out and ruin his
chance for future happiness and possibly threaten his job.
 Writing about video presentation of
Mark Paul’s changing emotions
Weak Response:
The audience could hear Mark Paul’s tone of voice
which makes clear how he feels.

Better Response:
The audience could hear the shock and anguish of
recognizing Poochie in Mark Paul’s tone of voice
when he muttered, “Ah..Ah…Madam you must have
me confused…Please keep your voice down….”
 Module 3 – Speaking and Writing
(Free Response)
This is an essay response in which you demonstrate you
knowledge of customizing a message for a target audience.

Customize a message – to create a message that appeals to

the interests, ability, knowledge, age, preferences, gender etc
of a specific group or individual.

Target audience – the individual or group to whom the

communication message is intended to reach.

This essay should have an introduction, a body and a

conclusion.
 Planning Your Introduction
Your introduction should indicate the direction in which
your essay will develop. Consider including the following:

• A brief explanation of what the youth club initiative is

about
• Mention the slogan you intend to use in the initiative
• Mention the two types of appeal you plan to use to
attract the teens
• Mention the two organizational strategies that you will
use for each appeal you have identified
 Suggested Model Introduction

The Youth Club Initiative sponsored by the Brother’s Keepers

Service Club will be launched nationwide in June 2018. This
programme aims to build trust between the police and youth in
different communities using the slogan, “Join the Right Fight. The
Life You Save Might Be your own”. To ensure the that there is
maximum participation by the target audience in the community,
we will be using emotional (pathos) appeal and credibility
(ethos) appeal. The strategies to be used to promote the
emotional appeal will be videos featuring victim testimonials and
dramatization encouraging participation while celebrity
endorsement and messages by local business leaders will be
used to promote the credibility appeal.
 Developing Body Paragraphs
Develop a body paragraph to explain each of the
areas identified in the introduction
– justification of the slogan selected
- explanation of each of the two appeals identified
- explanation of two strategies for each of the two
appeals identified

Each paragraph should have a clear topic sentence

which is the sentence which indicates what the
entire paragraph is about.
 Sample Body Paragraph
The slogan, “Join the Right Fight. The Life You
Save Might Be your own” has been selected
because the use of rhyme makes it easy to
remember. The rhyme, “Right Fight” will inform
youths that there is only one fight that is right
and that is to support law and order. The
mention of saving their own lives is aimed at
making youths reflect on the fact that ignoring
crime has a cost which could be their own lives.
 What are Rhetorical Appeals?
Rhetorical appeals refer to :
• Modes or methods of persuasion used by
speakers or writers
• Persuasion aimed at attracting or creating
interest in something
• Persuasion aimed at engaging an audience’s
emotions or support
 Types of Rhetorical Appeals
There are three appeals used in arguments or
communication campaigns to attract and
convince audiences:
• Logical or Logos Appeal
• Emotional or Pathos Appeal
• Credibility or Ethos Appeal
Discussing Logical or Logos Appeal
Logos (logical) appeal – refers to
• the use of facts, statistic and figures
• use of evidence based on laws, rules,
standards and regulations
• use of any logical reasoning or argument
(inductive, deductive or analogy) as
justification for any decision taken in the
initiative
 Discussing Credibility (Ethos) Appeal
Ethos (credibility) appeal – refers to
• reference to authority figures who can make
the audience trust the initiative
• reference to knowledgeable experts and
respected public officials who will make the
audience believe in the initiative
• Reference to respected celebrity figures who
can inspire trust
 Which strategies could be used for
Ethos Appeal?
• Group Discussion / Rap • Bumper stickers
Session • Promotional novelties
• Role Play/ • Promotional fairs
Dramatization • Promotional walks/runs
• Videos • Celebrity endorsement
• Songs and Jingles • Social media
• Posters and charts • Power points
• Brochures
Discussing Emotional (Pathos) Appeal
Pathos (emotional) appeal – refers to
• use of emotive words intended to stir up
feeling and emotions
• use of rhetorical questions to produce
reflection
• use of case study, anecdote or illustrations
intended to have an emotional effect on the
audience
 Writing About Pathos Appeal
Pathos appeal is the first to be used to encourage
youth participation in the initiative. Emotional
appeal is an effective way to get an audience to be
invested and become involved in any programme.
The strategies to be used to promote the emotional
appeal will be videos featuring testimonials from
victim of crimes. The videos will create sympathy
for the victims and motivate youths to co-operate
with the police. Dramatization will also be used at
community meetings to educate the audience of
the ways that they can cooperate and help the
police to control crime.
 Writing Body Paragraphs
Remember:
• Each paragraph should have a clearly stated
topic sentence
• Explanation and examples should be used to
develop your paragraphs
• Connectives and transitional words/phrases
should be used between and within
paragraphs
 Module 3 – Concluding Your
Presentation
End your essay with a conclusion which
summarizes your main points and restates your
purpose for participating in the programme.

End of presentation