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Social Media … F. Amirfarhangi and A. Ramezani / 37
analysis to other components aspect of the film such as the
will be futile. theme and characterization.
For example, does an
analysis on praying, as one of 2. Evaluation Skill
the minor principles of Islam, In Potter’s point of view,
need to analyze the other minor evaluation means judging about
principles? the value of a component or a
Mixing the analysis of group of components in a
different components reflects message, By component here it
lack of precision by the analyst. means a piece of data provided
An important point to be through a message. (Potter’s,
considered during the analysis 2013: 77)
is lack of attention to individual In fact, evaluation skill is
emotions and feelings since comprised of two important
they are an obstacle for a logic- parts that are a component and
based analysis. Of course, a standard, and since a
emotional reactions such as component is identified
anger or ridicule when through analysis and as a raw
confronted with messages with material, then it can be said that
different themes are normal, the analysis skill is the basis of
but controlling these reactions the evaluation skill.
is essential to do a clear The standard is our beliefs
accurate analysis. Of course, about the nature of the issues.
many people may face with a If people have no choice but to
message, for example they accept a message, they will
watch a movie, but they may probably accept it without
not go through the analysis. evaluation.
In fact, their knowledge of For example, people read a
this film is very superficial and text in a newspaper or magazine
they do not understood the but they are indifferent to the
film’s artistic dimension such accuracy of the content or its
as compilation, lighting and value.
imaging, or the cognitive In some cases, people are
obliged to accept a message
