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38 International Multi. J. of PURE LIFE. 7 (23): 23-46, Summer 2020
because it is published in a the message is to be evaluated,
well-known newspaper or it should evaluate the data
magazine and they do not need achieved from the component
to evaluate the content. analysis. If the clarity of the
When we accept a message message is desired, the
without evaluation, we actually evaluation work should be
put it in our knowledge done on the data achieved by
structure without going through it. the outline analysis; and if the
So incorrect and useless accuracy of the material
information are mixed with the contained in the message is
correct and useful information considered, the data derived
that makes it impossible for us from the focal plane analysis
to distinguish one another. should be evaluated.
A standard includes multiple The next step in evaluation is
criteria in our knowledge to compare the components with
structure, consisting of four the standard-related criteria. If a
types: emotional (what component is far from the
particular emotional reaction standard, it will be judged as a
we expect a message evokes in negative component (e.g. bad,
the person), aesthetic (to judge weak, etc.).
about the artistic quality of a If the component matches
message), moral (whether with the standard, it will be read
something satisfies to a as a positive and acceptable
person’s code of ethics or component. If a component is
religion) and cognitive beyond the standard, it will be
(whether something satisfies considered as an exceptional or
the mind- such as accuracy or extraordinary component. But
utility). what if the component is
As soon as the standard is evaluated acceptable and positive
determined and the criteria according to two or three criteria,
provided, the component that or conversely, unacceptable and
should be evaluated must be negative according to two or
considered. If the completeness three other criteria?
of the information contained in
