MEDIAGrade 7/8

THE PLURAL OF MEDIA IS

MEDIUM

MEDIA CURRICULUM EXPECTATONSGRADE 7OVERALL EXPECTATIONS:

1. demonstrate an understanding of a variety of media texts;2. identify some media forms and explain how the conventions and

techniques associated with them are used to create meaning;3. create a variety of media texts for different purposes and

audiences, using appropriate forms, conventions, and techniques;4. reflect on and identify their strengths as media interpreters and

creators, areas for improvement, and the strategies they found most helpful in understanding and creating media texts

evaluate the effectiveness of the presentation and treatment of ideas, information, themes, opinions, issues, and/or experiences in media texts

explain why different audiences (e.g., with respect to gender, age, nationality, ability/disability income level) might have different responses to a variety of media texts

identify the conventions and techniques used in a variety of media forms and explain how they help convey meaning and influence or engage the audience

explain why they have chosen the topic for a media text they plan to create

explain how individual elements of various media forms combine to create, reinforce, and/or enhance meaning

produce a variety of media texts of some technical complexity for specific purposes and audiences, using appropriate forms, conventions, and techniques

GRADE 7SPECIFIC EXPECTATIONS: explain how various media texts address their

intended purpose and audience interpret increasingly complex or difficult media texts,

using overt and implied messages as evidence for their interpretations

evaluate the effectiveness of the presentation and treatment of ideas, information, themes, opinions, issues, and/or experiences in media texts

MEDIA CURRICULUM EXPECTATONSGRADE 8OVERALL EXPECTATIONS:1. demonstrate an understanding of a variety of media texts;2. identify some media forms and explain how the conventions and

techniques associated with them are used to create meaning; 3. create a variety of media texts for different purposes and

audiences, using appropriate forms, conventions, and techniques;4. reflect on and identify their strengths as media interpreters and

creators, areas for improvement, and the strategies they found most helpful in understanding and creating media texts

explain why different audiences (e.g., with respect to gender, age, culture, race, income level) might have different responses to a variety of media texts

identify an appropriate form to suit the purpose and audience for a media text they plan to create

identify conventions and techniques appropriate to the form chosen for a media text they plan to create, and explain how they will use the conventions and techniques to help communicate their message

produce a variety of media texts of some technical complexity for specific purposes and audiences, using appropriate forms, conventions, and techniques

identify what strategies they found most helpful in making sense of and creating media texts, and explain how these and other strategies can help them improve as media viewers/listeners/producers

GRADE 8SPECIFIC EXPECTATIONS: explain how a variety of media texts address their

intended purpose and audience interpret increasingly complex or difficult media texts,

using overt and implied messages as evidence for their interpretations

evaluate the effectiveness of the presentation and treatment of ideas, information, themes, opinions, issues, and/or experiences in media texts

Media is a form of mass communication.Mass means to a wide variety of people (everyone)

WHAT IS MEDIA?

Media texts can be understood to include any work, object, orevent that communicates meaning to an audience.

Most media texts use words, graphics, sounds, and/or images, in print, oral, visual, or electronic form, to communicate information and ideas to their audience.

WHAT ARE DIFFERENT FORMS OF MEDIA?Over time, types of media have greatly changedHistorically, media was public speaking – often referred to as SOAPBOX

because people with thoughts or ideas that they wanted to share would stand on a box in a public place, like a park, and speak their opinion to all who could hear or who were interested

This type of media was effective in a society where not everyone could read and could not, therefore, access printed text.

WHAT ARE DIFFERENT FORMS OF MEDIA?In ancient Greek and Roman times, media took the form of public

proclamations, which were read aloud in public places and also posted for all who could read, to read.

This continued to be true well into the early 1900s where we had Town Criers who read out important news from public places

WHAT ARE DIFFERENT FORMS OF MEDIA?Until the 1990s when the, “World Wide Net,” (Internet) became

available to the masses, the most common forms of media were:

NewspapersRadioTelevisionBillboardsAdvertisementsPostersMagazinesFilm

Recorded musicBooksComicsPamphletsFliers

WHAT ARE DIFFERENT FORMS OF MEDIA?Since the event of the Internet, many new forms of media have

developed. The most important of these is known as SOCIAL MEDIA

WHAT ISSOCIAL MEDIA?

Social media are interactive computer technologies that allow for the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks.

Marshall McLuhan Marshall McLuhan (1911–1980) was a Canadian educator and philosopher, whose work is seen as one of the most important ones in understanding the impact of media in our world.

McLuhan is known for the expressions “the medium is the message” and “global village”.

McLuhan recognized the enormous impact the media has in shaping our thoughts and values.

He put forth the idea that: “The medium is the message” because it is the media that shapes and controls much of human association and action.

IMPACT OF MEDIA

Media greatly impacts what we think, do, believe, and how we act

It impacts how we perceive ourselves, including our body image

It impacts how we perceive others. It impacts our purchases

POSITIVE EFFECTS NEGATIVE EFFECTS

Entertainment

Education

Relaxation

Connectivity

Increases motor skills

Physical exploration

Isolation

Socialization / anti-social

Stifles creativity

Encourages physical laziness (couch potato – watch rather than do)

Influences beliefs

Anonymity – bullying

Virtual exploration

Influences beliefs

Entertainment

“Dummies” down“opens up worlds”

Great Equalizer

exposer to violence

Hard to monitor

Babysitter

All media is a construct.

This means it is made up according to a specific point of view.

It is, by its very nature, intended to persuade the viewer to a point of view.

CONSTRUCT & DECONSTRUCTTHE PURPOSE OF MEDIA LITERACY…

• Unless we are media literate, then we tend to blindly believe what we see and hear

• Media is constructed to keep audiences excited, interested and entertained.

• This about the PURPOSE OF MEDIA• If someone is CONSTRUCTING reality for us, we need to be

asking important questions! Who is constructing it? How is it constructed? Why is it being

constructed? What are their motives? How is it effecting me?

WHAT DOES IT MEAN TO DECONSTRUCT?….

Media Literacy means we learn to look at media through CRITICAL, EVALUATIVE EYES…

Media literate people take apart, analyze, break down and question media in order to understand it and answer those critical thinking questions.

Viewing media, in any form, becomes interactive.

The viewer brings a specific set of schema (background knowledge, bias and point of view) to looking at the media.

Interactive Ads

Interactive Ads -

samsung interactive ads

INTERACTIVE ADS

Many forms of media are intentionally controversial.

They are intended to provoke a response and reaction from the viewer – to create a conversation and by doing so to draw more attention to an issue or product

In media, all attention is good attention if it gets a product or company or issue on the front page of the news, or in ordinary people’s everyday conversationKendall Jenner Pepsi Ad

MEDIA – PROMPTING CONVERSATION

BODY SHOP – played into growing animal rights movement and found a niche by promoting their company as being animal friendly and not using animals to test their products on animals.

MEDIA – FINDING A NICHE

Sometimes a media controversy can change how a company conducts it business

Body Shop - Doggie AmbassadorBody Shop Against Animal TestingForever Against Animal Testing

Ads that make people share and buy can usually be summed up in one word:

That should be no surprise.

Studies show that people rely on emotions, rather than information, to make brand decisions -- and that

emotional responses to ads are more influential on a person’s intent to buy than the content of an ad.

EMOTIONAL

How media, particularly advertising tries to captivate their audience has changed over time. In the past, there have been campaigns based on other emotions or strategies such as:

humor and sarcasm.Once these become less effective, the strategies change to become, “new,” and, “fresh.”

Advertising needs to be on the cutting edge. Once something gets, “old,” they have to find a new strategy.

INTERNET – “influencers” • these are low budget, “no names,” who promote a cause or

product because of their enormous reach (number of followers), they

are incredibly influential. They are able to reach the 20-somethings and younger These are a generation that older forms of advertising do not

reach any more

INFLUENCERS• In recent years, brands have been using

so-called, "influencers."

• These can include such things a fitness gurus, gaming addicts, beauty bloggers, fashionistas and others

• For very little money, they come the face of a companies advertisements.

• They endorse opinions about products

• These are shared on social media platforms

• They help to spread viral conversations about brands online.

Top Ten Influencers - CBS NEWS

Human emotion is based on four basic emotions:

HAPPYSURPRISED/AFRAID

DISGUSTED/ANGRYSAD

Based on these four categories, let’s look at how brands are using emotions to drive connection and awareness:

ROGERS WIRELESS WE'LL BE THERE

“Feel Good Ads”

top ten feel good commercials