media literacy

Media LiteracyMedia Literacy

Five Key Questions Form the Foundation for Media Inquiry.Five Key Questions Form the

Foundation for Media Inquiry.

Information for this PowerPoint was taken from:

Information for this PowerPoint was taken from:

"Five Key Questions Form Foundation for Media Inquiry." Center for Media Literacy. 19 Sep. 2008 <http://www.medialit.org/reading_room/article677.html>.

"Five Key Questions Form Foundation for Media Inquiry." Center for Media Literacy. 19 Sep. 2008 <http://www.medialit.org/reading_room/article677.html>.

Key Concept #1 - AuthorshipKey Concept #1 - Authorship

All media messages are "constructed."

All media messages are "constructed."


Ask yourself: Who created this message?

Ask yourself: Who created this message?


Whether we are watching the nightly news, passing a billboard on the street, or reading a political campaign flyer, the media message we experience was

written by someone, images were captured and edited, and a creative team put it all together.

Whether we are watching the nightly news, passing a billboard on the street, or reading a political campaign flyer, the media message we experience was

written by someone, images were captured and edited, and a creative team put it all together.

Key Concept #1 - AuthorshipKey Concept #1 - AuthorshipChoices are made:words are edited out; dozens of pictures may have been rejected.

As the audience, we don't get to see or hear the words, pictures or endings that were rejected.

Choices are made:words are edited out; dozens of pictures may have been rejected.

As the audience, we don't get to see or hear the words, pictures or endings that were rejected.


The result is that whatever is "constructed" by just a few people then becomes "normal" for the rest of us.

The truth is, it's all fake - even the news.

The result is that whatever is "constructed" by just a few people then becomes "normal" for the rest of us.

The truth is, it's all fake - even the news.

Who Created This Message?Who Created This Message? Text of award-winning ad (which, in

print form, is located in the white transparent box area at the bottom, along with the Surfrider logo):

"It ain't pretty. Raw sewage. Oil spills. Medical waste. Our oceans have turned into a toxic wasteland and it's enough to make anyone, or anything, sick. Which is why we urge you to join the Surfrider Foundation, the organization whose main objective is to keep our beaches clean and safe for you and your family. Not to mention some pretty relieved shells. For more information, call 1-800-743-SURF, or hook up with us at www.surfrider.org today.

"Surfrider Foundation: MAKING WAVES, DGWB Wins Award for Surfrider Ad." Surfrider Foundation - Home Page. 22 Sep. 2008 <http://www.surfrider.org/makingwaves/makingwaves3/announcement9.htm>.

Text of award-winning ad (which, in print form, is located in the white transparent box area at the bottom, along with the Surfrider logo):



Key Concept #2 -FormatKey Concept #2 -Format

Media messages are constructed using a creative language with its own rules.

Media messages are constructed using a creative language with its own rules.

Key Concept #2 - FormatKey Concept #2 - Format

Ask yourself: What creative techniques are used to attract my attention?

Ask yourself: What creative techniques are used to attract my attention?


Explore the 'format' of a media message and examine the way a message is constructed.

Explore the 'format' of a media message and examine the way a message is constructed.


What creative components are used in putting it together:

words, music, color, movement, camera angle?

What creative components are used in putting it together:

words, music, color, movement, camera angle?

Key Concept #2 -FormatKey Concept #2 -FormatWhat do you notice…

Shapes? Size? Sounds?Silence? Props, sets, clothing? Composition? Lighting?

What do you notice…Shapes? Size? Sounds?Silence? Props, sets, clothing? Composition? Lighting?

Key Concept #2 -FormatKey Concept #2 -FormatHow is the story told visually?

Where is the camera? What is the viewpoint? What are people doing?Are there any symbols? Visual metaphors?

How is the story told visually? Where is the camera? What is the viewpoint? What are people doing?Are there any symbols? Visual metaphors?


What's the emotional appeal? What persuasive devices are

used?What makes it seem "real?"

What's the emotional appeal? What persuasive devices are

used?What makes it seem "real?"


EXAMPLE:http://tvadsview.com/creepy-father-t-mobile-commercial

/

EXAMPLE:http://tvadsview.com/creepy-father-t-mobile-commercial

/

http://tvadsview.com/creepy-father-t-mobile-commercial/






What creative techniques are used?What creative techniques are used?







Key Concept #3 -AudienceKey Concept #3 -Audience

Different people

experience the same media

message differently.

Different people

experience the same media

message differently.


Ask yourself:How might different people understand

this message differently from me?

Ask yourself:How might different people understand

this message differently from me?

Key Concept #3 -AudienceKey Concept #3 -AudienceEach audience member brings to each

media encounter a unique set of life experiences:

age, gender, education, cultural upbringing, etc.

Each audience member brings to each media encounter a unique set of life experiences:

age, gender, education, cultural upbringing, etc.


Our similarities are also important to understanding how media makers "target" different segments of the population in order to influence their opinion or, more typically, to sell them something.

Our similarities are also important to understanding how media makers "target" different segments of the population in order to influence their opinion or, more typically, to sell them something.

Key Concept #3 -AudienceKey Concept #3 -AudienceHave you ever experienced anything like

this in your life?How close is this portrayal to your

experience? How many other interpretations could

there be? How could we hear about them?Are other viewpoints just as valid as mine?

Have you ever experienced anything like this in your life?

How close is this portrayal to your experience?

How many other interpretations could there be? How could we hear about them?

Are other viewpoints just as valid as mine?

Who or what is the target audience?Who or what is the target audience?







Key Concept #4 - ContentKey Concept #4 - Content

Media have embedded values and points of view.

Media have embedded values and points of view.


Ask yourself:What lifestyles, values and points of

view are represented in, or omitted from, this message?

Ask yourself:What lifestyles, values and points of

view are represented in, or omitted from, this message?

Key Concept #4 - ContentKey Concept #4 - ContentIt is important to understand that

there are no value-free media and never will be.

All media carry subtle messages about who and what is important.

It is important to understand that there are no value-free media and never will be.

All media carry subtle messages about who and what is important.

Key Concept #4 - ContentKey Concept #4 - ContentSometimes, like us, media

makers are careless and turn a generalization (a flexible observation) into a stereotype (a rigid conclusion).

Sometimes, like us, media makers are careless and turn a generalization (a flexible observation) into a stereotype (a rigid conclusion).

Key Concept #4 - ContentKey Concept #4 - ContentThe values of mainstream

media typically reinforce, and therefore, affirm, the existing social system.

The values of mainstream media typically reinforce, and therefore, affirm, the existing social system.

Key Concept #4 - ContentKey Concept #4 - ContentTwo of the major complaints many people have

about media: 1) Less popular or new ideas rarely get aired,

especially if they challenge long-standing assumptions or commonly-accepted beliefs;

2) Unless challenged, old assumptions can create and perpetuate stereotypes, thus further limiting our understanding and appreciation of the world and the many possibilities of human life.

Two of the major complaints many people have about media:

1) Less popular or new ideas rarely get aired, especially if they challenge long-standing assumptions or commonly-accepted beliefs;

2) Unless challenged, old assumptions can create and perpetuate stereotypes, thus further limiting our understanding and appreciation of the world and the many possibilities of human life.


What kinds of behaviors / consequences are depicted?

What type of person is the reader / watcher / listener invited to identify with?

What kinds of behaviors / consequences are depicted?

What type of person is the reader / watcher / listener invited to identify with?

Key Concept #4 - ContentKey Concept #4 - ContentWhat ideas or values are being "sold"

to us in this message?

What judgments or statements are made about how we treat other people?

What ideas or values are being "sold" to us in this message?

What judgments or statements are made about how we treat other people?


What ideas or perspectives are left out?

What ideas or perspectives are left out?

What lifestyles or values are represented in this ad?What lifestyles or values are represented in this ad?







Key Concept #5 - PurposeKey Concept #5 - Purpose

Media messages are organized to gain profit and/or power.

Media messages are organized to gain profit and/or power.


Ask yourself: Why is this message being sent?

Ask yourself: Why is this message being sent?


Look at the motive or purpose of a media message - and whether or how a message may have been influenced by

money, ego or ideology.

Look at the motive or purpose of a media message - and whether or how a message may have been influenced by

money, ego or ideology.

Why is this message being sent?Why is this message being sent?








Many people do not know that what's really being sold through commercial media is not just the advertised products to the audience-but also the audience to the advertisers!

Many people do not know that what's really being sold through commercial media is not just the advertised products to the audience-but also the audience to the advertisers!


The real purpose of the programs on television, or the articles in a magazine, is to create an audience (and put them in a receptive mood) so that the network or publisher can sell time or space to sponsors to advertise products.

The real purpose of the programs on television, or the articles in a magazine, is to create an audience (and put them in a receptive mood) so that the network or publisher can sell time or space to sponsors to advertise products.


We call this "renting eyeballs."

We call this "renting eyeballs."

oxfordseo.com/blog/?p=455 oxfordseo.com/blog/?p=455


Since the Internet became an international platform, groups and organizations - even individuals - have ready access to powerful tools that can persuade others to a particular point of view, whether positive or negative.

Since the Internet became an international platform, groups and organizations - even individuals - have ready access to powerful tools that can persuade others to a particular point of view, whether positive or negative.


The Internet provides multiple reasons why all users need to be able to recognize propaganda, interpret rhetorical devices, verify sources and distinguish legitimate websites from bogus, hate or hoax websites.

The Internet provides multiple reasons why all users need to be able to recognize propaganda, interpret rhetorical devices, verify sources and distinguish legitimate websites from bogus, hate or hoax websites.

Ask the Five Questions!Ask the Five Questions!1. Who created this message?2. What creative techniques are used

to attract my attention?3. How might different people

understand this message differently from me?

4. What lifestyles, values and points of view are represented in, or omitted from, this message?

5. Why is this message being sent?

1. Who created this message?2. What creative techniques are used

to attract my attention?3. How might different people

understand this message differently from me?

4. What lifestyles, values and points of view are represented in, or omitted from, this message?

5. Why is this message being sent?

Text of the ad:Don’t be fooled

by a name.Diet Dew has

everything you love about regular Dew without the calories. And now it has a great new taste.

How Dew Does Diet

Text of the ad:Don’t be fooled

by a name.Diet Dew has

everything you love about regular Dew without the calories. And now it has a great new taste.

How Dew Does Diet

media literacy

Documents

key concept

key questions form foundation

media inquiry

surfrider logo

creative techniques

authorshipall media

print form

creative language