what is media literacy?

WHAT IS MEDIA LITERACY?

Introduction:

Media Literacy The average person sees and hears hundreds of

advertisements a day from media sources all around them. This media directly affects our perception of life. Forms of Media:

• Radio• Websites• Movies• Television• Newspapers• Mail• Billboards

• Books• Magazines• Print ads• Photographs• Speeches• Videogames• E-mail

How Much Media? For the next 7-10 minutes please think about they

types of media you see each day and for how many hours each day you are exposed to them.

• Radio• Websites• Movies• Television• Newspapers• Mail• Billboards

• Books• Magazines• Print ads• Photographs• Speeches• Videogames• E-mail

• In your opinion which type of media do you believe has the largest impact on you and your life?

• Please give me one example of how a type of media has effect you personally.

Deconstructing Media The creators of media know how to shape your interests and desires

through the use of images and sound, To truly be media literate, you must be aware of these persuasive

advertising techniques. You need to break them down! Some questions to ask yourself when looking at different forms of

media: Who paid for this media? To what age group, economic group, and gender does this media appeal? What text or images bring you to this conclusion? What kind of lifestyle is presented? How is it glamorized? What is the obvious message in this media? What are the hidden messages in this media? In what ways is this a healthy or unhealthy example of media?

Deconstructing Media Who paid for this media? To what age group,

economic group, and gender does this media appeal?

What text or images bring you to this conclusion?

What kind of lifestyle is presented? How is it glamorized?

What is the obvious message in this media?

What are the hidden messages in this media?

In what ways is this a healthy or unhealthy example of media?

Powering on & Logging in

To power on your Mac, press the button on the bottom left of the machine located in the back.

To log in use the username and login given to you by your teacher.

Desktop

Explore Please take the next 10 minutes to

explore the iMac. Click on any applications you would like

to explore!

Media Scavenger Hunt In pairs, please explore the Internet for

different types of media and look for the persuasive advertising techniques that they use.

They can be video ads, print ads, or audio ads.

Use the chart given to help guide you! The team with the most examples will be

give 5 extra points on our next test.

Analyzing Persuasive Techniques in Advertising

Today we will be reviewing two commercials for competing products.

As a class we will view the commercials, and then use the chart to analyze the persuasive techniques the ads use.

https://www.youtube.com/watch?v=NoVW62mwSQQ

http://www.youtube.com/watch?v=mLd9hjl3Kds





Homework Please use the sheet given to you that

we have used in class. Choose two commercials of competing

products to view. YouTube is a perfect place to find them. Complete this chart like we have done in

class, and be prepared to share it with your classmates.

Do Now Please list some of your favorite TV

shows and/or movies. Why do you consider them your

favorites? In your opinion what do you think goes

into producing a TV show, from an original idea to the shows we see on the screen?

Three Production Phases Preproduction: The preparation of all production details.

Stage 1: all activities necessary to transform the basic idea into a workable concept or script.

Stage 2: production details such as location, crews, and the necessary equipment.

Production: The actual activities in which an event id recorded and /or televised. It includes all activities in which an event is video-recorded or televised.

Postproduction: Any production activity that occurs after the production. Usually refers to either video editing or audio sweetening (a variety of quality adjustments of recorded sound). Video & audio editing. Color correction. Background music selection Special effects

Effect-to-Cause Production Model

The production model is meant to help you move from the original idea to a finished production as efficiently as possible (think of it as an outline before you write).

Effect to cause model – jumps from the initial idea and story angle directly to the desired effect – the effect you want it to have on the target audience also known as the process message.

Medium Requirements Rather than being driven by the initial idea, the

production process is now driven by the defined process message.

At this point you could proceed to medium requirements. The peopleFacilitiesEquipment for Preproduction, production, &

postproduction. At this point you should also find a useful “angle”.

Story Angle An angle is a specific story focus, a point of

view from which to look at and describe events. Example:

If a dog bites a mailman – the dogs owners story angle may be the rising crime in the neighborhood, and a dogs attempt to protect its master.

The mailman’s story angle may focus on the viciousness of neighborhood dogs and the need for stricter leash laws.

Choosing you angle also comes directly out of considering your desired effect on the audience.

Production People Nontechnical Production Personnel (above-the-line-

personnel)Generally involved in translating a script or an event into effective

television image.○ Executive producer - In charge of one or several large productions or

program series. Manages budget and coordinates with client, station management, advertising agencies, financial supporters, and talent and writers’ agents.

○ Producer - In charge of an individual production. Responsible for all personnel working on the production and for coordinating technical and nontechnical production elements. Often serves as writer and occasion ally as director.

○ Director - In charge of directing talent and technical operations. Is ultimately responsible for transforming a script into effective video and audio messages. At small stations may often be the producer as well.

A full list of all nontechnical personnel is on pages 7-8.

Production People Technical Production Personnel (below-the-line-

personnel)Consists of people who are primarily concerned with

operating equipment: camera operators, audio and lighting people, video recording operators, video editors, and people who set up communication and signal transmission.

You should realize, however, that in smaller television and film operations, one person might carry out several different functions. For example the producer may also write and direct the

film/show. A full list of technical personnel is located on page 9.

Production People News production personnel – dedicated exclusively to the production of news,

documentaries, and special events and perform highly specific functions.

News director- In charge of all news operations. Bears ultimate responsibility for all newscasts. Producer - Directly responsible for the selection and the placement of the stories in a newscast so

that they form a unified, balanced whole. Assignment editor - Assigns reporters and videographers to specific events to be covered. Reporter - Gathers the stories. Often reports on-camera from the field. Video journalist - Reporter who shoots and edits his or her own footage. Videographer - Camcorder operator. In the absence of a reporter, decides on what part of the

event to cover. Also called news photographer and shooter. Writer - Writes on-the-air copy for the anchors. The copy is based on the reporter’s notes and the

available video. Video editor - Edits video according to reporter’s notes, writer’s script, or producer’s instructions. Anchor - Principal presenter of newscast, normally from a studio set. Weathercaster - On-camera talent, reporting the weather. Traffic reporter - On-camera talent, reporting local traffic conditions. Sportscaster - On-camera talent, giving sports news and commentary.

Preproduction Planning Generating Program Ideas

Clustering- brainstorming where you write down ideas rather than say them aloud. You start with a central idea and branch out to whatever associations come to mind.

Evaluating IdeasIs the idea worth doing?

○ It should have a positive influence on someone's life. Is the idea doable?

○ Do you have or can you get all medium requirements?If the answer to both these questions is maybe – then

don’t go any further.

The Program Proposal A written document that stipulates what you intend to do. It

explains the program objective and major aspects of the presentation. It must include:

○ Program or series title - Short but memorable○ Program objective (process message) – the message you want to

send to the audience. ○ Target audience – Who you would primarily like to have watch the

show/commercial. Who you want it to appeal to. ○ Show format (commercial, TV show, or a digital movie) – is it a

series? How long will it be?○ Show treatment – A brief narrative description of the program. It

should explain the angle○ Production method – multiple or single camera? What performers or

actors? What additional materials (costumes, props scenery?○ Tentative budget – How much will this cost?

Lets Take a look… Please turn to page 20 of your text. On this page you will see a sample treatment for a

one-hour special on the homeless. Please take the next 15 minutes to read through this

sample and answer these questions. What is the title? What is the program objective? Who is the target audience? What is the show format What details are mentioned in the treatment? What is the angle?

AnswersWhat is the title?

○ HomelessWhat is the program objective?

○ To make the audience feel rather than watch the plight of being homeless.

Who is the target audience?○ middle class/upper class –adults.

What is the show format○ One-hour special

What details are mentioned in the treatment? ○ characters, scenery, emotions some character lines.

What is the angle? ○ perspective of instantly become homeless from an ordinary

persons point of view.

Creating A Commercial Project

So far in class we have learned about the persuasive techniques in advertising, the effect-to-cause model and a little about preproduction planning.

The class will be broken into groups. Each group will be given a product to research and create a

proposal for a commercial. Please use the rubric to help guide you through this project. NOTE: We have not learned everything to complete this

project 100%. – Just work on research and the proposal today.

Don’t forget to use clustering to get your ideas into motion!

Project

Rubric

Do Now Please take out a sheet of paper. Draw me a picture to go with the following

sentence:A little boy is playing outside, and his mother

calls him in for dinner.

YOU HAVE 10 MINUTES!!!!

Storyboard A storyboard is a sequence of visualized shots; it

contains key visualizations points and audio information.

Storyboards can be created by hand or made digitally on some software.

Most commercials are carefully storyboarded shot-by-shot before they ever go into production.

A good storyboard offers immediate clues to certain production requirements, such as general location, camera position, talent actions, set design and props.

Basic Camera Shots Field of view – refers to how far or how close

the object appears relative to the camera, that is, how close it will appear to the viewer.

They are organized into five steps:Extreme long shot (ELS) – also called establishing

the shot. Long Shot (LS) – also called full shot.Medium shot (MS) – also called waist shot.Close-up(CU)Extreme close-up(ECU)

Basic Camera Angles

Extreme Long Shot Long Shot Medium Shot

Close-up Extreme Close-up

How to use a Storyboard

Storyboarding Activity The Task: Storyboard the following short horror

sequence making use of appropriate shot sizes. The Scenario: A man returns home, it is nighttime and

there is a street lamp outside his house. He put the key into the lock of his front door, it swings open, casting light from outside into the hallway. He tries to flick on the light switch, it doesn’t work. The man looks to his right and notices there is a broken window. He takes a few tentative steps forward, he notices that the telephone is off its hook, beeping. He gasps in surprise. A knife appears. Darkness.

Remember: Storyboards should be quick, clear and simple. They should allow someone who is not familiar with the story to shoot it.


So far in class we have learned about the persuasive techniques in advertising, the effect-to-cause model and a little about preproduction planning AND NOW storyboarding.

In your groups please continue to work on your commercial proposal.

After you have completed a proposal it is now time to begin storyboarding your ideas so that they are ready to go into production.

Please use the rubric to help guide you through this project. Don’t forget to use clustering to get your ideas into motion! You have now received all necessary training in order to

complete the preproduction portion of this project 100%. Good Luck Teams!!!!

Do Now Please get into your groups for the

commercial project, and take a camera and case to your group and unload it.

BASIC CAMERA OPERATION

The Camera

For this class you will be using the Sony DSR-PD170. This is a professional grade camera made for broadcast television.

There are many settings that can be altered, but today we will just be learning the basic function so will will have everything set to Auto.

Understanding the Microphone1. Attach the wind screen to the

microphone. 2. Loosen the microphone holder screw and

open the cover. 3. Place the microphone into the holder with

the model name (ECM-NV1) facing upward, close the cover, and tighten the screw.

4. Connect the plug of the microphone to the INPUT 1 connector.

5. Set the INPUT LEVEL selector to MIC or MIC ATT. When set to MIC ATT, you can reduce the volume by about 20 dB(decibels). And set the +48 V switch to ON.

6. Select the channel to be used, using the REC CH SELECT switch. When you record a sound (signal), which comes from the microphone connected to the INPUT 1 connector, only on the channel 1, set it to CH1. When you record both on the channels 1 and 2, set it to CH1•CH2.

• Be sure that the camera is always set to Ch1 & Ch 2. This will record audio in stereo.

• Set CH1 or CH2 of WIND to ON in the menu settings according to the input

Preparing the Power Supply

1. Lift up the viewfinder.2. Insert the battery pack in

the direction of the V mark on the battery pack. Slide the battery pack until it clicks.

To remove the battery pack Lift up the viewfinder.

Slide the battery pack out in the direction of the arrow while pressing BATT RELEASE down.

Charging stations are located in the studio on the back wall.

Inserting a Cassette

1. Install the power source.2. While pressing the small blue button on the EJECT switch, slide it in the direction of

the arrow. After the cassette lid is opened, the cassette compartment automatically opens.

3. Push the middle portion of the back of the cassette to insert it.4. Insert the cassette in a straight line deeply into the cassette compartment with the

window facing out and the write-protect tab facing upward.5. Close the cassette compartment by pressing the PUSH mark on it.6. Close the cassette lid until it clicks by pressing the PUSH button on the lid

Recording a Picture1. Open the shutter of the hood with a

lens cap.2. Install the power source and insert a

cassette.3. Set the POWER switch to CAMERA

while pressing the small green button.

4. Slide OPEN in the direction of the B mark to open the LCD panel.

5. The picture now being shot is displayed on the LCD screen, and it disappears

6. from the viewfinder screen. 7. Press START/STOP. Your camcorder

starts recording. The “REC” indicator appears. The camera recording lamps located on the front and rear of your camcorder light up.

8. To stop recording, press START/STOP again. You can use REC START/STOP located on the handle or front instead of START/STOP on the rear.

• If the ND1 or ND2 indicator flashes on the LCD screen or in the viewfinder set the ND FILTER selector to 1 or 2.

• ND filter can be a colorless (clear) or grey filter. An ideal neutral density filter reduces and/or modifies intensity of all wavelengths or colors of light equally, giving no changes in hue of color rendition.

• However, if you change the position during recording, the brightness of the picture may change or audio noise may occur. This is not a malfunction.

Indicators Displayed [a]Remaining Battery Time

This appears after you turn on the power and wait for a while.

[b]Cassette memory This appears when using a tape with cassette

memory. [c] STBY/REC

[d]Time code/User bits [e] Remaining tape This appears after you insert a cassette.

[f] Guide frame [g]DVCAM format/DV format in SP mode [h]Audio mode [i] Time [j] ND filter

The most suitable mode will flash regardless of the current mode. When you have selected it, the ND filter mode displayed on the LCD screen or in the viewfinder will disappear.

[k] Date

Shooting Backlit Subjects

When you shoot a subject with the light source behind the subject or a subject with a light background, use the backlight function.

Press BACK LIGHT in standby, recording, or memory mode. The indicator appears on the LCD screen or in the viewfinder.

To cancel, press BACK LIGHT again.

Shooting Spotlight Subjects

This function prevents people’s faces, for example, from appearing excessively white when shooting subjects lit by strong light, such as in the theater.

Press SPOT LIGHT in standby, recording, or memory mode. The indicator appears on the LCD screen or in the viewfinder.

To cancel, press SPOT LIGHT again.

Canon HF R42

Inserting the Memory Card

Turning on the Camcorder

Using the LCD Screen

Recording & Playback

Let’s Give it A Try… Last class you learned about basic camera

angles. You and your group will have 15 minutes to

shoot whatever you would like in the school. (you must stay inside the building!)

Utilize both the spot light and back light options, and make sure all your settings are correct before you shoot.

Please use all 5 types of basic shots. Don’t forget to pay attention to the ND filter!

Lets Take A Look…(On the Sony PD170) You can monitor the playback picture on the LCD

screen. If you close the LCD panel, you can monitor the playback picture in the viewfinder.

1. Install the power source and insert the recorded tape. 2. Set the POWER switch to VCR while pressing the

small green button. The video control buttons light up. 3. Slide OPEN in the direction of the B mark to open the

LCD panel. 4. Press m to rewind the tape. 5. Press N to start playback. 6. To adjust the volume, press either of the VOLUME +/–

buttons .

Lets Take A Look…(On the Canon)


So far in class we have learned about the persuasive techniques in advertising, the effect-to-cause model and a little about preproduction planning and how to create a storyboarding.

You have just learned the basics of your camera, but before we begin production, we must finish all necessary steps in preproduction!

In your groups please continue to work on your commercial in the preproduction phase.

Remember your group must hand in the written proposal, storyboard and final edited project to complete this project!

If you are close to being done in preproduction you may begin bringing in props to create your commercial.

Do Now Please get into your groups for the commercial

project. Today we will be moving out of the preproduction phase into production. Please answer the following questions:What is media? List 3 forms. List at least 3 persuasive techniques used in

advertising. What is a program proposal?What are the three phases of film production?What is a storyboard and what details does it

include?



You have learned the basics of your camera. In your groups please continue to work on your commercial

in the preproduction phase if it is not complete. If you have finished all necessary preproduction steps, you

and your group may begin production. ( you will have this class and the next to complete your production!!!)


Do Now Assessing prior knowledge:

Have you had experience with video editing software?

What types of media presentations have you created?

What elements did you put into your project? (transitions, title , special effects etc.)



You have learned the basics of your camera. In your groups please continue to work on your commercial

in the preproduction phase if it is not complete. If you have finished all necessary preproduction steps, you

and your group may begin production. ( you will have this class and the next to complete your production!!!)


DO NOW Please get into your groups and gather

all materials to edit your project. (tape, camera, wires, etc. )

If you are not done with filming, it must be done today in class or after school.

Basic Postproduction Editing:

Nonlinear Editing (NLE) – allows instant random access to shots and sequences and easy rearrangement. The video and audio information is stored in digital form on computer hard drives or read/or write optical discs.

The computer marks the files that contain specific clips and play the clips back in a particular order. ○ Clip: - a shot or brief series of shots as captured on the

hard drive and identified by a file name. All the footage you shoot with a camera or received

from a camera is called source material.

Importing your Footage on the Sony PD170

Importing using iMovie Connect your camcorder to your computer –

this will be done using an iLINK cable (IEEE1394) Also referred to as a “fire wire”.

Turn on your camera and set it to VCR mode. Open iMovie. If the Import window doesn't open, choose File

> Import from Camera from the iMovie menu, or click the video camera button above the Event Library list.

Because you are using DV tapes, all of your footage must be played and is captured digitally on the computer.

From the pop-up menu, choose a location to store the videos and name the files.

In the Create new Event field enter a event name and then click Import.

NOTE: The camera should automatically begin to play once the import button is selected.

Importing your Footage on the Canon Vixia HF R42

Take the memory card out of the camera.

Insert the memory card into the card reader connected to your computer.

Open up iMovie, click file, and select import movie.

Select your file.

NOTE: You can also import by connecting the camera directly to your computer via USB, and upload files that way.

Creating a MovieAn iMovie project can be as simple or as complex as you like, depending on how much you want to add to your movie in addition to the essential video. To Create A New Movie Project

Choose File > New Project. Type a name for your project. Choose the aspect ratio you want to use for your finished movie

from the Aspect Ratio pop-up menu. ○ Standard (4:3): Produces a movie for viewing on a standard TV screen

or on the web. When viewed on an HDTV, there will be black space on the left and right sides of the video, known as “pillar box.”

○ Widescreen (16:9): Produces a movie ideal for viewing on a widescreen monitor or high definition television (HDTV). When you view the movie on a standard TV, there will be black space above and below the video, known as “letterbox”.

Adding Clips to Your Project Click a source video clip to select a frame range that

you want to include in your project. Four seconds of video are automatically selected.

Click the “Add to Project” button in the middle of the iMovie toolbar to add video to the end of your project, or drag the video selection to where you want it to appear in your project.

Continue selecting video and adding it to your project. In the project, drag the clips around to rearrange them

in any order you want.

To Preview Click the Play Project button below the Project Library, or press the

Backslash (\) key. To play a selected project from any point:

Press the Space bar or double-click the frame where you want to begin playing. To stop playing your project video:

Press the Space bar or click anywhere in the iMovie window. When you add video from an Event to your project, iMovie doesn’t move

or duplicate the video. Instead, it simply references the source video. For this reason, if your source video is stored on an external hard disk,

the disk must be connected to your computer whenever you work in a project that references it.

It also means you can add the same video segment more than once if you want to duplicate it in your project, or add the same video to multiple projects. In each instance, the video will function as a free- standing clip.


In your groups please continue to work on your commercial in the production phase if it is not complete.

If you have completed production, you may now load your footage onto your computer and begin basic editing.

Next class we will learn a little more about iMovie including transitions and titles.


DO NOW Please get into your groups and gather

all materials to edit your project. (tape, camera, wires, etc. )

To Add Background MusicYou can enliven your movie with a musical score. If you have songs in your iTunes library, you can drag one in to accompany your video; if not, try using one of the iLife jingles. Choose Window > “Music and Sound Effects,” or click

the “Music and Sound Effects” button in the iMovie toolbar.

In the “Music and Sound Effects” pane, click iTunes to see all the music in your iTunes library, or click the Sound Effects folder to find background music that best fits your movie.

Select a music file and drag it to the project background, being careful to avoid dragging it onto any clip.

A green background music icon appears behind the video clips, starting at the beginning and continuing for the duration of the song or the video, whichever ends first. If the music extends beyond the video, a music indicator appears at the end of the video. The music automatically fades out at the end of the video.

Trimming Music

If you want to adjust the startpoint and endpoint of the background music, click the green background, and then choose Edit > Trim Music. To set the point in the music where the video begins playing (the video

startpoint), drag the first selection handle. As you drag the video startpoint handle, the pink waveform shifts within the

music clip and the corresponding video plays in the viewer, indicating the new position of the video startpoint.

To set the point in the video where the music ends (the music endpoint), drag the second selection handle.

As you drag the music endpoint handle, the corresponding video plays in the viewer to help you find the endpoint you like.

To preview your work, click the Play button in the trimmer, and when you like the way it plays, click Done.

Adding a Transition Choose Window > Transitions, or click the

Transitions button in the iMovie toolbar. In the Transitions pane, you can preview

the available transition styles by letting the pointer rest over each one.

2Select the transition you want and drag it between two clips in your iMovie project.

A black transition icon appears.

Adding a Title

Choose Window > Titles, or click the Titles button in the iMovie toolbar. Select the title style you want, and drag it to a clip in your iMovie project.

As you hover over the video clip with the title, a purple shadow appears over the clip, indicating whether the title will appear over the whole clip, the first third of the clip, or the last third of the clip; you can always move and resize it later. After the title is dropped into place, a title appears in the iMovie viewer and a blue title icon appears above the video clip.

Exporting Your Project

Choose Share > Media Browser. Select the size or sizes you want for your finished movie,

depending on what you’ll use it for. Some size options may not be available, because the original

project media isn’t large enough to render in that size. If your original media isn’t high definition, iMovie won’t render the large size movie.

It may take some time to render your project, especially if you’ve chosen to render multiple sizes at once. After your movies have been rendered, you’ll find them in the Media Browser, available for use in iDVD, iWeb, and GarageBand.

You can also choose Share > Export Movie Choose where you would like the file saved & Export. (it is

suggested that you save it to the public drive, so that all can view your project.


In your groups please continue to work on your commercial in the postproduction phase if it is not complete.


Next class we will begin the class viewing of all projects.

You will receive a summative grade for this project.

DO NOW Please load your computers. Today we

will be viewing each commercial on the projector.

If you have not exported your file, please do that now.

In Class Screening

what is media literacy?

Documents

media appeal

type of media

media sources

media literate

unhealthy example of

different forms of media

different types of media

media scavenger huntin