An Introduction to Media Literacy

The 5 Key Concepts and Questions of Media Literacy Adapted from a presentation by Kara Clayton, S. Redmond HS The basis for this presentation and the consumption of all media.

Concept #1 All media messages are constructed. Someone or a group of people created this message … for a specific reason or purpose. All media messages are constructed. Someone or a group of people created this message … for a specific reason or purpose.

Question #1 Who created this message? Who wrote, designed, edited, produced distributed the message? What medium? How believable is it? Who created this message? Who wrote, designed, edited, produced distributed the message? What medium? How believable is it?

Constructed = Purposeful … not always truthful … Story Telling Drink Muscle Milk and you ’ ll have biceps like him! Drink Muscle Milk and you ’ ll have biceps like him! Use Pantene products and your hair will look like hers! Use Proactiv and you will be as successful as Jessica Simpson!

Super Bowl Commercial  Audi  1sZrALA 1sZrALA  What story is being told?  Audi  1sZrALA 1sZrALA  What story is being told?

Concept #2 Media messages are constructed using a creative language with its own rules. Think about FORMAT: different media get your attention in different ways. Media messages are constructed using a creative language with its own rules. Think about FORMAT: different media get your attention in different ways.

Question #2 What creative techniques does the message use to attract my attention? (images, slogans, humor, colors, sound, celebrity endorsements, etc.) Are celebs realistic looking? What creative techniques does the message use to attract my attention? (images, slogans, humor, colors, sound, celebrity endorsements, etc.) Are celebs realistic looking?

Identifiable Techniques Bright ColorsBright ColorsBright ColorsBright Colors Bright ColorsBright ColorsBright ColorsBright Colors Logos Slogans Just Do ItMmmm Mmmm Good!Just Do ItMmmm Mmmm Good! Like a Good Neighbor … Have it Your WayLike a Good Neighbor … Have it Your Way Close-Up Camera Angles

Super Bowl Commercial—2013  Best Buy  cFO_k cFO_k  What techniques are used in this commercial?  Best Buy  cFO_k cFO_k  What techniques are used in this commercial?

Concept #3 Most media messages are created for specific purposes, usually to make money or gain power. PURPOSE PURPOSE Most media messages are created for specific purposes, usually to make money or gain power. PURPOSE PURPOSE

Question #3 Why was this message created? What is the purpose of the message? Who paid for, and benefits from, this message? Why was this message created? What is the purpose of the message? Who paid for, and benefits from, this message?

Is the media ’ s purpose to help you or to buy you?

Geico Commercial—2016  lmw0d6S6jU lmw0d6S6jU  Geico does not really care if you save money as long as they are making money from your insurance policy  lmw0d6S6jU lmw0d6S6jU  Geico does not really care if you save money as long as they are making money from your insurance policy

Concept #4 Media messages contain values, points of view and lifestyles. CONTENT CONTENT Media messages contain values, points of view and lifestyles. CONTENT CONTENT

Question #4 What moral values are suggested in this message? What points of view does this message show? What lifestyles are portrayed? What information, if any, is MISSING from the message? What moral values are suggested in this message? What points of view does this message show? What lifestyles are portrayed? What information, if any, is MISSING from the message?

What values, lifestyles or points of view do the images below suggest?

Concept #5 Different people experience the same media message differently, based on individual beliefs, knowledge, experience. AUDIENCE AUDIENCE Different people experience the same media message differently, based on individual beliefs, knowledge, experience. AUDIENCE AUDIENCE

Question #5 How might different people understand this message differently than me? Who is intended audience? How do age, cultural background affect understanding? How might different people understand this message differently than me? Who is intended audience? How do age, cultural background affect understanding?

Do you watch the same shows as….. Same message interpreted by different audiences. Same message interpreted by different audiences. Your Teachers? Your Parents? Your Classmates? Younger cousins? Your Grandparents?

Super Bowl Commercial  VW   What stereotype do you see in this ad?  VW   What stereotype do you see in this ad?

Assignment—Super Bowl Ads  Pick one Super Bowl advertisement from the list posted in Google Classroom  On the handout provided:  Describe the Ad—Name of the product and 1-2 sentences so I know which you picked  Answer each of the 5 Key Questions of ML  You may work with partner(s). Include class day/period and ALL names.  Turn in via Google Classroom or put in classroom folder when done  Pick one Super Bowl advertisement from the list posted in Google Classroom  On the handout provided:  Describe the Ad—Name of the product and 1-2 sentences so I know which you picked  Answer each of the 5 Key Questions of ML  You may work with partner(s). Include class day/period and ALL names.  Turn in via Google Classroom or put in classroom folder when done