 Media messages are constructed.  The different forms of media use unique languages, each with its own set of “rules.”  Different audiences understand the same media message differently.  Media are primarily businesses driven by a profit motive.  Media have embedded values and points of view.

 Media messages are constructed. Somebody makes up the TV shows and movies you see, and the video and computer games you play. All media are carefully assembled, edited, selected and designed constructions. Much of our view of reality is based on media messages that have been pre-constructed and have attitudes, interpretations and conclusions already built in. The media, to a great extent, present us with versions of reality. They show us a world but it is a selected and often unrepresentative view, even though it seems to be true. Learning to distinguish the reality from the reflection is important in this concept.

 The different forms of media use unique languages, each with its own set of “rules.” When Steven Speilberg decided to shoot Schindler's List in black and white, he acknowledged the relationship between media content and media form. This principle of media literacy enables us to understand the unique characteristics and attributes of each medium and to explore that way that form is related to content. It enables us to conceptualize not just what we are told, but how. Over time, we understand what each technique means. We become fluent in the "languages" of different media and can appreciate their aesthetic qualities.

 Different audiences understand the same media message differently. People see media through the lens of their own experience. When different people watch the same show, they see different things. People who watch the same TV show or visit the same Web site often do not have the same experience or come away with the same impression. Each person(s) can interpret or negotiate a message differently based on age, culture, life experiences, values and beliefs. (TV runs at 30 frames per second; movies at 24 fps; therefore television and movies tend to keep us from conscious analysis and reflection about individual messages.)

 Media are primarily businesses driven by a profit motive. People create media so they can make money. The bottom line is the “buck.” Networks look for audiences to be delivered to sponsors. The issue of ownership and control is of vital importance at a time when there are more choices but fewer voices. (Ninety percent of the world’s newspapers, magazines, television stations, films, and computer software companies are owned by seven big corporations.)

 Media have embedded values and points of view. TV shows, magazines, video games and other media messages show you what someone else thinks is important. Even though we are conditioned to think of movies, television programs and other media as separate and discrete products, they consistently construct, contain, carry and convey certain basic beliefs and values. Producers of media messages have their own beliefs, values, opinions and biases. These can influence what gets told and how it is told. Producers must choose what will and will not be included in media texts, so there are no neutral or value-free media messages. As these messages are often viewed by great numbers of viewers, they can have great social and political influence.

Which of the 5 core concepts does each question fit into? 1. Who paid for this media and why? 2. How accurate is this reality? 3. What different meanings might others find in this message? 4. What kind of values does this media promote?

Which of the 5 core concepts does each question fit into? 1. Who paid for this media and why? (Media are driven by a profit motive.) 2. How accurate is this reality? (Media messages are constructed.) 3. What different meanings might others find in this message? (Audiences understand the same media messages differently.) 4. What kind of values does this media promote? (Media have embedded values and points of view.)