1. How can we create meaning from media?
Media Literacy
How can we create meaning from media?

2. What is media literacy?
The New Media Literacies (2:52mins):

3. What is media literacy?
Media Literacy is about asking questions to understand the motives behind a message.
Media Literacy is the ability to understand the visual messages that we receive every day.
WATCH: Next is Now (3:44mins):

4. What are the three stages of media literacy?
Become Aware of the Importance of Managing your Media “Diet”
Learn Critical Viewing Skills
Learn to Examine what is behind the scenes

5. Core Concepts of Media Literacy
Being illiterate of the process of any medium leaves a person at the mercy of those who control it
This unit gives you a hand in understanding a huge, commercially successful influence on our lives....THE MASS MEDIA

6. Why Understanding the Media is Important
The media are our major source of entertainment.
The media are a major area of employment.
The media control much of our knowledge and understanding of the world.
Advertising and public relations messages pay for much of the media content we enjoy --- but the purpose is to persuade us.
The media shapes our attitudes and values in a number of ways.
(See: “Looking at the Media” by Cam Macpherson in Imprints Textbook pg. 371)

7. Media Terms Mass Media: Media Text: Deconstruction:
Any method by which a message is communicate to a large audience at the same time –movies, radio, TV, books, magazines, the internet.
Media Text:
Any media product –movie, radio show, CD, TV program, ect…-- that is selected for critical examination
Deconstruction:
With any media text that is created from many components, deconstruction is the process of taking it apart to analyse its component parts.

8. Six Key Concepts of Media Literacy
There are 6 key concepts that media is based upon. The following slides will explore these concepts
All media are constructed
The media construct reality
Media contain ideological and value messages
Audiences negotiate meaning
Media have commercial implications
Media have social implications

9. Six Key Concepts of Media Literacy
1. All Media Messages are Constructed
Ask: who created this message?
Look beyond the authorship (it is more than a name)
Media texts are built just as buildings and highways
are put together:
a plan is made, the building blocks are gathered and
ordinary people get paid to do various jobs
It is a creative process
Choices are made about every image, word, ect…
We only see, hear or read what was accepted! Nor does anybody ever explain why certain choices were made.
There is a purpose to the piece of media

10. Six Key Concepts of Media Literacy
Who created this message?
What are they selling?
What choices were made?
Who made the creative choices?
Why

11. Six Key Concepts of Media Literacy
The media construct reality
Media uses symbol systems with codes and conventions to shape the messages
A code is something we all see and understand the same way.
A convention is an element that is widely used and accepted in a certain medium
What codes and conventions are present?
Why are they present?
Choices are made.

12. Six Key Concepts of Media Literacy
The media construct reality
There is a psychology behind the creation of media
Lines
Colours
Position
Essentially every aspect of a media piece is planned
Can reinforce stereotypes
Can reinforce concepts we have of ourselves

13. Six Key Concepts of Media Literacy
This Camel print ad uses many of the elements and principles of design, as well as advertising codes.
A beautiful young woman in an ad is a code that tells us the product is sexy.
The bold line of the pool cue adds strength to the picture.
The diagonal tilt of the table adds drama - will the ball roll into the pocket?
The deep green in the foreground is a soothing, healthy color.

14. Six Key Concepts of Media Literacy
3. Media contain ideological and value messages
Media messages have embedded values, messages and points of views
Media uses words and images to assure consumers that their products/idea represent certain points-of-view and attitudes about life.
This can be created through language, colour, layout, etc.
Ask yourself:
What messages is being conveyed?
Is it an accurate message?

15. Six Key Concepts of Media Literacy
They often use slogans, such as "Pleasure to Burn" in this Camel ad.
This ad tells us through words and pictures, that the company and users of this product value fun, youth, sophistication and beauty. They like to do cool things like play pool.
The layout and font downplay the Surgeon General's warning about the negative health effects of tobacco.
Instead it provides it’s own message: Camels have been around since how bad could they be?

16. Six Key Concepts of Media Literacy
4. Audiences negotiate meaning
Different people Interpret the same media message differently
Essentially all viewers of media bring their own experience, background and values to everything they view.
Thus creators of media have a target audience in mind
Target audience: a target audience, is the primary group of people that something is aimed at appealing to. A target audience can be people of a certain age group, gender, marital status, etc.

17. Six Key Concepts of Media Literacy
This ad is aimed at those who grew up in the generation that watched Garfield. It plays on nostalgia.
How might you view this ad differently?
Is there a different target audience?

18. Six Key Concepts of Media Literacy
5. Media have commercial implications $$
Most Media Messages are constructed to gain profit and/or power
Media is a business.
Media wants to make $$$$
Media wants to create power
What are they selling?
A product? An image? An ideal? A lifestyle? Multiple things?

19. Six Key Concepts of Media Literacy
What are they selling?

20. Six Key Concepts of Media Literacy
6. Media have social implications
Image is Everything
Every piece of media is created with a specific image in mind
Products, stars, TV shows, movies, all are created to have a specific image
Image is constructed
What image is being portrayed and why?

21. Six Key Concepts of Media Literacy

22. 5 Key Questions for the Deconstruction of a Media Text
Who created this message?
What creative techniques are used to attract my attention?
How might different people understand this message differently?
What values, lifestyles and points of view are represented in, or omitted from, this message?
Why is this message being sent?

23. Why media literacy? Media & Medium
Includes - TV, Internet, cell phone, print, moving and still images, billboards, video, radio, mass mailer, fliers, posters, etc….
Many feel a person, living in a city, is exposed to anywhere from 3,000 to 5,000 ads per day
It is vital students become Literate at deciphering these ads

24. Alienated From Reality
99.5% of homes w/ electricity have TVs
95% watch some TV every day
Ave Home: TV on 8 hrs/day
Ave Adult: watches 5 hrs/day
By age 6: more time watching TV than will speak to father for rest of your life

25. © 2002-2007 Center for Media Literacy, www.medialit.org
CML’s FIVE CORE CONCEPTS AND KEY QUESTIONS
Media Deconstruction/Construction Framework
CML’s Questions/TIPS (Q/TIPS)
© Center for Media Literacy, #
Key Words
Deconstruction:
CML’s 5 Key Questions
(Consumer)
CML’s 5 Core Concepts
Construction:
(Producer) 1
Authorship
Who created this message?
All media messages are constructed.
What am I authoring? 2
Format
What creative techniques are used to attract my attention?
Media messages are constructed using a creative language with its own rules.
Does my message reflect understanding in format, creativity and technology? 3
Audience
How might different people understand this message differently?
Different people experience the same media message differently.
Is my message engaging and compelling for my target audience? 4
Content
What values, lifestyles and points of view are represented in or omitted from this message?
Media have embedded values and points of view.
Have I clearly and consistently framed values, lifestyles and points of view in my content? 5
Purpose
Why is this message being sent?
Most media messages are organized to gain profit and/or power.
Have I communicated my purpose effectively?

26. The Media Triangle below provides you with a checklist of questions for deconstructing media texts. The triangle starts from the assumption that each media text is produced in a particular way, for a particular audience.

27. TEXT 1. In what ways does this text tell a story
TEXT In what ways does this text tell a story? Does it connect to a larger story? 2. What type or category of story is it? Does it follow a formula? 3. What codes and conventions are used? 4. What are the characters like? Are they realistic? Are they stereotypes? Is there an expected running time for a film or song? Are there any copyright or trademarks used to protect certain words or products? 5. How do the characters relate to each other in terms of power, age, gender, race and class? 6. What are the values and ideology of the characters? To what extent do I share these beliefs?
PRODUCTION Where does this text come from? Who created it? Who owns it? 2. How is this text distributed or sold to the public? Who profits? 3. How was the text made? What production techniques were used? 4. What rules and laws affect this text? Is there an expected running time for a film or song? Are there any copyright or trademarks used to protect certain words or products? 5. How could I produce a similar text?
AUDIENCE 1. How does this text appeal to me? What things do I like and dislike? 2. Who is the intended target audience? 3. How and why does this text appeal to its audience? 4. In what different ways do people use or consume this text? 5. How could I change the text to make it more enjoyable?