1. Key Concepts of Media
A review

2. 1. All media are constructions
Media are put together, they don’t just “happen.”
When we ‘deconstruct’ the seams become visible
Many jobs involved, esp. for mass media
We need to ask:
Who made this?
Why?
What message do they intend?
What values/ideas are they trying to “sell”?
Do I agree with these?

3. 2. Media construct reality
We all have “constructs” or “frames of reference
This is how we make sense of the world
Media plays a large part in constructing our reality

4. “Frame of Reference” Your frame of reference is affected by:
experiences
Culture
Racial/sexual attitudes
Family background
Religion
Education
Anxieties
Needs
Pleasures or troubles of the day

5. Media Construct Reality cont’d
If media is among the factors affecting our view of the world…
Media also reflect the attitudes, values, and frames of references of their creators
We must be aware of the differences and purposes, especially as they affect our way of seeing

6. 3. Audiences Negotiate Meaning
This is basic to understanding the media; being aware of how we interact with it.
Each of us finds a meaning based on our own frames of reference, which affect how we process information
Dominant vs. Oppositional readings

7. 4. Media have commercial implications
“Commercial” means related to $
It’s all about the money. The bottom line for mass media is making money, no matter the medium.
We need to ask ourselves: “How does this medium get it’s money?

8. Implications
The companies creating a managing most of our entertainment and mass communications systems are owned by a small number of global giants (e.g. Time Warner, Disney)
Why should we worry about this?

9. Why worry?
Influences how we tell our stories, what stories get told and how we are represented (middle aged white men)
Limits access to dissenting opinions (e.g. film reviews)
Cultural homogenization: all news, tv, movies begin to look the same (Shrek 14, Yugoslavian Idol…)
For canadians, there is concern we could lose our distinctly “canadian voice” in media.

10. 5. Media contain ideological and Value Messages
Ideological messages are ones about how we should live our lives. They include ideas like patriotism, freedom, preserving the environment, consumerism etc.
Value messages are messages about what’s important in life and what our roles should be.

11. Media Contain Ideological and Value messages cont’d
Media play a role in defining what’s cool and popular…. “popular culture”
This is a circle… media both reflect and reinforce popular culture.

12. 6. Media have Social and Political Implications
Social implications:
Media affect how we live our lives
Changes the nature of family life and the use of leisure time
Media can reinforce particular values and attitudes (peer pressure, consumerism)
Media log #2: Identify two forms of media you use frequently and explain how each affects how you live your life. (hmm… good exam question)

13. Political implications cont’d
Media are closely linked to politics and social change (e.g. elections)
Global village (e.g. seeing is believing)
Social media and politics (flash mobs…)
Cultural implications (canadians consuming american media)

14. 7. Form and Content are Closely related in media
“The medium is the message”
-Marshall McLuhan
Different media will report the same event but create different impressions and different messages.
Each form of media has its own codes and conventions.

15. Codes and Conventions
Codes and conventions are familiar and predictable forms and techniques used to communicate certain ideas or create an impression
Technical codes include camera angles, sound, lighting
Symbolic codes include language, dress and actions of characters
To be media literate, you need to be aware of the techniques used and recognize the effects they are meant to have.

16. Technical and Symbolic Codes
Camera angles
Sound
Lighting
Language
Dress
Actions

17. 8. Each medium has a unique aesthetic form
We will develop skills to enable you to decode, understand and enjoy
We will learn the technical artistry of different forms.
E.g. Film… Academy Awards for: