1. How to Deconstruct a Media Message
All media messages – TV shows, newspapers, movies, advertisements, etc. – are made or constructed by people. One of the most important media literacy skills is deconstruction – closely examining and “taking apart” media messages to understand how they work. Deconstructing a media message can help us understand who created the message, and who is intended to receive it. It can reveal how the media maker put together the message using words, images, sounds, design, and other elements. It can expose the point of view of media makers, their values, and their biases. It can also uncover hidden meanings – intended or unintended. There is no one “correct” way to deconstruct a media message – each of us interprets media differently, based on our own knowledge, beliefs, experiences, and values. Just be prepared to explain your interpretation.

2. Key Concepts for Deconstructing Media
SOURCE
All media messages are created. The creator could be an individual writer, photographer or blogger. In the case of a Hollywood movie, the scriptwriter, director, producer, and movie studio all play a role in creating the message. Ads are usually put together by ad agencies, but the “creator” is really the client – the company or organization that’s paying for the ad. The key point is: Whose message is this? Who has control over the content?

3. Text
We often use the word “text” to mean “written words.” But in media literacy, “text” has a very different meaning. The text of any piece of media is what you actually see and/or hear. It can include written or spoken words, pictures, graphics, moving images, sounds, and the arrangement or sequence of all of these elements. Sometimes the text is called the “story” or “manifest text.” For most of us, the text of a piece of media is always the same.

4. Subtext
The “subtext” is an individual interpretation of a media message. It is sometimes called the “latent text.” The subtext is not actually heard or seen; it is the meaning we create from the text in our own minds. While media makers often create texts that suggest certain subtexts, each person creates their own subtext (interpretation) based on their previous experiences, knowledge, opinions, attitudes, and values. Thus, two people interpreting the same text can produce two very different subtexts.

5. Audience
Media messages are intended to reach audiences. Some are designed to reach millions of people. Others may be intended only for one person. Most media messages are designed to reach specific groups of people – defined by age, gender, class, interests, and other factors – called the “target audience.”

6. PERSUASION TECHNIQUES
Media messages use a number of techniques to try to persuade us to believe or do something. If we can spot the techniques being used, we’re less likely to be persuaded, and more likely to think for ourselves.

7. Point of view
No one tells the whole story. Everyone tells part of the story from their point of view. Deconstructing a media message can expose the values and biases of the media maker, and uncover powerful messages

9. Questions to ponder?
Whose message is this? Who created or paid for it? Why?
Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this?
What is the “text” of the message?
What is the “subtext” of the message?(What do you think is the hidden or unstated meaning?
What kind of lifestyle is presented? Is it glamorized? How?

10. What values are expressed?
What positive messages are presented? What negative messages are presented?
What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests?

11. Whose message is this? Who created or paid for it? Why?
The U.S. Smokeless Tobacco Company, which is mentioned at the bottom of this ad in very fine print, paid for this message. It paid for this ad in order to promote and sell one of its tobacco products, Skoal Citrus Blend tobacco.

12. Who is the “target audience”
Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this?
The target audience appears to be younger, white, males, between the ages of 16 and 35. From the images and language we see, this ad suggests that the men are interested in leisure activities like boating, adventure, exploration, the outdoors, getting attention from women, staying fit, and having fun

13. What is the “text” of the message?
What we actually see and/or hear: written or spoken words, photos, drawings,logos, design, music, sounds, etc.) The main image in this ad is a black and whitephoto of three men wearing board shorts jumping from the deck of a large boat(which barely makes it into the photo) into shallow ocean waters near a beach. In the background of the photo we see three young women wading in the water,what appears to be a clear sky, and a mostly-deserted beach with palm trees and two women looking at the men from ashore. The words “exploration has its perks, like discovering local flavor” appear in all caps at the top of the photo. The bottom of the ad is made up of mainly green and yellow colors, and we see two cans of Skoal Citrus Blend spit tobacco, and the wording “Man, that’s refreshing.”There’s also the wording “Discover new Skoal Citrus Blend” and a warning in small black print on a gray background which reads “Warning: This product may cause gum disease and tooth loss.”

14. What is the “subtext” of the message
What is the “subtext” of the message?(What do you think is the hidden or unstated meaning?
There are many subtexts including:
-Skoal Citrus Blend allows you and your buddies to have lots of fun andadventure in your life-Women are one of the perks when you explore new places-Skoal will make you feel youthful, adventurous, and attractive to women-Skoal makes men want to jump high in the air into 3 feet of water - Discovering Skoal will allow you to experience the culture of the tropics-You will be part of the popular crowd among your friends and women when you use Skoal -Products that cause gum disease and tooth loss are refreshing

15. What kind of lifestyle is presented? Is it glamorized? How?
The lifestyle that’s presented is one of leisure and fun. It’s glamorized because it seems to be exempt of responsibilities such as going to work, paying bills, taking care of children, communicating with a spouse/partner, doing chores, etc. It’s also glamorized because, like so many ads, it shows youthful, attractive, and fit people.

16. What values are expressed?
This ad promotes values of friendship, youthfulness, living a carefree life, risk-taking, and the importance of spending time away from work.

17. What positive messages are presented
What positive messages are presented? What negative messages are presented
Positive: This ad seems to promote the importance of friends and enjoying yourself. We also see images of people who look physically healthy, when we know that smoking is unhealthy. It also seems like the U.S. Smokeless Tobacco Company cares about us because they put warnings in their ads about the dangers of spit tobacco.
Negative: The ad tells us that spit tobacco is “refreshing” when many of us know it has a bad taste. The lack of information about spit tobacco is, in itself, a negative message because we don’t have any visual clues from this ad that tobacco leads to dental problems like tooth loss or diseases like cancer.

18. What groups of people does this message empower
What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests
This ad empowers the advertisers who designed this ad (by demonstrating they are talented and creative in their marketing efforts) and also the people at US Smokeless Tobacco Company because this ad helps sell their product. It also appears to empower people who use spit tobacco by showing a fun and glamorous lifestyle; however, we know that in the long term, spit tobacco users may be disempowered because of the tobacco-related health issues they might face.

19. This message disempowers people who are trying to quit using tobacco, because it doesn’t show any of the negative aspects of tobacco use (except the small warning in the lower left corner) including addiction. It also disempowers those who speak out against tobacco use: health care professionals including doctors,nurses, health prevention specialists, health organizations (like American CancerSociety), and educators who try to teach others about the dangers of starting tobacco use or continuing tobacco use. Finally, it disempowers women who are placed in the ad to be sex symbols