http://en.wikipedia.org/wiki/The_Hunger_Games • Media constructs our culture. • - television, movies, music, video games , the internet The Hunger Games is a young adult novel written by American television writer and novelist Suzanne Collins. It was first published on September 14, 2008, by Scholastic, in hardcover. It is written in the voice of 16-year-old KatnissEverdeen, who lives in a post-apocalyptic world in the country of Panem where the countries of North America once existed. The Capitol, a highly advanced metropolis, holds hegemony over the rest of the nation. The Hunger Games are an annual event in which one boy and one girl aged 12 to 18 from each of the 12 districts surrounding the Capitol are selected by lottery to compete in a televised battle until only one person is left.
Media messages affect our thoughts, attitudes and actions • Watch this Ad: • http://www.youtube.com/watch?v=jkb1MYSsSC4
http://www.sk-ii.com.sg/en/index.aspx • Media uses the language of persuasion • “This unique Pitera-rich product by SK-II moisturizes to improve texture and clarity for a more beautiful, glowing complexion. It also helps stimulate the natural renewal process of the skin's outer layer to rebalance and bring harmony to your skin. Women are so passionate about it that they describe it as their 'holy water.' It contains over 90% pure Pitera - the seemingly magical ingredient found in all SK-II products. Skin absorbs the benefits almost on contact. The result is supple, smooth, radiant skin.”
Media constructs fantasy worlds • http://www.youtube.com/watch?v=vmZfRR0NDxc • Coca Cola takes you places? Gives you happiness
No one tells the whole story. • Every media maker has a point of view. • Effect of message comes not only from what is said, but also what is not said.
Texts and subtexts • Texts – actual words, pictures of sounds: • Eg: XXX is a cool product • Subtext: hidden and underlying message: • Could be : if you are a fashionable person, you will own this. If you don’t own this, you are…
Media messages reflect the values and viewpoints of media makes. • Choice of words, sounds and images.
Individuals construct their own meanings from media. • Based on prior knowledge and experience, values, beliefs. • The above explains why people can create different subtexts from the same piece of media.
Media messages can be decoded. By “deconstructing media”, we can figure out who created the message and why. • We can identify techniques of persuasion and recognise how the media makers are trying to influence us. • We notice what parts of the story are not being told and how we can become better informed.
Media literate youth and adults are active consumers of media. • Many forms of media (like TV) seek to create passive, impulsive consumers. Media literacy helps people consume media with a critical eye, evaluating sources, intended purposes, persuasion techniques and deeper meanings.