Core Concepts of Media Literacy

1. Core Concepts of Media Literacy Based on Renee Hobbs Reading the Media: Media Literacy in High School English

2. Review • 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

3. 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 course gives you a hand in understanding a huge, commercially successful influence on our lives....THE MASS MEDIA

4. Six Key Concepts of Media Literacy • There are 6 key concepts that media is based upon. The following slides will explore these concepts

5. Six Key Concepts of Media Literacy 1. All Media Messages are Constructed 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

6. Six Key Concepts of Media Literacy 1. All Media Messages are Constructed 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

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

8. Six Key Concepts of Media Literacy 2. 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 did are they present? Choices are made.

9. Six Key Concepts of Media Literacy 2. Media uses symbol systems with codes and conventions to shape the messages 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

10. 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. www.knowitall.org/.../closer/closer_txt.html

11. Six Key Concepts of Media Literacy 3. 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. What messages is being conveyed? Is it an accurate message?

12. 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 1913 - how bad could they be?

13. Six Key Concepts of Media Literacy 4. 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.

14. 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?

15. Six Key Concepts of Media Literacy 5. 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?

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

17. Six Key Concepts of Media Literacy 6. 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?

18. Six Key Concepts of Media Literacy

19. Six Key Concepts of Media Literacy 5 Key Questions for the Deconstruction of a Media Text 1. Who created this message? 2. What creative techniques are used to attract my attention? 3. How might different people understand this message differently? 4. What values, lifestyles and points of view are represented in, or omitted from, this message? 5. Why is this message being sent?

20. Six Key Concepts of Media Literacy 1. Who created this message? 2. What creative techniques are used to attract my attention? 3. How might different people understand this message differently? 4. What values, lifestyles and points of view are represented in, or omitted from, this message? 5. Why is this message being sent?