Media Use Identifiable Techniques Media are constructed very carefully. A great movie entrances us because filmmakers spend years learning techniques to influence us. So do advertisers. “Deconstructing” or analyzing such techniques can build an awareness which leads to more careful and “literate” consumption of media activities.
<ul><li>Media construct our culture and involve opportunity costs. </li></ul><ul><li>Consuming media always involves cultural </li></ul><ul><li>choices which enhance or degrade our lives. Do </li></ul><ul><li>we consume out of habit or informed choice? If </li></ul><ul><li>habit, we should ask ourselves, “What else </li></ul><ul><li>could I be doing?” What could be more </li></ul><ul><li>beneficial and, perhaps, even more truly </li></ul><ul><li>satisfying for me?” </li></ul>
Media Contain Ideological and Value Messages Some value messages are intended; some are unintended. Messages can be positive or negative, and messages target specific groups.
Symbolic Rhetoric/Techniques of Persuasion Flattery, repetition, fear, humor, powerful words and sexual images are especially common and effective techniques of media persuasion. Techno-effects: computer graphics, music, camera angles, framing, audience reaction shots and quick-cut changes of scene enhance the emotional effects of media.
Video Pacing TV runs at 30 frames per second (movies at 24) . The conscious mind can process about 8 frames per second; hence television and movies tend to keep us from conscious analysis (using the ole neocortex). Digital runs even faster (current standard 60 fps – video games 120 fps).
Parody <ul><li>What is the artist trying to convey with this image? </li></ul>
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20 Important Reasons to Study the Media by Chris M. Worsnop Like history, because the media interpret the past to us show us what has gone into making us the way we are.. Like geography, because the media define for us our own place in the world. Like civics, because the media help us to understand the workings of our immediate world, and our individual places in it. Like literature, because the media are major sources of modern culture and entertainment.
Like literature, because the media require us to learn and use critical thinking skills. Like business, because the media are major industries and are inextricably involved in commerce. Like language, because the media help define how we communicate with each other. Like science and technology, because the media help us to learn technology by adopting the leading edge of modern technological innovation. Like family studies, because the media determine much of our cultural diet and weave part of the fabric of our lives.
Like environmental studies, because the media are as big a part of our everyday environment as are trees, mountains, rivers, cities and oceans. Like philosophy, because the media interpret our world, its values and ideas to us. Like psychology, because the media helps us (mis)understand ourselves and others. Like science, because the media explain to us how things work. Like industrial arts, because the media are carefully planned, designed and constructed products.
Like the arts, because through the media we experience all the arts as no other age has ever done. Like politics, because the media bring us political and ideological messages all the time - yes - all the time. Like rhetoric, because the media use special codes and conventions of their own languages that we need to understand. Like drama, because the media help us understand life by presenting it as larger-than-life, and compel us to think in terms of the audience. Like Everest, because they are there.
BECAUSE THE MEDIA GO TO GREAT LENGTHS TO STUDY YOU!
Critical Inquiry: Key Questions <ul><li>Who produced the message? </li></ul><ul><li>For what purpose was it produced? </li></ul><ul><li>Who is the ‘target audience’? </li></ul><ul><li>What techniques are used to attract attention; increase believability? </li></ul><ul><li>Who or what is left out; why? </li></ul><ul><li>Who gains by the message being told in this way? </li></ul>
Individuals Construct Their Own Meanings from Media We should learn from each other’s meanings. If parents, educators, students and citizens, are to learn about media, especially since it means so much to each of us, we must be willing to learn from each other.