The 5 Key Concepts and Questions of Media Literacy The basis for this presentation and the consumption of all media.
Concept #1 All media messages are constructed.
Question #1 Who created this message?
Constructed = Purposeful…not always truthful…Story Telling Drink Muscle Milk and you’ll have biceps like him! Use Pantene products and your hair will look like hers! Use Proactiv and you will be as successful as Jessica Simpson!
Concept #2 Media messages are constructed using a creative language with its own rules.
Question #2 What techniques were used to attract my attention?
Identifiable Techniques BrightColors Logos Close-Up Camera Angles Slogans •Just Do It •Mmmm Mmmm Good! •Like a Rock •Have it Your Way
Concept #3 Different people experience the same media message differently.
Question #3 How might different people understand this message differently than me?
Do you watch the same shows as….. Same message interpreted by different audiences. Your Parents? Your Classmates? Your Grandparent? Your Teachers? Younger cousins?
What do you think of when you see this?
Concept #4 Media have embedded values and points of view.
Question #4 What values, lifestyles and points of view are represented in, or omitted from this message?
What stereotypes do the media continue to maintain or preserve?
Concept #5 Most media messages are organized to gain profit and/or power.
Question #5 Why was this created?
Is the media’s purpose to help you or to buy you?
Assignment—If not in class for Class Activity Find advertisements to represent each of the five key concepts or questions. Cut out one advertisement for each concept and glue or tape them onto a larger piece of paper. On an index card, write the name of the key concept each advertisement represents and give an explanation as to why it represents that particular concept. The explanation needs to be written in complete sentences to earn full credit.