Media Literacy
What is “media literacy”? <ul><li>Media literacy is the ability to  analyze  the messages that inform, entertain and sell ...
5 Core Concepts & 5 Key Questions
1 <ul><li>Concept :  </li></ul><ul><li>All media messages are “constructed”. </li></ul><ul><li>Question :  </li></ul><ul><...
2 <ul><li>Concept :  </li></ul><ul><li>Media messages are constructed using a creative language with its own rules. </li><...
3 <ul><li>Concept :  </li></ul><ul><li>Different people experience the same media message differently. </li></ul><ul><li>Q...
4 <ul><li>Concept :  </li></ul><ul><li>Media have embedded values and points of view. </li></ul><ul><li>Question :  </li><...
5 <ul><li>Concept :  </li></ul><ul><li>Most media messages are organized to gain profit and/or power. </li></ul><ul><li>Qu...
 
Deconstructing a Print Ad
1. Make observations <ul><ul><li>People : gender, sex, race, age, expression, etc. </li></ul></ul><ul><ul><li>Camera  angl...
2. Purpose of Ad <ul><ul><li>What product is being sold ? </li></ul></ul><ul><ul><li>Who is paying for the ad? </li></ul><...
3. Determine the assumption the ad makes & the messages it sends <ul><ul><li>What assumptions are being made about:  </li>...
4. Consequences <ul><li>What are the possible consequences of these messages? (long-term and short-term) </li></ul><ul><li...
 
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Media literacy

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Media literacy

  1. 1. Media Literacy
  2. 2. What is “media literacy”? <ul><li>Media literacy is the ability to analyze the messages that inform, entertain and sell to us every day. </li></ul><ul><li>It's the ability to bring critical thinking skills to bear on all media— from music videos and Web environments to product placement in films and virtual displays on NHL hockey boards. </li></ul><ul><li>It's about asking pertinent questions about what's there, and noticing what's not there. </li></ul><ul><li>And it's the instinct to question what lies behind media productions— the motives, the money, the values and the ownership— and to be aware of how these factors influence content. </li></ul>media-awareness.ca
  3. 3. 5 Core Concepts & 5 Key Questions
  4. 4. 1 <ul><li>Concept : </li></ul><ul><li>All media messages are “constructed”. </li></ul><ul><li>Question : </li></ul><ul><li>“ Who created this message?” </li></ul>
  5. 5. 2 <ul><li>Concept : </li></ul><ul><li>Media messages are constructed using a creative language with its own rules. </li></ul><ul><li>Question : </li></ul><ul><li>“ What techniques are used to attract my attention?” </li></ul>
  6. 6. 3 <ul><li>Concept : </li></ul><ul><li>Different people experience the same media message differently. </li></ul><ul><li>Question : </li></ul><ul><li>“ How might different people understand this message differently than me?” </li></ul>
  7. 7. 4 <ul><li>Concept : </li></ul><ul><li>Media have embedded values and points of view. </li></ul><ul><li>Question : </li></ul><ul><li>“ What lifestyles, values and points of view are represented in, or omitted from, this message?” </li></ul>
  8. 8. 5 <ul><li>Concept : </li></ul><ul><li>Most media messages are organized to gain profit and/or power. </li></ul><ul><li>Question : </li></ul><ul><li>“ Why was this message sent?” </li></ul>
  9. 10. Deconstructing a Print Ad
  10. 11. 1. Make observations <ul><ul><li>People : gender, sex, race, age, expression, etc. </li></ul></ul><ul><ul><li>Camera angle: close up, eye level, etc. </li></ul></ul><ul><ul><li>Lighting : natural or artificial? What is in the light and what is in shadow? Ect. </li></ul></ul><ul><ul><li>Color : bright, pale, black & white </li></ul></ul><ul><ul><li>Font : size, color, type, read the text </li></ul></ul>
  11. 12. 2. Purpose of Ad <ul><ul><li>What product is being sold ? </li></ul></ul><ul><ul><li>Who is paying for the ad? </li></ul></ul><ul><ul><li>Does it appeal to you? Why or why not? </li></ul></ul><ul><ul><li>What is the target market? </li></ul></ul><ul><ul><li>What emotions/feelings is the ad trying to associate with the product? Did it work? Explain. </li></ul></ul>
  12. 13. 3. Determine the assumption the ad makes & the messages it sends <ul><ul><li>What assumptions are being made about: </li></ul></ul><ul><ul><li>Gender (men like to drink beer, women love high heels) </li></ul></ul><ul><ul><li>Race (Black people are excellent athletes, Latinos dance well) </li></ul></ul><ul><ul><li>Class ( rich people are always healthy and happy) </li></ul></ul><ul><ul><li>For each category, decide the following: </li></ul></ul><ul><ul><li>Are these assumptions realistic? Why or why not? </li></ul></ul><ul><ul><li>Does it reinforce or challenge stereotypes? </li></ul></ul>
  13. 14. 4. Consequences <ul><li>What are the possible consequences of these messages? (long-term and short-term) </li></ul><ul><li>Do the messages create unrealistic expectations for people? How? </li></ul><ul><li>Is this ad socially responsible? How or how not? </li></ul>

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