This document introduces the 5 key concepts of media literacy: 1) All media messages are constructed for a purpose, not always truthfully. 2) Media uses creative techniques like colors, logos, and slogans to attract attention. 3) People can interpret the same media message differently based on their background. 4) Media reflects certain values and viewpoints while omitting others through stereotypes. 5) Most media is organized to gain profit or power, not necessarily help the audience.

1. An Introduction to Media Literacy

2. The 5 Key Concepts and Questions of Media LiteracyThe basis for this presentation and the consumption of all media.

3. Concept #1All media messages are constructed.

4. Question #1Who created this message?

5. Constructed = Purposeful…not always truthful…Story TellingDrink 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!

6. Concept #2Media messages are constructed using a creative language with its own rules.

7. Question #2What techniques were used to attract my attention?

8. Identifiable TechniquesBrightColorsLogosClose-Up Camera AnglesSlogans •Just Do It •Mmmm Mmmm Good! •Like a Rock •Have it Your Way

9. Concept #3Different people experience the same media message differently.

10. Question #3How might different people understand this message differently than me?

11. Do you watch the same shows as…..Same message interpreted by different audiences.Your Parents?Your Classmates?Your Grandparent?Your Teachers?Younger cousins?

12. What do you think of when you see this?

13. Concept #4Media have embedded values and points of view.

14. Question #4What values, lifestyles and points of view are represented in, or omitted from this message?

15. What stereotypes do the media continue to maintain or preserve?

16. Concept #5Most media messages are organized to gain profit and/or power.

17. Question #5Why was this created?

18. Is the media’s purpose to help you or to buy you?

19. Assignment—If not in class for Class ActivityFind 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.