This document discusses communication and media literacy. It covers 5 core concepts: (1) media messages are constructed, (2) media have unique creative languages and codes, (3) people experience media differently based on individual factors, (4) media have embedded values and points of view, and (5) media messages are constructed for profit and power. It provides examples to illustrate these concepts such as how television can influence elections and how most media production is a business aiming to make profits.

1. How do we communicate?Verbal - speech, words, sounds2. Non-Verbal - actions, gestures3. Visual - images, symbols, graphics

2. Communication FlowMediumSenderReceiverMessage

3. 5 Core Concepts for Media Education

4. The Sender:Media

5. All media messages are constructed.Media, to a great extent, give us our sense of reality.Media Literacy works towards deconstructing these constructions, taking them apart to show how they are made2. Media messages are constructed using a creative language with its own rules.

6. Each medium has a unique aesthetic form -its own codes, the way it interprets reality in its own particular way. -Different media will report the same event, but create different impressions and messages.

7. 3. Different people experience the same messages differently.

8. Audiences "negotiate" meaning according to individual factors: personal needs and anxieties,

9. the pleasures or troubles of the day, racial and sexual attitudes,

10. family and cultural background4. Media have embedded values and points of view.Media contain ideological and value messages

11. All media products are advertising in which they proclaim values and ways of life.

12. Explicitly or implicitly, the mainstream media convey ideological messages about such issues and values.4. Media have embedded values and points of view.Media have social and political implicationsTelevision can greatly influence the election of a national leader on the basis of image.

13. 5. Media messages are constructed to gain profit and power. Media have commercial implicationsMost media production is a business, and must therefore make a profit. A relatively small number of individuals control what we watch, read and hear in the media.

14. Product Placement- is the process which integrates an advertiser's product into movies and TV shows for clear, on-screen visibility. It is part of the rapidly expanding entertainment industry reaching millions of people daily through movies, television, and video.

15. Product Placement on TelevisionIn the 1950’s television shows did not cut to commercials, product brands were mentioned on the shows.Today there are still subtle but distinct products used on popular TV shows.Popular Sitcom, “Friends” have featured products ranging from Oreos to Snapple.

16. Even "virtual ads" show up, in this case, during a televised soccer match.

18. What can you say about the 5 Core Concepts?Did these make you understand media more?Which concept do you think is problematic?What concept among these do you find helpful?