This document discusses analyzing messages and images from different cultures using key concepts of media literacy. It provides an example advertisement and analyzes it using the five key concepts: 1) All media messages are constructed, 2) Media have embedded values, 3) People interpret messages differently, 4) Media have commercial/political interests, and 5) Media use creative techniques. It finds the ad constructs beauty standards but could be interpreted as racist. The document stresses the importance of understanding cultural differences and perspectives when analyzing media.

1. LESSON 5
Evaluating Messages and/or
Images of Different Types of
Texts Reflecting Different
Cultures

2. Engaging:Putting Things in the Right Perspective
1. Analyze the
advertisement.

3. 2. Group brainstorming
Is it really effective on the skin
even if the race is different?
1.
Can the product ensure the
efficiency of its use for a dark
skin?
3.
What are the possible allergens
present in the product?
2.
Generate questions and ideas about the message conveyed by the advertisement.
Ideas:
Questions:
• The advertisement must be transparent on their target audience to avoid misconception for others with different perceptions
• Scientific evidences must be shown to prove the effectiveness of the product.

4. Initializing
The Key Concepts of Media Literacy framework serves as a basis
for developing a critical understanding of the content of mass media,
the techniques used and the impact of these techniques. Also, the
Key Concepts of Media Literacy can be very helpful in the
construction of media texts for different purposes. The term “text”
includes any form of written, spoken or media work conveying
meaning to an audience. Text may use words, graphics, sounds and
images in presenting information. It may also be in oral, print, visul or
electronic forms.

5. Concept Grounding
Key Concepts of Media Literacy (Center for Media Literacy, 2005)
Key Concepts Guide Questions in Media Text Analysis
1. All media messages are “constructed”. 1. What is the message of the text?
2. How effectively does it represent reality?
3. How is the message constructed?
2. Media have embedded values and points of
view.
1. What lifestyle, values and points of view are
represented in the text?
2. Who or what is missing?
3. Each person interprets message differently. 1. What message do you perceive from the text?
2. How might others understand it differently?
Why?
4. Media have commercial, ideological or political
interests.
1. What is the purpose of the text?
2. Who is the target audience of the text?
3. Who might be disadvantaged?
4. Who created the text and why?
5. Media messages are constructed using a
creative language having its own rules.
1. What techniques are used and why?
2. How effective are the techniques in supporting
the messages or themes of the text?
3. What are other ways of presenting the
message?

6. Firming up
1. Analyze the same
advertisement presented
earlier using the Key
Concept Questions as
guide
3. Make personal, world
and text connections
2. J ustify answers in
different ways from the
text.

7. Firming up
Key Concept Analysis on the Advertisement
1. All media messages are
“constructed”.
The tagline of the advertisement is
“visibly more beautiful skin from the
most unexpected of places- your
shower.” This intends to persuade
buyers that the product is effective in
whitening the skin making it more
beautiful. It might be true that for
some people, white skin is favorably
beautiful than dark skin, but the
message of the advertisement does
not represent reality in general. The
construction of the message is
debatably or can be mistaken as an
insult to people with dark skin.

8. Firming up
2. Media have embedded values and
points of view.
Dove has embedded the value of
developing a positive relationship with
beauty in order to assist people in
improving their self-esteem and
reaching their full potential, and they
are committed to using realistic and
attainable images of beauty in all of
their advertising. I believe it would be
preferable if they chose one model to
show the before and after impacts of
using the product. To avoid confusion,
they could also remove the labels
before and after at the back.

9. Firming up
3. Each person
interprets message
differently.
Although the message of the brand was intended to
illustrate the benefits of using Dove Visible Care Body
Wash, by making skin visibly more beautiful in just one
week and all three women are intended to demonstrate
the “after” product benefit. Indeed, each person interprets
the message differently, because the audience interprets
the message as women must have a specific
appearance in order to be beautiful. The ad implies that
women should strive to be thinner and "whiter." This
could be inferential racism, which means that it was
subtle but effective. The advertisement implies that
women should strive to be lighter and "whiter," which
could be inferential racism, implying that it was subtle but
successful. The ad was even dubbed "unintentionally
racist" by some. Personally, it also seems to me that they
are comparing black skin and white skin, referring to
white as more beautiful than black which may trigger the
insecurities of black or not-so-white-skinned so white-
skinned people.

10. Firming up
4. Media have commercial, ideological
or political interests.
Dove may not have intended for the
ad to be discriminatory, but the
general public has seen it as such.
The "before" sign for the black woman
and the "after" sign for the white
woman became problematic because
they implied that white skin is more
desirable. As a result, a powerful
ideological message regarding
women's looks was released, causing
many women to be insecure about
their appearance. Dove made a
critical mistake, and as a result, many
individuals decided to stop using their
products.

11. Firming up
5. Media messages are constructed
using a creative language having its
own rules.
Dove employs the Active Emotion
approach. It evokes emotion because
it depicts various types of women with
various skin tones, all happily sending
the message to women that they can
have their desired white skin in just a
week. This is an effective strategy that
complements the theme however they
should have been more cautious
about the structuring of the message
to avoid misinterpretation. They could
simply demonstrate how effective their
product is for whitening without
conveying a message that could be
misinterpreted as a comparison or
racism.

12. Concretizing
1. Picture analysis.
a. Analyze the content of
the picture above using
the Key Concept
Questions.
b. Present your image
evaluate through an oral
presentation.

13. Key Concept Analysis on the Advertisement
1. All media messages are
“constructed”.
The image is all about the scenario in
international arrivals. In international
arrivals we expect different
nationalities or races of people that
sometimes when we try to approach
them, they miss interpret our way. The
message was constructed evident
because of the gestures and
movements of the characters.

14. Firming up
2. Media have embedded values and
points of view.
The people in the scenario had
different dimension of culture that
affects the way they communicate.
Like the man at the left side is
unaware of what he might to do. While
the other men in black at the right side
is inquiring information with his
gesture but the lady is misunderstand
the guy. The information desk
personal was not approachable.

15. Firming up
3. Each person interprets message
differently.
Even if two people see the same
message, they may understand or
interpret that message differently.
Each person has different perspective
towards one objects. People
understand messages differently
because each person interprets
messages based on age, culture,
gender, and beliefs.

16. Firming up
4. Media have
commercial,
ideological or political
interests.
The purpose of the concept that "media have
commercial, ideological, and political interest" is to
help us understand the various motivations and
influences that shape media content. By recognizing
that media outlets may be driven by commercial
interests (such as generating revenue through
advertising), ideological interests (such as promoting
a particular set of beliefs or values), and political
interests (such as advocating for a particular policy or
political agenda), we can better understand why
media content is presented in a certain way. The
target audience of media with commercial,
ideological, and political interests can vary depending
on the specific outlet and the interests of those who
control it.

17. Firming up
However, in general, media outlets with commercial
interests aim to attract as large an audience as
possible in order to generate revenue through
advertising or other means. As a result, their target
audience may be broad and diverse, encompassing
people of all ages, backgrounds, and interests. It can
disadvantage people who rely solely on one source
of media, hold different views from the outlet's
ideology, belong to marginalized communities, or
cannot afford or access certain types of media
content. The concept that media have commercial,
ideological, and political interests has been
developed by scholars and theorists in the field of
media studies.

18. Firming up
It is a widely accepted idea within this field and has
been used to analyze the role of media in society.
The study of media and its various interests has been
driven by a desire to understand the role of media in
shaping public opinion, promoting certain values or
beliefs, and influencing public policy. By examining
the commercial, ideological, and political interests of
media outlets, scholars and researchers can gain
insight into the motivations behind media content and
its potential impact on society.

19. Firming up
5. Media messages are constructed
using a creative language having its
own rules.
They high lightened the conversation
through bubble web and the
movements/ gesture of the
characters. In order to make it catchy
to the readers and viewers. The
techniques are very effective because
it can make the scenario to be
convincing and real. It can be
presented through oral, visual or
electronic forms.

20. Introspecting
Guide Questions:
1. What are your observations or generalizations on how texts and/or
images are presented?
One of the significant factors of using images as means of
communication is the power that it holds to persuade its target audiences.
The way text and images were presented supports the notion of using visual
illustrations with messages as an important factor of communicating well
with the ton. Moreover, these photos and messages must be well present
and ethically appropriate in delivering the desired message to the ton, all
while avoiding unnecessary conflicts to arouse and create miscommunication.
If the illustration isn’t well planned, conflicts may occur as well as
unintentionally insulting people. The use of such powerful tool must be taken
into moderation and with careful planning for a single picture can convey
hundreds of messages to be perceived from different perceptions.

21. 2. In what ways should media present
texts/images about various cultures?
The media should present texts and images about
various cultures in a respectful, accurate, and informative
manner. They should avoid perpetuating stereotypes, use
accurate terminology, consult with experts, respect
cultural traditions, give voice to members of the culture,
and provide context to help readers/viewers understand
the significance of the practices and customs being
reported on.

22. Thank you!
GROUP 3