Key Concepts of Media Literacy

1. All media are constructions

Media present carefully crafted constructions that reflect many decisions and result from many determining factors. Much of our view of reality is based on media messages that have been pre- constructed and have attitudes, interpretations and conclusions already built in. The media, to a great extent, give us our sense of reality. When analyzing a media text consider the following questions: What message is it proposing? How well does it represent reality? How is the message constructed?

2. The media contain beliefs and value messages

Producers of media texts have their own beliefs, values, opinions and biases. These can influence what gets told and how it is told. Producers must choose what will and will not be included in media texts, so there are no neutral or value-free media messages. As these messages are often viewed by great numbers of viewers, they can have great social and political influence. When analyzing a media text consider the following questions: What lifestyles, values, and points of view are represented in this text? Who or what is omitted?

3. Each person interprets messages differently

People who watch the same TV show or visit the same Web site often do not have the same experience or come away with the same impression. Each person can interpret a message differently based on age, culture, life experiences, values and beliefs. When analyzing a media text consider: What meaning do you get from the text? How might others understand it differently? Why?

4. The media have special interests (commercial, ideological, political)

Most media is created for profit. Advertising is generally the biggest source of revenue. Commercials are the most obvious means of generating revenue, although advertising messages take many forms, including product placement, (e.g., paying to have a product prominently displaying in programs or movies), sponsorships, prizes, pop-up ads, and surveys on the Internet, celebrity endorsements or naming a stadium or theatre. Some media are created for specific ideological or political purposes, When analyzing a media text, consider: Who created this and why? Who benefits if the message is accepted? Who may be disadvantaged?

5. Each medium has its own language, style, form, techniques, conventions, and aesthetics

Each medium creates meaning differently using certain vocabulary, techniques and styles. In a movie or TV show, when the picture dissolves, it indicates a passage of time. Hot links and navigation buttons indicate that you can find what is needed on a Web site. A novelist must use certain words to create the setting and characters, while other media use images, text and sound. Over time, we understand what each technique means. We become fluent in the "languages" of different media and can appreciate their aesthetic qualities. When analyzing a media text, consider: What techniques are used and why? How effective are the techniques in supporting the messages or themes of the text?

Questions for Exploring the Key Concepts of Media Literacy

1. All media are constructions.

How is this media text constructed? (Consider the key ingredients used – technical and symbolic.)

How effectively does it represent reality?

2. Media contain belief and value messages.

What lifestyles, values, and points of view are represented in this media text?

Who or what is missing?

3. Each person interprets messages differently.

What meaning do you get from the media text?

Why might some people take a different meaning from this text?

4. Media have commercial, ideological or political interests.

Who do you think created this and for what purpose?

Who might benefit from the message?

Who might be disadvantaged?

5. Each medium has its own language, style, form, techniques, conventions, and aesthetics.

What techniques are used to construct this text and its message?

How effective are they?

Graphical Media

Ask yourself how and why these features help transfer the message.

Design features

• colour

• shape

• line

• placement

• balance

• focal point

• Design features also include images

Printed word features

• typeface and size of type

• bullets

• titles

• headings

• subheadings

• italics

• labels

• captions

Organizational features

• tables of contents

• legends

• keys

• pronunciation guides

• labels

• captions

Organizational patterns

• sequential

• categorical

• explanatory

Reading Visual Texts and Advertisements

A text is constructed in a particular way and is the result of many conscious decisions. The creator of the text decides what technical elements to use and what content to focus on to create a text that will convey a particular message to the audience that he or she is trying to influence in a certain way. When you examine an ad or other print media text, look for the following components:

PRODUCTION/DESIGN

Composition:

• use of blank space

• arrangement of elements in the picture (what is placed where; the connection between items or objects)

• what is excluded or cropped

Camera Angles and Types of Shots:

• use of various camera angles to convey meaning (low camera angle suggests the subject is powerful)

• use of various shots to convey meaning (close up suggests intimacy)

Lighting and Colour:

• the use of lighting and colour to create a certain kind of mood or atmosphere

Copy:

• the use of specific vocabulary and punctuation

TEXT/MESSAGE

• who or what is represented

• choice of models or actors

• use of stereotypes

• body language; facial expression

• relationship of characters – positions of power, inferiority, etc.

• setting

• what ‘story’ is being told

• details

AUDIENCE

• target audience – the audience the creator is trying to reach, based on age, gender, race, class etc.

• active audience – various audiences that respond to the text in different ways

Reading Print Advertisements - An Informal Approach

I'm going to answer Questions for Exploring the Key Concepts of Media Literacy using the notes you have taken based on Graphical Media and Reading Visual Texts and Advertisements. Let's start with these four advertisements.

Tips for Reading Graphical Texts - A Formal Approach

The following structure will help you read print and graphical media texts once you confident with the informal approach. I'm going to use this formal approach with the advertisements below.

Before Reading

• Set a purpose for reading. Ask yourself why you are reading this particular text.

• Look over the text to determine what type it is and which elements are used.

• Examine the titles, headings, captions and images. Start with the title. The title tells you what the graphic is about. The captions may also use words and phrases from the text to show how the graphic is related to the information in the written text (e.g., “Figure 1.6”).

• Recall what you already know about the topic or subject.

• Record some questions you might have about the information presented.

During Reading

• Read all the labels and examine how they are related to the graphic. Each label has a purpose.

• The most important labels may be in capital letters, bold type, or a larger font.

• Follow the arrows and lines. They may be used to show movement or direction, or connect to the things they name.

• Look for the use of colour or symbols to emphasize important words and information. Some graphical texts have a legend or a key to explain the meaning of specific symbols and colours.

• Study the image carefully. See if you recognize the details in the image. Read the text near the picture to find an explanation of the information in the graphic. Use the figure number or title and key words to find and read the related information in the written text.

• Identify the relationships among the visuals and information presented.

After Reading

• Interpret the information conveyed in any of the graphics (e.g., diagrams, charts, graphs, maps). Ask yourself why this information might be important.

• Rephrase the information orally or in writing. Imagine that you are explaining the graphic to someone who has not read it.

• Create your own graphical text (e.g., graph, map, diagram, table, flow chart) to represent the important information.

• Apply the Rule of Thirds to your text

Questions for deconstructing media images:

1. What is the overall message being conveyed? How do the design, text message, and audience work to create that message? Who benefits if this message is accepted? Who loses?

2. What is the text telling us we should do? Why?

3. Does the text appeal to our emotions in any way? Does the text appeal to our fears, needs or desires? Explain.

4. What solution to our needs, fears or desires is the text offering? Why is this solution offered? Is this solution realistic?

5. What views of happiness or success are conveyed by this text? Are these believable? Explain.

Media Studies Activity

The Media Studies Activity will prepare you for the Media Studies Assignment and CPT.

1. Find a print advertisement.

2. Use either the Clio Awards or Ads of the World. If you use a Google Image search: Do not use a parody. Make sure your ad is real.

3. Take a screenshot of it.

4. Follow the steps in Tips for Reading Graphical Texts. Take Jot notes.

5. Follow the steps in Reading Visual Texts and Advertisements. Take Jot notes.

6. Find a partner, exchange your advertisements.

7. Do Step 4 with your partner's advertisement.

8. Do Step 5 with your partner's advertisement.

9. When you are both done, exchange your notes. What similarities and differences have you found? List these in a Venn diagram.

Media Studies Assessment

The Media Studies unit assessment will be in our Google Classroom. You must be logged into a student account to complete the assessment.

It will take place during the first hour of class.

Use the notes from the class website as well as your notebook.

You will deconstruct a text (advertisement) using Questions for deconstructing media images in sentence form.

The questions and the text (advertisement) will be provided in the Google Classroom on the day of your assessment.

Questions

1. What is the overall (overt and implied) message being conveyed? (1 mark)

2. How does the design create that message? (1 mark)

3. What solution to our needs, fears or desires is the text offering? (1 mark)

4. What views of happiness or success are conveyed by this text? Are these believable? Explain. (1 mark)

(App. /4)