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An Introduction to
Media Literacy
The 5 Key Concepts and Questions of Media Literacy
The basis for this presentation and the
consumption of all media.
Concept #1
All media messages are constructed.
Question #1
Who created this message?
Constructed = Purposeful…not always truthful…Story Telling
Drink 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!
Super Bowl Commercial--2015
• Jeep• https://youtu.be/j7LbPdzYrrE
• What story is being told?
Concept #2Media messages are constructed using a creative language with its
own rules.
Question #2What techniques
were used to attract my attention?
Identifiable Techniques
Bright Colors
Logos
Slogans•Just Do It •Mmmm Mmmm Good!•Melts in Your Mouth. Not in Your Hand.
Close-Up Camera Angles
Super Bowl Commercial—2015
• Doritos• https://youtu.be/YQo0TfuueaY
• Doritos Logo, many different camera angles, humor
Concept #3Different people experience the
same media message
differently.
Question #3How might
different people understand this
message differently than
me?
Do you watch the same shows as…..
Same message interpreted by different audiences.
Your Teachers?
Your Parents?
Your Classmates?
Younger cousins?
Your Grandparent?
Super Bowl Commercial--2015
• Wix• https://youtu.be/1wBcAe3Badc
• Stereotypes
Concept #4Media have
embedded values and points of view.
Question #4
What values, lifestyles and points of view are
represented in, or omitted from this
message?
What stereotypes do the media continue to maintain
or preserve?
Concept #5Most media
messages are organized to gain
profit and/or power.
Question #5
Why was this created?
Is the media’s purpose to help you or to buy you?
Super Bowl Commercial—2015
• Mercedes• http://superbowlcommercials.tv/
35227.html
• Mercedes wants you to win the race with their vehicle. They want you to make a profit from your purchase.
Assignment• Find one advertisement in a magazine.
• Cut out the advertisement...preferably the whole page.
• Glue it to construction paper• Answer each of the 5 questions in a
complete sentence on the construction paper.
•Think about graphic composition. •Display your responses creatively.
• Make sure your name is on it• Turn in when done