Media Literacy

What is “media literacy”?•Media literacy is the ability to analyze the messages that inform, entertain and sell to us every day.

•It's the ability to bring critical thinking skills to bear on all media— from music videos and Web environments to product placement in films and virtual displays on NHL hockey boards.

•It's about asking pertinent questions about what's there, and noticing what's not there.

•And it's the instinct to question what lies behind media productions— the motives, the money, the values and the ownership— and to be aware of how these factors influence content.

media-awareness.ca

5 Core Concepts&

5 Key Questions

1

Concept: All media messages are “constructed”.

Question: “Who created this message?”

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

Question: “What techniques are used to attract my attention?”

3

Concept: Different people experience the same media message differently.

Question: “How might different people understand this message differently than me?”

4

Concept: Media have embedded values and points of view.

Question: “What lifestyles, values and points of view are represented in, or omitted from, this message?”

5

Concept: Most media messages are organized to gain profit and/or power.

Question: “Why was this message sent?”

Deconstructing a Print Ad

1. Make observations

• People: gender, sex, race, age, expression, etc.

• Camera angle: close up, eye level, etc.• Lighting: natural or artificial? What is

in the light and what is in shadow? Ect.• Color: bright, pale, black & white• Font: size, color, type, read the text

2. Purpose of Ad

• What product is being sold?

• Who is paying for the ad?

• Does it appeal to you? Why or why not?

• What is the target market?

• What emotions/feelings is the ad trying to associate with the product? Did it work? Explain.

3. Determine the assumption the ad makes & the messages it sends

What assumptions are being made about: •Gender (men like to drink beer, women love high heels)•Race (Black people are excellent athletes, Latinos dance well)•Class (rich people are always healthy and happy)

For each category, decide the following:

Are these assumptions realistic? Why or why not?

Does it reinforce or challenge stereotypes?

4. Consequences

• What are the possible consequences of these messages? (long-term and short-term)

• Do the messages create unrealistic expectations for people? How?

• Is this ad socially responsible? How or how not?