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Core Concepts & Questions : Tools to Deconstruct Media Texts

Core Concepts & Questions : Tools to Deconstruct Media Texts. Consider the following quote:. “Advertising is the greatest art form of the 20 th century.” ~ Marshall McLuhan. “Advertising is the greatest art form of the 20 th century.” ~ Marshall McLuhan.

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Core Concepts & Questions : Tools to Deconstruct Media Texts

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  1. Core Concepts & Questions : Tools to Deconstruct Media Texts

  2. Consider the following quote: “Advertising is the greatest art form of the 20th century.” ~ Marshall McLuhan

  3. “Advertising is the greatest art form of the 20th century.” ~ Marshall McLuhan 1. What does Marshall mean by this quote? How can we relate it to other forms of media (i.e. not only advertising)? 2. If you were to analyze a piece of art, what kind of questions would you ask in order to understand it?

  4. What kind of questions would you ask in order to understand this piece of art?

  5. Whether you are analyzing a famous piece of art work, one of the 3 000 advertisements you see each day, the lyrics of a song, a news article, a documentary…there are some very important concepts & questions that must be considered in order to critically examine and come to an understanding (your understanding) of the media text in question.

  6. As we go through 5 important key concepts & their corresponding questions, please note them down (along with any examples that come to mind) for future reference. We will return to these concepts & questions throughout our course.

  7. Core Concept #1All media messages are constructed. Media do not present reality like transparent windows or simple reflections of the world because media message are created, shaped, and positioned through a construction process. (*Think of the number of credits that appear after a film / TV show / on a CD…) Key Word: Authorship

  8. Core Concept #1All media messages are constructed. Question to ask: Who created this message? • Who is this person/company? What else do they make? Why did they make it?

  9. Core Concept #2Media messages are created using a creative language with its own rules. What makes up the language of: • Advertising? • Film? • TV? • Music? • News? Key Word: Format

  10. Core Concept #2Media messages are created using a creative language with its own rules. Question to ask: What techniques are used to attract my attention? - What draws me in? What appeals to me in this ad/movie/TV show etc…?

  11. Core Concept #2Media messages are created using a creative language with its own rules.

  12. Core Concept #3Different people experience the same messages differently. We are the sum of our life experiences! They shape who we are and how we attempt to make meaning of the world around us. Key Word: Audience

  13. Core Concept #3Different people experience the same messages differently. Question to ask: How might different people understand this message differently from me?

  14. Core Concept #3Different people experience the same messages differently. http://mediamatters.org/mmtv/201006030001

  15. Core Concept #4Media have embedded values and points of view. Think of your favourite TV show…What values and points of view are embedded? Two and a Half Men Glee Buffy the Vampire Slayer Key Word: Content

  16. Core Concept #4Media have embedded values and points of view. Question to ask: What lifestyles, values, and points of view are represented in or omitted from this message?

  17. Core Concept #5Media messages are constructed to gain profit and or power. Key Word: Purpose

  18. Core Concept #5Media messages are constructed to gain profit and or power. Question to ask: Why was this message sent? • What does the person/company who created this media text have to gain? • What is this media text trying to persuade me to do?

  19. ‘Dove Evolution’ We are going to view a Dove commercial. In groups of 3 or 4, you will be asked to deconstruct the commercial using the core concepts and five key questions. We will discuss the deconstruction of this commercial as a class and your group will submit your deconstruction on paper as well. (This may be in the form of a mind map or in a more formal written form.)

  20. ‘Dove Evolution’

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