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Media Literacy

Media Literacy. Facts about Media. Depending on the source, it is reported that teenagers see between 200-1,000 ads a day ( tv , movies, clothing, internet, etc.) http://www.youtube.com/watch?v=GgUE4BeWM-g&feature=related.

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Media Literacy

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  1. Media Literacy

  2. Facts about Media • Depending on the source, it is reported that teenagers see between 200-1,000 ads a day (tv, movies, clothing, internet, etc.) • http://www.youtube.com/watch?v=GgUE4BeWM-g&feature=related

  3. Many are oblivious to the impact of media messages, but it’s clear that standards of beauty and behavior are set by the media. • We put BLIND TRUST in the media and allow others to dictate when we will ultimately believe is the STANDARD for acceptability. • We allow media to tell us what is beauty, what we should look like, what labels we should buy. • Why?

  4. Media Literacy • Media = TV, radio, internet, magazines, ads, movies, etc. • Media Literacy is the ability to: • analyze media messages, • uncover stereotypical messages • to question “what lies beneath” the messages (motives and money BEHIND the media)

  5. How Media Works • Media uses persuasion to “pull” you in, entertain you, feel like you “need” something • News, documentary films, and nonfiction books all claim to be telling the truth. • Advertising tries to get us to buy products. • Movies and TV dramas go to great lengths to appear realistic.

  6. Decode Media Messages • Source • WHO is creating the advertisement? • What do they want in the end? • Will I REALLY get the outcome that’s “promised” (will I look like the model wearing the shoes/clothes/makeup)? • Examples: • Victoria Secret • Disney • McDonalds • Kardashians • Politics- Presidential Race

  7. Stereotypes • Stereotype: Assumptions/belief about what a person is like based on what group s/he belongs to, rather than his/her individual characteristics • Gender • Ethnicity • Age • Sexual Orientation • Socioeconomic Class (Poor, Middle Class, Wealthy)

  8. Media’s Use • Media uses stereotypes to sell products or for comedic value. (Cleaning products aimed at women, Tech and Talk using Indian-Americans) • Stereotypes allow a particular group to be superior, powerful, and in control while degrading other groups using slurs, comedy, or insults to make them weak or inferior.

  9. Women – Nurturing Caretakers • Media tells girls that they can do anything as long as they’re doing household chores or “women’s work”. • When men are used in cleaning commercials, they provide the SOLUTION but don’t do actual work (Mr. Clean for example): http://www.youtube.com/watch?v=8z6ks8Z0X20 (3:07)

  10. Or...women as objects...less than equal. • http://www.youtube.com/watch?v=hZkC_fNxmQk&feature=related

  11. Men versus Women • http://www.youtube.com/watch?v=DZIpifzykIg) • What do YOU think?

  12. Men aren’t perfect enough, either • http://www.youtube.com/watch?v=ZkbnRrzt18U&feature=results_video&playnext=1&list=PL3E504EE2F94D55B8

  13. Gender Roles • From the onset of television for children, gender roles are clearly defined by programs most parents see as “kid-friendly” such as: • Cartoons • Movies • Toy product advertisements • Popular characters

  14. Disney • Disney is a company that has a strong dominance in the media market • Disney movies run under a strict formula • Describe a traditional Disney movie: • Traditional prince: • Traditional princess: • Villian: • Other characters: • Problem in film: • Who “saves the day”?

  15. Disney’s Power • http://www.youtube.com/watch?v=byaMd_PNyIY&p=A2CECE838888C68B&index=12 (5:46)

  16. Disney and Gender • http://www.youtube.com/watch?v=B8O8p0Ac1Rg&feature=related (7:32)

  17. Sexual Power • Often time, women are shown as submissive and subservient. Men are shown as powerful and controlling. • http://www.youtube.com/watch?v=JDMo5cIJN3A&playnext=1&list=PL16C8C79B8E1E2352 (5:34) • Does it surprise you that rape is still common? • What do you think can be done to change this belief that men are dominant over women? • What can men do to teach boys about power and control?

  18. Racism/Racial Stereotypes • http://www.youtube.com/watch?v=FyCnJLNhQeE&feature=related (3:36) • Why advertisers use racial stereotypes to sell a product • Grabs attention • Usually used for comedic value • What it actually does • Gives one group power, hurts other groups • Harmful for equality

  19. Racist Advertising • http://egotvonline.com/2011/08/19/a-collection-of-racist-advertisements/

  20. Media Literacy • Advertising

  21. Advertising • Goal: Sell product • How? • Idealistic body type: • Women- big hair, thin, flawless face, large breasts, small waist, perfect body, sexual • Men- handsome, strong, flawless, serious, perfect body, powerful, sexual, dominating • Stereotyping: • Gender roles (Men- doing manly activities – strong, muscular, controlling. Women – cleaning, cooking, feminine, submissive, naked) • Unequal representation • Caucasian, underweight, young. Rare to see diversity. If diversity, very Caucasian or sexy appearance. • Sex sells. Women are sex objects who don’t have a use for their brain.

  22. Influence on image and self-esteem • http://www.youtube.com/watch?v=hMxtBL8lHbU&feature=related • (4:51)

  23. Truth in Advertising • Heavily airbrushed/photoshopped • Tool used to make models or products appear perfect • Takes away any and every flaw • Turns models into “cartoons”

  24. Examples • http://www.youtube.com/watch?v=hibyAJOSW8U (1:14) • http://www.youtube.com/watch?v=wUb5PZHcovA • (4:30)

  25. Assumptions • Women believe that men VALUE beautiful women more. Truth is that men, like women, care about a woman’s personality, education, and values more than looks. • Men believe that they have to achieve muscles in order to be seen as strong. Truth is, strength is internal. Some of the most powerful men in the world are internally strong.

  26. Media Persuasion Techniques • Association: link a product, service, or idea with something already liked • A good ad can create a strong emotional response and then associate that feeling with a brand • BMW= wealth/power • Nike = Victory/champion • Name a few associations you’ve seen with popular brands

  27. Beautiful People • Media uses good-looking models (who may also be celebrities) to attract our attention. • This technique is extremely common in ads, which may also imply (but never promise!) that we’ll look like the models if we use the product • Secondary or weak characters are never as “beautiful” as the main character – attractive = strength, anything less = weak

  28. Celebrities • Celebrities. (A type of Testimonial – the opposite of “regular people”.) • Ads often use celebrities to grab our attention. • Companies pay lots of money to them • We ASSUME celebrities USE the product when they usually don’t. • If celebrities use it, it MUST be a good product – more people believe the product will work.

  29. Text vs. Subtext • The text of any piece of media is what you actually see and/or hear. • Can include written or spoken words, pictures, graphics, moving images, sounds, and the arrangement or sequence of all of these elements. • The “subtext” is an individual interpretation of a media message. The subtext is not actually heard or seen; it is the meaning we create in our minds.

  30. What is the TEXT here? • What SUBTEXT do you actually see?

  31. Illusion of Image • Ads create an illusion of status/image • High fashion ads use money to show the perfect lifestyle • The idea is that money will buy happiness • Products will solve your problems • Those photographed are better than you because of the product

  32. Racist Advertising • http://egotvonline.com/2011/08/19/a-collection-of-racist-advertisements/

  33. Positive Ads • RARE! • Show people happy • Use realistic situations • Clearly show product in use • Diversity • Respectable appearances (clothes on) • Natural looking people • Show imperfections

  34. Negative Ads • Difficult to know what is being sold • Objectify women/men • Show a lot of nudity • Are heavily airbrushed/photoshopped • Use idealized/impossible images of beauty • Make someone feel bad/insecure • Unrealistic • Stereotypical for genders • Racist • Rarely smiling/happy- in pain • Sexual abuse

  35. Remember to Decode • Source • WHO is creating it? • What do they want in the end? • Will I REALLY get the outcome that’s “promised” (will I look like the model wearing the shoes/clothes/makeup)?

  36. Conclusion • http://www.youtube.com/watch?v=Hv5Z2Xv8iJU • Become a conscious consumer • Read between the lines • Understand the IMPACT of media on others, especially children • Realize that most advertisements will NEVER deliver on promises • No product will solve your problems, make you more “beautiful”, or substitute for something products cannot give: personality and a soul.

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