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Five Core concepts

Five Core concepts. What Everyone Needs to Know About Media. All media are constructions. Since every media “text” is carefully constructed and controlled by whoever creates it, what does this imply about the representations we see of people, families, and society?

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Five Core concepts

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  1. Five Core concepts What Everyone Needs to Know About Media

  2. All media are constructions • Since every media “text” is carefully constructed and controlled by whoever creates it, what does this imply about the representations we see of people, families, and society? • Remember: Each film, ad, video, or TV show is planned, pitched, rehearsed, and edited. So how “real” is the text? How real does it seem?

  3. Media uses unique “language” • Newspapers, TV shows, and even horror movies use images and words in different ways. • For example, these separate forms of communication impact our thinking and emotions each by its own particular use of music, color, lighting, words, camera angles, and point of view. • Imagine a horror film with happy music playing or your nightly news with the “Jaws” theme playing all the time.

  4. Different audiences understand the same media message differently. • No two people see the same movie or hear the same song. • This is as true between your best friend and you as it is between members of the older generation and your generation. • We each “make sense” of media in our own way.

  5. Media has commercial interests • Media are ad-driven businesses. • When advertising their products or services, corporate sponsors and advertisers select TV stations and newspapers based on the number and type of people who watch or read it regularly. • Media must successfully draw the attention of particular audiences or advertisers will not finance programs. • How might this relationship affect the material each medium produces or publishes?

  6. Media have embedded values and points of view • Since media are constructed, they carry a subtext about who and what is important in life—at least according to the value system of the person(s) doing the constructions. • Our challenge is to learn to “read” the media critically and to recognize the indirect value messages they carry.

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