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What’s Media?

What’s Media?. Medium = mediator of communication; a channel; e.g., a cell phone transmitting a message from the sender to the receiver , then reversed with the response Media = multiple ‘channels’ of communication: cell phones, billboards, T.V., internet, radio, etc.

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What’s Media?

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  1. What’s Media? • Medium = mediator of communication; a channel; e.g., a cell phone transmitting a message from the sender to the receiver, then reversed with the response • Media = multiple ‘channels’ of communication: cell phones, billboards, T.V., internet, radio, etc.

  2. What’s Mass Media? • Mass Media = media sending messages directed to diverse and very large receiver audiences; the receiver is not in the same place as all the other receivers of the same message, or receiving the same message at the same time (e.g., movie audiences, magazine readers)

  3. What’s MEDIA LITERACY? The ability to access, analyze and interpret the symbols, techniques and meanings of the multitude of messages sent out daily through mass media.

  4. PROCESS of Communication 1. Who = Communicator (Sender) INTERPERSONAL 2. What = Message 3. Through which = Channel 4. Towhom = Audience (Receiver)

  5. PROCESS of Communication 1. Who = Communicator (sender) MASS COMMUNICATION (23,Silverblatt) 2. What = Message 3. To whom = Audience (receiver) 4. Through which =Channel (medium) 5. What effect? = Feedback (impact)

  6. What’s MEDIA LITERACY? It is a critical thinking skill that is applied to the source of much of our information: the channels of mass communication

  7. What’s MEDIA LITERACY? As such, it has emerged as a survival skill that empowers individuals to decipher media messages.

  8. Five Core Concepts 1. All media messages are ‘constructed.’ 2. Media messages are constructed using a creative language (techniques) with its own rules.

  9. 3. Different people experience the same media message differently. 4. Media have embedded values and points of view. 5.Most media messages are organized to gain profit and/or power.

  10. 6 Key Questions (p 103) • Who created this message? • What techniques are used to get my attention? • What lifestyles, values, viewpoints are represented or omitted? • How might different people understand this message differently from me? • Why was this message sent? • What, of significance, was left out?

  11. 1. Who created this message? Who sponsored/ paid for it? (hint: it’s a company!) Why?

  12. magazines.com/magcom/covers/

  13. Cosmopolitan Magazine Owner: The Hearst Media Corporation

  14. 2. What techniques are used to attract my attention? (and to persuade, inform, entertain me?)

  15. magazines.com/magcom/covers/

  16. http://fashaddix.com/wp-content/uploads/2009/01/jessica_alba_cosmopolitan_magazine.jpghttp://fashaddix.com/wp-content/uploads/2009/01/jessica_alba_cosmopolitan_magazine.jpg http://1.bp.blogspot.com/_p3feBYwNs2I/SG0xjUCM7uI/AAAAAAAAHW4/G3InRj_2CFc/s400/scarlett-cosmo.jpg

  17. What values, lifestyles and points of view are represented in this message? (“worldview”) (And which/ whose are left out?)

  18. http://images.amazon.com/images/P/B0006MT314.01._SCLZZZZZZZ_.jpghttp://images.amazon.com/images/P/B0006MT314.01._SCLZZZZZZZ_.jpg

  19. http://www.onetreehillonline.com/

  20. 4. How might some people understand this message differently from me? (Also, who is the targetted audience? How is the message tailored to them?)

  21. http://www.cwtv.com/photos/gossip-

  22. 5. Why was this message sent? (Who paid for it? Who is targetted? Who profits?)

  23. http://www.thehollywoodgossip.com/gallery/jersey-shore-cast-picture/

  24. Who owns Jersey Shore? • Aired on the MTV network, owned by Viacom, Inc. (generated $14.91 billion in 2011) • – that’s a big corporation!

  25. The Big Six

  26. The percentage of revenue comes from advertising and marketing: 60% magazines 80% newspapers 100% TV

  27. Seventeen magazine reaches over 14.5 million 12+ year olds 
 Seventeen magazine reaches over 1.9 million 17-18 yr olds *Advertorial Monthly 1/3 column inSeventeen magazine can be used to promote your message. http://www.seventeen.com/about/pop/

  28. —from Seventeen Magazine media kit

  29. —from Seventeen Magazine media kit

  30. 6. What is left out of this message that might be important to know? Real consequences? Based on morality & justice?

  31. Who produced these sites and for what purpose? Who is the target audience for each? Is the information accurate? Is it biased?

  32. Empowerment Process of MEDIA LITERACY Based on the work of Brazilian educator, Paulo Friere, author of Pedagogy of the Oppressed

  33. 4 Steps of MEDIA LITERACY (p. 104, G) 1. AWARENESS 2. ANALYSIS 3. REFLECTION 4. ACTION

  34. What am I seeing? hearing? reading? understanding? What are theconcepts, techniques, strategies, media shapers and owners? 1. Raising AWARENESS: (What we’re doing right now)

  35. 2. ANALYSIS: Deconstructing Media (asking the 6 Questions - including) • What is the message and why is • it being sent? • Who paid for it? Who profits? • Who is being targetted? • What techniques are used to • attract my attention?

  36. Deconstructing Media • What is the message? What is the text? = Manifest Message 2. What is the subtext? = Latent Message

  37. Deconstructing Media • Who paid for it? • Who profits?

  38. Deconstructing Media • Who is being targetted? (What text/images lead you to this conclusion?)

  39. Deconstructing Media • What techniques are use to attract • attention?

  40. www.magazines. com/magcom/covers

  41. 3. REFLECTION: Diagnosis • Evaluating, criticizing, asking questions like, • “So what?” • “How does this media influence teens, • women, persons of color, etc.?” • “What values does this media • support or ignore?”

  42. What “story” is implied? (i.e. What values, lifestyles & points of view are represented?) • What “story” is not being told? • (i.e. What is omitted from this message? • Why was it left out?)

  43. http://www.amazon.com/One-Tree-Hill-Complete-Season/dp http://www.amazon.com/gp/product/images/

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