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The Medium Is The Message: The Role of Media In Politics

The Medium Is The Message: The Role of Media In Politics. Frank Baker media educator fbaker1346@aol.com. October 22, 2010. Informed Voter BY JOE HELLER , GREEN BAY PRESS-GAZETTE  -  10/20/2010. Source: USA Today, 10/21/10 Mike Smith, Las Vegas Sun. www.frankwbaker.com.

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The Medium Is The Message: The Role of Media In Politics

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  1. The Medium Is The Message: The Role of Media In Politics Frank Bakermedia educator fbaker1346@aol.com October 22, 2010

  2. Informed VoterBY JOE HELLER, GREEN BAY PRESS-GAZETTE  -  10/20/2010

  3. Source: USA Today, 10/21/10Mike Smith, Las Vegas Sun

  4. www.frankwbaker.com

  5. Greenwood Press (2009)

  6. The Medium Is The Message: The Role of Media In Politics What do you want your students to know aboutthe media?

  7. Media Literacy’s Core Concepts • All media are constructions • Media are languages with their own set of rules • Media convey values and points-of-view • Audiences negotiate meaning • Media= power & profit

  8. From NY Times, Week of October 17, 2010

  9. The Medium Is The Message: The Role of Media In Politics “Our Founding Fathers understood that a democratic republic could not survive without an informed and participatory citizenry….It is essential in our citizenship role to view critically, analyze ask powerful questions and draw our own conclusions. Media literacy, then, is essential to the citizenship role.” Denee Mattioli, past president, NCSS

  10. Media Literacy Questions: • Who created the message? (author) • Why was it created? (purpose) • For whose eyeballs (audience) • What does it attract attention? (techniques) • Who/what is omitted? • Where can you go to verify the info?

  11. The Medium Is The Message: The Role of Media In Politics What do you want your students to know about the role media plays in elections?

  12. 1. Candidates need the media 2. Candidates depend on media consultants 3. Candidates & their consultants try to control their image…but they’re not always successful 4. The reason candidates must raise millions of dollars is not only to run their campaigns but also to purchase TV time for their ads 5. Political ads resemble traditional ads (so I believe, we should teach students techniques of persuasion and production) 6. New media (YouTube; Facebook; etc.) have been extremely effective this election cycle at reaching young voters and raising money (so are cell phones)

  13. Advertising Research shows (voters) get more information on the issues from political ads on TV spots than they get from TV news or the debates

  14. Advertising Political campaign commercials fall under FREE SPEECH; thus they cannot be challenged in court Candidates can and WILL say anything

  15. Thinking Like Advertisers • Who is my audience? • What medium is best to reach them? (radio, TV, sign, direct-mail, YouTube, social network, cell phone) • How will I shape my message? • What images, words, sounds? • Who or what can I associate with? • What do I want my audience to do?

  16. Types of political ads: Profile (biographical) Testimonial Accomplishment Negative ResponseCharacter ChallengeIssue Scare tactics

  17. Symbolism Patriotism: put flags in the shot; show lots of red, white, and blue Supporting business: put candidate with construction workers Supporting education: put candidate in school settings One of the regular people: put him/her with farmers, senior citizens, downtown

  18. Language of TV • Cameras • Lighting • Set Design • Sound & Music • Editing (post production) • Makeup, Wardrobe, Expressions

  19. “The Country I Love” Senator Barack ObamaYou can find this video on YouTube

  20. Deconstructing the Ads Vincent Sheheen Nikki Haley

  21. Fact Checking The Candidates

  22. http://newstrust.net/truthsquad

  23. Newspaper Factchecks

  24. TV Station Fact Checks WSPA TV (Spartanburg)

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