The 5 Key Concepts and Questions of Media Literacy

An Introduction to Media Literacy

The 5 Key Concepts and Questions of Media LiteracyThe basis for this presentation and the consumption of all media.Concept #1All media messages are constructed.Question #1Who created this message?

Constructed = Purposefulnot always truthfulStory Telling

Drink Muscle Milk and youll have biceps like him!

Use Pantene products and your hair will look like hers!

Use Proactiv and you will be as successful as Jessica Simpson!Super Bowl Commercial--2013Audihttp://youtu.be/ANhmS6QLd5Q

What story is being told?Concept #2Media messages are constructed using a creative language with its own rules.Question #2What techniques were used to attract my attention?Identifiable TechniquesBright Colors

LogosSlogansJust Do ItMmmm Mmmm Good!Like a RockHave it Your Way

Close-Up Camera AnglesSuper Bowl Commercial2013Best Buy http://youtu.be/y_yNq3EtXmk

Best Buy Logo, lots of products shown, humorConcept #3Different people experience the same media message differently.Question #3How might different people understand this message differently than me?Do you watch the same shows as..Same message interpreted by different audiences.Your Teachers?Your Parents?Your Classmates?Younger cousins?Your Grandparent?What do you think of when you see this?

Super Bowl Commercial--2013VWhttp://youtu.be/WCK0WsH0wKE StereotypeConcept #4Media have embedded values and points of view.Question #4What values, lifestyles and points of view are represented in, or omitted from this message?What stereotypes do the media continue to maintain or preserve?

Concept #5Most media messages are organized to gain profit and/or power.Question #5Why was this created?Is the medias purpose to help you or to buy you?

Super Bowl Commercial2013Geicohttp://youtu.be/-LeHpdLtcDQ

Geico does not really care if you save money as long as they are making money from your insurance policyAssignmentClass ActivityFind two advertisementsDO NOT TEAR THEM OUTOn a sheet of paper:Describe the Ad1-2 sentences so I could find it if I needed toAnswer each of the 5 questionsMake sure your name (s) is on itYou may work with 1 other personBring to Mrs. Ferris when done