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!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 AnglesConcept #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?

Concept #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?

AssignmentIf not in class for Class ActivityFind advertisements to represent each of the five key concepts or questions. Cut out one advertisement for each concept and glue or tape them onto a larger piece of paper. On an index card, write the name of the key concept each advertisement represents and give an explanation as to why it represents that particular concept. The explanation needs to be written in complete sentences to earn full credit.