Decoding a Newspaper

Headline

Byline

Lead - HOOK

Hard News LeadJohn Roberts, 21, and Glen Thomas, 45, were later charged with 28 counts of felony burglary for the theft of diamond jewelry and laptop computers from Harrelson Hall.

Soft News Lead

Two local boys were found dead in their front yard this morning, victims of what police suspect was a gang-related initiation.

Descriptive Leads

Enter his second story office in Pullen Hall and the burly, former college football star will immediately envelope you in a bear hug, waving aside any attempts at formality and insisting that while you’ve just met, you’re already friends.

Narrative Leads

Panting, sweating and gasping for air, Natalie Lewis digs her fingers into the chain-link fence, using every ounce of her energy to pull herself up and over, landing squarely – and hard – on the burnt clay below.

Highlight Parts of the News Report

Find the headline Subheading Byline Lead (what, who when, where, why and how) At least two quotes First group to find the above will win the

following prize:

Your News ReportWhat you need:• Headline• Subheading• Byline• Lead (opening paragraph) 2-3 Sentences with 5ws

+ H• Body paragraph(s) 2-3 sentences per paragraph

providing facts to make report believable at have at least 1 quote

• Summary paragraph 2-3 sentences to finish off your news report

Decoding Print Advertisements

AdvertisementsThere are 5 main components of Advertising: Purpose: The message, the subject and

the effect the ad is meant to have on people.

Techniques: What methods are used to achieve the purpose; the dominate feature of the ad.

Impact: The effect the advertisement had on the audience, its effectiveness in influencing them.

Ad’s Cont.’ Target Audience: Who is the advertisement

aimed at and intended to influence? Medium: The way the message reaches its

audience, and where the ad is found.

Message: Pest Control!

Technique: Allusion to Spiderman (Dominate Universal Feature)

Impact: Nostalgia (Link to childhood memories for adults)

Target Audience: Adults / Families

Medium: Print Ad

Media MessagesExplicit Message: When you evaluate a media text, you are using reading and thinking strategies to understand the messages. Some messages are very obvious (in your face!). These are what we call explicit messages

• Implicit Messages: Some messages are less obvious because the producers of the media text have provided only clues…

• Take a second (or third or fourth…) look at the media that follows this slide. It’s a poster produced jointly by the government of British Columbia, the Lung Association and the Ministry of Health.

Stereotyping / Bias

• The definition of a stereotype is any commonly known public belief about a certain social group or a type of individual.

• Stereotypes are often confused with prejudices, because, like prejudices, a stereotype is based on a prior assumption. Stereotypes are often created about people of specific cultures or races.

Common StereotypesMen & Women• Men are strong and do all the work.• Men are the “backbone.”• Women aren't as smart as a man.• Women can’t do as good of a job as a

man.• Girls are not good at sports.• Guys are messy and unclean.• Men who spend too much time on the

computer or read are geeks.

Cultures• All white Americans are obese, lazy, and dim-witted. Homer

Simpson of the TV series The Simpsons is the personification of this stereotype.

• Mexican stereotypes suggest that all Mexicans are lazy and came into America illegally.

• All Arabs and Muslims are terrorists.• All people who live in England have bad teeth.• Italian or French people are the best lovers.• All African Americans outside of the United States are poor.• All Jews are greedy.• All Asians are good at math. All Asians like to eat rice and

drive slow.• All Irish people are drunks and eat potatoes.• All Americans are generally considered to be friendly,

generous, and tolerant, but also arrogant, impatient, and domineering.

Groups & Individuals• Goths wear black clothes, black makeup, are depressed and

hated by society.• Punks wear Mohawks, spikes, chains, are a menace to

society and are always getting in trouble.• All politicians are philanders and think only of personal gain

and benefit.• Girls are only concerned about physical appearance.• All blonds are unintelligent.• All librarians are women who are old, wear glasses, tie a

high bun, and have a perpetual frown on their face.• All teenagers are rebels.• All children don't enjoy healthy food.• Only anorexic women can become models.

Sexual Stereotype

Sexual stereotypes, on the other hand, suggest that any feminine man is gay and any masculine woman is a lesbian. Those who believe gay stereotypes may also believe that homosexuality is immoral, wrong and an abomination.