MEDIA

MEDIArefers to a single medium used to

communicate any data for any purpose a "one to many" form of communication,

whereby products are mass produced and disseminated to a great quantity of audiences.

Forms of Media Industry1.Print (books, pamphlets, newspapers,

magazines, etc.)2.Recordings (gramophone records, magnetic

tapes, cassettes, CDs, DVDs Blue ray)3.Cinema 4.Radio 5.Television 6.Internet 7.Mobile phones

Types of MediaAdvertising media, various media, content, buying

and placement for advertisingBroadcast media, communications delivered over

mass electronic communication networksDigital media, electronic media used to store,

transmit, and receive digitized informationElectronic media, communications delivered via

electronic or electromechanical energyHypermedia, media with hyperlinksMass media, all means of mass communicationsMultimedia, communications that incorporate

multiple forms of information content and processing

Types of MediaNew media, a broad term encompassing the amalgamation

of traditional media with the interactive power of computer and communications technology

News media, mass media focused on communicating newsNews media (United States), the news media of the United

States of AmericaPrint media, communications delivered via paper or

canvasPublished media, any media made available to the publicRecording media, devices used to store informationSocial media, media disseminated through social

interaction

Media Ownership

Media LiteracyMedia literacy is a set of skills that anyone

can learn. Just as literacy is the ability to read and write, media literacy refers to the ability to:

access, analyze, evaluate and create media messages of all kinds.

Media LiteracyToday, many people get most of their

information through complex combinations of text, images and sounds.

We need to be able to navigate this complex media environment, to make sense of the media messages that bombard us every day, and to express ourselves using a variety of media tools and technologies.

Media Literacy Skills Understand how media messages create

meaning Identify who created a particular media

message Recognize what the media maker wants us to

believe or do Name the "tools of persuasion" used Recognize bias, spin, misinformation and lies

Media Literacy SkillsDiscover the part of the story that's not being

toldEvaluate media messages based on your own

experiences, beliefs and valuesCreate and distribute your own media

messagesBecome advocates for change in our media

system

Deconstructing MediaAll media messages – TV shows, newspapers,

movies, advertisements, etc. – are made or constructed by people.

One of the most important media literacy skills is deconstruction - closely examining and “taking apart” media messages to understand how they work.

Deconstructing MediaDeconstructing a media message can help us

understand who created the message, and who is intended to receive it.

It can reveal how the media maker put together the message using words, images, sounds, design, and other elements.

It can expose the point of view of media makers, their values, and their biases. It can also uncover hidden meanings – intended or unintended.

Deconstruction Questions1. Whose message is this? Who created or

paid for it? Why?2. Who is the “target audience”? What is

their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this?

3. What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.)

Deconstruction Questions4. What is the “subtext” of the message?

(What do you think is the hidden or unstated meaning?)

5. What kind of lifestyle is presented?6. What values are expressed?7. What “tools of persuasion” are used?

Deconstruction Questions8. What positive messages are presented?

What negative messages are presented?9. What groups of people does this message

empower? What groups does it disempower? How does this serve the media maker's interests?

10. What part of the story is not being told? How and where could you get more information about the untold stories?

Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous. David Ogilvy

Advertising is only evil when it advertises evil things. David Ogilvy

I do not regard advertising as entertainment or an art form, but as a medium of information. David Ogilvy

Ninety-nine percent of advertising doesn't sell much of anything. David Ogilvy