AAH 101 D

VISUAL ARTS
Media
Literacy
 What is Media Literacy?
MEDIA - the main means of mass communication( broadcasting,
publishing and the internet) regarded collectively.

LITERACY- our ability, competence, knowledge in a specified area.

MEDIA LITERACY- its ia an expanded conceptualization of literacy that

includes the ability to access and analyze media messages as well as
to create, reflect and take action, using the power of information and
communication to make a difference in the world.
 Media Literacy
Our society and culture – even our perception of reality - is shaped by the
information and images we receive via the media.

A few generations ago, our culture’s storytellers were people – family,

friends, and others in our community. For many people today, the most
powerful storytellers are television, movies, music, video games, and the
Internet.

Media messages affect our thoughts, attitudes and actions. We don’t like to
admit it, but all of us are affected by advertising, news, movies, pop music,
video games, and other forms of media.

That’s why media are such a powerful cultural force, and why the media
industry is such big business.
 Places to Access Media
• Print Media - transmit information via physical objects, such as books, comics,
magazines, newspapers, or pamphlets. Where would you find this type of media?
• Broadcast Media - Transmit information electronically, via such media as film,
radio, recorded music, or television. Where would you find this type of media?
• Digital Media - comprises both Internet and mobile mass communication. Internet
media comprise such services as email, social media sites, blogs, websites, and
Internet-based radio and television. Many other mass media outlets such as ads
online or distributing QR Codes in outdoor or print media to direct mobile users to
a website. Where would you find this type of media?
• Outdoor Media - transmit information via billboards; blimps; flying billboards
(signs in tow of airplanes); placards or kiosks placed inside and outside of buses,
commercial buildings, shops, sports stadiums, subway cars, or trains; signs; or
skywriting. Where would you find this type of media?
• Video Game – Where would you find this type of media?
• Mobile Phones
 What are the different types of media?

TV Commercials
•Newspapers
Advertisements •Magazines
•Billboards
Billboards •Radio
•Television
•Internet / Websites
•Video games Apps
•Computer games
•Apps
•Advertisements
 Media Use the
Language of
Persuasion
• All media messages try to
persuade us to believe or do
something. News, documentary
films, and nonfiction books all
claim to be telling the truth.

• Advertising tries to get us to

buy products. To do this, they
use specific techniques (like
flattery, repetition, fear, and
humor) we call “the language of
persuasion.”
 Why Learn About Media Literacy
• - Develop critical thinking skills – Is this telling the whole truth? What audience was this
developed for? Is it trying to persuade me to think a certain way or do something?
• - Understand how media messages shape our culture and society.
• - Recognize what the media maker wants us to believe or do
• - Name the techniques of persuasion used.
Does it appeal to our emotions - people laughing and having a good time drinking Pepsi
Does it appeal to our logic - one glass of Florida orange juice contains 75% of your daily
Vitamin C needs-but it doesn’t tell you how much sugar you are also getting),
Does it appeal to the character of the company selling it - nine out of ten dentists agree
that Crest is the better than any other brand
• - Recognize bias, spin, misinformation, and lies
• - Discover the parts of the story that are not being told – look at the orange juice example
• - Evaluate media messages based on our own experiences, skills, beliefs, and values -
Hidden messages
TRUTH OR LIE?
The Hidden Message
- Subtext
The “subtext” is your interpretation of a
piece of media. The subtext is not actually
heard or seen; it is the meaning we create
from the text in our own minds after
viewing or listening to it.
• While media makers (especially
advertisers) often create texts that
suggest certain subtexts, each person
creates their own subtext (interpretation)
based on their previous experiences,
knowledge, opinions, attitudes and
values. Therefore, the subtext of a piece
of media will vary depending on the
individual seeing/hearing it.
 What’s the subtext
from this GOT MILK
advertisement?

Possible subtexts include:

 Athletes drink milk.
 Athletes can only perform well by drinking
milk.
 Athletes want you to drink milk.
 If you drink milk you will be athletic.
 Famous people drink milk.
 If you drink milk, you’ll be famous, too.
 What is media literacy?
Act Access
•Accessing media
•Analyzing media
•Evaluating media Analyze
Reflect &
•Creating media Evaluate

•Participating in media content

Create
Tools Used in Media

• Images and pictures

• Text and words
• Music and sound
• Graphics
• Videos
• Interviews
Visual Tools
text and words

graphics

images and pictures

Example # 1
Look at this magazine ad.
What are the primary tools
being used to advertise Jif
Peanut Butter?
Images and pictures

Text and words

Music and sound

Graphics

Videos

Interviews
Activity/Assignment:
• ACTIVITY/ASSIGNMENT # 3
1. SELECT A POSTER/ADVERTISEMENT OF A PRODUCT THAT HAS MADE A GREAT IMPACT IN
YOUR LIFE.
TELL IN YOUR VIDEO : HOW DOES IT AFFECT YOUR THINKING, BELIEF AND ACTION AS A
PERSON?
IDENTIFY THE PRODUCT PERSUASION THAT YOU HAVE EXPERIENCED THAT’S WHY YOU
CHOSE THAT PRODUCT.
CREATE YOUR SHORT VIDEO EXPLANATION (60 SECONDS/1 MINUTE)
2. PICK A PARTICULAR POST/ADVERTISEMENT IMAGE AND CREATE YOUR OWN SUBTEXT
FOLLOWING THE EXAMPLE POSTER ABOVE.