Let’s Achieve These!

 Analyze media messages and/or

CHAPTER 3 messages using Key Concepts of Media
Literacy Framework.
EVALUATING MESSAGES AND/OR  Create a multimodal advertisement of a
cause-oriented event.
IMAGES OF DIFFERENT TYPES OF  Conveyed ideas through oral, audio-
TEXTS REFLECTING DIFFERENT visual, and/or web-based presentations
for different target audiences in local and
CULTURES global settings using appropriate
registers
 Adopted awareness of audience and
context in presenting ideas

Look at the advertisement carefully. What can you

say about the advertisement?

https://coconuts.co/manila/news/controversial-ad-encourages-
women-use-whitening-cream-gain-fair-advantage/
KEY CONCEPTS IN MEDIA LITERACY

The Key Concepts of Media Literacy framework serves as a basis for developing a
critical understanding of the content of mass media, the techniques used and the impact of these
techniques. Also, the Key Concepts of Media Literacy can be very helpful in the construction of
media texts for different purposes. The term “text” includes any form of written, spoken or media
work conveying meaning to an audience. Text may use words, graphics, sounds and images in
presenting information. It may also be in oral, print, visual or electronic forms.

Key Concepts Guide Questions in Media Text Analysis

1. All media messages are a. What is the message of the text?
“constructed”. b. How effectively does it represent reality?
c. How is the message constructed?

2. Media have embedded values a. What lifestyles, values and points of view are
and points of view. represented in the text?
b. Who or what is missing?
3. Each person interprets a. What message do you perceive from the text?
messages differently. b. How might others understand it differently? Why?
4. Media have commercial, a. What is the purpose of the text?
ideological or political b. Who is the target audience of the text?
interests. c. Who might be disadvantaged?
d. Who created the text and why?
5. Media messages are a. What techniques are used and why?
constructed using a creative b. How effective are the techniques in supporting the
language having its own rules. messages or themes of the text?
c. What are other ways of presenting the message?
Center for Media Literacy, 2005

ACTIVITY:

Analyze the same advertisement presented earlier using the Key Concept Questions as a
guide. Justify answers in different ways from the text. Make personal, world and text connections.

The advancements in digital technology paved the way to innovative modes and
platforms of communication. The massive and rapid developments in digital communications
ushered in a new era of communication does not simply rely on words, but also on images and
other semiotics of the channel used to convey message.

The Power of Words and Images

ACTIVITY:

Look at the illustration on international arrivals below. Answer the five key questions that
follow.
1. What is the message?
2. What is the purpose of the message?
3. How is the message conveyed (by the text and/or image)?
4. Who is the target audience of the message?
5. What other ways of presenting the message are there?
MULTIMODALITY OF MESSAGES

Multimodality is a fairly new concept in the general academic setting, but can be a very
powerful tool in light of digital and multicultural communication. A text or outputs is considered
multimodal if uses two or more communication modes to make meaning. It shows different
ways of knowledge representations and meaning-making, and investigates contributions of
semiotic resources (language, gestures, images) are co-deployed across various modalities
(visual, aural, somatic, etc). Most importantly, multimodality highlights the significance of
interaction and integration in constructing a coherent text.

A multimodal text can either be one of the following:

1. Paper (Books, comics, posters, brochures)

2. Digital (slide presentation, blogs, web pages. Social media, animation, film, video games)
3. Live (performance or an event)
 4. Transmedia (a story is told using multiple delivery channels through a combination of
platforms such as comics, film and video games all working as part of the same story with
the same message)

Assessment: Analyze the pictures and explain what were not chosen/think
purposively.
EVALUATING ADVERTISEMENTS FROM RADIO, TELEVISION, AND
PRINT OUT ADS

Purpose, Audience, Context

As to purpose, the creator of the text must be clear on the message and the reason(s) why the
message has to be delivered.

As to audience, the nature, interests and sensitivities of the target audience must be considered
so the text will not be offensive and hurt people’s sensibilities.

As to context, the message should be clearly delivered through various semiotic resources, and
in consideration of the various situations where and how the text will be read by different
people having different socio-cultural backgrounds.

Be purposeful in the choices you make

Let us take this example:

Television Commercial: BREEZE

KEY CONCEPTS GUIDE ANSWERS
QUESTIONS IN
MEDIA TEXT
ANALYSIS
1. All media 1. What is the message The text conveys that Breeze is the best
messages are of the text? detergent powder to remove stains from
“constructed”. clothes. They claim that no matter how thick
 the stain is it easily removes through the use
of Breeze since it claims that it has a power
of ten hands.
How effectively does it According to their advertisement it is
represent reality? effective to mud, orange juice, mango juice,
strawberry cake and even motor oil can
effectively remove. However, we can’t say
that it is truly effective since I didn’t try to
use it.
How is the message The message was
constructed? constructed based on the concept of the
product and on the
ingredients used and how effective they
think for their
product.
2. Media have 1. What lifestyles, 1. Their advertisement was presented
embedded values values and points of creatively through showcasing the character
and point of view. view are represented in of kindness, respect and being helpful.
the text?
2. Who or what is 2. They fail to state the level of
missing? comfortableness and kind of service they
can offer for the customers.
3. Each person 1. What message do you 1. From this TV commercial I perceive that
interprets messages perceive from the text? in advertising we can show both showcasing
differently. good character and encouraging viewers to
buy the product.
2. How might others 2. The viewers might take serious their
understand it statement that if it is not effective in one
differently? Why? wash they’ll give back the money.

4. Media have 1. What techniques are 1. The company used concrete tag line that
commercial, used and why? can catch the attention of the readers. They
ideological or also put creativity through highlighting and
political interest. showcasing the good character of Filipino.
2. How effective are the 2. I can say that the techniques used was
techniques in supporting effective because their tagline “lakas ng
the messages or themes sampung kamay” leave a mark to the
of the text? viewers.
3. What are other ways 3. Aside from TV commercials they can
of presenting the also advertise on magazines, newspapers
message? and radio to encourage more customers.
5. Media messages 1. What techniques are 1. The company used concrete tag line that
are constructed used and why? can catch the attention of the readers. They
using a creative also put creativity through highlighting and
language having its showcasing the good character of Filipino.
own rules.
2. How effective are the 2. I can say that the techniques used was
techniques in supporting effective because their tagline “lakas ng
the messages or themes sampung kamay” leave a mark to the
of the text? viewers.
 3. What are other ways 3. Aside from TV commercials they can
of presenting the also advertise on magazines, newspapers
message? and radio to encourage more customers.

Assessment

Look for an advertisement (print, radio, or on television). Analyze the message using the Center
for Media Literacy, key concepts.