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Topic 1
Topic 1
Topic 1
https://www.youtube.com/watch?v=zgWIxv5_6SE
SIX KEY CONCEPTS IN MEDIA
ANALYSIS
2. Each medium has different characteristics,
strengths, and a unique “language” of
construction.
SIX KEY CONCEPTS IN MEDIA
ANALYSIS
2. Each medium has different characteristics,
strengths, and a unique “language” of
construction.
SIX KEY CONCEPTS IN MEDIA
ANALYSIS
3. Media messages are produced for particular
purposes.
SIX KEY CONCEPTS IN MEDIA
ANALYSIS
4. All media messages contain embedded values
and points of view.
SIX KEY CONCEPTS IN MEDIA
ANALYSIS
5. People use their individual skills, beliefs and
experiences to construct their own meanings from media
messages.
SIX KEY CONCEPTS IN MEDIA
ANALYSIS
5. People use their individual skills, beliefs and
experiences to construct their own meanings from media
messages.
SIX KEY CONCEPTS IN MEDIA
ANALYSIS
6. Media and media messages can influence beliefs,
attitudes, values, behaviors, and the democratic process.
SIX KEY CONCEPTS IN MEDIA
ANALYSIS
6. Media and media messages can influence beliefs,
attitudes, values, behaviors, and the democratic process.
SIX KEY CONCEPTS IN MEDIA
ANALYSIS
6. Media and media messages can influence beliefs,
attitudes, values, behaviors, and the democratic process.
SIX KEY CONCEPTS IN MEDIA
ANALYSIS
6. Media and media messages can influence beliefs,
attitudes, values, behaviors, and the democratic process.
KEY QUESTIONS
TO ASK WHEN
ANALYZING
MEDIA MESSAGES
KEY QUESTIONS TO ASK WHEN ANALYZING
MEDIA MESSAGES
AUDIENCE & AUTHORSHIP
AUTHORSHIP • Who made this message?
• Why was this made?
PURPOSE • Who is the target audience (and how do you
know)?
ECONOMICS • Who paid for this?
• Who might benefit from this message?
IMPACT • Who might be harmed by it?
• Why might this message matter to me?
• What kinds of actions might I take in response to
RESPONSE
this message?
KEY QUESTIONS TO ASK WHEN ANALYZING
MEDIA MESSAGES
MESSAGES & MEANINGS
• What is this about (and what makes you think
that)?
• What ideas, values, information, and/or
CONTENT
points of view are overt? Implied?
• What is left out of this message that might be
important to know?
• What techniques are used?
TECHNIQUES
• Why were those techniques used?
• How do they communicate the message?
KEY QUESTIONS TO ASK WHEN ANALYZING
MEDIA MESSAGES
MESSAGES & MEANINGS (Continuation)
• How might different people
understand this message
differently?
INTERPRETATIONS
• What is my interpretation of this
and what do I learn about myself
from my reaction or interpretation?
KEY QUESTIONS TO ASK WHEN ANALYZING
MEDIA MESSAGES
REPRESENTATIONS & REALITY
• When was this made?
CONTEXT • Where or how was it shared with the
public?
• Is this fact, opinion, or something else?
• How credible is this (and what makes you
CREDIBILITY
think that)?
• What are the sources of the information,
ideas, or assertions?
CLASS ACTIVITIES
Formative Assessment
Deconstructing Media Message: News Article
Instructions
1.Form a group of 3 students.
2.Read the given news article.
3.Analyze the news article by answering the key
questions in media messages.
4.Write your answer on a yellow pad. Time limit is
45 minutes.
Formative Assessment
Deconstructing Media Message: News Article
http://www.manilatimes.net/mining-good-bad/117801/
Formative Assessment
Deconstructing Media Message: Advertisement
Formative Assessment
Deconstructing Media Message: Advertisement
Counter Ad
2014 Second Place
Winner
Source:
http://medialiteracyproje
ct.org/deconstructions/c
ounter-ad-citi-card/
Formative Assessment
Deconstructing Media Message: Advertisement
Formative Assessment
Deconstructing Media Message: Advertisement
REFERENCES