the medium is the message the role of media in politics
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The Medium Is The Message: The Role of Media In Politics. Frank Baker media educator [email protected] October 22, 2010. Informed Voter BY JOE HELLER , GREEN BAY PRESS-GAZETTE  -  10/20/2010. Source: USA Today, 10/21/10 Mike Smith, Las Vegas Sun. www.frankwbaker.com.

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the medium is the message the role of media in politics6
The Medium Is The Message: The Role of Media In Politics

What do you want your students to know aboutthe media?

media literacy s core concepts
Media Literacy’s Core Concepts
  • All media are constructions
  • Media are languages with their own set of rules
  • Media convey values and points-of-view
  • Audiences negotiate meaning
  • Media= power & profit
the medium is the message the role of media in politics9
The Medium Is The Message: The Role of Media In Politics

“Our Founding Fathers understood that a democratic republic could not survive without an informed and participatory citizenry….It is essential in our citizenship role to view critically, analyze ask powerful questions and draw our own conclusions. Media literacy, then, is essential to the citizenship role.”

Denee Mattioli, past president, NCSS

media literacy questions
Media Literacy Questions:
  • Who created the message? (author)
  • Why was it created? (purpose)
  • For whose eyeballs (audience)
  • What does it attract attention? (techniques)
  • Who/what is omitted?
  • Where can you go to verify the info?
the medium is the message the role of media in politics11
The Medium Is The Message: The Role of Media In Politics

What do you want your students to know

about the role media plays in elections?

slide12
1. Candidates need the media

2. Candidates depend on media consultants

3. Candidates & their consultants try to control their image…but they’re not always successful

4. The reason candidates must raise millions of dollars is not only to run their campaigns but also to purchase TV time for their ads

5. Political ads resemble traditional ads (so I believe, we should teach students techniques of persuasion and production)

6. New media (YouTube; Facebook; etc.) have been extremely effective this election cycle at reaching young voters and raising money (so are cell phones)

advertising
Advertising

Research shows (voters) get more information on the issues from political ads on TV spots than they get from TV news or the debates

advertising15
Advertising

Political campaign commercials

fall under FREE SPEECH; thus they

cannot be challenged in court

Candidates can and WILL say anything

thinking like advertisers
Thinking Like Advertisers
  • Who is my audience?
  • What medium is best to reach them? (radio, TV, sign, direct-mail, YouTube, social network, cell phone)
  • How will I shape my message?
  • What images, words, sounds?
  • Who or what can I associate with?
  • What do I want my audience to do?
types of political ads
Types of political ads:

Profile (biographical)

Testimonial

Accomplishment

Negative

ResponseCharacter ChallengeIssue

Scare tactics

symbolism
Symbolism

Patriotism: put flags in the shot; show lots of red, white, and blue

Supporting business: put candidate with construction workers

Supporting education: put candidate in school settings

One of the regular people: put him/her

with farmers, senior citizens, downtown

language of tv
Language of TV
  • Cameras
  • Lighting
  • Set Design
  • Sound & Music
  • Editing (post production)
  • Makeup, Wardrobe, Expressions
slide21
“The Country I Love” Senator Barack ObamaYou can find this video on YouTube
deconstructing the ads
Deconstructing the Ads

Vincent Sheheen Nikki Haley

tv station fact checks
TV Station Fact Checks

WSPA TV (Spartanburg)

ad