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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 Politics

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The Medium Is The Message: The Role of Media In Politics

Frank Bakermedia educator

[email protected]

October 22, 2010


Informed VoterBY JOE HELLER, GREEN BAY PRESS-GAZETTE  -  10/20/2010


Source: USA Today, 10/21/10Mike Smith, Las Vegas Sun


www.frankwbaker.com


Greenwood Press (2009)


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

  • 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


From NY Times, Week of October 17, 2010


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:

  • 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 Politics

What do you want your students to know

about the role media plays in elections?


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

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


Advertising

Political campaign commercials

fall under FREE SPEECH; thus they

cannot be challenged in court

Candidates can and WILL say anything


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:

Profile (biographical)

Testimonial

Accomplishment

Negative

ResponseCharacter ChallengeIssue

Scare tactics


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

  • Cameras

  • Lighting

  • Set Design

  • Sound & Music

  • Editing (post production)

  • Makeup, Wardrobe, Expressions


“The Country I Love” Senator Barack ObamaYou can find this video on YouTube


Deconstructing the Ads

Vincent Sheheen Nikki Haley


Fact Checking The Candidates


http://newstrust.net/truthsquad


Newspaper Factchecks


TV Station Fact Checks

WSPA TV (Spartanburg)


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