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What’s Media?

What’s Media?. Medium = mediator of communication; a channel; e.g., a cell phone transmitting a message from the sender to the receiver , then reversed with the response Media = multiple ‘channels’ of communication: T.V., internet, radio, etc. What’s Media?.

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What’s Media?

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  1. What’s Media? • Medium = mediator of communication; a channel; e.g., a cell phone transmitting a message from the sender to the receiver, then reversed with the response • Media = multiple ‘channels’ of communication: T.V., internet, radio, etc.

  2. What’s Media? • Mass Media = media sending messages directed to diverse and very large receiver audiences; the receiver is not in the same place as all the other receivers of the same message, or receiving the same message at the same time (e.g., movie audiences, magazine readers)

  3. What’s MEDIA LITERACY? The ability to to access, analyze and create media in a variety of forms.

  4. What’s MEDIA LITERACY? The ability to interpret the symbols, techniques and meanings of the multitude of messages sent out daily through T.V., radio, billboards, internet, etc. (particularly in advertising).

  5. 6 Key Questions • Who created this message? • What techniques are used to get my attention? • What lifestyles, values, viewpoints are represented or omitted? • How might different people understand this message differently from me? • Why was this message sent? • What, of significance, was left out?

  6. 1. Who created this message? Who sponsored it? (hint: it’s a company!) Why?

  7. magazines.com/magcom/covers/

  8. Cosmopolitan Magazine Owner: The Hearst Media Corporation

  9. 2. What techniques are used to attract my attention? And to persuade, inform, entertain me.

  10. magazines.com/magcom/covers/

  11. http://fashaddix.com/wp-content/uploads/2009/01/jessica_alba_cosmopolitan_magazine.jpghttp://fashaddix.com/wp-content/uploads/2009/01/jessica_alba_cosmopolitan_magazine.jpg http://1.bp.blogspot.com/_p3feBYwNs2I/SG0xjUCM7uI/AAAAAAAAHW4/G3InRj_2CFc/s400/scarlett-cosmo.jpg

  12. What values, lifestyles and points of view are represented in this message? (“worldview”) Which/ whose are left out?

  13. http://images.amazon.com/images/P/B0006MT314.01._SCLZZZZZZZ_.jpghttp://images.amazon.com/images/P/B0006MT314.01._SCLZZZZZZZ_.jpg

  14. http://www.onetreehillonline.com/

  15. http://www.amazon.com/gp/product/images/ http://www.amazon.com/One-Tree-Hill-Complete-Season/dp

  16. 4. How might some people understand this message differently from me? Also, who is the targetted audience? How is the message tailored to them?

  17. http://www.cwtv.com/photos/gossip-

  18. 5. Why was this message sent? Who paid for it? Who profits?

  19. The percentage of revenue comes from advertising and marketing: 60% magazines 80% newspapers 100% TV

  20. Seventeen magazine reaches over 14.5 million 12+ year olds 
 Seventeen magazine reaches over 1.9 million 17-18 yr olds *Advertorial Monthly 1/3 column inSeventeen magazine can be used to promote your message. http://www.seventeen.com/about/pop/

  21. —from Seventeen Magazine media kit

  22. —from Seventeen Magazine media kit

  23. 6. What is left out of this message that might be important to know? Real consequences? Based on morality & justice?

  24. CRITICAL THINKING Q. Q. What determines the cost of an ad? The demand for the medium by the consumer. (as demonstrated by distribution record or by show’s Nielsen ratings) http://en.wikipedia.org/wiki/Nielsen_ratings

  25. Empowerment Process of MEDIA LITERACY Based on the work of Brazilian educator, Paulo Friere, author of Pedagogy of the Oppressed

  26. 4 Steps of MEDIA LITERACY (p. 104, G) 1. AWARENESS 2. ANALYSIS 3. REFLECTION 4. ACTION

  27. What am I seeing? hearing? reading? understanding? What are theconcepts, techniques, strategies, media shapers and owners? 1. Raising AWARENESS: (What we’re doing right now)

  28. AWARENESS - Keys to Media Interpretatioin 1. FUNCTION 2. COMPARATIVE MEDIA 3. MEDIA COMMUNICATOR 4. AUDIENCE

  29. 2. ANALYSIS: Deconstructing Media • What is the message and why is • it being sent? • Who paid for it? Who profits? • Who is being targetted? • What techniques are used to • attract my attention?

  30. Deconstructing Media • What is the message? What is the text? Manifest Message 2. What is the subtext? Latent Message

  31. Deconstructing Media • Who paid for it? • Who profits?

  32. Owner: Hearst Corporation magazines.com/magcom/covers/

  33. Deconstructing Media • Who is being targetted? (What text/images lead you to this conclusion?)

  34. Deconstructing Media • What techniques are use to attract • attention?

  35. www.magazines. com/magcom/covers

  36. 3. REFLECTION: • Asking questions like, • “So what?” • “How does this media influence teens, • women, persons of color, etc.?” • “What values does this media • support or ignore?”

  37. What “story” is implied? (i.e. What values, lifestyles & points of view are represented?) • What “story” is not being told? • (i.e. What is omitted from this message? • Why was it left out?)

  38. http://www.amazon.com/One-Tree-Hill-Complete-Season/dp http://www.amazon.com/gp/product/images/

  39. http://www.tv.com/photos/viewer.html

  40. 4. ACTION: • What should we do, if anything, in • response to what we learn? • What response seems • appropriate in light of my own beliefs?

  41. PROCESS of Communication (p.16,Silverblatt) 1. Communicator INTERPERSONAL 2. Message 3. Channel 4. Audience

  42. PROCESS of Communication 1. Channel MASS COMMUNICATION 2. Communicator 3. Message 4. Audience

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