Lesson 5 2

Activity
Ge ne ra te que s tions a nd ide a s a bout the me s s a ge

conve ye d by the a dve rtis e me nt .
Media l it er acy
Media literacy
 Refers to the
ability to ACCESS, ANALYZE, EVALUATE, CREATE,
and ACT using all forms of communication.
 Media literacy empowers people to be critical

thinkers and makers, effective communicators and
active citizens.
The term “media literacy” is often used interchangeably
with other terms related to media and media
technologies. To clarify what we mean when we talk
about media literacy, NAMLE offers these definitions:
 Media refers to all electronic or digital means and print

or artistic visuals used to transmit messages.
 Literacy is the ability to encode and decode symbols and

to synthesize and analyze messages.
 Media literacy is the ability to encode and decode
the symbols transmitted via media and the ability
to synthesize, analyze and produce mediated
messages.
 Media literacy education is the educational

field dedicated to teaching the skills associated
with media literacy.
What are texts?
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 print, oral, visual or

electronic forms. A text is a unit of
meaning for interpretation and
understanding.
Reading Strategies
It is important to help students develop skills and strategies that
will empower them to negotiate media texts critically. In order to
do this students must come to understand that:
 there is no one ’true’ meaning, but rather a range of possible

meanings in a text
 the reader plays an active role in the negotiation of meaning
 this role involves conscious choices rather than the
unconscious acceptance of "preferred" readings.
Key Concepts of Media Literacy
1. All media messages are constructed.
Media texts are built just as surely as buildings and

highways are built. The key behind this concept is
figuring out who constructed the message, out of what
materials and to what effect.
2. Media messages are constructed using a creative
language with its own rules.
Each form of communication has its own creative

language: scary music heightens fear, camera close-ups
convey intimacy, big headlines signal significance.
Understanding the grammar, syntax and metaphor of
media language helps us to be less susceptible to
manipulation.
3. Different people experience the same media
message differently.
Audiences play a role in interpreting media

messages because each audience member brings
to the message a unique set of life experiences.
Differences in age, gender, education and
cultural upbringing will generate unique
interpretations.
4. Media have embedded values and points of
view.
Because they are constructed, media messages carry a

subtext of who and what is important — at least to the
person or people creating the message. The choice of a
character’s age, gender or race, the selection of a
setting, and the actions within the plot are just some of
the ways that values become “embedded” in a
television show, a movie or an advertisement.
5. Media have embedded values and points of
view.
Because they are constructed, media messages carry

a subtext of who and what is important — at least to
the person or people creating the message. The
choice of a character’s age, gender or race, the
selection of a setting, and the actions within the plot
are just some of the ways that values become
“embedded” in a television show, a movie or an
advertisement.
Key Concepts Guide Questions Response to the Response to the
in Media Text Questions(ViVo Questions
Analysis Y81I) (IntelliFresh
Refrigerator)
1. All media 1. What is the

messages are message of the
“constructed.” text?

2. How effectively
does it represent
reality?

3. How is the
message
constructed?
2. Media have 1. What lifestyle,
embedded values values and points
and points of of view are
view. represented in
the text?

2. Who or what
is missing?
3. Each person 1. What
interprets message do you
messages perceive from
differently. the text?

2. How might
others
understand it
differently?
Why?
4. Media have 1. What is the
commercial, purpose of the text?
ideological or
political interests. 2. Who is the target
audience of the text?

3. Who might be
disadvantaged?
4. Who created the
text and why?
5. Media 1. What techniques
messages are are used and why?
constructed
using a creative 2. How effective are
language the techniques in
having its own supporting the
rules. messages or themes
of the text?
3. What are other
ways of presenting
the message?

Lesson 5 2

Uploaded by

Copyright:

Available Formats

Lesson 5 2

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Lesson 5 2

Uploaded by

Copyright:

Available Formats

Activity

Ge ne ra te que s tions a nd ide a s a bout the me s s a ge

 Media literacy empowers people to be critical

 Media refers to all electronic or digital means and print

 Literacy is the ability to encode and decode symbols and

 Media literacy education is the educational

 It may also be in print, oral, visual or

 there is no one ’true’ meaning, but rather a range of possible

1. All media messages are constructed.

Media texts are built just as surely as buildings and

Each form of communication has its own creative

Audiences play a role in interpreting media

Because they are constructed, media messages carry a

Because they are constructed, media messages carry

1. All media 1. What is the

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.