media and information literacy (mil) - key concepts in media literacy and questions to ask in...
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MEDIA AND INFORMATION LITERACY (MIL)
Mr. Arniel PingSt. Stephen’s High SchoolManila, Philippines
1. INTRODUCTION TO MIL (Part 4)Key Concepts and Questions in Media
Analysis
MIL PPT 04, Updated: December 8, 2016
LEARNING COMPETENCIES Learners will be able to:• Identify and explain the key concepts in media analysis (SSHS);
•Discuss key questions to ask when analyzing media messages (SSHS); and
•apply the discussed strategies in analyzing and deconstructing media messages (SSHS).
TOPIC OUTLINEI- Media and Information LiteracyA. Key Concepts In Media AnalysisB. Key Questions to Ask When
Analyzing Media MessagesC. Formative Assessment:
Analyzing and Deconstructing Media Messages
D. Performance Task: Analyzing Media Messages
VIDEO PRESENTATION
Top 10 Misleading Marketing Tactics by mojo.com
https://www.youtube.com/watch?v=M-HrTC8QCbM
CLASS DISCUSSION1.What valuable lessons can we learn
from the video?2.How is being a media and information
literate related to being a wise consumer?
3.How can media and information literacy make producers or companies be more honest in their advertisements?
SIX KEY CONCEPTS IN MEDIA ANALYSIS1. All media messages are
“constructed.”
SIX KEY CONCEPTS IN MEDIA ANALYSIS1. All media messages are
“constructed.”
SIX KEY CONCEPTS IN MEDIA ANALYSIS1. All media messages are
“constructed.”
SIX KEY CONCEPTS IN MEDIA ANALYSIS1. All media messages are
“constructed.”Instagram Vs. Real Life
By BuzzFeedViolet
https://www.youtube.com/watch?v=zgWIxv5_6SE
SIX KEY CONCEPTS IN MEDIA ANALYSIS2. Each medium has different
characteristics, strengths, and a unique “language” of construction.
SIX KEY CONCEPTS IN MEDIA ANALYSIS2. Each medium has different
characteristics, strengths, and a unique “language” of construction.
SIX KEY CONCEPTS IN MEDIA ANALYSIS3. Media messages are produced
for particular purposes.
SIX KEY CONCEPTS IN MEDIA ANALYSIS4. All media messages contain
embedded values and points of view.
SIX KEY CONCEPTS IN MEDIA ANALYSIS5. People use their individual skills, beliefs
and experiences to construct their own meanings from media messages.
SIX KEY CONCEPTS IN MEDIA ANALYSIS5. People use their individual skills, beliefs
and experiences to construct their own meanings from media messages.
SIX KEY CONCEPTS IN MEDIA ANALYSIS6. Media and media messages can
influence beliefs, attitudes, values, behaviors, and the democratic process.
SIX KEY CONCEPTS IN MEDIA ANALYSIS6. Media and media messages can
influence beliefs, attitudes, values, behaviors, and the democratic process.
SIX KEY CONCEPTS IN MEDIA ANALYSIS6. Media and media messages can
influence beliefs, attitudes, values, behaviors, and the democratic process.
SIX KEY CONCEPTS IN MEDIA ANALYSIS6. Media and media messages can
influence beliefs, attitudes, values, behaviors, and the democratic process.
AUDIENCE & AUTHORSHIPAUTHORSHIP • Who made this message?
PURPOSE• Why was this made?• Who is the target audience (and how do you
know)?ECONOMICS • Who paid for this?
IMPACT• Who might benefit from this message?• Who might be harmed by it?• Why might this message matter to me?
RESPONSE • What kinds of actions might I take in response to this message?
KEY QUESTIONS TO ASK WHEN ANALYZING MEDIA MESSAGES
MESSAGES & MEANINGS
CONTENT
• What is this about (and what makes you think that)?
• What ideas, values, information, and/or points of view are overt? Implied?
• What is left out of this message that might be important to know?
TECHNIQUES • What techniques are used?• Why were those techniques used?• How do they communicate the message?
KEY QUESTIONS TO ASK WHEN ANALYZING MEDIA MESSAGES
MESSAGES & MEANINGS (Continuation)
INTERPRETATIONS
• How might different people understand this message differently?
• 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
CONTEXT• When was this made?• Where or how was it shared with
the public?
CREDIBILITY
• Is this fact, opinion, or something else?
• How credible is this (and what makes you think that)?
• What are the sources of the information, ideas, or assertions?
KEY QUESTIONS TO ASK WHEN ANALYZING MEDIA MESSAGES
Formative AssessmentAnalyzing Media Message: FB Post
Formative AssessmentDeconstructing Media Message: Advertisement
Counter Ad2014 Second Place Winner
Anthony Ferrante fromFort Zumwalt West Middle School, O'Fallon, Missouri
Source: http://medialiteracyproject.org/deconstructions/counter-ad-citi-card/
Formative AssessmentDeconstructing Media Message: Advertisement
FORMATIVE ASSESSMENTANALYZING MEDIA MESSAGE: TV AD
JolliSavers MealsBy Jollibee Philippines
https://www.youtube.com/watch?v=0Wh-nrEkBD8
FORMATIVE ASSESSMENTANALYZING MEDIA MESSAGE: JOLLISAVERS MEALS TV
AD 1.Who made the ad? On what purpose? (2
points)2.Who do you think is the target audience?
Why? (2 points)3.What is this ad about? (2 points)4.What ideas, values, information, and/or
points of view are overt? Implied? (2 points)
5.What is left out in the ad that might be important to know? (2 points)
6.What is your conclusion about this ad after answering questions no. 1- 5? (5 points)
Performance Task- Written Output•Cooperative Learning: Group of 3 students
•Watch the advertisement then answer the given questions in 1 whole yellow pad.
•Allocated time for the activity: 50 minutes.
Cooperative Learning: Analyzing Media Message
Watch this video “Behind the Scenes at a McDonald's Photo Shoot” by
McDonald's Canada (YouTube Channel)https://
www.youtube.com/watch?v=oSd0keSj2W8
Performance Task – Written Work
PERFORMANCE TASK-WRITTEN WORKCOOPERATIVE LEARNING: ANALYZING MEDIA
MESSAGE 1.Who made the ad? On what purpose? (2
points)2.Who do you think is the target audience?
Why? (2 points)3.What is this ad about? (2 points)4.What ideas, values, information, and/or
points of view are overt? Implied? (2 points)
5.What is left out in the ad that might be important to know? (2 points)
6.What is your conclusion about this ad after answering questions no. 1- 5? (5 points)
REFERENCES•Media and Information Literacy Curriculum Guide by DepEd
•Media and Information Literacy by Boots C. Liquigan, Diwa Learning Systems Inc.
•http://www.projectlooksharp.org/
REFERENCES
•http://highered.mheducation.com/sites/dl/free/0072827580/88223/bar27580_ch02.pdf
•http://depts.washington.edu/nwmedia/sections/nw_center/curriculum_docs/stud_combine.pdf
•https://www.sophia.org/tutorials/deconstruct-media-messages
•http://medialiteracyproject.org/deconstructions/
PHOTO CREDIT• Slide 6 and 7http://
www.dailymail.co.uk/femail/article-3266802/Viral-scenes-shots-reveal-stark-reality-capturing-perfect-wedding-photo.html
• Slide 8 https://www.pinterest.com/pin/250442429247994581/• Slide 10 http://
depositphotos.com/26393971/stock-illustration-advertisement-board-billboard-marketing-frame.html
• Slide 11 https://aliraza.co/11-reasons-you-should-start-blogging/• Slide 12
http://www.audiencebloom.com/the-7-fears-stopping-entrepreneurs-from-marketing-on-social-media/
PHOTO CREDIT• Slide 13 https://
mobile.twitter.com/wissenswertebiz/status/656821565305278464/photo/1
• Slide 15 https://b2bstorytelling.wordpress.com/category/best-practices/
• Slide 16 http://www.prweb.com/releases/mainstream-media-channels/employment-report/prweb10392378.htm
• Slide 17 http://www.businessinsider.com/victorias-secret-angels-vs-dove-models-2012-12
PHOTO CREDIT• Slide 18
https://jessellenor.wordpress.com/2015/03/17/it-happens-for-guys-too/
• Slide 19 http://www.developmentprogress.org/blog/2014/03/26/what-political-voice-why-does-it-matter-and-how-can-it-bring-about-change
• Slide 24 https://www.facebook.com/FabricationsAboutThePAP/• Slide 25 and 26 http
://medialiteracyproject.org/deconstructions/counter-ad-citi-card/