Applying the 5 core concepts

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Applying the 5 Core Concept questions to Ads.

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Applying the 5 Core Concepts P. Denton September, 2009

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Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

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PMS 187 U PMS 187 C 1. 2. 3. 4. 5. Who created this message? What creative techniques are used to attract my attention? How might different people understand this message differently than me? What values, lifestyles and points of view are represented in, or omitted from, this message? Why is this message being sent? 1. 2. 3. 4. 5. Five Core Concepts All media messages are ‘constructed.’ Media messages are constructed using a creative language with its own rules. Different people experience the same media message differently. Media have embedded values and points of view. Most media messages are organized to gain profi t and/or power. Five Key Questions of Media Literacy © 2005 / Center for Media Literacy Who created this message? Key Question #1 Core Concept #1 All messages are ‘constructed.’ # Keyword: Authorship • • • • • • Guiding Questions: What kind of “text” is it? What are the various elements (building blocks) that make up the whole? How similar or different is it to others of the same genre? Which technologies are used in its creation? What choices were made that might have been made differently? How many people did it take to create this message? What are their various jobs? © 2005 Center for Media Literacy / www.medialit.org To explore the idea of ‘authorship’ in media literacy is to look deeper than just knowing whose name is on the cover of a book or all the jobs in the credits of a movie. Key Question #1 opens up two fundamental insights about all media – “constructedness” and choice. The fi rst is the simple but profound understanding that media texts are not “natural” although they look “real.” Media texts are built just as buildings and highways are put together: a plan is made, the building blocks are gathered and ordinary people get paid to do various jobs. Whether we are watching the nightly news, passing a billboard on the street or reading a political campaign fl yer, the media message we experience was written by someone (or probably many people), images were captured and edited, and a creative team with many talents put it all together. The second insight is that in this creative process, choices are made. If some words are spoken; others are edited out; if one picture is selected, dozens may have been rejected; if an ending to a story is written one way; other endings may not have been explored. However as the audience, we don’t get to see or hear the words, pictures or endings that were rejected. We only see, hear or read what was accepted! Nor does anybody ever explain why certain choices were made. The result is that whatever is “constructed” by just a few people then becomes “normal” for the rest of us. Like the air we breathe, media get taken for granted and their messages can go unquestioned. Media are not “real” but they affect people in real ways because we take and make meaning for ourselves out of .

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Applying the 5 core concepts

1. Applying the 5 Core Concepts P. Denton September, 2009

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7. Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

8. Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

9. Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

10. Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

11. Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?

12. Why was this message sent? What does this message think is important? How might different people react? What techniques are used to attract my attention? Who created this message?