1. Mass Communication & Media Literacy

2. Representation To represent something is to describe or depict it, to call it up in the mind by description, portrayal or imagination. To represent also means to symbolise.

3. All media forms contain only a fraction of what could have been presented – they are selective in their portrayals and are thus abstractions in the way they work at emphasising or inflections limited elements or characteristics of what is on show or known.

4. Representation How the media shows us things about society – through a careful process of mediation – hence, re- presentation. For representation to be meaningful to audiences there needs to be a shared recognition of people, situations, ideas etc.

5. Representation When analysing media representations in general it’s useful to ask a few questions 1. What sense of the world is it making? 2. What does it imply? 3. Is it typical of the world or deviant? 4. Who is it speaking to? For whom? To whom? 5. What does it represent to us and why? How do you respond?

6. Representation 1. What sense of the world is it making? 2. What does it imply? 3. Is it typical of the world or deviant? 4. Who is it speaking to? For whom? To whom? 5. What does it represent to us and why? How do you respond?

7. Ideology and representation Representations are therefore encoded into mass media texts in order to do this – to reinforce dominant ideologies in society.

8. Ideology and representation Ideology refers to a set of ideas which produces a partial and selective view of reality. What is important is that the media’s role can be seen as:  Circulating and reinforcing dominant ideologies  Undermining and challenging such ideologies

9. Depicting individuals TV Newsreader Middle class Man What else does this media figure ‘represent’?

10. Types  A grouping based on shared characteristics; a class.  An individual that represents the ideal for its class; Stereotypes  Stereotyping is a process involving the expression of an exaggerated belief about a group that serves to qualify or justify the conduct towards that group of those who hold and express that belief.

11. Building stereotypes Appearance Behaviour Implicit/explicit comparison

12. What are the characteristics of good communication?

13. Listen to what people say Invite questions and encourage interaction Be aware of people’s concerns Understand words and concepts that people commonly use and use appropriate language Share ideas and information in ways that help people understand and correct misunderstanding Build on what people already know Stick to the important points Be specific about what action to take Motivate people

14. A = audience = Who? P = purpose = Why? What do you want to achieve? C = content = What do you want to communicate?

15. WHY? What purpose do we have in mind? What are we trying to achieve? What do we want the audience(s) to do? What are our objectives? WHAT? What information or messages – what content – do we want to convey in order to achieve our objectives and to motivate and mobilise the audience(s)?

16. HOW? What communication channels or media will be most effective in doing this? What combination of channels will work best? WHEN? What critical timing is involved? Are there key windows of opportunity? Are there key dates by which something needs to happen? WHERE? In what settings will our communication be used? Do we need to adapt our approach for different settings?

17. Why develop a communication strategy? moves attention from communication products (leaflets, posters, booklets, discussion lists, websites, videos, workshops, events) to communication processes (how interacting, networking, involving, participating, encouraging, enhancing, empowering can best be achieved)

18. Working with the media: what can journalists do? Journalists can:  be important and informed advocates on health issues  help you to get information across effectively  simplify complex issues and relate them to people’s lives  but can also undermine or misinterpret your message

19. How to make effective use of the media Understand the context of the news room Know what you want to get across Pay attention to how to get it across:  Interesting topic  Accuracy and clarity  Accessibility and interest  Simplify the work of the journalist  Cultivate personal contacts

20. Legal issues – you can be vulnerable Don’t break the law Watch out for slander and libel Only use good data Avoid quoting people without permission If you are quoting from a source make it clear

21. Ethical issues Journalist responsibilities:  accuracy of information  respecting reasonable privacy  protecting their sources Consumer and community advocates  providing accurate information  acting in the interest of group they represent  respecting the privacy of individuals