Media Literacy

What is Media Literacy? The ability to access, analyze, evaluate, and create media. Media literate youth and adults are better able to understand the complex messages we receive from television, radio, Internet, newspapers, magazines, books, billboards, video games, music, and all other forms of media.

Media Literacy Can Help You…. Develop critical thinking skills Understand how media messages shape our culture and society Realize how you are being persuaded to think and act a certain way by media Recognize bias, misinformation, and lies Evaluate media messages based on your own experiences, skills, beliefs, and values  Create and distribute your own media messages (ads, commercials, etc.)

Media Literacy Concepts Media shapes our culture Our perception of reality is shaped by the information and images we receive via the media. A few generations ago, our culture’s storytellers were people in our community. For many people today, the most powerful storytellers are television, movies, music, video games, and the Internet. Then  Now 

Media Literacy Concepts Media messages affect our thoughts, attitudes, and actions. Media use “the language of persuasion.” All media messages try to persuade us to believe or do something. News, documentary films, and nonfiction books all claim to be telling the truth. Advertising tries to get us to buy products. Novels and TV dramas try to appear realistic.

Media Literacy Concepts Media create fantasy worlds Movies, TV shows, and music videos sometimes inspire people to do things that are unwise, anti-social, or even dangerous. Advertising constructs a fantasy world where all problems can be solved with a purchase. Media literacy helps people recognize fantasy and combine it with reality. No one tells the whole story! Often, the effect of a media message comes not only from what is said, but from what part of the story is not told.

Media Literacy Concepts Media messages contain “texts” and “subtexts.” Text: the actual words, pictures and/or sounds in a media message. Subtext: the hidden and underlying meaning of the message. What is the text and subtext of this “Got Milk?” ad?

Media Literacy Concepts Individuals create their own meanings from media. People receive and interpret media messages differently, based on their own prior knowledge, experiences, values, and beliefs. Media messages can be decoded. By “deconstructing” media, we can figure out who created the message and why. We can identify the persuasion techniques being used and recognize how media makers are trying to influence us. We can notice what parts of the story are not being told, and how we can become better informed.

Media Literacy Concepts The human brain processes images differently than words. Images are processed in the part of the brain where strong emotions and instincts are located. Written and spoken language is processed in the part of the brain where reason lies. This is why TV commercials are often more powerful than print ads.

Media Literacy Concepts Media are most powerful when they trigger our emotions. Advertisements try to transfer feelings from an emotionally-charged symbol (i.e. family, the flag) to a product. Media messages can be manipulated to enhance emotional impact. Movies and TV shows use film techniques (like camera angles, framing, reaction shots, quick cuts, special effects, lighting tricks, music, and sound effects) to reinforce the messages in the script. Dramatic graphic design can do the same for magazine ads or websites.

Media Literacy Concepts Types of Advertising Internal plays on your emotions and feelings. Something is wrong with you or your beliefs and a certain product or action can “fix” you or help you. External plays on what you would like to have and why you should have it or why you need it

Media Literacy Concepts Propaganda Ideas used to influence people are called propaganda. When someone or a group in the media is urging people to do, buy, or believe something, and/or to act in a certain way, they are using propaganda. Propaganda often includes the manipulation of information and even misleading statements (lies) may be used to create the desired effect and influence public opinion.

Media Literacy Concepts Target Audience A group of people, age or generation that advertisers are trying to attract when selling their products or ideas. Examples of Target Audiences Family Men Women Children Senior citizens Teens Singles Married couples Business Athletes

Media Literacy Concepts Ways to Advertise-Medium Radio, Television, Movies, Newspapers, Magazines, Internet, Billboards, Books, Coupons, Clothing, Many More

The Language of Persuasion The goal of most media messages is to persuade the audience to believe or do something. Example: Hollywood movies use expensive special effects to make us believe that what we’re seeing is real. Example: News stories use several techniques – such as direct quotation of sources – to make us believe that the story is accurate. Example: Advertising tries to persuade us to buy a product or service.

The Language of Persuasion Persuasion techniques are used by the media for the following reasons: Get our attention Establish credibility and gain our trust Make us desire the product or idea Motivate us to act (buy, vote, give money, etc.) Once you know how media messages try to persuade you to believe or do something, you’ll be better able to make your own decisions. 

Persuasion Techniques Bandwagon/Popularity Appeal Persuading people to do something by letting them know “everyone is doing it” or “all the cool people have it.” No one likes to be left out, and these ads urge us to "jump on the bandwagon” or else feel lonely or unpopular. Examples: Kids’ toys, brand-name clothing

Persuasion Techniques Beautiful People Good-looking models and celebrities are used in ads to attract our attention. If you use the product being advertised, you’ll look like the models using the product. Example: Revlon makeup advertisement  you too can have radiant, flawless skin like Jessica Alba by using this foundation!

Persuasion Techniques Celebrity Endorsement Ads often use celebrities to grab our attention and show approval for a product. Companies pay celebrities a lot of money to appear in their ads. Example: Nike’s multi-million dollar contracts with athletes

Persuasion Techniques Fear Ads use fears and dislikes of their target audience to sell them products that claim to prevent or fix a problem. Example: Gum and Tic-Tacs solve bad breath Example: Insurance prevents high medical bills Humor Advertisers make us laugh and then show us their product or logo because they’re trying to connect that good feeling to their product. When we see their product in a store, we’ll subtly re-experience that good feeling and buy their product.

Persuasion Techniques Demonstration Shows how well a product works (usually under the most favorable conditions possible) Example: Oxy Clean! Fun/Relaxation Ad tries to convince you that you will have more fun or feel more relaxed with the product. Example: Disney World commercials

Persuasion Techniques Romance/Sex Appeal Uses very attractive models to show that using the product will make you more romantic or sexy. Example: Axe products Emotional Words Advertisers use words, pictures, or scenarios that make you feel strongly about someone or something. Example: ASPCA abused pets commercial with Sarah McLachlan song playing in background.

Persuasion Techniques Deal Appeal Tries to create a sense of urgency and excitement by saying that this is a deal that is too good to pass up, so act now! Example: Car commercials Example: Macy’s One Day Sale Voice of Authority Has experts or authorities such as doctors or scientists (or actors playing the part of experts) talk about how effective the product is.

Persuasion Techniques Plain Folks Uses “regular people” to sell everyday products like laundry detergent because we can more easily see ourselves using the product, too. Unfortunately, most of the "plain folks" in ads are actually paid actors carefully selected because they look like "regular people.”

Persuasion Techniques Repetition (used 2 ways) 1) Within an ad: words, sounds or images are repeated to reinforce the main point. Example: “Head On…apply directly to the forehead” 2) Number of times displayed: the commercial, ad, or billboard is seen several times. Example: Political campaign ads

Persuasion Techniques Warm and Fuzzy Uses sentimental images (especially of families, kids and animals) to create in us feelings of pleasure, comfort, and delight. It may also include soothing music, pleasant voices, and words like "cozy" or "cuddly.” It works well with some audiences, but not with others, who may find it too corny.

Persuasion Techniques The Big Lie Tell a lie with such confidence and charisma that people believe it. Recognizing the Big Lie requires "thinking outside the box" and asking the questions other people don’t ask. Example: “All-natural” products Glittering Generalities/ Hyperbole Used to influence people’s thinking by using words that sound good, but have little real meaning. Example: Miracle ingredient Example: New and improved!

Persuasion Techniques Nostalgia Many advertisers invoke a time when life was simpler and quality was supposedly better ("like Mom used to make"). Works because people tend to forget the bad parts of the past, and remember the good.

Persuasion Techniques Scientific Evidence/ Opinion Polls Uses charts, graphs, statistics, lab coats, etc. to "prove" something. It works because many people trust science and scientists. It’s important to look closely at the "evidence," however, because it can be misleading. Example: “2 in 3 dentists agree that Crest prevents cavities.”

Persuasion Techniques Transfer Uses the names or pictures of famous people, but NOT direct quotations. Example: Got Milk? ads Example: Oreo ad

Persuasion Techniques Timing Message is persuasive because of when it’s delivered. Sophisticated ad campaigns commonly roll out carefully-timed phases to grab our attention, stimulate desire, and generate a response. Example: Flower and candy ads just before Valentine’s Day, or delivering Example: A political speech comes right after a major news event.