Media Literacy – Quick Review

Media Communication channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet. Media is the plural of medium and can take a plural or singular verb, depending on the sense intended.

Media Literacy Media Literacy is a 21st Century approach to education. It provides a framework to access, analyse, evaluate and create messages in a variety of forms – from print to video to the Internet. Media literacy builds an understanding of the role of media in society as well as essential skills of inquiry and self-expression necessary for citizens of a democracy.

Media Literacy Questions . . . Lead to the Core Concepts . . .

Underlying / Key Concepts

Key Concepts Triangle Meaning Audience Text Production Meaning The media literacy concepts can then be summed up into three main terms: Text; Audience; Production These can then be used to deconstruct the media text to determine MEANING of a selected text. A practical framework for deconstructing media products and messages is the Media Studies Triangle, a multiple perspective model developed by Eddie Dick for the Scottish Film Council.* The sides of the triangle represent three broad conceptual areas, within which we can ask questions to deconstruct a media product and its messages.The double directional arrows show the inter-dependent aspects of media.  The Text side refers to the media product we want to deconstruct.  The Audience side is whoever is watching, reading or hearing the media product.  The Production sides refers to whatever goes into the actual making of the product. (*This model is available as a handout in the workshop guide.)  (Next Slide)

Media Literacy Studies Triangle What is the purpose of the message? What is the commercial implication? What form was used and why? Was it effective and why? (What did you like about it? Who is the targeted audience? How are they going to interpret the message? How are they going to influenced by the message? The media construct versions of reality Audience Text Production Audience Text Each medium has a unique aesthetic form The media construct reality Form and content are closely related in each medium Media contain values and messages Audiences negotiate meaning MEANING determined by asking these questions Media contain political and social messages Production Media messages contain commercial implications A practical framework for deconstructing media products and messages is the Media Studies Triangle, a multiple perspective model developed by Eddie Dick for the Scottish Film Council.* The sides of the triangle represent three broad conceptual areas, within which we can ask questions to deconstruct a media product and its messages.The double directional arrows show the inter-dependent aspects of media.  The Text side refers to the media product we want to deconstruct.  The Audience side is whoever is watching, reading or hearing the media product.  The Production sides refers to whatever goes into the actual making of the product. (*This model is available as a handout in the workshop guide.)  (Next Slide) What do you know about the “product” that you didn’t before? How is your view influenced by your values and past experiences? What political or social implications does the “product” have? Source: Media Studies K-12 DRAFT © Toronto District School Board

the creation of future productions. The media studies triangle can be applied to a wide variety of media texts, from a simple running shoe advertisement to more complex texts, such as a documentaries or narratives. Think of how this is relevant to the media “texts” you produce in the Digital Media Class. Apply this knowledge in the creation of future productions. Audience Text Production As we’ve seen, a television show such as The Apprentice can be deconstructed using this framework. You can also apply it to a wide variety of media texts, from a simple running shoe advertisement to more complex texts such as a televised political debate. You can even use this triangle to deconstruct a shopping mall.  (Next Slide)

Media Literacy Studies Triangle Audience Text Production Meaning We’ve chosen a popular media text, the Donald Trump reality TV show The Apprentice, to illustrate how this framework can be applied. As we’ve said, media education isn't about having the right answers – it's about asking the right questions. When analyzing and deconstructing The Apprentice, we can ask students a series of questions based on the three areas identified in the Media Studies Triangle. (Note to presenter: If time permits, go through the answers to the questions on the next nine slides during the presentation. If you are short for time, you may choose to give the participants the Media Education Framework: Deconstructing The Apprentice handout for the answers and delete the corresponding slides in the presentation.)  (Next Slide) Find a sample media text from the internet . It could be a YouTube video, a Meme, a Poster, Picture, Magazine article, blog post, advertisement, etc. Paste the URL in the discussion forum created for this purpose.

Take a look at the questions listed in the following slides around the concepts listed on the Media Literacy Triangle.   Use these questions as guides as you deconstruct and respond to your chosen media text. NOTE: You do NOT have to answer ALL the questions. Use them as guides for responding to the text. Starting with text, we can ask these questions.  What kind of media text is this? Is it a magazine, video, t-shirt or poster, for example? The Apprentice is a television program that appears on the NBC network.  In what ways does this media text tell a story? The show follows the tribulations of 16 candidates vying for a job with the Trump organization. The contestants are eliminated one by one by Donald Trump. The one remaining contestant wins the job.  What type or category of story is it? It’s a reality TV show.  (Next Slide)

Media Studies Triangle Text What kind of text is it? In what ways does this media text tell a story? What type or category of story is it? What are the conventions used? What are the characters like? Are there any stereotypes? What values are being promoted? How is this done? Whose point of view do the values represent? Are my values represented? Why or why not? Starting with text, we can ask these questions.  What kind of media text is this? Is it a magazine, video, t-shirt or poster, for example? The Apprentice is a television program that appears on the NBC network.  In what ways does this media text tell a story? The show follows the tribulations of 16 candidates vying for a job with the Trump organization. The contestants are eliminated one by one by Donald Trump. The one remaining contestant wins the job.  What type or category of story is it? It’s a reality TV show.  (Next Slide)

Media Studies Triangle Audience Who is the target audience for this media text? How can I tell? How and why does this media text appeal to its target audience? How does this media text appeal to me? What things do I like and dislike about it? In what different ways do people use or consume this media text? How would I change the media text to make it more enjoyable? These are some questions regarding audience.  Who is the target audience for this media text? The show is aimed at 18- to 49-year-olds, who make up a very large segment of the adult population.  How can I tell? A simple way to identify the target audience is by observing the ads that are aired during the commercial breaks. In the case of The Apprentice, there are also product placements and each task has a brand sponsor.  How and why does this media text appeal to its target audience? Answers will vary, but the show appeals to its audience by building on its desire for financial and professional success, by using the popular formulas and conventions of reality TV, by including the element of competition and Trump, who embodies the American dream of financial success.  How does this media text appeal to me? Answers will vary.  (Next Slide)

Media Studies Triangle Production Who produced this media text, and for what purpose? How can I influence the production of this kind of media? How is this text distributed or sold to the public? Who profits? How was the text made? What production techniques are used? What rules and laws affect the media text? How could I create a similar media text? Questions regarding production can include these.  Who produced this media text, and for what purpose? The Apprentice is produced by Mark Burnett (best known for Survivor) and by Donald Trump. The show is produced for NBC to attract viewers to sell advertising.  How can I influence the production of this kind of media text? Answers will vary, but could include these: refuse to watch it; write to the sponsors and producers of the show or NBC; and participate in online environments dedicated to the show, such as fan sites, message boards and blogs.  (Next Slide)