1. Critical Thinking About Political Messages : Media Literacy & 21 st Century Learning Frank W. Baker Media educator fbaker1346@aol.com August 20, 2007

2. “The War” Workshops October 4 SCCSSpre-conference half day November 2 SC ETV Columbia full day workshop

4. Critical thinking media literacy questions Who created the message? Who created the message? For what purpose? For what purpose? For which audience(s)? For which audience(s)? Using what techniques? Using what techniques? Video and audio Video and audio What might be omitted and why? What might be omitted and why? Where can I go to verify the info? Where can I go to verify the info?

6. “Our Founding Fathers understood that a democratic republic could not survive without an informed and participatory citizenry….It is essential in our citizenship role to view critically, analyze ask powerful questions and draw our own conclusions. Media literacy, then, is essential to the citizenship role.” “Our Founding Fathers understood that a democratic republic could not survive without an informed and participatory citizenry….It is essential in our citizenship role to view critically, analyze ask powerful questions and draw our own conclusions. Media literacy, then, is essential to the citizenship role.” Denee Mattioli, past president, NCSS Denee Mattioli, past president, NCSS

7. New media’s role You Choose ’08 YouTube.com Impact MySpace.com

8. New media’s role Obama’s Facebook Page McCain’s Facebook Page

9. Critical Thinking About Political Messages : Media Literacy & 21 st Century Learning What do you want your students to know about the role media plays in elections? Video

10. Critical Thinking About Political Messages : Media Literacy & 21 st Century Learning How the media work: How the media work: Television radio Internet How politicians use the media: Free media (press conferences; appearances; debates) Paid media (purchasing advertising)

11. Critical Thinking About Political Messages : Media Literacy & 21 st Century Learning Who benefits when politicians purchase ad time?

12. Critical Thinking About Political Messages : Media Literacy & 21 st Century Learning Presidential Campaign TV Ad Spending, 2004

13. Critical Thinking About Political Messages : Media Literacy & 21 st Century Learning Types of political ads: Profile (biographical) Testimonial Testimonial Accomplishment Accomplishment Negative Negative Response Character Challenge Issue Response Character Challenge Issue Scare tactics Scare tactics

14. Critical Thinking About Political Messages : Media Literacy & 21 st Century Learning Symbolism Symbolism Patriotism: put flags in the shot; show lots of red, white, and blue Supporting business: put candidate with construction workers Supporting education: put candidate in school settings One of the regular people: put him/her with farmers, citizens downtown

15. Political Advertising Research shows (voters) get more information on the issues from political ads on TV spots than they get from TV news or the debates

16. Language of TV Cameras Cameras Lighting Lighting Set Design Set Design Sound & Music Sound & Music Editing ( post production) Editing ( post production) Makeup, Wardrobe, Expressions Makeup, Wardrobe, Expressions

17. Deconstructing ads Cell phone Ad Cell phone script VISA Ad Handout: questions

18. Let’s watch some ads: Focus for viewing: Setting Target audience Focus for viewing: Setting Target audience

19. 2008 Race How many different audiences? Script Script

20. Activity Each table will get a candidate and an issue Each table will get a candidate and an issue Use the script form to draft a 30 second ad Use the script form to draft a 30 second ad Be prepared to read your ad Be prepared to read your ad

21. Unspinning the ads www.factcheck.org www.factcheck.org

22. TV Market Sizes 139. Wilmington NC 115. Augusta, GA (includes Aiken SC) 107. Florence/Myrtle Beach 101. Charleston 97. Savannah GA (Hilton Head) 97. Savannah GA (Hilton Head) 83. Columbia 83. Columbia 35. Greenville/Spartanburg/Asheville NC 35. Greenville/Spartanburg/Asheville NC 27. Charlotte NC/Rock Hill SC 27. Charlotte NC/Rock Hill SC

23. Critical Thinking About Political Messages : Media Literacy & 21 st Century Learning Frank W. Baker Media educator fbaker1346@aol.com