2. MEDIA refers to a single medium used to communicate any data for any purposemedium a "one to many" form of communication, whereby products are mass produced and disseminated to a great quantity of audiences.

3. Forms of Media Industry 1.Print (books, pamphlets, newspapers, magazines, etc.) 2.Recordings (gramophone records, magnetic tapes, cassettes, CDs, DVDs Blue ray) 3.Cinema 4.Radio 5.Television 6.Internet 7.Mobile phones

4. Types of Media Advertising media, various media, content, buying and placement for advertising Broadcast media, communications delivered over mass electronic communication networks Digital media, electronic media used to store, transmit, and receive digitized information Electronic media, communications delivered via electronic or electromechanical energy Hypermedia, media with hyperlinks Mass media, all means of mass communications Multimedia, communications that incorporate multiple forms of information content and processing

5. Types of Media New media, a broad term encompassing the amalgamation of traditional media with the interactive power of computer and communications technology News media, mass media focused on communicating news News media (United States), the news media of the United States of America Print media, communications delivered via paper or canvas Published media, any media made available to the public Recording media, devices used to store information Social media, media disseminated through social interaction

6. Media Ownership

7. Media Literacy Media literacy is a set of skills that anyone can learn. Just as literacy is the ability to read and write, media literacy refers to the ability to: access, analyze, evaluate and create media messages of all kinds.

8. Media Literacy Today, many people get most of their information through complex combinations of text, images and sounds. We need to be able to navigate this complex media environment, to make sense of the media messages that bombard us every day, and to express ourselves using a variety of media tools and technologies.

9. Media Literacy Skills Understand how media messages create meaning Identify who created a particular media message Recognize what the media maker wants us to believe or do Name the "tools of persuasion" used Recognize bias, spin, misinformation and lies

10. Media Literacy Skills Discover the part of the story that's not being told Evaluate media messages based on your own experiences, beliefs and values Create and distribute your own media messages Become advocates for change in our media system

11. Deconstructing Media All media messages – TV shows, newspapers, movies, advertisements, etc. – are made or constructed by people. One of the most important media literacy skills is deconstruction - closely examining and “taking apart” media messages to understand how they work.

12. Deconstructing Media Deconstructing a media message can help us understand who created the message, and who is intended to receive it. It can reveal how the media maker put together the message using words, images, sounds, design, and other elements. It can expose the point of view of media makers, their values, and their biases. It can also uncover hidden meanings – intended or unintended.

13. Deconstruction Questions 1. Whose message is this? Who created or paid for it? Why? 2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this? 3. What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.)

14. Deconstruction Questions 4. What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?) 5. What kind of lifestyle is presented? 6. What values are expressed? 7. What “tools of persuasion” are used?

15. Deconstruction Questions 8. What positive messages are presented? What negative messages are presented? 9. What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests? 10. What part of the story is not being told? How and where could you get more information about the untold stories?

16. Graphic Arts and Media Messages Messages are created to communicate Different media has different conventions of communications Graphic arts messages have to be tailored to the specific delivery system

17. Graphic Arts Messages Across Media The Message must fit the delivery system Print: Newspaper, Magazine, Billboards Electronic: Television, Internet, Film

18. Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous. David Ogilvy David Ogilvy

19. Advertising is only evil when it advertises evil things. David Ogilvy Advertising is only evil when it advertises evil things. David Ogilvy I do not regard advertising as entertainment or an art form, but as a medium of information. David Ogilvy I do not regard advertising as entertainment or an art form, but as a medium of information. David Ogilvy Ninety-nine percent of advertising doesn't sell much of anything. David Ogilvy Ninety-nine percent of advertising doesn't sell much of anything. David Ogilvy