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Transcript

"Whoever controls the media, controls the mind."

Jim Morrison, lead singer of The Doors

Objectives

Through this program, you will become masters of the media by developing a critical eye and learning how to analyze the hundreds of media messages you're bombarded with every day online, on TV, in magazines, on the radio, and even when you're walking down the street.

After developing an understanding of the negative side of the media, we're going to work on promoting its positive effects by learning the fundamentals of journalism and turning you into content creators who will report the news to your peers in the most beneficial way you see fit.

The #1 objective? HAVE FUN.

Five Media Principles

Time to Break the Ice

When you can understand these principles, you can begin to analyze the media messages directed at you and create effective messages yourselves.

On a piece of paper, write down two truths and one lie about yourself.

You can exaggerate the truth a bit or make the lie sound as truthful as possible. You can even emphasize different words when you're reading them aloud to the class; the key is to make us want to believe everything you say.

Now let's use what we've learned so far

It's all in how you present the content you're given; the manipulation of the message.

Get together in small groups; I'm going to give each group a different kind of magazine to look through and I want you to pick an image, ad, or article that stands out to you.

With the five media principles in mind, deconstruct the messages presented in terms of:

  • Who constructed it
  • The kind of reality shown
  • It's purpose
  • How you react to it
  • The literal elements depicted

What conclusions can you make?

The messages that the media feeds us are meant to elicit an emotional response. Whether it's a TV network, a magazine, or a website, all they're trying to do is "sell" their content to the public to increase their viewership, readership, hit count, and advertising profits.

"I fear three newspapers more than a hundred

thousand bayonets."

Here's an example of how easily something can take on a whole new meaning

when presented the right way.

- Napoleon Bonaparte, 17th century French military and political leader

"Word of mouth is the best

medium of all."

- Bill Bernbach, advertising pioneer and founder of DDB

If Harry Potter and the Prisoner of Azkaban was a teen romantic comedy...

What is Media?

Before we can begin learning how to properly engage with the media and eventually create our own media content, we have to have a clear understanding of what it is and how it operates.

Does anyone have an idea?

Webster's Dictionary Defines the term as:

"a medium of cultivation, conveyance, or expression."

Since we're talking about media in respect to communication, the word describes the tools used to store and deliver data or information.

There are many different types of media: advertising, broadcast, digital, print, published, recorded, news and social.

They all can be categorized into new and old media, and classified even more broadly as mass media.

It's a tricky term; we often use it vaguely and associate it with the individuals who write the news articles or host the television shows, when it's actually signifying the newspaper or the broadcast.

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