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Media Literacy Part 4: Deconstructing Media Messages
Transcript of Media Literacy Part 4: Deconstructing Media Messages
Deconstructing Media Basic Deconstruction Questions Ask yourself these questions
the next time you see media One of the most important media literacy skills is DECONSTRUCTION- taking apart media messages to understand why they were made and what the message is Deconstruction helps us understand who
created the message, why they created
the message and who its intended for Deconstruction can expose the media
maker's point of view, their values, and
their biases Deconstruction can uncover
hidden meanings, both intended
and unintended There is no "correct" way
to deconstruct a media message.
Each person interprets media differently
(our own knowledge, beliefs, experiences).
You just have to defend your interpretations. Audience Text Subtext Persuasion
Techniques Point of View Source Creators can be individual writers,
photographers, scriptwriters, ad agencies, etc. Media messages have audiences.
Mostly for specific groups of people.
Age, gender, class, interests. They are
referred to as the "target audience" Don't forget "text" in media is
more than written text. It includes
written or spoken words, pictures,
graphics, moving images, sounds,
and the arrangement of these elements.
For most people the text is the same. Subtext is each individual's interpretation
of a media message. It's not seen or heard. We know media makers use persuasion
techniques to make us believe, buy, or
do something. If we can identify which
persuasion tactic they are using we
are less likely to be persuaded or tricked. No one tells the whole story.
Everyone tells a story from
his or her point of view. Whose message is this? Who paid for it? Why? Who is the "target audience"? What are the clues? What persuasion method
is being used? What are they *not*
telling me? Intermediate Questions What positive messages are presented?
What negative messages are presented? Create Counter Ads http://medialiteracyproject.org "The Truth" smoking ads Dove evolution Next Week!
Media Literacy Test
Media Literacy Project http://goo.gl/maB6x