An Introduction to

Media Literacy

The 5 Key Concepts and Questions of Media Literacy

The basis for this presentation and the

consumption of all media.

Concept #1

All media messages are constructed.

Question #1

Who created this message?

Constructed = Purposeful…not always truthful…Story Telling

Drink Muscle Milk and you’ll have biceps like him!

Use Pantene products and your hair will look like hers!

Use Proactiv and you will be as successful as Jessica Simpson!

Super Bowl Commercial--2015

• Jeep• https://youtu.be/j7LbPdzYrrE

• What story is being told?

Concept #2Media messages are constructed using a creative language with its

own rules.

Question #2What techniques

were used to attract my attention?

Identifiable Techniques

Bright Colors

Logos

Slogans•Just Do It •Mmmm Mmmm Good!•Melts in Your Mouth. Not in Your Hand.

Close-Up Camera Angles

Super Bowl Commercial—2015

• Doritos• https://youtu.be/YQo0TfuueaY

• Doritos Logo, many different camera angles, humor

Concept #3Different people experience the

same media message

differently.

Question #3How might

different people understand this

message differently than

me?

Do you watch the same shows as…..

Same message interpreted by different audiences.

Your Teachers?

Your Parents?

Your Classmates?

Younger cousins?

Your Grandparent?

Super Bowl Commercial--2015

• Wix• https://youtu.be/1wBcAe3Badc

• Stereotypes

Concept #4Media have

embedded values and points of view.

Question #4

What values, lifestyles and points of view are

represented in, or omitted from this

message?

What stereotypes do the media continue to maintain

or preserve?

Concept #5Most media

messages are organized to gain

profit and/or power.

Question #5

Why was this created?

Is the media’s purpose to help you or to buy you?

Super Bowl Commercial—2015

• Mercedes• http://superbowlcommercials.tv/

35227.html

• Mercedes wants you to win the race with their vehicle. They want you to make a profit from your purchase.

Assignment• Find one advertisement in a magazine.

• Cut out the advertisement...preferably the whole page.

• Glue it to construction paper• Answer each of the 5 questions in a

complete sentence on the construction paper.

•Think about graphic composition. •Display your responses creatively.

• Make sure your name is on it• Turn in when done