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The Framework we will use
Core ConceptsThe media construct reality (AUTHORSHIP:
WHAT IS THE MESSAGE?).The media have their own forms, codes and
conventions (FORMAT).The media present ideologies and value
messages (CONTENT).The media are businesses that have
commercial interests. (It’s PURPOSE)AUDIENCE
1. Media Constructs Reality (Authorship)You are expected to believe what you see and hearMake it to be exciting and entertaining to keep
audiences interestedIf they are constructing reality, we will need to
learn to deconstruct to see how they were constructed, who constructed it, why ,or in other words their motives, and to determine the effects on audiences.
Deconstruct – to take apart, analyze, or break down into its component parts in order to understand how and why it was created.
SEE HANDOUT:AUTHORSHIPLet’s read it aloud together and discuss.Note Guiding Questions
Big points to understand about authorshipWhen you decided on the overall intent of your
work, the message you want to send, that is authorship
Essentially, the decision making process that fuels the rest of the media concepts
2. Codes and Conventions = FormatWays media conveys information
Sounds/musicLightingCamera anglesActors chosenWeather in a sceneLanguage
Example: Evening News BroadcastSee handout : Format for more explanation
ActivityIn groups, list some codes and conventions that
are used in the following media texts you will receive:
Forensic Science ShowsHorror filmsRap musicWesternsSituational Comedy (family)Action hero filmsRomantic Comedy films
Activity 2Lets create a parody or humorous imitation
of your chosen genre. Write a short script including several of the elements you have described, then we will preform them for each other. Keep it to no more then 1 minute in length.
Time for project: 15 minutes in class, then present.
Lets’ have some fun with this
Media Presents Ideologies and Value Messages (CONTENT)Everyone has beliefs about the world and the way
things should beWorld ViewWe interpret the messages media gives us through
our personal ideology and valuesExample: Two views on a union strike
Many messages sent via media are almost invisible because we are so used to the conventionsBeer ads always have beautiful women and parties/
women in Tide commercials and clean dishes commercials. Discuss
Photoshop Realityhttp://mashable.com/2011/12/01/before-and-
after-photos/#36605Nina-Garcia
The Photoshop Effect
Photoshop Effect part 2
Photoshop Effect – part 3
Photoshop continued
MANIPULATING FOOD ADS
Group ActivityPg 15?
Assignment 2See handout