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MEDIA AND INFORMATION LITERACY (MIL)

1. INTRODUCTION TO MIL (Part 4)

Key Concepts and Questions in Media Analysis

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LEARNING COMPETENCIES

Learners will be able to:

  • Identify and explain the key concepts in media analysis (SSHS);
  • Discuss key questions to ask when analyzing media messages (SSHS); and
  • apply the discussed strategies in analyzing media messages (SSHS).

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TOPIC OUTLINE

I- Media and Information Literacy

A. Key Concepts In Media Analysis

B. Key Questions to Ask When Analyzing Media Messages

C. Formative Assessment: Analyzing Media

Messages

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VIDEO PRESENTATION

Top 10 Misleading Marketing Tactics

by mojo.com

https://www.youtube.com/watch?v=M-HrTC8QCbM

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CLASS DISCUSSION

  1. What valuable lessons can we learn from the video?
  2. How is being a media and information literate related to being a wise consumer?
  3. How can media and information literacy make producers or companies be more honest in their advertisements?

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SIX KEY CONCEPTS IN MEDIA ANALYSIS

1. All media messages are “constructed.”

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SIX KEY CONCEPTS IN MEDIA ANALYSIS

1. All media messages are “constructed.”

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SIX KEY CONCEPTS IN MEDIA ANALYSIS

1. All media messages are “constructed.”

Instagram Vs. Real Life

By BuzzFeedViolet

​

https://www.youtube.com/watch?v=zgWIxv5_6SE

​

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SIX KEY CONCEPTS IN MEDIA ANALYSIS�

2. Each medium has different characteristics, strengths, and a unique “language” of construction.

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SIX KEY CONCEPTS IN MEDIA ANALYSIS

3. Media messages are produced for particular purposes.

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SIX KEY CONCEPTS IN MEDIA ANALYSIS

4. All media messages contain embedded values and points of view.

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SIX KEY CONCEPTS IN MEDIA ANALYSIS

5. People use their individual skills, beliefs and experiences to construct their own meanings from media messages.

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SIX KEY CONCEPTS IN MEDIA ANALYSIS

5. People use their individual skills, beliefs and experiences to construct their own meanings from media messages.

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SIX KEY CONCEPTS IN MEDIA ANALYSIS

6. Media and media messages can influence beliefs, attitudes, values, behaviors, and the democratic process.

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SIX KEY CONCEPTS IN MEDIA ANALYSIS

6. Media and media messages can influence beliefs, attitudes, values, behaviors, and the democratic process.

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SIX KEY CONCEPTS IN MEDIA ANALYSIS

6. Media and media messages can influence beliefs, attitudes, values, behaviors, and the democratic process.

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SIX KEY CONCEPTS IN MEDIA ANALYSIS

6. Media and media messages can influence beliefs, attitudes, values, behaviors, and the democratic process.

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KEY QUESTIONS TO ASK WHEN ANALYZING MEDIA MESSAGES

AUDIENCE & AUTHORSHIP

AUTHORSHIP

  • Who made this message?

PURPOSE

  • Why was this made?
  • Who is the target audience (and how do you know)?

ECONOMICS

  • Who paid for this?

IMPACT

  • Who might benefit from this message?
  • Who might be harmed by it?
  • Why might this message matter to me?

RESPONSE

  • What kinds of actions might I take in response to this message?

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KEY QUESTIONS TO ASK WHEN ANALYZING MEDIA MESSAGES

MESSAGES & MEANINGS

CONTENT

  • What is this about (and what makes you think that)?
  • What ideas, values, information, and/or points of view are overt? Implied?
  • What is left out of this message that might be important to know?

TECHNIQUES

  • What techniques are used?
  • Why were those techniques used?
  • How do they communicate the message?

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KEY QUESTIONS TO ASK WHEN ANALYZING MEDIA MESSAGES

MESSAGES & MEANINGS (Continuation)

INTERPRETATIONS

  • How might different people understand this message differently?
  • What is my interpretation of this and what do I learn about myself from my reaction or interpretation?

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KEY QUESTIONS TO ASK WHEN ANALYZING MEDIA MESSAGES

REPRESENTATIONS & REALITY

CONTEXT

  • When was this made?
  • Where or how was it shared with the public?

CREDIBILITY

  • Is this fact, opinion, or something else?
  • How credible is this (and what makes you think that)?
  • What are the sources of the information, ideas, or assertions?

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Formative Assessment�Analyzing Media Message: FB Post

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Formative Assessment�Analyzing Media Message: FB Post

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FORMATIVE ASSESSMENT�ANALYZING MEDIA MESSAGE: TV AD

JolliSavers Meals

By Jollibee Philippines

​

https://www.youtube.com/watch?v=0Wh-nrEkBD8

​

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FORMATIVE ASSESSMENT�ANALYZING MEDIA MESSAGE: �JOLLISAVERS MEALS TV AD

  1. Who made the ad? On what purpose?
  2. Who do you think is the target audience? Why?
  3. What is this ad about?
  4. What ideas, values, information, and/or points of view are overt? Implied?
  5. What is left out in the ad that might be important to know?
  6. What is your conclusion about this ad after answering questions no. 1- 5?

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AGREEMENT

  1. Watch this in video uploaded on YouTube:
  2. Behind the Scenes at a McDonald's Photo Shoot by McDonald's Canada (YouTube)
  3. Link

https://www.youtube.com/watch?v=oSd0keSj2W8

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REFERENCES