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- 2. WHAT IS MEDIA LITERACY? Media literacy is a set of skills that anyone can learn. (Medya
- 3. Today, many people get most of their information through complex combinations of text, images and sounds.
- 4. Media literate youth and adults are better able to decipher the complex messages we receive from
- 5. They can understand how these media messages are constructed, and discover how they create meaning –
- 6. MEDIA LITERACY SKILLS CAN HELP CHILDREN, YOUTH AND ADULTS: Understand how media messages create meaning Identify
- 7. 6 Medya mesajları anlam oluşturmak anlamak Belirli bir medya mesaj kim yarattı tespit Medya yapımcısı bize
- 8. Media literacy education helps to develop critical thinking and active participation in our media culture. (Medya
- 9. Reasons to Study the Media (neden)
- 10. 20 REASONS TO STUDY THE MEDIA 1. Like history, because the media interpret the past to
- 11. 10 1. Tarih gibi, medya bize olan yol yapım gitti bize göstermek için bize geçmiş yorumlamak
- 12. 8. Like science and technology, because the media always adopt the leading edge of modern technological
- 13. 12 8.Medya her zaman modern teknolojik yenilik öncü kabul çünkü, bilim ve teknoloji gibi. 9. Aile
- 14. 14. Like industrial arts, because the media are carefully planned, designed and constructed products. (Medya dikkatle
- 15. 17. Like rhetoric, because the media use special codes and conventions of their own languages that
- 16. Media Literacy Concepts
- 17. The study and practice of media literacy is based on a number of fundamental concepts about
- 18. Understanding these concepts is an essential first step in media literacy education ( Bu kavramlar anlamak
- 19. We’ve organized Media Literacy Concepts into three levels: Basic, Intermediate Advanced.
- 20. Basic concepts (temel kavramlar)
- 21. 1. MEDIA CONSTRUCT OUR CULTURE Our society and culture – even our perception of reality -
- 22. 2. MEDIA MESSAGES AFFECT OUR THOUGHTS, ATTITUDES AND ACTIONS We don’t like to admit it, but
- 23. 3. MEDIA USE “THE LANGUAGE OF PERSUASION” All media messages try to persuade us to believe
- 24. 4. MEDIA CONSTRUCT FANTASY WORLDS While fantasy can be pleasurable and entertaining, it can also be
- 25. At other times, media can inspire our imagination. Advertising constructs a fantasy world where all problems
- 26. 5. NO ONE TELLS THE WHOLE STORY Every media maker has a point of view. Every
- 27. 6. MEDIA MESSAGES CONTAIN “TEXTS” AND “SUBTEXTS” The text is the actual words, pictures and/or sounds
- 29. “But whether naively or not, I see very well what it signifies to me : that
- 30. 7. MEDIA MESSAGES REFLECT THE VALUES AND VIEWPOINTS OF MEDIA MAKERS Everyone has a point of
- 31. 8. INDIVIDUALS CONSTRUCT THEIR OWN MEANINGS FROM MEDIA Although media makers attempt to convey specific messages,
- 32. 9. MEDIA MESSAGES CAN BE DECODED By “deconstructing” media, we can figure out who created the
- 33. 10. MEDIA LITERATE YOUTH AND ADULTS ARE ACTIVE CONSUMERS OF MEDIA Many forms of media –
- 34. Intermediate Concepts
- 35. 11. The human brain processes images differently than words Images are processed in the “reptilian” part
- 36. 12. We process time-based media differently than static media The information and images in TV shows,
- 37. 13. Media are most powerful when they operate on an emotional level Most fiction engages our
- 38. 14. Media messages can be manipulated to enhance emotional impact Movies and TV shows use a
- 39. 15. Media effects are subtle Few people believe everything they see and hear in the media.
- 40. 16. Media effects are complex Media messages directly influence us as individuals, but they also affect
- 41. 17. Media convey ideological and value messages Ideology and values are usually conveyed in the subtext.
- 42. 18. We all create media Maybe you don’t have the skills and resources to make a
- 43. Advanced concepts
- 44. 19. Our media system reflects the power dynamics in our society People and institutions with money,
- 45. 20. Most media are controlled by commercial interests In the United States, the marketplace largely determines
- 46. 21. Media monopolies reduce opportunities to participate in decision making When a few huge media corporations
- 47. This affects our ability to make good decisions about our own lives, and reduces opportunities to
- 48. 22. Changing the media system is a justice issue Our media system produces lots of negative,
- 49. 23. We can change our media system More and more people are realizing how important it
- 50. 24. Media literate youth and adults are media activists As we learn how to access, analyze
- 51. Text & Subtext
- 52. Text We often use the word “text” to mean “written meaning. But in media literacy, “text”
- 53. It can include written or spoken words, pictures, graphics, moving images, sounds, and the arrangement or
- 54. Subtext The “subtext” is your interpretation of a piece of media. It is sometimes called the
- 55. Example Magazine Ad: “Got Milk?”
- 56. The text of this media message includes: An image of musician Sheryl Crow holding a guitar
- 57. So if you’re trying to lose weight or maintain a healthy weight, try drinking 24 ounces
- 58. Possible subtexts include: ??????????
- 59. Sheryl Crow drinks milk. Sheryl Crow can only perform well by drinking milk. Sheryl Crow wants
- 60. HOW ABOUT THIS?
- 61. OR THIS?
- 62. 2 QUOTES FROM ROLAND BARTHES “...language is never innocent.” “The bastard form of mass culture is
- 63. AND THE LAST MOTTO “There are no beautiful surfaces without a terrible depth.” Friedrich Nietzsche
- 64. The Language of Persuasion
- 65. The goal of most media messages is to persuade the audience to believe or do something.
- 66. The media messages most concerned with persuading us are found in advertising, public relations and advocacy.
- 67. Public relations (PR) "sells" us a positive image of a corporation, government or organization. Politicians and
- 68. These "persuaders" use a variety of techniques to grab our attention, to establish credibility and trust,
- 69. We call these techniques the "language of persuasion.” They’re not new; Aristotle wrote about persuasion techniques
- 70. Once you know how media messages try to persuade you to believe or do something, you’ll
- 71. Advertising is the easiest starting point: most ads are relatively simple in structure, easily available, and
- 72. Keep in mind that many media messages, such as television commercials, use several techniques simultaneously. Others
- 73. We’ve divided our list of persuasion techniques into three levels: Basic, Intermediate and Advanced. Basic techniques
- 74. Basic persuasion techniques
- 75. 1. ASSOCIATION This persuasion technique tries to link a product, service, or idea with something already
- 76. ASSOCIATION CAN BE A VERY POWERFUL TECHNIQUE A good ad can create a strong emotional response
- 77. 2. BANDWAGON Many ads show lots of people using the product, implying that "everyone is doing
- 78. 3. BEAUTIFUL PEOPLE Beautiful people uses good-looking models (who may also be celebrities) to attract our
- 79. 4. BRIBERY This technique tries to persuade us to buy a product by promising to give
- 80. 5. CELEBRITIES We tend to pay attention to famous people. That’s why they’re famous! Ads often
- 81. 6. EXPERTS We rely on experts to advise us about things that we don’t know ourselves.
- 82. 7. EXPLICIT CLAIMS Something is "explicit" if it is directly, fully, and/or clearly expressed or demonstrated.
- 83. 8. FEAR This is the opposite of the Association technique. It uses something disliked or feared
- 84. 9. HUMOR Many ads use humor because it grabs our attention and it’s a powerful persuasion
- 85. They hope that when we see their product in a store, we’ll subtly re-experience that good
- 86. 10. INTENSITY The language of ads is full of intensifiers, including superlatives (greatest, best, most, fastest,
- 87. 11. MAYBE Unproven, exaggerated or outrageous claims are commonly preceded by "weasel words" such as may,
- 88. 12. PLAIN FOLKS This technique works because we may believe a "regular person" more than an
- 89. 13. REPETITION Advertisers use repetition in two ways: Within an ad or advocacy message, words, sounds
- 90. 14. TESTIMONIALS Media messages often show people testifying about the value or quality of a product,
- 91. 15. WARM & FUZZY This technique uses sentimental images (especially of families, kids and animals) to
- 92. Intermediate persuasion techniques
- 93. 16. THE BIG LIE According to Adolf Hitler, one of the 20th century’s most dangerous propagandists,
- 94. “If you tell a lie big enough and keep repeating it, people will eventually come to
- 95. 17. CHARISMA Sometimes, persuaders can be effective simply by appearing firm, bold, strong, and confident. This
- 96. 18. EUPHEMISM While the Glittering generalities and Name-calling techniques arouse audiences with vivid, emotionally suggestive words,
- 97. 19. EXTRAPOLATION Persuaders sometimes draw huge conclusions on the basis of a few small facts. Extrapolation
- 98. 20. FLATTERY Persuaders love to flatter us. Politicians and advertisers sometimes speak directly to us: "You
- 99. 21. GLITTERING GENERALITIES This is the use of so-called "virtue words" such as civilization, democracy, freedom,
- 100. 22. NAME-CALLING This technique links a person or idea to a negative symbol (liar, creep, gossip,
- 101. 23. NEW We love new things and new ideas, because we tend to believe they’re better
- 102. 24. NOSTALGIA This is the opposite of the New technique. Many advertisers invoke a time when
- 103. 25. RHETORICAL QUESTIONS These are questions designed to get us to agree with the speaker. They
- 104. 26. SCIENTIFIC EVIDENCE This is a particular application of the Expert technique. It uses the paraphernalia
- 105. 27. SIMPLE SOLUTION Life is complicated. People are complex. Problems often have many causes, and they’re
- 106. 28. SLIPPERY SLOPE This technique combines Extrapolation and Fear. Instead of predicting a positive future, it
- 107. The Slippery slope technique is commonly used in political debate, because it’s easy to claim that
- 108. 29. SYMBOLS Symbols are words or images that bring to mind some larger concept, usually one
- 109. Advanced persuasion techniques
- 110. 30. AD HOMINEM Latin for "against the man," the ad hominem technique responds to an argument
- 111. It works on the belief that if there’s something wrong or objectionable about the messenger, the
- 112. 31. ANALOGY An analogy compares one situation with another. A good analogy, where the situations are
- 113. 32. CARD STACKING No one can tell the whole story; we all tell part of the
- 114. 33. CAUSE VS. CORRELATION While understanding true causes and true effects is important, persuaders can fool
- 115. 34. DENIAL This technique is used to escape responsibility for something that is unpopular or controversial.
- 116. 35. DIVERSION This technique diverts our attention from a problem or issue by raising a separate
- 117. 36. GROUP DYNAMICS We are greatly influenced by what other people think and do. We can
- 118. 37. MAJORITY BELIEF This technique is similar to the Bandwagon technique. It works on the assumption
- 119. 38. SCAPEGOATING Extremely powerful and very common in political speech, Scapegoating blames a problem on one
- 120. 39. STRAW MAN This technique builds up an illogical or deliberately damaged idea and presents it
- 121. 40. TIMING Sometimes a media message is persuasive not because of what it says, but because
- 122. Deconstructing Media Messages
- 123. Deconstructing a media message can help us understand who created the message, and who is intended
- 124. It can reveal how the media maker put together the message using words, images, sounds, design,
- 125. There is no one “correct” way to deconstruct a media message – each of us interprets
- 126. Key concepts for deconstructing media:
- 127. 1-SOURCE All media messages are created. The creator could be an individual writer, photographer or blogger.
- 128. 2-AUDIENCE Media messages are intended to reach audiences. Some – like primetime TV shows -are designed
- 129. 3-TEXT The text of any piece of media is what you actually see and/or hear. It
- 130. 4-SUBTEXT The “subtext” is an individual interpretation of a media message. It is sometimes called the
- 131. 5-PERSUASION TECHNIQUES Media messages use a number of techniques to try to persuade us to believe
- 132. 6-POINT OF VIEW No one tells the whole story. Everyone tells part of the story from
- 133. DECONSTRUCTION QUESTIONS You can use the following questions to quickly deconstruct any media message. Use the
- 134. BASIC DECONSTRUCTION QUESTIONS 1. Whose message is this? Who created or paid for it? Why? 2.
- 135. INTERMEDIATE DECONSTRUCTION QUESTIONS 1. Whose message is this? Who created or paid for it? Why? 2.
- 136. ADVANCED DECONSTRUCTION QUESTIONS 1. Whose message is this? Who created or paid for it? Why? 2.
- 137. 6. What values are expressed? 7. What “tools of persuasion” are used? 8. What positive messages
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