MEDIA AND INFORMATION LITERACY (MIL)

Mr. Arniel PingSt. Stephen’s High SchoolManila, Philippines

1. INTRODUCTION TO MIL (Part 4)Key Concepts and Questions in Media

Analysis

MIL PPT 04, Updated: December 8, 2016

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 and deconstructing media messages (SSHS).

TOPIC OUTLINEI- Media and Information LiteracyA. Key Concepts In Media AnalysisB. Key Questions to Ask When

Analyzing Media MessagesC. Formative Assessment:

Analyzing and Deconstructing Media Messages

D. Performance Task: Analyzing Media Messages

VIDEO PRESENTATION

Top 10 Misleading Marketing Tactics by mojo.com

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

CLASS DISCUSSION1.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?

SIX KEY CONCEPTS IN MEDIA ANALYSIS1. All media messages are

“constructed.”

SIX KEY CONCEPTS IN MEDIA ANALYSIS1. All media messages are

“constructed.”

SIX KEY CONCEPTS IN MEDIA ANALYSIS1. All media messages are

“constructed.”

SIX KEY CONCEPTS IN MEDIA ANALYSIS1. All media messages are

“constructed.”Instagram Vs. Real Life

By BuzzFeedViolet

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

SIX KEY CONCEPTS IN MEDIA ANALYSIS2. Each medium has different

characteristics, strengths, and a unique “language” of construction.

SIX KEY CONCEPTS IN MEDIA ANALYSIS2. Each medium has different

characteristics, strengths, and a unique “language” of construction.

SIX KEY CONCEPTS IN MEDIA ANALYSIS3. Media messages are produced

for particular purposes.

SIX KEY CONCEPTS IN MEDIA ANALYSIS4. All media messages contain

embedded values and points of view.

SIX KEY CONCEPTS IN MEDIA ANALYSIS5. People use their individual skills, beliefs

and experiences to construct their own meanings from media messages.

SIX KEY CONCEPTS IN MEDIA ANALYSIS5. People use their individual skills, beliefs

and experiences to construct their own meanings from media messages.

SIX KEY CONCEPTS IN MEDIA ANALYSIS6. Media and media messages can

influence beliefs, attitudes, values, behaviors, and the democratic process.

SIX KEY CONCEPTS IN MEDIA ANALYSIS6. Media and media messages can

influence beliefs, attitudes, values, behaviors, and the democratic process.

SIX KEY CONCEPTS IN MEDIA ANALYSIS6. Media and media messages can

influence beliefs, attitudes, values, behaviors, and the democratic process.

SIX KEY CONCEPTS IN MEDIA ANALYSIS6. Media and media messages can

influence beliefs, attitudes, values, behaviors, and the democratic process.

AUDIENCE & AUTHORSHIPAUTHORSHIP • 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?

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?

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?

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?

KEY QUESTIONS TO ASK WHEN ANALYZING MEDIA MESSAGES

Formative AssessmentAnalyzing Media Message: FB Post

Formative AssessmentDeconstructing Media Message: Advertisement

Counter Ad2014 Second Place Winner

Anthony Ferrante fromFort Zumwalt West Middle School, O'Fallon, Missouri

Source: http://medialiteracyproject.org/deconstructions/counter-ad-citi-card/

Formative AssessmentDeconstructing Media Message: Advertisement

FORMATIVE ASSESSMENTANALYZING MEDIA MESSAGE: TV AD

JolliSavers MealsBy Jollibee Philippines

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

FORMATIVE ASSESSMENTANALYZING MEDIA MESSAGE: JOLLISAVERS MEALS TV

AD 1.Who made the ad? On what purpose? (2

points)2.Who do you think is the target audience?

Why? (2 points)3.What is this ad about? (2 points)4.What ideas, values, information, and/or

points of view are overt? Implied? (2 points)

5.What is left out in the ad that might be important to know? (2 points)

6.What is your conclusion about this ad after answering questions no. 1- 5? (5 points)

Performance Task- Written Output•Cooperative Learning: Group of 3 students

•Watch the advertisement then answer the given questions in 1 whole yellow pad.

•Allocated time for the activity: 50 minutes.

Cooperative Learning: Analyzing Media Message

Watch this video “Behind the Scenes at a McDonald's Photo Shoot” by

McDonald's Canada (YouTube Channel)https://

www.youtube.com/watch?v=oSd0keSj2W8

Performance Task – Written Work

PERFORMANCE TASK-WRITTEN WORKCOOPERATIVE LEARNING: ANALYZING MEDIA

MESSAGE 1.Who made the ad? On what purpose? (2

points)2.Who do you think is the target audience?

Why? (2 points)3.What is this ad about? (2 points)4.What ideas, values, information, and/or

points of view are overt? Implied? (2 points)

5.What is left out in the ad that might be important to know? (2 points)

6.What is your conclusion about this ad after answering questions no. 1- 5? (5 points)

REFERENCES•Media and Information Literacy Curriculum Guide by DepEd

•Media and Information Literacy by Boots C. Liquigan, Diwa Learning Systems Inc.

•http://www.projectlooksharp.org/

REFERENCES

•http://highered.mheducation.com/sites/dl/free/0072827580/88223/bar27580_ch02.pdf

•http://depts.washington.edu/nwmedia/sections/nw_center/curriculum_docs/stud_combine.pdf

•https://www.sophia.org/tutorials/deconstruct-media-messages

•http://medialiteracyproject.org/deconstructions/

PHOTO CREDIT• Slide 6 and 7http://

www.dailymail.co.uk/femail/article-3266802/Viral-scenes-shots-reveal-stark-reality-capturing-perfect-wedding-photo.html

• Slide 8 https://www.pinterest.com/pin/250442429247994581/• Slide 10 http://

depositphotos.com/26393971/stock-illustration-advertisement-board-billboard-marketing-frame.html

• Slide 11 https://aliraza.co/11-reasons-you-should-start-blogging/• Slide 12

http://www.audiencebloom.com/the-7-fears-stopping-entrepreneurs-from-marketing-on-social-media/

PHOTO CREDIT• Slide 13 https://

mobile.twitter.com/wissenswertebiz/status/656821565305278464/photo/1

• Slide 15 https://b2bstorytelling.wordpress.com/category/best-practices/

• Slide 16 http://www.prweb.com/releases/mainstream-media-channels/employment-report/prweb10392378.htm

• Slide 17 http://www.businessinsider.com/victorias-secret-angels-vs-dove-models-2012-12

PHOTO CREDIT• Slide 18

https://jessellenor.wordpress.com/2015/03/17/it-happens-for-guys-too/

• Slide 19 http://www.developmentprogress.org/blog/2014/03/26/what-political-voice-why-does-it-matter-and-how-can-it-bring-about-change

• Slide 24 https://www.facebook.com/FabricationsAboutThePAP/• Slide 25 and 26 http

://medialiteracyproject.org/deconstructions/counter-ad-citi-card/