PURCOM L5 : Evaluation of Text and Images in Multicultural Context

REVIEW

Media Literacy

It provides framework to access, analyze, evaluate and create media in a variety of forms

Media Literacy

Is about helping students become competent, critical and literate in all media forms so that they can control the interpretation of what they see rather than letting the interpretation control them

All media messages are Constructed

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__***Author***__

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Key question #1:

Who created this message?

1\.What kind of text is it?


2\.What are the various elements that
make up this whole?


3\. Which technologies are used in its
creation?


4\. How many people did it take to
create this message? What are their
various jobs?

Media messages are constructed using creative language with its own rules.


__***Format***__

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Key question #2:

What creative techniques are used to attract my attention?

1\.What do you notice? (Colors, shapes,
sound, effects, props, movement,
composition)


2\.How is the story told? Viewpoint?
What are people doing?


3\.Are there any visual symbols or
metaphors?


4\.What is the emotional appeal?
Persuasive devices?


5\.What makes it seem real?

Different people experience the same media message differently

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__***Audience***__

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Key question #3:

How might different people understand this message differently?

1\.How close does it come to what you
experienced in real life?


2\.What did you learn from this media
text? What did you learn about yourself
from experiencing the media text?


3\.What did you learn from other
people ´ s response and their
experience?


4\.How can you explain the different
responses?


5\.Are other viewpoints just as valid as

Media have embedded values and points of view

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__***Message Content***__

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Key question #4:

What lifestyles, values and points of view are represented in, or omitted from, this message?

1\.How is human characterized? What
kinds of behaviors/consequences are
depicted?


2\.What questions come to mind as you
watch read /listen?


3\.What ideas or values are being sold in
this message?


4\.What political or economic ideas are
communicated in the message?


5\.Are any ideas or perspectives left out?

Most media messages are organized to gain profit and power

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__***Purpose***__

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Key question #5:

Why is this message being sent?

1\.Who is in control of the creation and
transmission of this message?


2\.Why are they sending it? How do you
know?


3\.Who are they sending it to? How do
you know?


4\.Who wins? Who loses? Who decides?


5\.What economic decision may have
influenced the construction or
transmission of the message?