Core Concepts of Media

Adapted from the Center for Media Literacy’s basic framework for media literacy, this provides an internalized process for critical thinking and discernment that is an essential guide for lifelong learning.

Understand in the context of a Consumer and Producer

Consumer — task is deconstruction; no control about the media messages we receive but the way we understand things
Producer — task is construction; have control over the message and how people may possibly react to the media message

  1. All messages are ‘constructed’
    Keyword: Authorship
    Key Question: [Consumer] Who created this message?
    [Producer] What am I authoring?

    May look natural but it doesn’t look real

    We only notice things when they are poorly constructed
    Also talk about how media messages are constructed and how it achieves naturalness
    NATURAL = MORE BELIEVABLE

    Guide Questions:

    1. What kind of “text” is it?

    2. What are the various elements (building blocks) that make up the whole? 

    3. How similar or different is it to others of the same degree?
      Which technologies are used in these creations?

    4. What are the choices that have been made that should’ve been made differently?

    5. How many people did it take to create this message? 

    6. What are their various jobs?

  2. Media Messages are Constructed Using a Creative Language With Its Own Rules
    Keyword: Format
    Key Question: [CONSUMER] What creative techniques are used to attract my attention?
    [PRODUCER] Does my message reflect understanding in format, creativity, and technology?

    Different Formats = Different Creative Languages = Different Rules
    Guide Questions

    1. What do you notice… (about the way the message is constructed)?

    2. Colors? Shapes? Words? Silence? Movement? Composition? Etc. 

    3. What is the viewpoint?

    4. Are there any symbols? Visual metaphors?

    5. What is the emotional appeal or persuasive devices used?

    6. What makes it seem “real?” us jobs?

  3. Different People Experience the Same Message Differently
    Keyword: Audience
    Key question: [CONSUMER] How might different people understand this message differently from me?
    [PRODUCER] Is my message engaging and compelling for my target audience?
    If you tap on to people’s similarities, you can collectively make them like a specific media material (e.g. Love as the universal language = Romance films in the broader media spectrum)
    Guide Questions

    1. Have you experienced anything like this in your life? 

    2. How close is this portrayal to your experience?

    3. What did you learn from the media text? 

    4. What did you learn from other people’s responses?

    5. How many interpretations could there be? 

    6. How could we hear about them?

    7. Are other viewpoints as valid as mine?

  4. Media Have Embedded Values and Points of View
    Keyword: Content (e.g. gender roles)
    Key question: [CONSUMER] What lifestyles, values, and points of view are represented in, or omitted from this message?
    [PRODUCER] Have I clearly and consistently framed values, lifestyles, and points of view in my content?
    Frame on a perspective
    Guide Questions

    1. What kinds of behavior/consequences are depicted?

    2. What type of person is the reader/watcher/listener invited to identify with? 

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

    4. What ideas are being ‘said’ to us in this message?

    5. What is the overall worldview of the message?

  5. Most Media Messages are Organized to Gain Profit and/or Power
    Keyword: Purpose
    Key Question: [CONSUMER] Why is the message being sent?
    [PRODUCER] Have I communicated my purpose effectively?

    Guide Questions:

    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. What’s being sold in this message?

    5. Who profits from this message? Who pays for it?

    6. Who is served by or benefited from this?

      1. Public? Private interests? Individuals? Institution?