7.-Media-disseminate-information

Media and Information Languages

  • Present issues in varied ways to disseminate information using the codes, conventions, and languages of media.

Activity 1: Video Analysis

  • Choose a short amateur video from platforms like YouTube.

  • Consider the following questions:

    • How was the video created?

    • What materials were used in its production?

    • What steps were taken to enhance entertainment value?

    • What content was included or excluded?

Understanding Media Construction

Media is Constructed

  • Media messages are constructed similarly to text:

    • From letters to words, words to sentences, and sentences to paragraphs that create stories.

  • Human cognition, aided by technology, enables the construction of media and information messages.

Media is Constructed by Someone

  • Every media message is assembled by creators (individuals or organizations).

  • The values and messages reflect the beliefs of these creators.

Examples of Construction in Media

  • Photographers showcase personal visions, influencing beliefs and values.

  • Newspaper writers may present articles influenced by their beliefs or the publication's stance.

Diversity in Media Messages

  • Media messages differ because creators have unique experiences, which shapes the messages they convey.

Influential Concepts in Media

Actions Speak Louder than Words

  • Quote from Robert Greene's 48 Laws of Power: Actions often provoke stronger responses than verbal arguments.

Cultural Sensitivity

  • Criticism of elders is deemed offensive in Filipino culture due to the high value placed on respect.

  • Wearing shoes inside homes is often viewed as disrespectful or unhygienic in the Philippines.

  • Blasphemy or irreverence towards religion is especially sensitive in the predominantly Catholic culture of the Philippines.

Media Reception and Interpretation

  • Individual experiences of media messages can differ:

    • What is entertaining for one may be offensive to another.

Deconstruction of Media

  • The process of deconstructing media involves:

    • Closely examining messages to expose their components.

    • Understanding the creator's intent and the target audience.

    • Analyzing how elements—words, images, sounds—create meaning.

Key Concepts for Deconstructing Media

Source

  • Identify who created the media message and who controls the content.

Audience

  • Recognize the intended audience for media messages:

    • Mass audience versus niche audience.

Text

  • In media literacy, 'text' encompasses all elements seen or heard in a media product, including:

    • Written and spoken words, images, graphics, sounds, and their arrangement.

Media Codes

  • Types of Codes:

    • Technical Codes: Include lighting, camera angles, sound, and special effects.

    • Written Codes: The formal language used in media.

    • Symbolic Codes: Include language, character actions, and iconic symbols.

  • Codes are systems of signs that create meaning.

Symbolic Codes

  • Examples of symbolic codes include:

    • Specific colors (like red roses symbolizing romance).

    • Actions or themes linked with cultural significance.

Mise en Scène

  • Refers to all elements within the frame:

    • Setting, decor, and character arrangement.

  • Key Aspects:

    • Set Design, Costume, Props, Staging, and Composition.

Technical Codes

  • Encompass camerawork, editing, and sound:

    • Camera angles can convey power or vulnerability.

    • Appropriate audio adds emotional depth to narratives.

Written Codes

  • The use of formal written language is key in conveying messages:

    • Includes printed text and spoken dialogue.

Conventions in Media

Definition of Conventions

  • Accepted ways of using media codes that align with audience expectations.

Types of Conventions

  • Form Conventions: Structure such as titles, credits, and layouts.

  • Story Conventions: Narrative techniques such as cause and effect or character development.

  • Genre Conventions: Common themes, visual styles, and character tropes related to specific genres.

Audience Types

  • Mass Audience: Broad consumer base for mainstream messages.

  • Niche Audience: Smaller, more specific groups with tailored content.

Activities for Practical Application

Media Deconstruction Tasks

  • Analyze a music video (e.g., “Buwan” by Juan Karlos) focusing on:

    • Color meanings, symbolism, gestures, background details, lighting, costume settings, body language, and camera techniques.

  • Social Media Engagement Analysis:

    • Evaluate influencer or brand content, examining their follower demographics and tailored messaging.