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Evaluating Media Messages

This document outlines five core concepts of media literacy: 1) Understanding who created the message provides context; 2) Creative techniques are used purposefully to attract attention; 3) Different people may interpret messages differently; 4) Messages represent certain values and omit others; 5) Understanding why a message is sent, usually to gain profit or power. Knowing these concepts helps evaluate how media constructs and conveys messages to influence audiences.

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Miriam Ruth Serdena
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764 views7 pages

Evaluating Media Messages

This document outlines five core concepts of media literacy: 1) Understanding who created the message provides context; 2) Creative techniques are used purposefully to attract attention; 3) Different people may interpret messages differently; 4) Messages represent certain values and omit others; 5) Understanding why a message is sent, usually to gain profit or power. Knowing these concepts helps evaluate how media constructs and conveys messages to influence audiences.

Uploaded by

Miriam Ruth Serdena
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Evaluating Media Messages

Five Core Concepts of Media Literacy

 Who created this message?


 What creative techniques are used to attract my attention?
 How might different people understand this message differently than me?
 What key values, lifestyles and points of view are represented in, or omitted from, this
message?
 Why is this message being sent?
1. Who created this message?

 The who is very important in evaluating media message. This coincides with the first key
concept which says: All media messages are ‘constructed’.
 Knowing the source of the message will give us the CONTEXT and gives us a deeper or
wider understanding of why it was set.
 The answer to “who made it” would also give us an idea that these messages didn’t just
sprout overnight, but rather these messages – all messages – are products of careful
planning.
2. What creative techniques are used to attract
my attention?

 Media messages are constructed using a creative language with its own rules.
 The use of colors, lighting, palettes, camera angles are also creatives way of conveying
messages.
 By analyzing the creative language and means, we will know what kind of image the
purveyor of the message is trying to ingrain in our minds.
3. How might different people understand this
message differently than me?

 Different people experience the same media message differently.


 Young people react more to brighter colors and funny caricatures; older people prefer
more subdued hues and more complex characters.
 Knowing our differences will help us determine why messages are packaged the way they
are.
4. What key values, lifestyles and points of view are
represented in, or omitted from, this message?

 Media have embedded values and point of view.


 All media messages are constructed with embedded values. Before the women’s liberation
movement came into full swing, media values are relatively conservative.
 Mainstream media has a way of telling us what to think by embedding images, text, even
colors in their messages. By showing these messages repeated, the audience is told very
subtly what to do and what values to hold on to.
Why is this message being sent?

 This coincides with the core concept number 5 which most media messages are organized
to gain profit and/or power.
 Mainstream is trying to get the audience to get them to shell out money; and the more
they shell out money, the more they get exposed to the media messages. Eventually, the
audience will start espousing values, virtues, and ideas of dominant media.

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