Media present carefully crafted constructions that reflect many decisions and result from many determining factors. Much of our view of reality is based on media messages that have been pre- constructed and have attitudes, interpretations and conclusions already built in. The media, to a great extent, give us our sense of reality. When analyzing a media text consider the following questions: What message is it proposing? How well does it represent reality? How is the message constructed?
Producers of media texts have their own beliefs, values, opinions and biases. These can influence what gets told and how it is told. Producers must choose what will and will not be included in media texts, so there are no neutral or value-free media messages. As these messages are often viewed by great numbers of viewers, they can have great social and political influence. When analyzing a media text consider the following questions: What lifestyles, values, and points of view are represented in this text? Who or what is omitted?
People who watch the same TV show or visit the same Web site often do not have the same experience or come away with the same impression. Each person can interpret a message differently based on age, culture, life experiences, values and beliefs. When analyzing a media text consider: What meaning do you get from the text? How might others understand it differently? Why?
Most media is created for profit. Advertising is generally the biggest source of revenue. Commercials are the most obvious means of generating revenue, although advertising messages take many forms, including product placement, (e.g., paying to have a product prominently displaying in programs or movies), sponsorships, prizes, pop-up ads, and surveys on the Internet, celebrity endorsements or naming a stadium or theatre. Some media are created for specific ideological or political purposes, When analyzing a media text, consider: Who created this and why? Who benefits if the message is accepted? Who may be disadvantaged?
Each medium creates meaning differently using certain vocabulary, techniques and styles. In a movie or TV show, when the picture dissolves, it indicates a passage of time. Hot links and navigation buttons indicate that you can find what is needed on a Web site. A novelist must use certain words to create the setting and characters, while other media use images, text and sound. Over time, we understand what each technique means. We become fluent in the "languages" of different media and can appreciate their aesthetic qualities. When analyzing a media text, consider: What techniques are used and why? How effective are the techniques in supporting the messages or themes of the text?
How is this media text constructed? (Consider the key ingredients used – technical and symbolic.)
How effectively does it represent reality?
What lifestyles, values, and points of view are represented in this media text?
Who or what is missing?
What meaning do you get from the media text?
Why might some people take a different meaning from this text?
Who do you think created this and for what purpose?
Who might benefit from the message?
Who might be disadvantaged?
What techniques are used to construct this text and its message?
How effective are they?
Ask yourself how and why these features help transfer the message.
colour
shape
line
placement
balance
focal point
Design features also include images
typeface and size of type
bullets
titles
headings
subheadings
italics
labels
captions
tables of contents
legends
keys
pronunciation guides
labels
captions
sequential
categorical
explanatory
A text is constructed in a particular way and is the result of many conscious decisions. The creator of the text decides what technical elements to use and what content to focus on to create a text that will convey a particular message to the audience that he or she is trying to influence in a certain way. When you examine an ad or other print media text, look for the following components:
Composition:
use of blank space
arrangement of elements in the picture (what is placed where; the connection between items or objects)
what is excluded or cropped
Camera Angles and Types of Shots:
use of various camera angles to convey meaning (low camera angle suggests the subject is powerful)
use of various shots to convey meaning (close up suggests intimacy)
Lighting and Colour:
the use of lighting and colour to create a certain kind of mood or atmosphere
Copy:
the use of specific vocabulary and punctuation
who or what is represented
choice of models or actors
use of stereotypes
body language; facial expression
relationship of characters – positions of power, inferiority, etc.
setting
what ‘story’ is being told
details
target audience – the audience the creator is trying to reach, based on age, gender, race, class etc.
active audience – various audiences that respond to the text in different ways
Set a purpose for reading. Ask yourself why you are reading this particular text.
Look over the text to determine what type it is and which elements are used.
Examine the titles, headings, captions and images. Start with the title. The title tells you what the graphic is about. The captions may also use words and phrases from the text to show how the graphic is related to the information in the written text (e.g., “Figure 1.6”).
Recall what you already know about the topic or subject.
Record some questions you might have about the information presented.
Read all the labels and examine how they are related to the graphic. Each label has a purpose.
The most important labels may be in capital letters, bold type, or a larger font.
Follow the arrows and lines. They may be used to show movement or direction, or connect to the things they name.
Look for the use of colour or symbols to emphasize important words and information. Some graphical texts have a legend or a key to explain the meaning of specific symbols and colours.
Study the image carefully. See if you recognize the details in the image. Read the text near the picture to find an explanation of the information in the graphic. Use the figure number or title and key words to find and read the related information in the written text.
Identify the relationships among the visuals and information presented.
Interpret the information conveyed in any of the graphics (e.g., diagrams, charts, graphs, maps). Ask yourself why this information might be important.
Rephrase the information orally or in writing. Imagine that you are explaining the graphic to someone who has not read it.
Create your own graphical text (e.g., graph, map, diagram, table, flow chart) to represent the important information.
What is the overall message being conveyed? How do the design, text message, and audience work to create that message? Who benefits if this message is accepted? Who loses?
What is the text telling us we should do? Why?
Does the text appeal to our emotions in any way? Does the text appeal to our fears, needs or desires? Explain.
What solution to our needs, fears or desires is the text offering? Why is this solution offered? Is this solution realistic?
What views of happiness or success are conveyed by this text? Are these believable? Explain.
You are going to deconstruct 3 media images, and present your findings to the class. Build your presentation with your school Google account using Google Slides.
Make a list of some of your favourite:
fast foods or prepared foods
drinks
video games OR television shows (television or streaming) / broadcast sport
Use a graphic organizer to help you narrow down your choice to one per category.
Use a Google image search and add the keyword advertisement / ad / advertising when you search.
You will need to collect 1 ad per category.
Do not submit a parody. Make sure your ad is real.
Do not wait. Make a copy of the images as you find them. If you can't open the image, but can only see it in the Google search, take a screenshot of it.
Make note of where the image came from. For each image write down:
Name of Product. "Title of webpage." Title of website. Date of Access. URL.
Arrange them in folders so you can decide which you want to use.
Place your ads as images into your presentation.
Follow the steps in Tips for Reading Graphical Texts to help you understand the advertisement, take jot notes.
Using Reading Visual Texts and Advertisements as a guide, analyze your 3 advertisements, take jot notes.
Answer the questions listed in the Questions for Exploring the Key Concepts of Media Literacy. These will become your speaking notes.
Present your findings to the class in a presentation. Use your school Google Slides.
Answer the following questions in your presentation:
describe the category of product you would make a graphic ad for
what audience would you target?
where would you put your ad?
what specific elements would your ad have? why?
Your works cited slide must list the three images.
Submit this assignment to Turnitin and Google Classroom.
Use the following modified MLA citation for your works cited.
Name of Product. "Title of webpage." Title of website. Date of Access. URL.
Media Analysis Presentation Rubric.