FRAMEWORK PRODUCTION ELEMENTS KEYS TO MEDIA LITERACY ANALYSIS

FRAMEWORK & PRODUCTION ELEMENTS KEYS TO MEDIA LITERACY ANALYSIS

INTRODUCTION Titles and headlines set the stage Foreshadow what is to come Convey premise—logical or illogical

PLOTS Based on conflicts Explicit content (visibly displayed via action, events), factors geared toward eliciting an emotional (affective) response, Implicit content (motives, consequences, etc. ), and subplots or secondary stories. Analyzing a film or TV program requires active participation—note explicit content and later identify implicit content.

Analyze “The Biggest Loser” Proud That I Made Him Vomit. . . Plot Genre Manifest vs Latent Formulaic? Logical vs Illogical Conclusion

GENRE Definition: A standardized format that is distinctive and easily identifiable. Characteristics: formulaic in function, premise, structure and plot. Formulas may evolve but are still recognizable.

MANIFEST vs LATENT � Works within a genre share a manifest objective and often have shared latent functions as well. � Example 1: Sitcoms are designed to entertain or amuse audiences but may also convey LATENT morality lessons. � Example 2: Action dramas may entertain us but also provide emotional release, escapism � Example 3: Reality TV may amuse us, but is filled with PRODUCT PLACEMENT—latent function is to sell.

Following a Formula… Formulaic premises are the situations that characterize the genre. EXAMPLE: Sitcoms revolve around everyday problems in family, marriage, friendships. What are some other popular formulaic premises?

Formulaic patterns Formulaic structure refers to an unvarying organizational pattern common to a particular genre. One common structure is order/chaos/order. The pattern may be violated within a genre to make a particular statement. Formulaic plots are common within each genre. Although plots are finite and often predictable, details and nuances may keep them fresh and interesting.

Genres are Not Static Conventions in storyline, setting, characters and “trappings” provide clues about people, events and situations in a genre. Genres evolve with the culture, diverging into subgenres. In other words, sitcoms of the 1950 s spun off into eight subgenres including scificoms and ethnicoms.

Consider development of characters Character development helps audience identify the media communicator’s underlying themes and messages—how events have affected characters.

What is significance of the conclusion? Illogical conclusions are often indicative of media’s desire to attract audiences. Complicating factors include time restraints (solving complex issues within limited timeframe), desire for happy endings, etc. However, illogical conclusions may undermine intended message. Identifying a logical ending as well as your personal preferred ending helps you understand intended message as well as your personal belief system.

PRODUCTION ELEMENTS Communicators use production elements (style and quality of presentation) to engage audience. Some choices are conscious, others are intuitive.

Posed provocatively-- a passive object of sexual attention. Camera angle places emphasis on her breasts and face, while the rest of her body is secondary. Pose creates a sharp line along the torso that cuts into her waist, making her appear skinnier than she already is. By placing the model's left arm behind her body, her arm is visually amputated. Using simple positioning and camera angles, Victoria's Secret photographers are able to chip away body parts, leaving the female model small and powerless. (by Juliet Weintraub)

And then there’s PHOTOSHOP Sex Sells, but sexual images carry LATENT messages And give promote unhealthy, unattainable stereotypes …. Sex, Lies and Photoshop

What to look for Editing: The manner in which information is selected, arranged, etc. , conveys many messages to audience. What is included or admitted and how information is arranged conveys selective information. Editing may also imply causality—EX. Monica Lewinsky interview followed by Maytag stain ad. Color is a potent tool for affecting audiences, evoking moods, reinforcing a message or theme. The context of color within a message affects its meaning, as does the cultural context in which the message is conveyed.

Consider other visual elements Lighting conveys messages in terms of moods, atmosphere, etc. Ways to use light include level (dim, moderate, bright), direction, source, to produce meaningful shadows, contrast (hard or soft); etc. Shape also conveys meanings: circles imply mystical, timeless, inviolability; squares are straight and honest but dull; triangles are powerful, tense, dynamic.

Scale and Balance Have a Purpose Relative size or scale implies relative importance or power; placement or positioning also conveys relative importance (most people pay more attention to what is on the right side of the screen or page than the left side). People look for balance—natural predisposition to order or gestalt. Unbalanced screen creates a sense of tension, can be stimulating. Offscreen threats can produce additional shock or surprise.

Motion has connotations Movement (direction and rhythm) makes message more lifelike and realistic and can also be used as a dramatic device. Connotations— movement away signals abandonment, upward connotes a positive sign whereas downward suggests negative sign.

Camera angles/Point of View Point of view affects how and what information is conveyed and the audience’s orientation and sympathies. In film, camera techniques are employed to give various perspectives, but second-person is nearly impossible to achieve except by casting actors who are supposed to represent “you. ” Camera angles in which audience looks up or down at the subject convey meaning; looking up at a subject gives them authority over you; looking down at a subject implies that he or she is smaller or weaker.

Connotation—images, not just words Connotative words and images carry meanings beyond the obvious that permeates a particular culture. An examination of a communicator’s word choices provides information into his or her point of view. Does an ad promote “gambling” or “gaming”—what works? Connotative images can also be employed—consider the photo of George W. Bush in front of Mount Rushmore

Other production values Nonverbal and verbal performance skills shape media messages. Gestures, eye contact, facial expressions, nodding, dress, mannerism, make-up, etc. Verbal: volume, tone, clarity, speed, pacing, feelings. Sound: dialogue, music, background sound, sound effects, etc. How SOUND affects us