MEDIA ANALYSIS By Jela D Villegas Six concepts

MEDIA ANALYSIS By: Jela D. Villegas

Six concepts in Media Analysis 1. All media are “constructed” v Media are not windows on reality or mirrors of society. They are carefully constructed products. From newspapers to nature shows, media producers actively select and construct particular images of the world. v A media literate person is aware threat many decisions go into every media product, and that even the most realistic images represent someone's interpretation of reality. v Moreover a truly media literate person can produce media as well, thereby offering their own construction of reality.

2. Each media has different characteristics strengths, and a unique “language” of construction. v It may seem obvious to say that each medium is constructed differently, noting for example the difference in constructing the messages in a book compared to constructing the messages in a film. v Consider the language used in photography to describe the process of creation. Photographers use terms such as "wide shot", "close up", "deep focus", and "fstops". v Each medium uses its own language or process of creation, and this process makes each medium unique.

3. Media messages are produced for particular purposes. v. The third core concept of media literacy is that all media messages are produced for a particular purpose. v. Most media outlets can be lumped into two main groups: media outlets that want to sell us a product or a service, and media outlets that want to sell us a lifestyle or ideology. v. But not all media outlets are commercial in nature. Many media outlets are of a non-commercial nature, but these outlets still intend to sell us something.

4. All media messages contain embedded values and point of views. v. For those wanting to be truly media literate, it's crucial to understand that all media messages contain embedded values and points of view. v. All media messages contain at least two types of values and at least two points of view - those of the creator, and those of the audience. v. Media creators produce media using their own background and experiences as reference points. v. Since everyone is different, everyone has a different point of view of the world.

5. People use their individual skills, beliefs and experiences to construct their own meanings from media messages. v. Since every person has a unique background and unique experiences, each person will react differently to each message. v. As an example, consider the popularity of certain shows on television. v. This isn't to say that we don't react similarly to certain messages, but each reaction will still be unique. v. Another example is the media coverage of political candidates.

6. Media and media messages can influence beliefs, attitudes, values, behaviors, and the democratic process. v. Many media educators enjoy discussing effects, and for good reason. Although a single exposure to a particular message isn't likely to change someone's opinion on any particular topic, continued exposure to media messages will help shape points of view over time. v. As an example, a single exposure to a media message about the desire for expensive cars won't influence someone to purchase an expensive car, experiences multiple messages from many sources (commercials, TV shows, movies, music, newspapers) over a period of time may shape a person's opinion about expensive cars the next time they consider buying a new car.

Key questions to ask when analyzing media messages

Audience and Authorship AUDIENCE & AUTHORSHIP Authorship • Who made this message? Purpose • Why was this made? • Who is the target audience (and how do you know)? Economics • Who paid for this? Impact • Who might benefit from this message? • Who might be harmed by it? • Why might this message matter to me? Response • What kind of actions might I take in response to this message?

Content MESSAGES & MEANINGS What is this about (and what makes you think that)? What ideas, values, information, and/or points of view are overt? Implied? What is left out of this message that might be important to know? Techniques What techniques are used? Why were those techniques used? How do they communicate the message? Interpretations How might different people understand this message differently? What is my interpretation of this and what do I learn about myself from my reaction or interpretation?

REPRESENTATIONS & REALITY Context • When was this made? • Where or how was it shared with the public? Credibility • Is this fact, opinion, or something else? How credible is this (and what makes you think that)? • What are the sources of the information, ideas, or assertions?