Media Literacy

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Media Literacy

• 2006

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End products for curricular units

• Think about the end products you use for a
  language arts or social studies unit.
• Lets brainstorm a list of products.

Products
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What do our students do when they go home?
Home
How does that correlate to their school day?
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Strategies for Media Education

• All media messages are constructed. (made by
  someone)
• Media messages are constructed using a creative
  language with its own rules.
• Different people experience the same media
  message differently.
• Media are primarily businesses driven by a profit
  motive.
• Media have embedded values and points of view.
  (bias)
• Adapted from Toman, Elizabeth.http//www.mediali
  it.or/ReadingRoom/keyarticles/skillsandstrat.htm

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The principles of media literacy

• Who?
• Says what?
• To Whom?
• In what way?
• With what effect?
• Why?

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Visual Devices

• Posture
• (body language gestures,facial expression,
  posture)
• Point of view
• (camera angle)
• Position
• (location of a person or object in a picture)
• Prop
• (a physical object used as a symbol)

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Point of view(camera angle)

• Whats happening in this picture?
• How does the camera angle affect this image?

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Inform Entertain Persuade
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Endangered Ecosystems
Inform, Persuade or entertain?
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Inform, persuade or entertain?
?
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Inform, persuade or entertain?
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Advertising
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Body chopping
This is Martha Stewarts head but not her body.
A model was used for the body and the photo was
digitally altered.
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What is product placement?

• PRODUCT PLACEMENT is the process which
  integrates an advertiser's product into movies
  and TV shows for clear, on-screen visibility. It
  is part of the rapidly expanding entertainment
  industry reaching millions of people daily
  through movies, television, and video.  (Source 
  MMI Product Placement)With the advent of new
  technologies, which allow home TV viewers, to zap
  (erase) commercials, advertisers have invented
  new ways of integrating their product into the
  plot of programs.Product placement is a big
  business. Although it is rumored that product
  placement began in 1982 with Reese's Pieces in
  E.T., the truth is that it had been a growing
  practice decades before. The film ET with all its
  product placements, almost 2 dozen different
  brands in all, helped bring awareness and
  discussion of the practice to the public. There
  are many companies whose sole responsibility it
  is to link products with TV and films.

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Product Placement

• What product do you notice?
• This product was not in the original show. It was
  digitally placed for reruns.

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Product placement

• What product could ET phone home about?

Lets brainstorm
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Product placement
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Celebrity Endorsements

• Who is this?

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Virtual ads

• This is what people see in the ballpark

• This is what people see on TV

Whats the difference?
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Emotional Advertising
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Red

• Red is the color of fire and blood, so it is
  associated with energy, war, danger, strength,
  power, determination as well as passion, desire,
  and love.

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  Orange

• Orange combines the energy of red and the
  happiness of yellow. It is associated with joy,
  sunshine, and the tropics. Orange represents
  enthusiasm, fascination, happiness, creativity,
  determination, attraction, success,
  encouragement, and stimulation.

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Yellow

• Yellow is the color of sunshine. It's associated
  with joy, happiness, intellect, and energy.

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  Green

• Green is the color of nature. It symbolizes
  growth, harmony, freshness, and fertility. Green
  has strong emotional correspondence with safety.
  Dark green is also commonly associated with money.

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  Blue

• Blue is the color of the sky and sea. It is often
  associated with depth and stability. It
  symbolizes trust, loyalty, wisdom, confidence,
  intelligence, faith, truth, and heaven.

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Purple

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• Purple combines the stability of blue and the
  energy of red. Purple is associated with royalty.
  It symbolizes power, nobility, luxury, and
  ambition. It conveys wealth and extravagance.
  Purple is associated with wisdom, dignity,
  independence, creativity, mystery, and magic.

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  White

• White is associated with light, goodness,
  innocence, purity, and virginity. It is
  considered to be the color of perfection.

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  Black

• Black is associated with power, elegance,
  formality, death, evil, and mystery.

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Digital Enhancement
These are changes that the photographer must make
graphically (on the computer) before the photo is
used on a magazine cover
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Humor in Advertising
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What is this an ad for?
This is an ad that looks like another form of
media. It looks like a movie poster.
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Ducks in Boone
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Advertising from the 1950s