LITERATE

- a person who does not only read and write but also understand and solve
problems.

Media Literacy
- skill of evaluating the different forms of media.

HOW?
One knows how to:
- access the media, understand the media, critically evaluate the media content, create
communications, and produce messages

PRINCIPLES OF MEDIA
- all media messages are "constructed"
- media messages uses creative language with its own rules
- different people experience the same messages differently
- audience negotiate meaning according to individual factors
- personal needs ansd anxieties
- pleasures/troubles of the day, racial and sexual background
-family and cultural background

MEDIA- have embedded values and points of view

- have social and political implications
- have commercial implications
* TECHNIQUES
- product placement on television
- camera angles ( high angle, low angle, wide shot, close up,
shoulder shot)
WHAT DOES IT WANT TO CONVEY?
PERSUADE! INFORM! ENTERTAIN!