LESSON 5-

Evaluating Messages and/or images of Different types of

texts Reflecting Different cultures

Generate questions and ideas about the message conveyed by the

advertisement .

Activity

Media literacy
 Refers to the ability to ACCESS, ANALYZE, EVALUATE, CREATE,
and ACT using all forms of communication.
In its simplest terms, media literacy builds upon the foundation of traditional literacy and
offers new forms of reading and writing. Media literacy empowers people to be critical
thinkers and makers, effective communicators and active citizens.
Variety of terminology – Some definitions and clarification

The term “media literacy” is often used interchangeably with other terms related to media and
media technologies. To clarify what we mean when we talk about media literacy, NAMLE
offers these definitions:

o Media refers to all electronic or digital means and print or artistic visuals used to transmit

messages.

o Literacy is the ability to encode and decode symbols and to synthesize and analyze

messages.

o Media literacy is the ability to encode and decode the symbols transmitted via media and

the ability to synthesize, analyze and produce mediated messages.

o Media education is the study of media, including ‘hands on’ experiences and media

production.

o Media literacy education is the educational field dedicated to teaching the skills

associated with media literacy.

Text includes any form of written,

What are spoken, or media work conveying
texts? meaning to an audience. Text may use
words, graphics, sounds and images in
presenting information. It may also be
in print, oral, visual or electronic forms. A
text is a unit of meaning for
interpretation and understanding. As
such, most things are (or could be
treated as) texts. Within media studies, a
text could be a TV program, film, video game, website, book, song, podcast, newspaper article,
tweet, or app.

Texts matter because they are bearers of communication and movers of meaning. Texts can
inspire and delight, or disgust and disappoint, but more importantly they intervene in the world
and into culture, introducing new ideas, or variously attacking or reinforcing old ones. Textual
analysis has long been a primary mode of “doing” media studies, as scholars seek to ascertain
what a text means, how it means (what techniques are used to convey meaning), and what its
themes, messages, and explicit and implicit assumptions aim to accomplish.

Reading Strategies
It is important to help students develop skills and strategies that will empower them to
negotiate media texts critically. In order to do this students must come to understand that:
 there is no one ’true’ meaning, but rather a range of possible meanings in a text
 the reader plays an active role in the negotiation of meaning
 this role involves conscious choices rather than the unconscious acceptance of "preferred"
readings. 

Key Concepts of Media Literacy

 All media messages are constructed.

Media texts are built just as surely as buildings and highways are built. The key behind this
concept is figuring out who constructed the message, out of what materials and to what
effect.

2. Media messages are constructed using a creative language with its own rules.

Each form of communication has its own creative language: scary music heightens fear,
camera close-ups convey intimacy, big headlines signal significance. Understanding the
grammar, syntax and metaphor of media language helps us to be less susceptible to
manipulation.

3. Different people experience the same media message differently.

Audiences play a role in interpreting media messages because each audience member brings
to the message a unique set of life experiences. Differences in age, gender, education and
cultural upbringing will generate unique interpretations.

4. Media have embedded values and points of view.

Because they are constructed, media messages carry a subtext of who and what is important
— at least to the person or people creating the message. The choice of a character’s age,
gender or race, the selection of a setting, and the actions within the plot are just some of the
ways that values become “embedded” in a television show, a movie or an advertisement.

5. Most media messages are organized to gain profit and/or power.

Much of the world’s media were developed as money-making enterprises. Newspapers and
magazines lay out their pages with ads first; the space remaining is devoted to news.
Likewise, commercials are part and parcel of most television watching. Now, the Internet
has become an international platform through which groups or individuals can attempt to
persuade.

By considering the core concepts behind every media message, you equip yourself with an
ability to analyze and interpret a message — and to accept or reject its legitimacy.
 Key Concepts Guide Questions in Response  to the Response  to the
Media Text Questions(ViVo Y81I) Questions (IntelliFresh
Analysis Refrigerator)
1. All media 1. What is the 1. The text is all about of the 1. The text is all about the
messages are message of the text? features and capacity of the features of the product
“constructed.” product and its cost. and its cost.

2. How effectively 2. Effective and it is what the 2. Effective, every buyer

does it represent buyers are asking when usually ask the quality of
 reality? inquiring. the product before its
price and its presented.
3. How is the
message 3. It was constructed
constructed? 3. The message was constructed according to product’s
simple and complete as needed. capability and with
supported proof.
2. Media have 1. What lifestyle, 1. To those who want to have one 1. It was made for those
embedded values values and points of of it the product was designed who prefer having
and points of view are represented right to its quality and quantity. It appliances at their homes.
view. in the text? was presented as a budget It represents the modern
friendly. Representing modern technology at this
technologies at today’s generation.
generations.

2. Who or what is 2. Endorsement of popular 2. The contacts for order

missing? personalities. and the location where
you can buy the product is
not presented.
3. Each person 1. What message do 1. The message wants to convey 1. It wants to say that their
interprets you perceive from that anyone who wants to have product is unbeatable in
messages the text? phones, it is not a problem terms of energy saving
differently. anymore because it is now very having good quality and
affordable and having good quantity.
quality.

2. Others might not understand of 2. Others whose less

2. How might others its whereabouts.  Because the fortunate in terms of
understand it terms used might be unfamiliar to education might
differently? Why? them. misunderstood that the
possible cost for the
appliances in daily use is
just 7.12 pesos even if
they would keep on using
it all day and night
believing it would only
what they’ll pay for.
4. Media have 1. What is the 1. The purpose of the text is to 1. Its purpose is to convey
commercial, purpose of the text? persuade the people to buy it that their product has a
ideological or especially with its affordable good quality features and
political interests. quantity and good quality brand. convince the readers and
the people to buy to
increase their sale.

2. Who is the target 2. All the people especially 2. The readers and the
 audience of the text? gadget users. people, especially those
who had business related
with cold products. 

3. Those who don’t know how to 3. Those who don’t have

3. Who might be read and use it. current at their places and
disadvantaged? don’t capacity to buy are
in disadvantage.

4. Who created the 4. The advertisement writer

text and why? together with  its team and with 4. The advertisement
the support of the product writer together with  its
makers. team and with the support
of the product makers.
5. Media 1. What techniques 1. They highlighted the some 1. They also highlighted
messages are are used and why? important words, make numbers some important words,
constructed using bold and showcase its good site proofs and make
a creative features. In order to make more notable lines. In order to
language having catchy to the reader and buyers. make their advertisement
its own rules. more convincing and
catch the attention of the
readers and buyers.

2. Very effective, cause it can 2. Effective, it helped to

2. How effective are make the advertisement more make advertisement to be
the techniques in convincing and real. creative and reality basis .
supporting the
messages or themes
of the text?
3. They can present it
3. They can present it either in through TV or radio
3. What are other radio commercials and TV commercials and an
ways of presenting endorsement. endorsement either a
the message? famous artist, a family or
a businessmen showing
that the product was test
and proven by trusted
community members.
TV Commercial

Safeguard Soap TV commercial

16 pesos lang!
Plot
(It is all about the two households wherein one of them used safeguard soap and the other
doesn’t. Showing how safeguard soap helps to avoid having big expenses in medicines due to
illness.)

Story
Household 1: Oy mare, daming gamot ah.

Household 2: May sakit si mister, anong bibilhin mo?

Household 1: Pang-iwas sa ganyang gastos.

Household 2: Ano?

Household 1: Safeguard

Female Advertiser ( Voice Clip) : Sa hirap ng buhay ngayon para makaiwas sa malaking gastos
sa gamot ugaling magsafeguard, sa 16 pesos lang malaki ang pwedeng matipid. Dahil ang
Safeguard tumutulong na maiwasan ang sakit.

Household 1: Oh, may sakit ulit mister?

Household 2: ‘Di natuto na’ko. Safeguard nga.

Male Advertiser (Voice clip) : Iwas sakit, Iwas gastos with Safeguard protection.

Key Concepts Guide Questions in Media Response  to the Questions

Text Analysis
1. All media messages 1. What is the message of 1. The message was to prevent having big
are “constructed.” the text? expenses due to medicines cause by diseases by
using safeguard.

2. How effectively does it 2.  Quite effective and some are real, just like
represent reality? buying expensive medicines when ill.

3. How is the message 3. The message is well constructed and

constructed? informative.
2. Media have 1. What lifestyle, values 1. The practice of maintaining proper hygiene that
embedded values and and points of view are helps protect our body from having any diseases
points of view. represented in the text? cause by germs or bacteria.

2. Who or what is 2. Reminder at the last part of commercial is not

missing? presented.
3. Each person 1. What message do you 1. Practice maintaining proper hygiene in order to
interprets messages perceive from the text? prevent having disease.
differently.
2. How might others 2. There is a possibility that others might think
understand it differently? that their product is the alternative aid for disease
Why? instead of proper medication.  Because there is a
comparison of two products shown that might lead
to misinterpretation by the viewer.
4. Media have 1. What is the purpose of 1. Its purpose is to inform and teach the proper
commercial, ideological the text? hygiene. Also, on how to save up money.
or political interests.
2. Who is the target 2. All the viewers and users especially those in
audience of the text? right ages.

3. Who might be 3. The less fortunate people and the blind. They
disadvantaged? won’t be able to watch it because they don’t have
the capability to buy.

4. Who created the text 4. The script writer and the producer in support
and why? with the registered association for hygiene, health
and safety.
5. Media messages are 1. What techniques are 1. They used an informative and creative
constructed using a used and why? techniques. They advertised their product in an
creative language informative way in a form of short drama
having its own rules. presenting also their evidence.
2. How effective are the
techniques in supporting 2. The techniques used helps to convey with the
the messages or themes of viewers to believed and buy their product.
the text?
3. They can present it either in radio commercial,
3. What are other ways of or published magazines and newspaper and an
presenting the message? endorsement of a famous artist which is very
common, in order for the viewers to strongly
believed that its effective.
Downy with Fabric Conditioner Radio Commercial ( in a song form)
Lady 1: Panahon ng ulan,kidlat at kulog masasampay ka sa loob labada’y Amoy kulob
nakakahiya ,nakakasama sa loob {insert}

Lady 2: I-Downy Boom-Boom-Pow na ‘yan! Boom-Boom-Pow sa Downy  Boom-Boom-Pow

amoy kulob sa tag-ulan pabanguhin na ‘yan, mabilis magtuyo. Downy  Boom-Boom-Pow!

Male advertiser: First is got i n fabric washed with detergent oil.

Female advertiser: I-Downy  Boom-Boom-Pow! Ang bango ng labada ngayong tag-ulan.

Key Concepts Guide Questions in Media Response  to the Questions

Text Analysis
1. All media messages 1. What is the message of 1. It is all about how the product prevent the
are “constructed.” the text? clothes from smelling and makes it smell good and
easy to dry even in rainy days. 2. Indeed, during
2. How effectively does it rainy days it’s hard to dry laundries easily. So, it
represent reality? was closed from reality. 3. It was creatively
constructed and its message was delivered well.
3. How is the message
constructed?
2. Media have 1. What lifestyle, values 1. The fact that it gives a hard time to the
embedded values and and points of view are laundryman to dry laundries during rainy days.
points of view. represented in the text?

2. Who or what is 2. Everything is complete for me. It is

missing? understandable and casts are present.
3. Each person 1. What message do you 1. When we use Downy with fabric conditioner
interprets messages perceive from the text? our laundries will smell fragrant and easily dries
differently. after washed.

2. How might others 2. It is creatively done and understandable that

understand it differently? even a child would understand. Because their used
Why? terms are simple and the thought is directed to the
point.
4. Media have 1. What is the purpose of 1. It purpose is to persuade the people to use its
commercial, the text? product.
ideological or political
interests. 2. Who is the target 2. The household users, laundry shop owners, and
audience of the text? all laundrymen (neighborhood, mothers, tertiary
students, etc.).

3. The less fortunate people, they might not be able

3. Who might be to buy such product due to lack of capacity to buy
disadvantaged? and having no radio to listen the commercial and
the people with hearing disabilities.

4. The commercial script writers and producers. To

increase their product sales.
4. Who created the text
and why?
5. Media messages are 1. What techniques are 1. They delivered it a persuading musical way. To
constructed using a used and why? make it catchy to the buyer and creative.
creative language
having its own rules. 2. How effective are the 2. It’s good knowing it became more catchy and
techniques in supporting semi-funny which the listeners will like.
the messages or themes of
the text?

3. What are other ways of 3. They can present it in TV commercial, either in

presenting the message? a short drama or just broadcast it directly and
endorse by some artist.