MEDIA AND INFORMATION LITERACY (MIL)

MEDIA LITERACY (Part 2)

Key Concepts and Questions in
Media Analysis
Mr. Arniel Ping
St. Stephen’s High School
Manila, Philippines
MIL PPT 10, Revised: May 25, 2017
LEARNING COMPETENCIES

Learners will be able to…

• identify and explain the key concepts in media
analysis (SSHS);
• discuss key questions to ask when analyzing
media messages (SSHS); and
• apply the discussed strategies in analyzing and
deconstructing media messages (SSHS).
TOPIC OUTLINE
I- Media Literacy
A. Key Concepts In Media Analysis
B. Key Questions to Ask When Analyzing Media
Messages
C. Class Activities
1. Formative Assessment: Analyzing and
Deconstructing Media Messages
 VIDEO PRESENTATION

Top 10 Misleading Marketing Tactics

by mojo.com
https://www.youtube.com/watch?v=M-HrTC8QCbM
 CLASS DISCUSSION
1. What valuable lessons can we learn from the
video?
2. How is being a media and information
literate related to being a wise consumer?
3. How can media and information literacy
make producers or companies be more
honest in their advertisements?
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
1. All media messages are “constructed.”
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
1. All media messages are “constructed.”
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
1. All media messages are “constructed.”
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
1. All media messages are “constructed.”

Instagram Vs. Real Life

By BuzzFeedViolet

https://www.youtube.com/watch?v=zgWIxv5_6SE
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
2. Each medium has different characteristics,
strengths, and a unique “language” of
construction.
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
2. Each medium has different characteristics,
strengths, and a unique “language” of
construction.
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
3. Media messages are produced for particular
purposes.
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
4. All media messages contain embedded values
and points of view.
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
5. People use their individual skills, beliefs and
experiences to construct their own meanings from media
messages.
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
5. People use their individual skills, beliefs and
experiences to construct their own meanings from media
messages.
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
6. Media and media messages can influence beliefs,
attitudes, values, behaviors, and the democratic process.
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
6. Media and media messages can influence beliefs,
attitudes, values, behaviors, and the democratic process.
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
6. Media and media messages can influence beliefs,
attitudes, values, behaviors, and the democratic process.
 SIX KEY CONCEPTS IN MEDIA
ANALYSIS
6. Media and media messages can influence beliefs,
attitudes, values, behaviors, and the democratic process.
KEY QUESTIONS
TO ASK WHEN
ANALYZING
MEDIA MESSAGES
KEY QUESTIONS TO ASK WHEN ANALYZING
MEDIA MESSAGES
AUDIENCE & AUTHORSHIP
AUTHORSHIP • Who made this message?
• Why was this made?
PURPOSE • Who is the target audience (and how do you
know)?
ECONOMICS • Who paid for this?
• Who might benefit from this message?
IMPACT • Who might be harmed by it?
• Why might this message matter to me?
• What kinds of actions might I take in response to
RESPONSE
this message?
 KEY QUESTIONS TO ASK WHEN ANALYZING
MEDIA MESSAGES
MESSAGES & MEANINGS
• What is this about (and what makes you think
that)?
• What ideas, values, information, and/or
CONTENT points of view are overt? Implied?
• What is left out of this message that might be
important to know?
• What techniques are used?
TECHNIQUES
• Why were those techniques used?
• How do they communicate the message?
 KEY QUESTIONS TO ASK WHEN ANALYZING
MEDIA MESSAGES
MESSAGES & MEANINGS (Continuation)
• How might different people
understand this message
differently?
INTERPRETATIONS
• What is my interpretation of this
and what do I learn about myself
from my reaction or interpretation?
 KEY QUESTIONS TO ASK WHEN ANALYZING
MEDIA MESSAGES
REPRESENTATIONS & REALITY
• When was this made?
CONTEXT • Where or how was it shared with the
public?
• Is this fact, opinion, or something else?
• How credible is this (and what makes you
CREDIBILITY
think that)?
• What are the sources of the information,
ideas, or assertions?
CLASS ACTIVITIES
 Formative Assessment
Deconstructing Media Message: News Article
Instructions
1.Form a group of 3 students.
2.Read the given news article.
3.Analyze the news article by answering the key
questions in media messages.
4.Write your answer on a yellow pad. Time limit is
45 minutes.
 Formative Assessment
Deconstructing Media Message: News Article

MINING – THE GOOD AND THE BAD

by Fr. Shay Cullen
THE MANILA TIMES, AUGUST 9, 2014
FEATURED COLUMNS, OP-ED COLUMNS

http://www.manilatimes.net/mining-good-bad/117801/
 Formative Assessment
Deconstructing Media Message: Advertisement
 Formative Assessment
Deconstructing Media Message: Advertisement
Counter Ad
2014 Second Place
Winner

Anthony Ferrante from

Fort Zumwalt West
Middle School, O'Fallon,
Missouri

Source:
http://medialiteracyproje
ct.org/deconstructions/c
ounter-ad-citi-card
/
 Formative Assessment
Deconstructing Media Message: Advertisement
 Formative Assessment
Deconstructing Media Message: Advertisement
REFERENCES

• Media and Information Literacy Curriculum

Guide by DepEd
• Media and Information Literacy by Boots C.
Liquigan, Diwa Learning Systems Inc.
• http://www.projectlooksharp.org/
REFERENCES

• http://highered.mheducation.com/sites/dl/free/
0072827580/88223/bar27580_ch02.pdf
• http://depts.washington.edu/nwmedia/sections/
nw_center/curriculum_docs/stud_combine.pdf
• https://
www.sophia.org/tutorials/deconstruct-media-m
essages
• http://medialiteracyproject.org/deconstructions/
 PHOTO CREDIT
• Slide 6 and 7http://
www.dailymail.co.uk/femail/article-3266802/Viral-scenes-shots-r
eveal-stark-reality-capturing-perfect-wedding-photo.html
• Slide 8 https://www.pinterest.com/pin/250442429247994581/
• Slide 10 http://
depositphotos.com/26393971/stock-illustration-advertisement-b
oard-billboard-marketing-frame.html
• Slide 11 https://aliraza.co/11-reasons-you-should-start-blogging/
• Slide 12
http://www.audiencebloom.com/the-7-fears-stopping-entreprene
urs-from-marketing-on-social-media
/
 PHOTO CREDIT
• Slide 13 https://
mobile.twitter.com/wissenswertebiz/status/65682156530527846
4/photo/1
• Slide 15
https://b2bstorytelling.wordpress.com/category/best-practices/
• Slide 16 http://
www.prweb.com/releases/mainstream-media-channels/employm
ent-report/prweb10392378.htm
• Slide 17 http://
www.businessinsider.com/victorias-secret-angels-vs-dove-model
s-2012-12
 PHOTO CREDIT
• Slide 18
https://jessellenor.wordpress.com/2015/03/17/it-happens-for-guy
s-too
/
• Slide 19 http://
www.developmentprogress.org/blog/2014/03/26/what-political-v
oice-why-does-it-matter-and-how-can-it-bring-about-change
• Slide 20 https://
www.godigitalmarketing.com/learn/blog/5-key-questions-to-help-
identify-your-purchase-type
• Slide 25
http://mgto.org/in-class-experiments-8-leadership-group-collabor
ation
 PHOTO CREDIT
• Slide 27 and 28 http
://medialiteracyproject.org/deconstructions/counter-ad-citi-card/
• Slide 29 http://
www.rappler.com/technology/social-media/117018-viral-ads-phili
ppines-2015-acer-aldub-ariel-commercials-bench-billboard
• Slide 30 Source
http://www.rappler.com/life-and-style/7891-belo-ad-gets-heat-in-
social-media