Media Literacy

Lesson Aims: 1. To understand and define what media is

2. To develop the skills for media analysis

What is Media?

What different Media forms can you think of?

Vocabulary for media analysis

Word / Meaning
authorship
audience
content
purpose
influence
deconstruct
ADVERT 1: ‘Family’ / ADVERT 2: ‘Petronas Chinese New Year Ad’
1. / Who created this advertisement? (authorship) / 1. / Who created this advertisement? (authorship)
2. / Who is the target audience of this advertisement? (audience) / 2. / Who is the target audience of this advertisement? (audience)
3. / What is the message? (content) / 3. / What is the message? (content)
4. / What points of views are represented in this ad? / 4. / What points of views are represented in this ad?
5. / Why was the message created? (purpose) / 5. / Why was the message created? (purpose)

EXTEND YOURSELF:

1.  How is the idea of ‘family’ different in the two adverts?

2.  Consider which adverts is most truthful/has the most genuine social message. Why?

Media Literacy Quiz

1. Write three examples of media that you use or find around you on a typical day.

A. ______

B. ______

C. ______

2. Who is the author of a media message?

______

3. Why do different audiences experience media messages differently?

______

4. Is the only purpose of a media message to get you to buy something? What else might the

purpose be?

______

Vocabulary

Word / Meaning
media / Different ways people communicate with others, such as newspapers, television, radio,
and the Internet
authorship / The origin of a piece of work; usually the person or people who constructed it
audience / The people who receive a communication; different people understand the message in
different ways
content / A message or messages in a particular communication; some of these are embedded
values and ideas
purpose / The reason a communication is made; might be informing, persuading, selling,
entertaining, or a combination
influence / To cause someone to believe or feel something
deconstruct / Deliberately examine a message to understand the whole meaning

Quiz Answer Key

1. Possible answers: Internet/computer, video games, advertisements, posters, radio, newspapers,

magazines, music, CD, music players, websites, blogs

2. The person or people who create or construct a media message

3. People have different values and lifestyles, so the content of a single message might be interpreted differently

4. Possible answers: entertainment, encouragement, inspiration, or influence you to do or believe something