The Ultimate Package
For
Understanding Media
The Eight Principles of Media Literacy
Following are the eight principles of media literacy as defined by the Canadian Association of Media Education Organizations (CAMEO).
1. All Media Products are Constructions
Although media products often appear to be seamless extensions of reality, they are, in
fact, carefully crafted constructions, the results of countless decisions, conscious and unconscious. Meaning and impact are created through selection, context and juxtaposition, as well as shape, colour, light, and composition.
2. The Media Construct Reality
Everyone has a reality construct—a sense of what the world is and how it works. The media must, like humans, shape raw sensory data into a coherent representation of reality.
3. Audiences Negotiate Meaning
What a reader makes of a “text” depends on the reader’s past experience, skill in reading, and current state of mind.
4. The Commercial Implications
All media products have commercial implications that shape both their content and their form.
5. Ideology and Values
All media products contain, usually implicitly, value messages and assumed “truths” about the nature of the world and its inhabitants.
6. Social and Political Implications
The media have the potential to affect social and political behaviour in a variety of ways.
7. The Relationship of Form and Content
Different media “codify” reality in different ways: the medium shapes the message.
8. Media Aesthetics
The media have aesthetic dimensions: greater understanding can lead to greater appreciation.
Remember: all media are constructed, even live events and news!
What are the Types of Media we will Study?
Some of the types we will look at include but are not limited to:
- Cartoon
- Political cartoon
- Advertisement
- Caricature
- Poster
- Painting
- Sculpture
- Picture
- Newspaper segment
- Letter to the editor
- Editorial
What are the Terms Associated with Media?
Logo
Mass media
Target audience
Headlines
Angle
Foreground
Background
Lighting
Contrast
Logical fallacies
Propaganda
Colour
Form
Message
Text choice
Bias
Composition
Perspective
Scale
Focal point
Caricature
A picture or imitation of a person in which certain features or mannerisms are exaggerated for satirical effect. Example: A cartoon version of Angelina Jolie might have enlarged lips and a very thin body.
Lead
The lead story of a newspaper is a news story of major importance.
Letter to the Editor
A letter written to the editor of a publication, usually to voice an opinion or to show dissatisfaction with, or appreciation for, something they have read.
Logo
An identifying symbol used to advertise and promote an organization, event, product or service. Usually combine pictorial and textual elements in a distinctive manner. Example: The Nike logo or “Swish”
Mass Media
When media methods are used to communicate to thousands of people at the same time
Target Audience
The consumer group most likely to buy a specific product and identified by region, age, demographics, or economic status. Effective ads are created and placed in media with the target audience clearly in mind.
Headline
The heading, title or caption of a newspaper article. It is usually very attention-grabbing.
Angle
Slant; a biased way of looking at or presenting something
Foreground
The part of a scene, landscape, etc., which is near the viewer.
Background
The part of the scene that appears behind the principal subject of the picture.
Lighting
Illumination, can often establish mood or serve a symbolic purpose
Contrast
Perceptual effect of the juxtaposition of very different colors. It occurs when there is a visual difference between things or qualities being compared; degrees of dynamic imbalance between elements of a composition which draw the eye and demand resolution (dominance) to establish unity and overall balance in the design as a whole.
Logical Fallacies
Errors of reasoning, errors which may be recognized and corrected by prudent thinkers.
Propaganda
A way of presenting a belief that seeks to generate acceptance without regard to facts or the right of others to be heard. Propaganda often presents the same argument repeatedly, in the simplest terms and ignores all rebuttal or counter-argument. It is essentially self- interested and manipulative. Propaganda is often used to convey official descriptions of reality, when it may be allied with bureaucratic control of media, censorship of opposing opinions and deliberate misinformation.
Colour
Appearance of objects (or light sources) described in terms of a person's perception of their hue and lightness (or brightness) and saturation
Form
The medium in which a message is presented (i.e. poster, sculpture etc.)
Message
Any thought, idea, or information, whether expressed in plain or in secret language, prepared in a form suitable for transmission by any means of communication.
Text Choice
The choice of the text within a visual often reflects purpose and target audience. It is used to enhance the visual’s message.
Bias
Inclination or preference that influences (but ought not to) one's judgment from being balanced or even-handed
Composition
Good composition in photography may best be defined as the art of selection; it may best be defined as the art of selection. First, the photographer selects subject matter, viewpoint, and focal length. This allows him to arrange the chosen picture elements in a pleasing group; to emphasize what is important; and to minimize what is not wanted. Further selection (or emphasis) may be effected by choice of weather conditions; time of day; time of year; focus; filtration; and even materials (high or low contrast or colour saturation).
Perspective
The way objects appear to the eye based on their attributes or their dimensions and the position of the eye relative to the objects. AND/OR how our experiences affect our judgement.
Scale
The size of an object in relation to others; how a visual is composed.
Focal point
It is a natural first resting point for the eye. This is often the principal subject, but may equally be (for example) a wheelbarrow in a garden, where the garden is the real subject. If you are having trouble identifying the focal point, think of it this way, based on the subject of the visual, where do you think the author wants you to look first?
When Viewing an Advertisement…
1. a) Who is the target audience for the ad?
b) What kinds of behaviours and attitudes are being promoted?
2. What is the focal point of the ad? (What draws your attention?) Why?
3. a) Describe the overall layout of the ad. Include images, colors, font styles, etc. What function(s) does each serve?
b) Is the ad balanced? (placement of objects, words, etc.)
4. Does the ad hold any buzzwords, slogans, or logos to try to manipulate your interest in the product?
5. What lifestyle is promoted by the ad? Any logical fallacies promoted?
* These questions are designed to make you aware of what the ads you look at are attempting to convey. Ads are designed to make you think/feel/buy. Your job is to be a smart viewer, aware of what is going on around you.
EX of a Political Cartoon (see next section)
When Viewing a Cartoon/Political Cartoon…
Once you’ve identified the persuasive techniques that the cartoonist used, ask yourself
these questions:
What issue is this political cartoon about?
What do you think is the cartoonist’s opinion on this issue?
What other opinion can you imagine another person having on this issue?
Did you find this cartoon persuasive? Why or why not?
What other techniques could the cartoonist have used to make this cartoon more
persuasive?
Visuals Worksheet
Analyze the following visuals and answer the questions that follow.
- “Dive into Books”
i) Considering all aspects of the visual, what form best describes this visual?
(A) cartoon
(B) comic strip
(C) editorial cartoon
(D) painting
ii) ‘Dive into Books’ is an example of what device?
(A) alliteration
(B) hyperbole
(C) paradox
(D) pun
iii) What is the purpose of the open book, the facial expression and position of the male
figure?
(A) to illustrate that reading is a skill
(B) to learn about the sea through reading
(C) to show that people should enjoy reading
(D) to teach people how to read books
iv) What objects help to achieve balance in this visual?
(A) alligator and the turtle
(B) book and the diver
(C) plants and the turtle
(D) shells and the ocean
v) Which of the following words is most closely related to the background of the visual?
(A) Orange
(B) Blue
(C) Man
(D) Book
2. “I Volunteer Because…”
i) Which is best illustrated by the placement of the hand?
(A) background
(B) balance
(C) foreground
(D) symmetry
ii) Why is the statement “I volunteer because...” left incomplete?
(A) to avoid distracting the audience from volunteering
(B) to emphasize there are many individual reasons for volunteering
(C) to indicate the young woman is uncertain about her reasons for volunteering
(D) to show the importance of volunteering
iii) What purpose is achieved by leaving the girl’s face unfocused?
(A) to indicate a person needs a specific reason to volunteer
(B) to reflect the girl’s uncertainty about why she volunteers
(C) to represent the girl’s doubts about volunteering
(D) to symbolize that anyone can be a volunteer
iv) What is the focal point of this visual?
(A) eyes
(B) face
(C) hair
(D) hand
v) Which best describes the intended purpose of the visual?
(A) to argue
(B) to entertain
(C) to inform
(D) to inspire
“I Volunteer Because…”
- Answer the question posed by the visual; why do you volunteer?
- Propose a theme for the visual. Support your theme with evidence from the visual.
3. WWII Propaganda
i) What might a possible target audience for this visual be?
(A) Adult women
(B) Children
(C) Young men
(D) Older men and women
ii) What is the focal point of this visual?
(A) Bicep/arm
(B) Face
(C) Fist
(D) Text
iii) What form would this visual best be presented as?
(A) Cartoon
(B) Billboard
(C) Caricature
(D) Poster
iv) What bias is this visual attempting to address?
(A) Perception of male superiority
(B) Perception of male inferiority
(C) Perception of female superiority
(D) Perception of female inferiority
v) What message is the text found in the visual trying to send?
(A) Women can be more than mothers
(B) Women can join the army
(C) Women are as capable as men
(D) Women can wear what they want
WWII Propaganda
- What is propaganda? Why is this visual considered propaganda?
- Would the message change if the person in the visual was male? Explain.
Visual 4 “You are the Target”
i) What might a possible target audience for this visual be?
(A) Parents
(B) Children
(C) Teenagers
(D) Grandparents
ii) What is the focal point of this visual?
(A) Colonel Saunders
(B) Starbucks
(C) Stick figure
(D) The central targt
iii) What form would this visual best be presented as?
(A) Cartoon
(B) Editorial
(C) Painting
(D) Poster
iv) What are the objects behind the stick figure best described as?
(A) Motifs
(B) Symbols
(C) Advertisements
(D) Logos
v) Which best describes the intended purpose of the visual?
(A) to argue
(B) to entertain
(C) to inform
(D) to inspire
You are the Target
- Propose a theme for the visual. Support your theme with evidence from the visual.
- Comment on the effectiveness of the visual. Explain why it is or isn’t effective.