Terms in this set (20)
Channels of communication between a person or persons and their intended audience. Any form of communication that carries a message is a medium.
The ability to critically understand the nature, techniques, and impacts of media messages and productions bc media are a powerful force in our lives and have a strong influence on how we see and interact with our world. Therefore, media literacy helps us ti develop skills and habits to respond in a healthy and productive manner.
How do we become media literate?
5 key concepts of media
1. Media are constructions
2. Audiences negotiate messages
3. Media have commercial implications
4. Media have social and political implications
5. Each medium has a unique aesthetic
Media are constructions
Products or messages are created by those who make conscious and unconscious choices about what to include, what to leave out, and how to present what is included.
Audiences negotiate messages
The meaning of any media product is not created solely by its producers but is a collaboration between them and the audience - allowing for many interpretations and different perceptions of significance and meaning based on many factors such as age, gender, social status, race, and so on.
Media have commercial implications
Most media is a business and therefore must make a profit. Many such industries belong to powerful network of corporations that exert heavy influence on content and distribution. Even when not specifically in it for the money it generates, profit of some sort is at the core. Consumer must, then, be aware of ownership and control.
Media have social and political implications
Media conveys messages about value, power, and authority. These ideologies are usually very biased and contain unquestioned assumptions. Sometimes what is absent is most dangerous or telling. These messages can greatly influence consumer thinking and behaviour.
Each medium has a unique aesthetic
Content depends in part on the nature of the medium. Methods, background affects, techniques, etc. are manipulated according to the goals of the creators, expectations of the genre of media, and the intended audience.
Object, idea, service that is being "sold"
The portrayal of the product by the communicator to the intended audience
3 basic technique categories
An appeal to emotion
An appeal to logic or reason
An appeal to credibility or character
Truth reality based on experience or observations. Something known to exist or have happened
Personal view, attitude insufficient to produce complete certainty. Expression of judgement
The state or quality of being real, actual. That which exists
Hypothesis or guess
The specific group an advertiser wishes to attract in order to sell the product
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