MEDIA AND INFORMATION LITERACY (MI

L)

1. INTRODUCTION TO MIL (Part 4)

Key Concepts and Questions in Media
Analysis
Mr. Arniel Ping
St. Stephens High School
Manila, Philippines
MIL PPT 04, Updated:
LEARNING COMPETENCIES
Learners will be able to:
Identify and explain the key concepts in
media analysis (SSHS);
Discuss key questions to ask when analyz
ing media messages (SSHS); and
apply the discussed strategies in analyzi
ng media messages (SSHS).
TOPIC OUTLINE

I- Media and Information Literacy

A. Key Concepts In Media Analysis
B. Key Questions to Ask When Analyzing
Media Messages
C. Formative Assessment: Analyzing Medi
a
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 lit
erate 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 constructe
d.
 SIX KEY CONCEPTS IN MEDIA ANALYSIS
1. All media messages are constructe
d.
 SIX KEY CONCEPTS IN MEDIA ANALYSIS
1. All media messages are constructe
d.
Instagram Vs. Real Life
By BuzzFeedViolet

https://
www.youtube.com/watch?v=zgWIxv5_6S
E
 SIX KEY CONCEPTS IN MEDIA ANALYSIS
2 . Each medium has different characteristic
s, strengths, and a unique language of con
struction.
 SIX KEY CONCEPTS IN MEDIA ANALYSIS
3. Media messages are produced for par
ticular purposes.
SIX KEY CONCEPTS IN MEDIA ANALYSIS
4. All media messages contain embedded va
lues and points of view.
 SIX KEY CONCEPTS IN MEDIA ANALYSIS
5. People use their individual skills, beliefs and ex
periences to construct their own meanings from
media messages.
 SIX KEY CONCEPTS IN MEDIA ANALYSIS
5. People use their individual skills, beliefs and ex
periences 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 belief
s, attitudes, values, behaviors, and the democratic
process.
 SIX KEY CONCEPTS IN MEDIA ANALYSIS
6. Media and media messages can influence belief
s, attitudes, values, behaviors, and the democratic
process.
 SIX KEY CONCEPTS IN MEDIA ANALYSIS
6. Media and media messages can influence belief
s, attitudes, values, behaviors, and the democratic
process.
KEY QUESTIONS TO ASK WHEN ANALYZING MEDIA ME
SSAGES
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
response to this message?
KEY QUESTIONS TO ASK WHEN ANALYZING MEDIA ME
SSAGES
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 ME
SSAGES
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 ME
SSAGES
REPRESENTATIONS & REALITY
When was this made?
CONTEXT Where or how was it shared with
the public?
Is this fact, opinion, or something
else?
CREDIBILITY How credible is this (and what
makes you think that)?
What are the sources of the
information, ideas, or assertions?
Formative Assessment
Analyzing Media Message: FB Post
Formative Assessment
Analyzing Media Message: FB Post
 FORMATIVE ASSESSMENT
ANALYZING MEDIA MESSAGE: TV AD

JolliSavers Meals
By Jollibee Philippines

https://www.youtube.com/watch?v=0Wh-nrEkBD
8
FORMATIVE ASSESSMENT
ANALYZING MEDIA MESSAGE:
JOLLISAVERS MEALS TV AD
1. Who made the ad? On what purpose?
2. Who do you think is the target audience? Why?
3. What is this ad about?
4. What ideas, values, information, and/or points of
view are overt? Implied?
5. What is left out in the ad that might be important
to know?
6. What is your conclusion about this ad after answe
ring questions no. 1- 5?
 AGREEMENT
1. Watch this in video uploaded on YouTub
e:
.Behind the Scenes at a McDonald's Phot
o Shoot by McDonald's Canada (YouTub
e)
.Link
https://
www.youtube.com/watch?v=oSd0keSj2W8
(Note: I will post the link in our Edmodo grou
p.)
REFERENCES

Media and Information Literacy by Boots C. L

iquigan, Diwa
http://www.projectlooksharp.org/
http://highered.mheducation.com/sites/dl/f
ree/0072827580/88223/bar27580_ch02.pdf
http://depts.washington.edu/nwmedia/sectio
ns/nw_center/curriculum_docs/stud_combine.
pdf