MEDIA AND INFORMATION LITERACY (MIL)

1. INTRODUCTION TO MIL (Part 4)

Key Concepts and Questions in Media
Analysis
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
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 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.”

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
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
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 this
RESPONSE
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 points of view
CONTENT 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 think
CREDIBILITY that)?
• What are the sources of the information, ideas,
or assertions?
 Formative Assessment
Analyzing Media Message: FB
Post
 Summative 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-nrEkBD8
 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 answering
questions no. 1- 5?
 AGREEMENT

1. Watch this in video uploaded on YouTube:

• Behind the Scenes at a McDonald's Photo Shoot
by McDonald's Canada (YouTube)
• Link
https://www.youtube.com/watch?v=oSd0keSj2W8
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/
• http://highered.mheducation.com/sites/dl/free/007
2827580/88223/bar27580_ch02.pdf
• http://depts.washington.edu/nwmedia/sections/nw
_center/curriculum_docs/stud_combine.pdf