core concepts of media

How do we communicate?

1. Verbal - speech, words, sounds2. Non-Verbal - actions, gestures3. Visual - images, symbols, graphics

Sender Receiver

Medium

Message

Communication Flow

5 Core Concepts for Media Education

The Sender:Media

1. All media messages are constructed.

• Media, to a great extent, give us our sense of reality.

Media Literacy works towards deconstructing these constructions, taking them apart to show how they are made

2. Media messages are constructed using a creative language with its own rules.

• Each medium has a unique aesthetic form

-its own codes, the way it interprets reality in its own particular way.

-Different media will report the same event, but create different impressions and messages.

3. Different people experience the same messages differently.

personal needs and anxieties,

the pleasures or troubles of the day, racial and sexual attitudes,

family and cultural background

Audiences "negotiate" meaning according to

individual factors:

4. Media have embedded values and points of view.

• Media contain ideological and value messages

–All media products are advertising in which they proclaim values and ways of life.

–Explicitly or implicitly, the mainstream media convey ideological messages about such issues and values.

4. Media have embedded values and points of view.

• Media have social and political implications

Television can greatly influence the election of a

national leader on the basis of image.

5. Media messages are constructed to gain profit and power.

• Media have commercial implications

• Most media production is a business, and must therefore make a profit.

A relatively small number of individuals control what we watch, read and hear in the media.

Product Placement- is the process which integrates an

advertiser's product into movies and TV shows for clear, on-screen visibility. It is part of the rapidly expanding entertainment industry reaching millions of people daily through movies, television, and video.

Product Placement on Television

In the 1950’s television shows did not cut to commercials, product brands were mentioned on the shows.

Today there are still subtle but distinct products used on popular TV shows.

Popular Sitcom, “Friends” have featured products ranging from Oreos to Snapple.

Even "virtual ads" show up, in this case, during a televised soccer match.

1. What can you say about the 5 Core Concepts?

2. Did these make you understand media more?

3. Which concept do you think is problematic?

4. What concept among these do you find helpful?