Transcript Media Literacy 101

Media Literacy
adapted in part from…
Media Literacy Clearinghouse
www.med.sc.edu/medialit
The Laws of Media
“It’s like the fish in
water; we don’t
know who
discovered the
water, but we know
it wasn’t a fish. A
pervasive medium is
always beyond
perception.”
Marshall McLuhan
What is “media literacy”?
Take a few minutes
and write your
answer to these
prompts:
- What is media
literacy?
- Why should we be
media literate?
What media literacy is:
Set of skills, knowledge, & abilities
 Awareness of personal media habits
 Understanding of how media works
 Appreciation of media’s power/influence
 Ability to discern; critically question/view
 How meaning is created in media
 Healthy skepticism
 Ability to produce & create media

What media literacy is not:

Media bashing
 “Protection” against
media
 Just about television
 Just TV production
 How to use AV
equipment
 Teaching with media;
rather it is teaching
about the media
Media Literacy definition
Media literacy empowers people to be both critical
thinkers and creative producers of an increasingly
wide range of messages using image, language,
and sound. It is the skillful application of literacy
skills to media and technology messages. As
communication technologies transform society,
they impact our understanding of ourselves, our
communities, and our diverse cultures, making
media literacy an essential life skill for the 21st
century.
SOURCE: Alliance for A Media Literate America, www.amlainfo.org
News Stories “About” Media
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Congress leaving Washington for a new
Capitol? Only in The Onion (see next slide)
Clear Channel fires Howard Stern
Chinese Government Learning How to Spin
Media after Riots
Videogames: Designed for Education?
Kool brand targets black teens
Controversy over Blige and fried chicken ad
Meteorologists Argue With Climatologists About
Global Warming
Check out The Onion

Go to www.theonion.com
 Got earphones? Listen to this:
– http://www.theonion.com/audio/general-mills-
pulls-nitroglycerin-chex-from-store,27882/

And here’s the classic article:
– http://www.theonion.com/articles/girl-moved-
to-tears-by-of-mice-and-men-cliffs-note,2029/
When a writer’s personal
opinion comes
through in a story or news
report, he/she
is revealing a bias:
-
Loaded words
Stereotypes
One sided arguments
Facial expressions
Body language
What is “bias”?
What is “fact”?

Something that can
be seen or proved
 Only facts can be
proved
 Facts are
indisputable
 Closely associated
with questions of
objectivity or truth
What is “opinion”?
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An opinion reveals what the writer
believes or thinks about something
 Certain words can signal that a writer is
starting an opinion:
think probably believe
seems should
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Most writing is a combination of the two
Core Concepts in Media Literacy
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All media are
constructed
Media use unique
languages, with their
own set of rules
Media convey values
and points-of-view
Different people
experience the same
media messages
differently
Media are concerned
with power, profit
Source: Center for Media Literacy, www.medialit.org
Critical Inquiry: Key Questions
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Who produced the
message?
For what purpose was
it produced?
Who is the “target
audience”?
What techniques are
used to attract
attention, increase
believability?
Who or what is left
out; why?
Who gains by the
message being told in
this way?
Resources
Media Literacy Clearinghouse
Center for Media Literacy
Media Education Foundation
Alliance for A Media Literate America
Action Coalition for Media Education
National Telemedia Council
(publishes TELEMEDIUM journal)
Subliminal: “Below Threshold”

The word “subliminal” literally means “below
threshold.” To elaborate, it means that you are not
aware of the message – it is below the threshold of
your conscious perception. However, you will still
take the message in on some level as your
subconscious mind processes it and stores this
information. Subliminal messaging, therefore,
refers to the action of sending a suggestion
directly into the subconscious mind.
Subliminal Advertising
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James Vicary, an advertising expert, went into a 1950s
movie theater to test his devious new tool for persuading
others: Subliminal Advertising.
During the movie he allegedly flashed the commands
"EAT POPCORN" and "DRINK COKE" so fast that the
unsuspecting audience couldn't consciously see the words.
Vicary claimed Coke sales jumped 18.1% and popcorn
sales leaped 57.7%.
On that day, subliminal advertising was born.
Today subliminal advertising is banned by most major
countries. The FCC in America outlaws it by simply
saying subliminal advertising is designed to deceive. For
that reason alone it is forbidden to be used by any radio or
television advertiser.
Still, self-help tapes that claim to have subliminal
messages hidden on them continue to sell to the tune of
$50,000,000 a year.
Take a look at these images
See any subliminal
messages?
What is subliminal about this
photo?
OJ Simpson
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What message is given by Time magazine?
Parody
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What is the
artist trying to
convey with
this image?
Examine this picture closely
Examine closely
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Notice the boy’s eyes? Why
does he look there?
Why is he looking at the
man’s hand?
Does it suggest the boy
doesn’t want to be there?
What about the man?
Look at his left hand. What
does it suggest?
The “Rest” of the Story
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Ted Kramer is a career man for whom his work
comes before his family. His wife, Joanna, cannot
take this anymore, so she decides to leave him.
Ted is now faced with the tasks of housekeeping
and taking care of himself and their young son,
Billy. When he has learned to adjust his life to
these new responsibilities, Joanna resurfaces and
wants Billy back. Ted, however, refuses to give
him up, so they go to court to fight for the custody
of their son.
Kramer vs. Kramer
Can you identify the advertisers
associated with this alphabet?
How Is Media Manipulated?
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In public relations, spin is a form of
propaganda, achieved through
providing an interpretation of an
event or campaign to persuade
public opinion in favor or against a
certain organization or public
figure. While traditional public
relations may also rely on creative
presentation of the facts, "spin"
often, though not always, implies
disingenuous, deceptive and/or
highly manipulative tactics.
Or … What Does It Mean to
“Polish the Truth”?
Who Uses Spin?
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Politics has been around
for ages, but surprisingly
the term spin doctor is
relatively recent. It arose
during the 1984 US
presidential election.
Politicians are often
accused by their
opponents of claiming to
be honest and seek the
truth while using spin
tactics to manipulate
public opinion.
What tactics do they use?
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Selectively presenting facts and quotes that
support one's position (cherry picking)
Non-denial denial
Phrasing in a way that assumes unproven truths
Euphemisms to disguise or promote one's agenda
Burying bad news: announcing one popular thing
at the same time as several unpopular things,
hoping that the media will focus on the popular
one.
Cherry Picking
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The act of pointing at individual
cases or data that seem to confirm
a particular position, while
ignoring a significant portion of
related cases or data that may
contradict that position.
Cherry picking can refer to the
selection of data or data sets so a
study or survey will give desired,
predictable results which may be
misleading or even completely
contrary to actuality.
Examples of Cherry-Picking
Car salesmen “assisting” only customers who
appear well-to-do
 In sports, waiting close to the opponent's goal
in hope of receiving the object in play (ball,
puck, etc.) and redirecting it towards the goal
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Clear Example
“In fact, National Snow and Ice Data Center records show
conclusively that in April 2009, Arctic sea ice extent had indeed
returned to and surpassed 1989 levels."
Non-Denial Denial
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Characterizing a statement as "ridiculous" or
"absurd" without saying specifically that it is
not true
Saying "We are not going to dignify [that]
with a response"
Impugning the general reliability of a source
(e.g. Mitchell, "The so-called sources of the
Washington Post are a fountain of
misinformation") without addressing the
particular fact alleged by the source.
Denying a more specific version of events
than that which was actually alleged. For
example, for an allegation of corruption,
saying "I have never received any money
from anyone in the party" when an exchange
of goods took place
Euphemisms
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Euphemisms can be
used by governments
to rename statutes to
use a less offensive
expression. For
example, in Ontario,
Canada, the "Disabled
Person Parking
Permit" was renamed
to the "Accessible
Parking Permit" in
2007
Common Euphemisms
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ill-advised for very poor or bad
peer homework help or
comparing answers for
cheating
fee for fine
alcohol-related, single-car
crash for drunk driver
to cut excesses (in a budget) for
to fire employees
Do you “re-define” stupid?
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The elevator doesn’t go
to the top floor
Bottom feeder
Brain dead
Criminal stupidity
Bird brained
Act the fool
Ask a silly question and
you’ll get a silly answer
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Lame duck
Half a bubble off plumb
Dorkus Maximus
Lost your marbles
Low brow
Meat head
Slow but sure
Waste of space
Lights are on but
nobody’s home
Have You Seen This One?
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http://www.thedailyshow.com/watch/tuemarch-31-2009/new-euphemisms--redefinition-accomplished
“Burying Bad News”
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Announcing one popular thing at the same time as
several unpopular things, hoping that the media
will focus on the popular one.
 For example, guess when this ill-advised memo
was released in England:
“It's now a very good day to get out anything we
want to bury. Councillors' expenses?”
Fictional “Spin Doctors”
• Nick Naylor - Protagonist of Christopher
Buckley's bestseller Thank You for
Smoking.
 Deputy Mayor Mike Flaherty in the
American sitcom Spin City.
 Conrad Brean - hired to save a presidential
election in Wag the Dog.
Real Life “Spins”
“Texas Spins History, Again”
http://www.prwatch.org/Spin+as+Big+as
+Texas
 “San Francisco's Toxic Sludge - It's Good
for You!”
http://www.prwatch.org/node/8885
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And try this one …
http://www.prwatch.org/node/8931
http://www.sweetsurprise.com/news-andpress/advertising
Can you detect the “spin”?
And How Does Spin Differ from
Disinformation?
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Disinformation is false or inaccurate information
that is spread deliberately. It is synonymous with
and sometimes called Black propaganda. It may
include the distribution of forged documents,
manuscripts, and photographs, or spreading
malicious rumors and fabricated intelligence.
Disinformation should not be confused with
misinformation, information that is unintentionally
false.