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10th – 12th Grade Journalism EDU 2200 Technology for Teachers Fall 2009 The student will explore the concepts of bias, stereotyping, and propaganda in various forms of media and advertisements. The student will analyze and compare a variety of media samples to assess which techniques are used in each. The student will use this knowledge to collect, identify, analyze and classify examples of each technique to be used in a project for tomorrow. Show Me Standards Addressed: CA 5 1.5, 1.7, 2.7 Knowledge Standards In Communication Arts, students in Missouri public schools will acquire a solid foundation which includes knowledge of and proficiency in 5. comprehending and evaluating the content and artistic aspects of oral and visual presentations (such as story-telling, debates, lectures, multi-media productions) Performance Standards Students in Missouri public schools will acquire the knowledge and skills to gather, analyze and apply information and ideas. Students will demonstrate within and integrate across all content areas the ability to 5. comprehend and evaluate written, visual and oral presentations and works 7. evaluate the accuracy of information and the reliability of its sources Students in Missouri public schools will acquire the knowledge and skills to communicate effectively within and beyond the classroom. Students will demonstrate within and integrate across all content areas the ability to 7. use technological tools to exchange information and ideas Strand: Information Literacy Big Idea: #2. Develop and apply effective skills and strategies to analyze and evaluate oral and visual media Concept: A. Media Messages GLE: Analyze, describe and evaluate the elements of messages projected in various media (e.g., videos, pictures, web-sites, artwork, plays and/or news programs) DOK Level: 2 Stereotypes are generalizations, or assumptions, made by people about the behavior and personalities of all members of a group. People are placed under these labels based on appearance or image. When a preference toward a particular perspective interferes with the ability to be impartial, unprejudiced or objective it is called a bias. Ethnic/Racial Geographical Gender Political Sensationalist Roles “Feminine”/ ”Masculine traits Marketing – What appeals to women/men? Propaganda is ANY communication made to influence the attitude of the audience either positively or negatively. It is often selective in its presentation (lying by omission) and usually seeks an emotional response rather than a rational one. Many times propaganda is combined with stereotypes and/or bias to help “drive the message home.” In most instances propaganda techniques are combined to offer a stronger effect on the target audience. “Everybody’s doing it/buying it/using it and so should YOU!” “Celebrity X drinks/uses/buys/ drives Product Y and so should YOU!” “YOU will look better/feel better/perform better if you use our product because the people in our commercial/ad do!” “Buy XYZ because XYZ is the greatest, so buy XYZ right now. You can get XYZ at any store!” “Do YOU want to live a luxurious life, filled with beauty, a paradise on earth and all at a price that is completely affordable? Then buy our product!” “We are better than the other guys. Their product/service is totally inferior/evil so YOU must go with ours!” “If YOU use our product your life will improve, you’ll be happier and healthier than people who don’t buy and use our product!” “ABC is better than XYZ because it comes first alphabetically, so YOU must buy our product!” Assessment for today’s lesson will be based on participation in class discussion, questioning, and discovery/identification of examples displaying the various concepts and techniques discussed in class, documenting their work on the Analyzing Advertisements hand-out. These samples will be used in a project to be started in class tomorrow for a grade. For tomorrow, keep gathering printed examples of stereotypes, bias and propaganda techniques from the media. These can be from: Magazines Newspapers Internet Sources ***Be sure to note which technique(s) are used in each example using the Analyzing Advertisements handouts and try to find as many different examples as possible (You should have at least 8 of your own examples.) This will be important for tomorrow’s activity.*** Today we have discussed stereotypes, bias and propaganda techniques used in various forms of media along with their effects on individuals and groups. We will continue with this theme tomorrow using the examples you found today along with samples you collect tonight as homework. LESSON PLANNING DESE Anne Arundel County Public Schools Read Write Think Analyzing Advertisements Handout IMAGES AND VIDEO “The Breakfast Club” movie cover (scanned image) You Tube “Teen Stereotypes” video McDonald’s sign Carrie Underwood “Got Milk” campaign Vintage Coke Advertisement Campbell’s Soup picture “Affordable Paradise” by H. Skip Thomsen PETA advertisement Slim-Fast Advertisement Mac Vs. PC Advertisement