An Introduction
to
Media Literacy
The 5 Key Concepts and
Questions of Media
Literacy
Adapted from a presentation by
Kara Clayton, S. Redmond HS
The basis for this presentation
and the consumption of all
media.
Concept #1
All media messages are
constructed.
Someone or a group of people
created this message … for a
specific reason or purpose.
Question #1
• Who created this message?
• Who wrote, designed,
edited, produced distributed
the message?
• What medium?
• How believable is it?
Constructed =
Purposeful…not always
truthful…Story Telling
Drink Muscle Milk and
you’ll have biceps like him!
Use Pantene products and
your hair will look like hers!
Use Proactiv and you
will be as successful
as Jessica Simpson!
Super Bowl Commercial--2013
 Audi
 https://www.youtube.com/watch?v=qCQY
1sZrALA
 What story is being told?
Concept #2
Media messages are
constructed using a creative
language with its own rules.
Think about FORMAT:
different media get your
attention in different ways.
Question #2
• What creative techniques does
the message use to attract my
attention?
(images, slogans, humor, colors,
sound, celebrity endorsements,
etc.)
• Are celebs realistic looking?
Identifiable Techniques
Bright Colors
Logos
Close-Up
Camera Angles
Slogans
• Just Do It
•Mmmm Mmmm Good!
• Like a Good Neighbor … •Have it Your Way
Super Bowl Commercial—2013
 Best Buy
 https://www.youtube.com/watch?v=TBIjjS
cFO_k
 What techniques are used in this
commercial?
Concept #3
Most media messages are
created for specific purposes,
usually to make money or gain
power.
• PURPOSE
Question #3
• Why was this message
created?
• What is the purpose of the
message?
• Who paid for, and benefits
from, this message?
Is the media’s purpose to help
you or to buy you?
Geico Commercial—2016
 https://www.youtube.com/watch?v=lmw0d6S6jU
 Geico does not really care if you save
money as long as they are making
money from your insurance policy
Concept #4
Media messages contain
values, points of view and
lifestyles.
• CONTENT
Question #4
What moral values are suggested
in this message?
What points of view does this
message show?
What lifestyles are portrayed?
What information, if any, is
MISSING from the message?
What values, lifestyles or points of
view do the images below
suggest?
Concept #5
Different people experience the
same media message differently,
based on individual beliefs,
knowledge, experience.
• AUDIENCE
Question #5
How might different people
understand this message
differently than me?
Who is intended audience?
How do age, cultural
background affect
understanding?
Do you watch the same shows
as…..
Same message interpreted by
different audiences.
Your Parents?
Your Classmates?
Your Grandparents?
Your Teachers?
Younger cousins?
Super Bowl Commercial--2013
 VW
 http://youtu.be/WCK0WsH0wKE
 What stereotype do you see in this ad?
Assignment—Super Bowl Ads
 Pick one Super Bowl advertisement from
the list posted in Google Classroom
 On the handout provided:
 Describe the Ad—Name of the product and
1-2 sentences so I know which you picked
Answer each of the 5 Key Questions of ML
 You may work with partner(s). Include class
day/period and ALL names.
 Turn in via Google Classroom or put in
classroom folder when done