Media Studies 20
Module 1 Media Awareness
Key Concepts to learn:
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The mass media are carefully crafted messages that present a particular sense of what the
world is and how it works. While all of us have our own view of the way the world is
“constructed”, based on our experiences, many of our notions are influenced by what the
mass media show us.
Each medium has its own forms and conventions. Language, design, sound, lighting,
camera angles, etc. are used to construct meaning in a particular way.
Each media message has its own biases and ideology. It is important to recognize these
values and biases in order to respond critically.
Media messages often have commercial implications. Most media production is
undertaken as a business with a goal of making a profit. This can influence what is
presented in the mass media.
The mass media are responded to and interpreted in different ways. No individual or
group is entirely alike any other. Each audience will react to and interpret media
messages in a different way. The informed viewer, listener, and reader analyzes the
media message and tries to understand and appreciate how and why a particular
interpretation is made.
Foundational Course Objectives:
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Recognize and appreciate the role of mass media in communication, in contemporary
society, and in their personal lives
Recognize the codes, forms, and conventions of the various mass media
Recognize the ways in which the various mass media shape their messages, and construct
a sense of what the world is or how it works
Analyze and evaluate the various mass media, including their sources, intents, and
underlying values
Recognize the role and power of advertising in the mass media
Extend and apply their speaking, listening, writing, reading, viewing, and
representing abilities
Extend and apply their representing and viewing abilities by designing and creating a
media text
Activities in this unit:
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Bias
Fact versus Opinion
Defining Pop Culture
Free Speech and the Internet
Hype
Marketing to Teens
Online Propaganda and the Proliferation of Hate
Media Studies 20
Bias
This lesson introduces students to the concept of bias or slant, in newspapers and in television
newscasts. Begin by finding and comparing three newspaper articles about the same news event – each
reported from a different perspective. Then explore the role the gatekeeper or editor, has in
determining the slant of the story and analyze the titles of newspaper stories for slant or bias. Then find
television newscasts from two different television stations. These should be analyzed based on language
usage, story selection and story order.
Notice:
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How a single event could generate more than one news story
Identify a point of view or bias, based on the language used
Experience and understand the role of subjectivity and perspective in the media
Understand the role of the “gatekeeper”
Critically analyse or deconstruct two newscasts for potential bias through comparison focusing
on language, story selection and story order.
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1. How does each title affect your perception of the issue?
2. Now find two news sources (CBC,CTV)
Consider: For both newscasts:
. a live anchor-reported interview
A recorded report from a reporter
Recorded footage with a commentary read by the anchor
Straight news copy read by the anchor without accompanying visuals
Media Studies 20