Sunday, February 26, 2012

How to Read the World

The Center for Media Literacy provides a framework “to access, analyze, evaluate and create messages in a variety of forms – from print to video to the Internet” (CML). The useful framework addresses both the process skills and the empowerment component of media literacy through

Five central Concepts / Questions.

1. Constructedness
Key Question    Who created this message?
Core Concept    All media messages are constructed.

2. Format
Key Question    What creative techniques are used to attract my attention?
Core Concept    Media messages are constructed using a media language with its own rules.

3. Audience
Key Question    How might different people understand this message differently from me?
Core Concept    Different people experience the same media message differently.

4. Content
Key Question    What lifestyles, values and points of view are represented in, or omitted from, this message?
Core Concept    Media have embedded values and points of view.

5. Purpose
Key Question    Why is this message being sent?
Core Concept    Most media messages are organized to gain profit and/or power.


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