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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