Media is both the information and the vehicle by which that information is delivered.
Key Concepts for Media Education. For each of the ten points, think of a specific “for example…” sentence from the real world of media. Describe something you have seen, heard, learned, observed or experienced that relates to the concept. Make sure your responses are at least three complete sentences long for every concept.
BE SPECIFIC: USE SPECIFIC EXAMPLES FROM THE REAL WORLD. VAGUE ANSWERS ARE NO GOOD.
1. Purpose: People make media messages to inform, entertain, and/or persuade for political, commercial, educational, artistic, moral and/or other purposes.
3. Representation: Media messages are constructed—they are only representations of real or imaginary worlds.
4. Codes, conventions and characteristics: These are the way a particular type of media looks, sounds, behaves, operates. They are what is normal and accepted for a particular type of media. Each medium has its own set of codes, conventions and characteristics that affect the way messages are transmitted and understood.
5. Production: People who understand the media are better able to make purposeful media messages.
AUDIENCE AND INFLUENCE…
6. Interpretation: Audience members bring their knowledge, experience and values to their interpretation of, and emotional responses to, media messages.
7. Influence of media on audience: Media messages can influence people’s attitudes, behavior and values.
8. Influence of audience on media: People can influence media institutions and the messages they produce and transmit.
MEDIA AND SOCIETY…
9. Control: People who control a society’s dominant institutions have disproportionate (this means too much compared to everybody else) influence on the construction and broadcasting of media messages and the values they contain.
10. Scope: Media technologies influence and are influenced by the political, economic, social and intellectual factors of societies.