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Chapter 4 - g1

The document discusses the importance of media literacy in analyzing messages and images from various cultures, emphasizing the role of multimodal literacy in understanding different forms of media. It outlines key concepts of media literacy, including the construction of messages, audience interpretation, embedded values, and the economic motivations behind media. The document also introduces the New London Group's modes of meaning, which include linguistic, spatial, gestural, aural, and visual elements in media analysis.

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5 views

Chapter 4 - g1

The document discusses the importance of media literacy in analyzing messages and images from various cultures, emphasizing the role of multimodal literacy in understanding different forms of media. It outlines key concepts of media literacy, including the construction of messages, audience interpretation, embedded values, and the economic motivations behind media. The document also introduces the New London Group's modes of meaning, which include linguistic, spatial, gestural, aural, and visual elements in media analysis.

Uploaded by

dyosang529
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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EVALUATING MESSAGES

AND/OR IMAGES

OF

DIFFERENT TYPES O
F
DIFFERENT CULTUR
ES
Analyze media messages
and/or images using Key
Concepts of Media Literacy

LEARNING Framework; and

OUTCOM ES Create a multimodal


advertisement or project of a
cause-oriented event.
INTRODUCTIO
N N
OF LESSO

In this era, media play a crucial role in


our lives. Media inform, educate, and
entertain us. The pictures, videos, texts,
and all the other forms of mass media
shape the way we think and how we look at
our surroundings and influence the way we
look at the world.

The framework of Media Literacy serves


as the foundation in critically understanding
the content of mass media. Guided by this
framework, we can decipher the intended
meaning of the type of media presented.
INTRODUCTIO
N N
OF LESSO

Multimodal literacy is about understanding


the different ways of knowledge representations
and meaning-making (Kress, et al., 2001). It
focuses on the design of discourse by
investigating the contributions of specific semiotic
resources (language, gesture, images) co-
deployed across various modalities (visual, aural,
somatic). It also deals with the interaction and
integration in constructing a coherent multimodal
text such as advertisements, posters, news
report, websites, and films.
NEW LONDON GROUP'S MODES OF
MEANING

LINGUISTIC

MULTIMO
DAL
Linguistic meaning concerns
spoken and written language through
use of vocabulary, generic structure
and grammar.
NEW LONDON GROUP'S MODES OF
MEANING

SPATIAL

MULTIMO
DAL
Spatial meaning concerns
environmental spaces and
architectural spaces and use of
proximity, direction, layout, position
of and organization of objects in
space.
NEW LONDON GROUP'S MODES OF
MEANING

GESTURAL

MULTIMO
DAL
Gestural meaning
concerns movement of body,
hands and eyes, facial
expression, demeanours, and
body language, and use of
rhythm, speed stillness and
angles.
NEW LONDON GROUP'S MODES OF
MEANING

AURAL

MULTIMO
DAL
Audio/Aural meaning
concerns music, sound
effects, noises, ambient
noise and silence, through
use of volume, pitch and
rhythm.
NEW LONDON GROUP'S MODES OF
MEANING

VISUAL

MULTIMO
DAL
Visual meaning concerns still
and moving images through use
of color, saliency, page layouts,
vectors, viewpoint, screen
formats, visual symbols, shot
framing, subject distance and
angle: camera movement,
subject movement.
1

2
KEY CONCEPTS OF
MEDIA LITERACY 3

(CENTER FOR 4
MEDIA LITERACY, 5
1
Key Concepts Guide Questions in Media Text Analysis Keyword

• What kind of “text” is it?


2
• What are the various elements (building
blocks) that make up the whole?
• How similar or different is it to others of the 3
All messages are same genre?
Authorship
'constructed' • Which technologies are used in its creation?
• What choices were made that might have 4
been made differently?
• How many people did it take to create this

5
message? What are their various jobs?
Key Concepts Guide Questions in Media Text Analysis Keyword

2 • What do you notice… (about the way the message is


constructed)?
• Colors? Shapes? Size?
• Sounds, Words? Silence?
• Props, sets, clothing?
Media messages are
• Movement?
constructed using a
• Composition? Lighting? Format
creative language with
• Where is the camera?
its own rules.
• What is the viewpoint?
• How is the story told visually? What are people doing?
• Are there any symbols? Visual metaphors?
• What’s the emotional appeal? Persuasive devices used?
• What makes it seem “real?”
Key Concepts Guide Questions in Media Text Analysis Keyword

• Have you ever experienced anything like this in your


life?
• How close is this portrayal to your experience?

3 Different people
• What did you learn from this media text?
• What did you learn about yourself from experiencing
experience the same the media text?
Audience
media message • What did you learn from other people’s response? From
differently. their experience of life?
• How many other interpretations could there be? How
could we hear about them?
• Are other viewpoints present?
• How can you explain the different responses?
Key Concepts Guide Questions in Media Text Analysis Keyword

• What kinds of behaviors/consequences are depicted?


• What type of person is the reader/watcher/listener invited to
identify with?
• What questions come to mind as you watch/read/listen?
• What ideas or values are being “sold” to us in this message?
Media have
• What political ideas are communicated in the message?
embedded values and Content
Economic ideas?
points of view.
• What judgments or statements are made about how we treat
4 other people?
• What is the overall worldview of the message?
• What ideas or perspectives are left out? How would you find
what’s missing?
Key Concepts Guide Questions in Media Text Analysis

• Who’s in control of the creation and transmission of this message?


• Why are they sending it? How do you know?
• Who are they sending it to? How do you know?
• What’s being sold in this message? What’s being told?
• Who profits from this message? Who pays for it?
Most media messages
• Who is served by or benefits from the message?
are organized to gain
• The public?
profit and/or power.
• Private interests?
• Individuals?
• Institutions?
• What economic decisions may have influenced the construction or
5 transmission of this message?
1

2
THANK YOU FOR 3
LISTENING!!

5
GROUP
PRINCE BUNNAO
MEMBERS SAMANTHA ABAD

LIZA DIONICIO CLARIZA MALUYO

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