Lesson 16 Success Criteria – Purpose and audience – Interpret messages Minds On • What is pop culture? • Is pop culture, pop because we all like it? Or is it popular because this is what we are convinced to buy? • Who controls pop culture? • Do items become popular because we all want them, or is it that we the consumers are convinced that we must have this item to fit in? Action The 3 Stages of Media Literacy Media literacy is an overall term that incorporates three stages of a continuum leading to media empowerment: The first stage is simply becoming aware of the importance of managing one’s media “diet”— that is, making choices and reducing the time spent with television, videos, electronic games, films and various print media forms. The second stage is learning

Lesson 16
Success Criteria
– Purpose and audience
– Interpret messages
Minds On
• What is pop culture?
• Is pop culture, pop because we all like it? Or is it popular because this is what we are convinced to buy?
• Who controls pop culture?
• Do items become popular because we all want them, or is it that we the consumers are convinced that we must have this item to fit in?
Action
The 3 Stages of Media Literacy

Media literacy is an overall term that incorporates three stages of a continuum leading to media empowerment: The first stage is simply becoming aware of the importance of managing one’s media “diet”— that is, making choices and reducing the time spent with television, videos, electronic games, films and various print media forms.

The second stage is learning specific skills of critical viewing— learning to analyze and question what is in the frame, how it is constructed and what may have been left out. Skills of critical viewing are best learned through inquiry-based classes or interactive group activities, as well as from creating and producing one’s own media messages.

The third stage goes behind the frame to explore deeper issues. Who produces the me-dia we experience—and for what purpose? Who profits? Who loses? And who decides? This stage of social, political and economic analysis looks at how everyone in society makes meaning from our media experiences, and how the mass media drive our global consumer economy. This inquiry can sometimes set the stage for various media advo-cacy efforts to challenge or redress public policies or corporate practices. Although television and electronic media may seem to present the most compelling rea-sons for promoting media literacy education in contemporary society, the principles and practices of media literacy education are applicable to all media— from television to T-shirts, from billboards to the Internet.

1. Watch this video and take notes!

For more information on what is media literacy visit the following websites:
– http://mediasmarts.ca/digital-media-literacy/general-information/digital-media-literacy-fundamentals/media-literacy-fundamentals
http://www.learningtoendabuse.ca/learn/media/critical-media-literacy-resources
Assignment
For the following three media examples (A, B, C) answer the following:
• Who is the audience?
• What is the purpose?
• What does the scene look like?
• Who or what is involved?
• What connections can you make?
• What colours are prominent?
• Where does the ad take place?
• How are you supposed to feel about the product?
• What messages about the product are presented?
• What words seem rather important and why?
A. Commercial

B. Movie Trailer

C. Advertisement