The Framework we will use

Core ConceptsThe media construct reality (AUTHORSHIP:

WHAT IS THE MESSAGE?).The media have their own forms, codes and

conventions (FORMAT).The media present ideologies and value

messages (CONTENT).The media are businesses that have

commercial interests. (It’s PURPOSE)AUDIENCE

1. Media Constructs Reality (Authorship)You are expected to believe what you see and hearMake it to be exciting and entertaining to keep

audiences interestedIf they are constructing reality, we will need to

learn to deconstruct to see how they were constructed, who constructed it, why ,or in other words their motives, and to determine the effects on audiences.

Deconstruct – to take apart, analyze, or break down into its component parts in order to understand how and why it was created.

SEE HANDOUT:AUTHORSHIPLet’s read it aloud together and discuss.Note Guiding Questions

Big points to understand about authorshipWhen you decided on the overall intent of your

work, the message you want to send, that is authorship

Essentially, the decision making process that fuels the rest of the media concepts

2. Codes and Conventions = FormatWays media conveys information

Sounds/musicLightingCamera anglesActors chosenWeather in a sceneLanguage

Example: Evening News BroadcastSee handout : Format for more explanation

ActivityIn groups, list some codes and conventions that

are used in the following media texts you will receive:

Forensic Science ShowsHorror filmsRap musicWesternsSituational Comedy (family)Action hero filmsRomantic Comedy films

Activity 2Lets create a parody or humorous imitation

of your chosen genre. Write a short script including several of the elements you have described, then we will preform them for each other. Keep it to no more then 1 minute in length.

Time for project: 15 minutes in class, then present.

Lets’ have some fun with this

Media Presents Ideologies and Value Messages (CONTENT)Everyone has beliefs about the world and the way

things should beWorld ViewWe interpret the messages media gives us through

our personal ideology and valuesExample: Two views on a union strike

Many messages sent via media are almost invisible because we are so used to the conventionsBeer ads always have beautiful women and parties/

women in Tide commercials and clean dishes commercials. Discuss

Photoshop Realityhttp://mashable.com/2011/12/01/before-and-

after-photos/#36605Nina-Garcia

The Photoshop Effect

Photoshop Effect part 2

Photoshop Effect – part 3

Photoshop continued  

MANIPULATING FOOD ADS

Group ActivityPg 15?

Assignment 2See handout