14mm
7mm
7mm7mm
7mm
14mm
280mm
280mm
210mm
210mm
Me
dia
Lit
er
ac
y
a G
uid
e f
or t
he
yo
ut
h o
f B
hu
ta
n
• C
onsc
ious
ly c
hoos
e th
e m
edia
you
en
gage
with
. •
Be
a cr
itica
l and
act
ive
view
er o
f m
edia
mes
sage
s an
d im
ages
. •
Que
stio
n w
hat y
ou s
ee (o
r w
hat y
ou
do
n’t s
ee) i
n th
e m
edia
. •
Add
med
ia is
sues
and
you
r ow
n op
inio
ns
on
them
to e
very
day
conv
ersa
tion.
•
Prod
uce
your
ow
n m
edia
! Tel
l you
r st
ory
thro
ugh
art,
wri
ting,
mus
ic, o
r vi
deo/
film
.
Issu
ed in
the p
ublic
inter
est.
D
epar
tmen
t of
Info
rmat
ion
and
Med
ia [
DoI
M],
Min
istry
of
Info
rmat
ion
& C
omm
unica
tions
, an
d th
e Bhu
tan
Cen
tre fo
r Med
ia a
nd D
emoc
racy
. w
ww.
doim
.gov
.bt
/
ww
w.bc
md.
bt
6. I
ndiv
idua
ls ca
n un
ders
tand
the
sam
e m
edia
mes
sage
s di
ffere
ntly.
If
pare
nts,
teac
hers
, stu
dent
s an
d ci
tizen
s ar
e to
lear
n ab
out m
edia
, let
’s ho
nour
, dis
cuss
, and
de
bate
eac
h ot
her’s
mea
ning
s. A
sk: W
hat
mea
ning
do
you
find
in th
e m
edia
? W
hat
diffe
rent
mea
ning
s m
ight
oth
er in
divi
dual
s or
gro
ups
find?
7. C
onsu
min
g m
edia
imag
es d
eman
ds
criti
cal r
eflec
tion.
TV
and
mov
ies
run
at 3
0 fr
ames
(stil
l im
ages
) per
sec
ond,
w
here
as th
e co
nsci
ous
min
d ca
n pr
oces
s ab
out 8
fram
es p
er s
econ
d. T
here
fore
, TV
an
d m
ovie
s te
nd to
kee
p us
from
con
scio
us
anal
ysis
and
refl
ectio
n ab
out i
ndiv
idua
l m
essa
ges
and
larg
er in
dust
ry c
onte
xts.
A
sk: H
ow d
oes
this
pie
ce o
f m
edia
mak
e yo
u fe
el?
Wha
t doe
s it
mak
e yo
u th
ink?
Ho
w t
o b
e a
M
ind
ful M
ed
ia u
ser
Ma
kin
g y
ou
r o
wn
Me
dia
Pa
tH
!
DoI
M, M
oIC
14mm
7mm
7mm7mm
7mm
14mm
280mm
280mm
210mm
210mm
Ho
w t
o b
e a
M
ind
ful M
ed
ia u
ser
4. C
ompa
re m
edia
imag
es a
nd p
ortra
yals
of
you
r sur
roun
ding
env
ironm
ent w
ith y
our
real
ity.
Mak
e a
list o
f diff
eren
ces s
o th
at
you
are
mor
e aw
are
of th
em.
5. In
vest
igat
e th
e so
urce
of t
he m
edia
im-
ages
you
enc
ount
er.
Who
ow
ns th
e ne
t-w
ork
of y
our f
avou
rite
tele
visi
on sh
ow?
Is
it a
Bhu
tane
se c
ompa
ny...
or is
it In
dian
or
Am
eric
an?
Wha
t are
the
com
mer
cial
(mon
-ey
-mak
ing)
mot
ives
beh
ind
this
med
ia?
wH
at
ar
e
Me
dia
st
er
eo
ty
Pe
s?
Ster
eoty
pes g
ener
ally
con
form
to a
pat
tern
of
dre
ss a
nd b
ehav
ior t
hat i
s eas
ily re
cog-
nise
d an
d un
ders
tood
, but
can
lead
you
to
form
fals
e im
pres
sion
s of t
he p
erso
n or
gr
oup
portr
ayed
. A
typi
cal m
ale
ster
eoty
pe,
for e
xam
ple,
is o
f a “
real
man
” w
ho is
ad-
vent
urou
s, m
aste
rful
, int
ellig
ent,
and
stro
ng.
The
dang
er, h
owev
er, i
s tha
t if s
een
ofte
n,
this
imag
e ca
n af
fect
the
way
a v
iew
er p
er-
ceiv
es m
en in
gen
eral
. M
ale
ster
eoty
ping
ca
n na
rrow
one
’s n
otio
n of
wha
t men
can
be
and
do; i
t can
affe
ct w
omen
’s a
nd c
hild
ren’
s ex
pect
atio
ns o
f men
; it c
an e
ven
shap
e th
e vi
ews o
f men
and
boy
on
them
selv
es
and
how
they
shou
ld b
ehav
e. S
tere
otyp
es
of w
omen
in m
edia
show
them
as w
eak,
de
pend
ent o
n m
en, a
nd a
s obj
ects
of b
eaut
y re
liant
on
a st
rong
mal
e.
Med
ia su
rrou
nds u
s: e
very
whe
re w
e tu
rn,
new
spap
ers,
radi
os, m
agaz
ines
, film
s and
TV
show
s and
com
mer
cial
bea
m o
ur w
orld
ba
ck a
t us.
Our
s is a
med
icat
ed w
orld
, co
nsta
ntly
bro
adca
stin
g m
essa
ges,
tryin
g to
influ
ence
how
we
see
ours
elve
s, ho
w w
e liv
e, a
nd w
hat w
e bu
y. I
t’s e
asy
to g
et lo
st
in a
sea
of m
essa
ges a
nd im
ages
from
the
med
ia.
Med
ia li
tera
cy is
abo
ut n
avig
atin
g th
roug
h th
ese
mes
sage
s with
the
skill
s of
criti
cal t
hink
ing.
Crit
ical
thin
king
skill
s app
ly e
very
whe
re in
ou
r liv
es--
not
just
in c
lass
dis
cuss
ions
, pa-
pers
, and
read
ings
. Th
ey a
re h
andy
whe
ther
yo
u’re
read
ing
edito
rials
in th
e ne
wsp
aper
s, w
atch
ing
BB
S du
ring
the
elec
tions
, or p
re-
parin
g fo
r sch
ool t
ests
. To
mak
e su
re y
ou
are
fam
iliar
with
thes
e te
chni
ques
of c
ritic
al
thin
king
, go
thro
ugh
the
edito
rial p
ages
of a
ne
wsp
aper
and
dis
sect
the
big
issu
es o
f the
da
y.
You’
ll be
surp
rised
how
eas
y it
is.
tH
e M
ed
ia:
ev
er
yw
He
re, a
ll t
He t
iMe
1. R
emem
ber t
hat a
ll m
edia
imag
es a
nd
mes
sage
s are
con
stru
ctio
ns, o
r the
cre
atio
ns
of a
noth
er h
uman
min
d. M
edia
mes
sage
s fr
om T
V, fi
lms,
the
Inte
rnet
, and
vid
eo
gam
es h
ave
been
car
eful
ly c
rafte
d w
ith th
e in
tent
to se
nd a
ver
y sp
ecifi
c m
essa
ge, a
nd
it’s i
mpo
rtant
to a
sk w
hat v
alue
s thi
s mes
-sa
ge is
tryi
ng to
send
.
2. Q
uest
ion
why
cer
tain
mes
sage
s are
con
-si
sten
tly p
rese
nt in
mai
nstre
am m
edia
and
w
hy o
ther
s are
abs
ent.
For
exa
mpl
e, T
V,
vide
o ga
mes
, and
onl
ine
fare
ofte
n pr
omot
e st
ereo
type
s-- o
verly
sim
ple
and
pred
ict-
able
imag
es o
r a p
erso
n or
gro
up o
f peo
ple.
A
sk: W
hat s
torie
s abo
ut th
e w
orld
exi
st
othe
r tha
n th
ose
that
you
see
in th
e m
edia
?
3. L
ook
clos
ely
at th
e ap
pear
ance
of m
edia
im
ages
: the
col
ours
, the
edi
ting,
the
cam
-er
a an
gles
, the
app
eara
nce
of th
e pe
ople
, th
e lo
catio
n, a
nd th
e so
und
or ty
pe o
f tex
t.
Com
mer
cial
s and
mul
ti-m
edia
exp
erie
nces
op
erat
e pr
imar
ily a
t an
emot
iona
l lev
el a
nd
are
usua
lly d
esig
ned
to tr
ansf
er th
e em
otio
n fr
om o
ne sy
mbo
l of l
ifest
yle
onto
ano
ther
. Sy
mbo
ls, fl
atte
ry, r
epet
ition
, fea
r, hu
mor
, po
wer
ful w
ords
, and
sexu
al im
ages
are
es
peci
ally
com
mon
and
effe
ctiv
e te
chni
ques
of
med
ia p
ersu
asio
n.
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