Learners will be able to… 1. identify and explain the key concepts in media analysis (SSHS); 2. discuss key questions to ask when analyzing media messages (SSHS); and 3. apply the discussed strategies in analyzing and deconstructing media messages (SSHS). I- Media Literacy A. Key Concepts In Media Analysis B. Key Questions to Ask When Analyzing Media Messages C. Class Activities Formative Assessment: Analyzing and Deconstructing Media Messages

1. MEDIA AND INFORMATION LITERACY (MIL)
Mr. Arniel Ping
St. Stephen’s High School
Manila, Philippines
MEDIA LITERACY (Part 2)
Key Concepts and Questions in
Media Analysis
MIL PPT 10, Revised: June 11, 2017

2. LEARNING COMPETENCIES
Learners will be able to…
•identify and explain the key concepts in media analysis
(SSHS);
•identify and discuss the key questions to ask when
analyzing media messages (SSHS);
•explain deconstruction of media messages (SSHS); and
•apply strategies in analyzing and deconstructing media
messages (SSHS).

3. TOPIC OUTLINE
I- Media Literacy
A. Key Concepts In Media Analysis
B. Key Questions to AskWhen Analyzing Media
Messages
C. Formative Assessment
1. Analyzing and Deconstructing Media
Messages

4. VIDEO PRESENTATION
Top 10 Misleading MarketingTactics
by mojo.com
https://www.youtube.com/watch?v=M-HrTC8QCbM

5. CLASS DISCUSSION
1. What valuable lessons can we learn from the
video?
2. How is being a media and information
literate related to being a wise consumer?
3. How can media and information literacy
make producers or companies be more
honest in their advertisements?

6. SIX KEY CONCEPTS IN MEDIA ANALYSIS
1. All media messages are “constructed.”

7. SIX KEY CONCEPTS IN MEDIA ANALYSIS
1. All media messages are “constructed.”

8. SIX KEY CONCEPTS IN MEDIA ANALYSIS
1. All media messages are “constructed.”

9. SIX KEY CONCEPTS IN MEDIA ANALYSIS
1. All media messages are “constructed.”
InstagramVs. Real Life
By BuzzFeedViolet
https://www.youtube.com/watch?v=zgWIxv5_6SE

10. SIX KEY CONCEPTS IN MEDIA ANALYSIS
2. Each medium has different characteristics,
strengths, and a unique “language” of
construction.

11. SIX KEY CONCEPTS IN MEDIA ANALYSIS
2. Each medium has different characteristics,
strengths, and a unique “language” of
construction.

12. SIX KEY CONCEPTS IN MEDIA ANALYSIS
3. Media messages are produced for particular
purposes.

13. SIX KEY CONCEPTS IN MEDIA ANALYSIS
4. All media messages contain embedded values
and points of view.

14. SIX KEY CONCEPTS IN MEDIA ANALYSIS
5. People use their individual skills, beliefs and
experiences to construct their own meanings from media
messages.

15. SIX KEY CONCEPTS IN MEDIA ANALYSIS
5. People use their individual skills, beliefs and
experiences to construct their own meanings from media
messages.

16. SIX KEY CONCEPTS IN MEDIA ANALYSIS
6. Media and media messages can influence beliefs,
attitudes, values, behaviors, and the democratic process.

17. SIX KEY CONCEPTS IN MEDIA ANALYSIS
6. Media and media messages can influence beliefs,
attitudes, values, behaviors, and the democratic process.

18. SIX KEY CONCEPTS IN MEDIA ANALYSIS
6. Media and media messages can influence beliefs,
attitudes, values, behaviors, and the democratic process.

19. SIX KEY CONCEPTS IN MEDIA ANALYSIS
6. Media and media messages can influence beliefs,
attitudes, values, behaviors, and the democratic process.

20. KEY QUESTIONS
TO ASK WHEN
ANALYZING
MEDIA MESSAGES

21. AUDIENCE & AUTHORSHIP
AUTHORSHIP • Who made this message?
PURPOSE
• Why was this made?
• Who is the target audience (and how do you
know)?
ECONOMICS • Who paid for this?
IMPACT
• Who might benefit from this message?
• Who might be harmed by it?
• Why might this message matter to me?
RESPONSE
• What kinds of actions might I take in response to
this message?
KEY QUESTIONS TO ASK WHEN ANALYZING
MEDIA MESSAGES

22. MESSAGES & MEANINGS
CONTENT
• What is this about (and what makes you think
that)?
• What ideas, values, information, and/or
points of view are overt? Implied?
• What is left out of this message that might be
important to know?
TECHNIQUES
• What techniques are used?
• Why were those techniques used?
• How do they communicate the message?
KEY QUESTIONSTO ASKWHEN ANALYZING
MEDIA MESSAGES

23. MESSAGES & MEANINGS (Continuation)
INTERPRETATIONS
• How might different people
understand this message
differently?
• What is my interpretation of this
and what do I learn about myself
from my reaction or interpretation?
KEY QUESTIONSTO ASKWHEN ANALYZING
MEDIA MESSAGES

24. REPRESENTATIONS & REALITY
CONTEXT
• When was this made?
• Where or how was it shared with the
public?
CREDIBILITY
• Is this fact, opinion, or something else?
• How credible is this (and what makes you
think that)?
• What are the sources of the information,
ideas, or assertions?
KEY QUESTIONSTO ASKWHEN ANALYZING
MEDIA MESSAGES

25. CLASS ACTIVITIES

26. Formative Assessment
Deconstructing Media Message: News Article
Instructions
1.Form a group of 3 students.
2.Read the given news article.
3.Analyze the news article by answering the key
questions in media messages.
4.Write your answer on a yellow pad.Time limit is
45 minutes.

27. Formative Assessment
Deconstructing Media Message: News Article
MINING –THE GOOD ANDTHE BAD
by Fr. Shay Cullen
THE MANILATIMES, AUGUST 9, 2014
FEATURED COLUMNS, OP-ED COLUMNS
http://www.manilatimes.net/mining-good-bad/117801/

28. Formative Assessment
Deconstructing Media Message: Advertisement

29. Counter Ad
2014 Second Place
Winner
Anthony Ferrante from
Fort Zumwalt West
Middle School, O'Fallon,
Missouri
Source:
http://medialiteracyproje
ct.org/deconstructions/c
ounter-ad-citi-card/
Formative Assessment
Deconstructing Media Message: Advertisement

30. Formative Assessment
Deconstructing Media Message: Advertisement

31. Formative Assessment
Deconstructing Media Message: Advertisement

32. REFERENCES
•Media and Information Literacy Curriculum
Guide by DepEd
•Media and Information Literacy by Boots C.
Liquigan, Diwa Learning Systems Inc.
•http://www.projectlooksharp.org/

33. REFERENCES
•http://highered.mheducation.com/sites/dl/free/0
072827580/88223/bar27580_ch02.pdf
•http://depts.washington.edu/nwmedia/sections/
nw_center/curriculum_docs/stud_combine.pdf
•https://www.sophia.org/tutorials/deconstruct-
media-messages
•http://medialiteracyproject.org/deconstructions/

34. PHOTO CREDIT
• Slide 6 and 7http://www.dailymail.co.uk/femail/article-
3266802/Viral-scenes-shots-reveal-stark-reality-capturing-
perfect-wedding-photo.html
• Slide 8 https://www.pinterest.com/pin/250442429247994581/
• Slide 10 http://depositphotos.com/26393971/stock-illustration-
advertisement-board-billboard-marketing-frame.html
• Slide 11 https://aliraza.co/11-reasons-you-should-start-blogging/
• Slide 12 http://www.audiencebloom.com/the-7-fears-stopping-
entrepreneurs-from-marketing-on-social-media/

35. PHOTO CREDIT
• Slide 13
https://mobile.twitter.com/wissenswertebiz/status/656821565305
278464/photo/1
• Slide 15 https://b2bstorytelling.wordpress.com/category/best-
practices/
• Slide 16 http://www.prweb.com/releases/mainstream-media-
channels/employment-report/prweb10392378.htm
• Slide 17 http://www.businessinsider.com/victorias-secret-angels-
vs-dove-models-2012-12

36. PHOTO CREDIT
• Slide 18 https://jessellenor.wordpress.com/2015/03/17/it-
happens-for-guys-too/
• Slide 19
http://www.developmentprogress.org/blog/2014/03/26/what-
political-voice-why-does-it-matter-and-how-can-it-bring-about-
change
• Slide 20 https://www.godigitalmarketing.com/learn/blog/5-key-
questions-to-help-identify-your-purchase-type
• Slide 25 http://mgto.org/in-class-experiments-8-leadership-
group-collaboration/

37. PHOTO CREDIT
• Slide 27 and 28
http://medialiteracyproject.org/deconstructions/counter-ad-citi-
card/
• Slide 29 http://www.rappler.com/technology/social-
media/117018-viral-ads-philippines-2015-acer-aldub-ariel-
commercials-bench-billboard
• Slide 30 Source http://www.rappler.com/life-and-style/7891-belo-
ad-gets-heat-in-social-media