Mass Media: Informative, Persuasive, or Manipulative?
Essential Questions
How can we think critically about the media?
Media Terms to Know
How can we think critically about the media?
Media Terms to Know
- Media: The term media means more than just the traditional mass communication of the press, the broadcasting industries, and film. It is used here to include communications like the Internet, the telephone, product-packaging, advertising, and even fashion, cosmetics, and graffiti. A medium (the singular form of “media”) is a way of communicating meaning within a culture.
- Text: A text communicates a message. A photograph is a text, and so is a message or graphic on a T-shirt. A campaign button worn on a lapel is just as much a text as is a newspaper editorial. A billboard on the highway is a text. The use of the word text is not restricted to the printed word.
- Subtext: In literature study, teachers are used to referring to the theme or the underlying meaning of a book, play, story, or poem. This concept of a meaning beneath the obvious meaning of the words in a text, or sub-text, is transferable to all media texts. At one level a pair of blue jeans is a practical garment; at another level it can be a social statement.
- Audience: All groups or individuals who receive a media message or perceive a media text are referred to as the audience.
Discussion:
What types of media exist?
To what extent are you informed, influenced, persuaded, or manipulated by the media?
What types of media exist?
To what extent are you informed, influenced, persuaded, or manipulated by the media?
key_concepts_for_media_literacy.docx | |
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Task: Advertisement Analysis: Use the "five concepts of media literacy" document to analyze your chosen advertisement. What messages are being communicated by the creators? What values are being reinforced in society? Write your answers on Post-it notes on the advert or directly on the A3 document.
Discussion: - What common messages are being sent to audiences of these adverts? - What values or ideals are being reinforced? - To what extent are these adverts reflective of society? |
Essential Questions
What techniques do advertisers use to persuade their audience?
What techniques do advertisers use to persuade their audience?
Rhetorical devices we know...or at least should know
Alliteration Hyperbole Tricolon (rule of three) Use of facts Repetition Pun
Direct address of audience using second person Positive adjectives and Emotive Words
Superlatives Rhetorical Questions Imperatives Connotation Denotation
Image (foreground, background, color, light, contrast) Pathos, Ethos, Logos
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Task: Chose one commercial from the list and complete the following activities. Keep in mind that there will be more than one persuasive and advertising technique used in each commercial.
- Identify which persuasive techniques (pathos, ethos, logos) are being used - there may be more than one. Explain why.
- Identify which of the 8 advertising techniques is being used. Explain why.
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Guerilla/Ambient Advertising
Essential Question
How is the meaning of an ad dependent on its location?
How might the ad make viewers think differently about a particular product or idea?
Essential Question
How is the meaning of an ad dependent on its location?
How might the ad make viewers think differently about a particular product or idea?
The term 'ambient' refers to the ad's dependence on its physical surroundings. The term 'guerrilla' refers to the fact that these ads are not always placed with the permission of the person or organization that owns the space in which the ads are placed. Just as 'guerrilla' warfare breaks the rules of war, guerrilla ads often break the conventions of advertising.
- Who has placed this ad in this location?
- How is the meaning of this ad dependent on its placement?
- How might the ad make viewers think differently about a particular product or idea?
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1. 2. 3. 4. 5. 6. 7. 8. 9. 10. |
Who has placed this ad in this location and how is it context dependent?
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How might the ad make viewers think differently about a particular product or idea?
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- Which of these 10 ads do you think were most 'subversively' placed without permission from the location's owner? In other words how 'guerrilla' are these ads?
- Which ads do you find most alarming, confrontational or shocking? Why?
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- How are the youtube ads similar to or different from the print ads in the PPT?
- How effective is guerrilla/ambient advertising?
- Why might a company choose to use guerrilla/ambient advertising for a campaign rather than traditional advertising?
Dove Real Beauty Campaign
Essential Question: How does Dove use different devices to empower women?
Click to download "Stylistic Devices of Film"
dove_real_beauty_campaign_chart.docx | |
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dove_campaign_-_the_truth_about_beauty_white_paper_2.pdf | |
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Buzzfeed: Dove Has Women Walk Through Doors Labeled “Beautiful” Or “Average” In Latest Campaign
The Guardian: Sorry Dove, empowerment isn’t a personal care product
Fortune: Why Dove's 'Choose Beautiful' campaign sparked a backlash
The Guardian: Sorry Dove, empowerment isn’t a personal care product
Fortune: Why Dove's 'Choose Beautiful' campaign sparked a backlash
Essential Question
Is it ethical to target children through advertisements?
Opener:
How are you manipulated by the media, specifically by advertisements?
What types of advertisements do you remember from when you were a child?
Is it ethical to target children through advertisements?
Opener:
How are you manipulated by the media, specifically by advertisements?
What types of advertisements do you remember from when you were a child?
Task: Read one of the following articles that discusses advertising to children. In the joint Google doc, take notes on the following questions. Be sure to state the source next to each response. i.e. (Guardian) / (CSM) / (Economist)
Click HERE for the group Google Doc
Discussion Question:
The Guardian: The Tricky Business of Advertising to Children
Common Sense Media: Advertising to Children and Teens (click "download the full report")
The Economist: Cookie Monster Crumbles
Extra resource: Sneaky Ways Advertisers Target Kids
- What arguments are presented by the article either for or against advertising to children? Do you agree or disagree with the arguments posed?
- What techniques do advertisers use to target children?
Click HERE for the group Google Doc
Discussion Question:
- In your opinion, is it ethical to target children through advertising?
The Guardian: The Tricky Business of Advertising to Children
Common Sense Media: Advertising to Children and Teens (click "download the full report")
The Economist: Cookie Monster Crumbles
Extra resource: Sneaky Ways Advertisers Target Kids
News Media
Essential Question
What role can satire play in news media?
What is satire? Why are these an example of satire? |
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Many believe that satire can be persuasive as a social critique. Here is the process:
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What do you think about the process of satire as a social critique? Can it work this way? |
"Satirical news program The Colbert Report did a better job of teaching viewers about the role of money in politics than actual news, a university study has found...The study's lead author, Bruce W Hardy said, there are two reasons why 'Colbert did better than any other news source at teaching. First was the narrative structure,' Hardy said in a statement. "He walked us through creating a Super PAC and every episode was a continuation of that story. And second was the use of humour and satire.” Colbert Report audiences increased their knowledge of political funding at a quicker rate than audiences of other media. They were also more confident that they were well-informed. The study notes that while it may be difficult for some news outlets to replicate Colbert's tactics, they can adopt his broader approach to better engage their audiences. 'If other shows can effectively present complex issues using a humorous narrative, viewers may become better informed about the issues and more engaged in the political process,' the authors argue."
Click HERE for full article
Click HERE for full article
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Satire Word Bank
satire, sarcasm, sardonic, parody, mocking, ridicule, lampoon, caricature, epigram, farce, facetious, self-deprecating, tongue-in-cheek, irony, paradox, understatement, hyperbole
satire, sarcasm, sardonic, parody, mocking, ridicule, lampoon, caricature, epigram, farce, facetious, self-deprecating, tongue-in-cheek, irony, paradox, understatement, hyperbole
Satire can be persuasive as a social critique.
Task: While watching the segment, note down all techniques used to highlight the social wrong. |
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The Onion
Kim Jong-Un Named Sexiest Man Alive Why did China believe this article? 5 Times The Onion has Fooled Foreign Media Discussion: Why is satire sometimes mistaken as truth? What power does satire hold? |
What satirical techniques are being employed?
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Activity: Read an article from The Onion as a group. Annotate the article for satirical features and answer the questions below. Where applicable, use terminology from the word bank in your annotations.
Politics: Female Trump Supporters Business: Airline Seats News in brief: Abortion Entertainment: Academy Awards
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Consider:
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satire_-_area_man’s_intelligence_probably_just_too_intimidating_for_most_women__1_.docx | |
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satire_-_local_idiot_to_post_comment_on_internet__1_.docx | |
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Media Bias: The skewed presentation of a story from a particular ideological position
Ideology: a system of ideas and ideals, especially one which forms the basis of economic or political theory and policy.
Agenda: a list of items to be discussed
Media Manipulation: How can the media manipulate our viewpoint?
Ideology: a system of ideas and ideals, especially one which forms the basis of economic or political theory and policy.
Agenda: a list of items to be discussed
Media Manipulation: How can the media manipulate our viewpoint?
bias_in_the_news_-_student_handout.pdf | |
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Types of bias: political, racial, religious etc.
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As you watch, note down the techniques that Fox News uses in its reporting. Why are these techniques used?
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Task: Choose an article from Fox News to deconstruct for biased techniques. You could choose one of the articles below or find your own. Follow the success criteria below and submit a hard copy of your response in class on Wednesday.Success Criteria:
Interested in the code of ethics for journalism? Click HERE to read the Radio Television Digital News Association code of ethics.
- Choose an article and print or copy/paste into a Word doc for annotation purposes.
- Read the article at least twice.
- Annotate (identify) the media bias techniques being used. Identify at least four examples of media bias. Use the techniques listed on the handout above or any of the techniques presented in Outfoxed.
- Write a 1 page (minimum 300 words) analysis of your article. Respond to the question: To what extent is the Fox News article a bias presentation of the news story?
- Optional extension: Check out a liberal news site and see how they are reporting similar stories.
Interested in the code of ethics for journalism? Click HERE to read the Radio Television Digital News Association code of ethics.
Background Story:
A 25 year old female primary school teacher from New Zealand has just been arrested by the Malaysian police in Kuala Lumpur for carrying drugs. She is 5'2 / 160 cm tall, weighs 95 lbs / 43 kg, has blonde hair and green eyes. She was carrying 6kg of marijuana in her guitar case, but says that she did not know it was there. An eyewitness has stated that the woman "fought loudly and aggressively with the customs agents" when they wanted to search her bag and "resisted the authorities" when they approached her. The young woman's brother is currently in jail for dealing drugs in Auckland, and her father died 5 years ago from a drug overdose. The young woman was traveling to Kota Kinabalu to meet her friends for a holiday. They had reservations at The Grand Hyatt hotel, one of the most expensive and exclusive hotels on the island, and planned to stay for two weeks. The woman was arrested on Saturday night and is currently sitting in a jail in Kuala Lumpur. She has already contacted her lawyer and been in touch with the New Zealand ambassador in Malaysia. The penalty in Malaysia is death for drug traffickers, as stated on signs in every airport across the country.
Your Task:
You have been hired to report the story for your news station. As a group, you must decide how to present the story using bias techniques and sensationalism. You must push a particular agenda or ideology while still appealing to your audience.
Newspaper 1: The KL Times: A Malay newspaper whose primary readership is local Islamic Malay citizens. The newspaper is patriotic and firmly supports the death penalty for drug traffickers, murderers, and treason.
Newspaper 2: The Auckland Reporter: A Kiwi newspaper whose primary readership come from Auckland and its surrounding small towns.
A 25 year old female primary school teacher from New Zealand has just been arrested by the Malaysian police in Kuala Lumpur for carrying drugs. She is 5'2 / 160 cm tall, weighs 95 lbs / 43 kg, has blonde hair and green eyes. She was carrying 6kg of marijuana in her guitar case, but says that she did not know it was there. An eyewitness has stated that the woman "fought loudly and aggressively with the customs agents" when they wanted to search her bag and "resisted the authorities" when they approached her. The young woman's brother is currently in jail for dealing drugs in Auckland, and her father died 5 years ago from a drug overdose. The young woman was traveling to Kota Kinabalu to meet her friends for a holiday. They had reservations at The Grand Hyatt hotel, one of the most expensive and exclusive hotels on the island, and planned to stay for two weeks. The woman was arrested on Saturday night and is currently sitting in a jail in Kuala Lumpur. She has already contacted her lawyer and been in touch with the New Zealand ambassador in Malaysia. The penalty in Malaysia is death for drug traffickers, as stated on signs in every airport across the country.
Your Task:
You have been hired to report the story for your news station. As a group, you must decide how to present the story using bias techniques and sensationalism. You must push a particular agenda or ideology while still appealing to your audience.
Newspaper 1: The KL Times: A Malay newspaper whose primary readership is local Islamic Malay citizens. The newspaper is patriotic and firmly supports the death penalty for drug traffickers, murderers, and treason.
Newspaper 2: The Auckland Reporter: A Kiwi newspaper whose primary readership come from Auckland and its surrounding small towns.
Essential Question
What are the language and structural features of an editorial?
What are the language and structural features of an editorial?
Instructions: Explore the links below and investigate editorial writing. Use the questions on the right
column to guide your investigation.
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University of the Pacific - "How to Write an Editorial"
Geneseo.edu - "Writing an Editorial" UIL Texas - "Editorial Writing" California Public Schools - "Writing an Editorial"
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What issue is being addressed in the editorial?
How does the writer feel about the issue? How do you know?
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