Media Literacy Paradigm

1. Media Literacy Paradigm Paradigm: a philosophical and theoretical framework of a discipline within which theories, laws, and generalizations and the experiments performed in support of them are formulated Or it is a specific way of looking at something

2. Step 1: Classify the Product Concept: • All media messages have some basic identifiable properties

3. Step 1: Classify the Product Questions: • What medium is used? the genre? • Is it part of a whole or complete by itself?

4. Comics

5. Step 2: Examine its origins Concept: • All media messages are constructed by someone.

6. Step 2: Examine its origins Questions: • Who is the sender of the message? Who paid for the message? How many people actually put it together and what did each do? • What is the content based on? an actual event? an idea? whose idea? • What is the purpose or intent of the message? Is it clear or hidden?

8. Step 3: Analyze its mediation Concept: • Media messages are constructed using a creative language with its own rules.

9. Step 3: Analyze its mediation Questions: • What techniques are used to attract my attention? • colors, shapes; sounds or silence; movement, symbols; props, settings, clothing; words – written or spoken • Conventions of presentation: • routines or patterns, traditions, stereotypes, narrative formulas, camera angles and point of view, use of graphics and layouts • What is emphasized and what is left out?

10. Step 3: Analyze its mediation Concept: • Language of Comics, McCloud’s Undestanding Comics

11. Step 4: Investigate its consumption Concepts • Different people experience the same message differently.

12. Step 4: Investigate its consumption Questions: • Who is the intended audience and why? • What is the motivation for consuming the product? • Who has access to it? Is anything needed to consume the product? • How many ways might you interpret this message? • How might background (gender, ethnicity, age, religion, economic status, familiarity with product, etc.) influence one’s reaction?

13. Step 5: Perceive its impact Concept • Media have embedded values and points of view.

14. Step 5: Perceive its impact Questions: • What lifestyles, values, and points of view are represented in or omitted from this message? • What judgments are made about personal or social relationships? about political, economic, or moral values? • What is the cultural context? • What Ideas are being sold?

15. Step 5: Perceive its impact Questions: • What type of person is the consumer asked to identify with? • What kinds of behaviors and consequences are shown? • Who or what is left out? • What are personal/societal effects of consuming this? the effects on your time /money? the effects on future experiences with the media?

16. Apply the Paradigm: • Classify the Product • Examine its origins • Analyze its mediation • Investigate its consumption • Perceive its impact

17. Apply the Paradigm: • Classify the Product • Examine its origins • Analyze its mediation • Investigate its consumption • Perceive its impact

18. Apply the Paradigm: • Classify the Product • Examine its origins • Analyze its mediation • Investigate its consumption • Perceive its impact

19. Apply the Paradigm: • Classify the Product • Examine its origins • Analyze its mediation • Investigate its consumption • Perceive its impact

20. Apply the Paradigm: • Classify the Product • Examine its origins • Analyze its mediation • Investigate its consumption • Perceive its impact

21. Apply the Paradigm: • Classify the Product • Examine its origins • Analyze its mediation • Investigate its consumption • Perceive its impact

22. Apply the Paradigm: • Classify the Product • Examine its origins • Analyze its mediation • Investigate its consumption • Perceive its impact