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Assignment Context: According to the Resource and Policy Guide in this week’s reading, “critical thinking empowers Americans to assess the credibility, accuracy and value of information, analyze and evaluate information, make reasoned decisions and take purposeful action” (p. 10). Critical literacy or more specifically, critical media literacy is comprised of five major principles (Kellner & Share, 2005):
1. All Media Messages are Constructions. Producers of media edit and tweak every component of their work, imbedding perspectives, interpretations, and messages within it.
2. Media Messages are Representations of Social Reality. Representations of social reality are based on the perceptions of those individuals who are constructing the text. Because of this, representations of people, groups, experiences or events tend to be less accurate, thus resulting in distortions and stereotypes.
3. Audiences as Well as Individuals Negotiate Meaning. Each individual interprets messages differently and draws different meaning from the same text.
4. Media Messages have Economic, Political, Social, and Aesthetic Purposes. Media texts are embedded with messages that are based on the producer’s particular ideology or political position. The primary aim for many works is to make money by influencing consumers’ lifestyles.
5. Each Media Text or Form of Communication has Unique Characteristics Relative to the Medium that Produces It. The manner in which a story is told and the medium used influences how we interpret the meanings embedded in the text. In this blog entry, select one of the commercials listed below.
Blog Post Entry Task #1-As you watch the commercial, reflect critically from the perspective of both a viewer/consumer and a creator/video producer. When responding to the video, touch upon each of the points below. Please make sure to indicate which advertisement/video you selected. 1) Analysis. What is the purpose of this video? What version of reality is it selling? 2) Audience. Who is the intended audience of this video? Through whose eyes or perspective is information conveyed? Why? 3) Representation. How are the people/figures in this video portrayed? Why do you believe they have been singled out? Whose voices are not being represented in this text? 4) Design. From the perspective of a video producer, discuss what you think are some of the most important design decisions used in creating this ad. Why do you think this specific medium was used to market this product?
Commerical Videos
Starbucks Buble Volkswagon: The Force
Apple Commerical:
More Commerials:
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