Text: The individual results of media production: a movie, a TV episode, a book, an issue of a magazine or newspaper, an advertisement, an Convergence: The merging of previously separate communication industries such as publishing, computers, film, music and broadcasting, made possible by advances in technology. Where “language” refers to spoken or written communication, visual language goes a step further to connect with a certain community. Do note that many of these terms have much wider meanings than are suggested here. These ideas are usually related to the distribution of power. 108 Davis Hall Another important question is whether different persons can derive dissimilar meanings from the same text or piece of information. Also used to describe the ability of media literacy students to deconstruct texts outside the classroom. Deconstruction: The process by which the audience identifies the elements that make up the construction of meaning within a text. They may not be appropriate outside of this region so trainers should develop or research their own resources based principally in their own region. (2001). This includes a variety of free teaching materials and outstanding study guides, many of which can be downloaded from the web site. Hegemony/hegemonic: When dominant groups persuade subordinate groups that the dominant ideology is in their own best interests. All rights reserved. We are only attempting to define these terms as they related to the field of media literacy education. Even experienced media teachers are often bewildered by the seemingly interchangeable terminology used by writers and speakers in the field. Homophobia: The fear of homosexuality as expressed by demeaning images in media texts. Cognitive Elements; 1. Goodman, Steve. Each focus lesson defines a literary element or group of literary elements, provides Media Education Lab Media languages can also include the repeated use of particular words, phrases and images, also known as verbal or visual language. Each medium has its own ‘language’ or ‘grammar’ that works to convey meaning in a unique way. Critical: A reflective position on the meaning, biases or value messages of a text. In a media text, narrative is the coherent sequencing of events across time and space. profanity or a sexually explicit representation, all of which are calculated to engage an audience's excitement. Censorship: The practice of suppressing a text or part of a text that is considered objectionable according to certain standards. Film Art: An introduction. Bone, Jan and Johnson, Ron. — Antoine de Saint-Exupéry (1900 – 44) BACKGROUND AND RATIONALE ‘The medium is the message‘, now a famous quote, was written by Marshall McLuhan in 1964.While the medium may affect how messages are received, the users’/audiences’ own background/experience may also affect the interpretation of messages. Negotiate: The process of give and take by which members of the audience interpret, deconstruct and find meaning within a media text. Convergence Culture: Where Old Media and New Media Collide. Branding: The process by which a commodity in the marketplace is known primarily for the image it projects rather than any actual quality. you can learn effects of ethnocentrism. at the University of Rhode Island advances media literacy education through research and community service. This anthology is designed as an accessible introduction to important research regarding new communication technologies. Howard, Sue ed. Virtual: Something which is a representation rather than the real thing. University of Rhode Island In the production process, "based on" allows the creators of the text wide creative latitude and a docudrama is, at best, a skillful representation of a real person or event. Jenkins, Henry. More • Explore how the media text uses the following elements of media language to create meanings: IMAGES, LANGUAGE, LAYOUT AND DESIGN. Audience: The group of consumers for whom the media text was constructed as well as anyone else who is exposed to the text. Connote/Connotation: A description of value, meaning or ideology associated with a media text that is added to the text by the audience. Media: The plural form of medium; the term has come to mean all the industrial forms of mass communication combined. Reprinted with permission. UK: Routledge. Oppositional: A critical position that is in opposition to the values and ideology intended by the creators of a media text, usually the dominant Critical Viewing: The ability to use critical thinking skills to view, question, analyze and understand issues presented overtly and covertly in Harrington School of Communication and Media Synergy: The combination of two separate media texts or products that share similar characteristics so that one helps market the other. Hitchcock, Peter. Language is the source of misunderstandings. There are 7 elements of communication process. Sir Isaac Newton is widely credited with creating the very first color wheel back in 1706. Access: The ability of media consumers to produce their own texts and to have those texts acknowledged by the agenda setting media. ‘The medium is the message‘, now a famous quote, was written by Marshall McLuhan in 1964. Wired-Up: Young People and the Electronic Media. A group of words or ideas having common meaning and is shared to a social situation is called language. Canada: Anansi. A Sample of Classroom Learning Activities From the Second Course (8th grade): The Media Education Lab at the University of Rhode Island advances media literacy education through research and community service. movies, videos, television and other visual media. HTML (Hypertext Markup Language): is a computer programming language that allows people to create links on the world wide web from one source of information to another in any order. Prime Time: That part of a radio or television schedule expected to attract the largest audience. They may include, for example, ominous music to communicate danger in a feature film, or high-angle camera shots to create a feeling of power in a photograph. Representation: The process by which a constructed media text stands for, symbolizes, describes or represents people, places, events or ideas that are real and have an existence outside the text. An important first step in becoming media and information literate is to understand how information, ideas and meaning are communicated through and by various media and other information providers, such as libraries, archives, museums and the Internet. (1998). Construct or Construction: The process by which a media text is shaped and given meaning through a process that is subject to a variety of decisions and is designed to keep the audience interested in the text. The focus lessons cover all the key literary elements and terms listed in the North Carolina Standard Course of Study for ninth grade. We emphasize interdisciplinary scholarship and practice that stands at the intersections of communication, media studies and education. Production Values: Describes the quality of a media production proportional to the money and technology expended on the text. Mediating between these are the individual processes of communication as well as the technological processes of the mass media. Cut: An edited transition between two images in which one image is immediately replaced by another. We deep-dive into the seven elements below, covering what they are, why you should care, and how to use them to create more professional looking designs -- even if you're operating on a zero-dollar budget. album, etc. Bordwell, David and Thompson, Kristin. Subscribe to Monthly Newsletter with Activities, Learn the Core Concepts of Media Literacy, Voices of Media Literacy: 20+ Pioneers Speak. Tweets have a 140-character limit, though (even the very first text messages were longer). This article first appeared in Mediacy, newsletter of the Association for Media Literacy / Canada. Film Education, 91 Berwick Street, London UK W1F 0BP . Product Placement: The process by which manufacturers or advertisers pay a fee in order for branded products to be prominently displayed in a movie, TV show or other media production. For example, a red rose may be used symbolically to convey romance, or a clenched fist may be used to communicate anger. Intertextuality: When a media text makes reference to another text that, on the surface, appears to be unique and distinct. In advertising, the word "virtually" means "almost.". Language is a set of socially sound pattern, words, and sentences having specific meaning and terminology common to the same culture. recombine elements of a new media object—a collage, a Flash movie, a webpage—is what makes modularity interesting. Copyright © 2020, • Explore how the media text uses media language to create REPRESENTATIONS OF GENDER &/ ETHNICITY NOTE DOWN KEY … Critical Autonomy: The process by which a member of the audience is able to read a media text in a way other than the preferred reading. Transparency: The quality of a media text by which it appears to be natural rather than constructed. (2006). 7 Basic Elements of Graphic Design 1) Color. McLuhan, Eric and Zingrone, Frank. Also, the ability of media consumers to respond to the dominant media. When we study media languages, three main questions should be considered: How are media languages understood by media audiences? The media's function in this process is to encourage maintenance of the status quo.