Key Concepts of Media Literacy

1. Media messages are constructed.

While they are meant to appear “real,” media messages are crafted with a specific purpose in mind. As you begin to evaluate a message, remember that the 30-second video clip you see on TV is captured, edited, and packaged by a team of people. Throughout this process, “reality” may or may not be skewed.

2. Media messages share a point of view.

Some media broadcast overt points of view, such as a radio-show host who often takes a particular political stand on issues. At the same time, even media outlets that promote fairness and objectivity may be telling only part of the story. Every media message includes some details and omits others. Those decisions—what to cut, what to include, and so on—reflect the embedded values and viewpoints of the media makers.

3. Different media use special techniques.

Messages go beyond the words used. Lighting, music, camera angles, and body language, for example, convey their own messages. To carefully analyze communication, you must be aware of such influences (see pages 222–227 and 245 for visual-literacy techniques and pages 102–112 for methods of persuasion).

4. Different people interpret media differently.

Depending on your age, gender, education, values, upbringing, life experiences, and so on, you will interpret a media message in a unique way, not exactly as someone else would. This is important to consider when you create your own media messages as well.

5. Many people today can create media.

The digital age provides you with the tools to create media and influence mass audiences. For example, Justin Bieber launched his singing career by posting home videos on YouTube. Likewise, the concept of citizen journalism has evolved in recent years, as public citizens have gotten more involved in collecting, reporting, analyzing, and disseminating news and information through the use of cell phones, flip cameras, and blogging technologies. In fact, CNN launched an “iReport” feature on its Web site to allow everyday citizens to upload, share, and comment on breaking news as it happens.