MEDIA LITERACY
MEDIA LITERACY
Media literacy is
concerned with helping students develop an informed and critical understanding
of the nature of the mass media, the techniques used by them, and the impact of
these techniques. Media literacy also aims to provide students with the ability
to create media products.
MEDIA LITERACY CONCEPT
There is concepts upon which media literacy education is
based. These are key messages that are integral to understanding how media are
constructed and how to understand their explicit and implicit messages. A
simplified, but highly effective.
Intermediate concepts :
The human brain processes images differently than words.
Images are processed in the “reptilian” part of the brain,
where strong emotions and instincts are also located. Written and spoken
language is processed in another part of the brain, the neocortex, where reason
lies. This is why TV commercials are often more powerful than print ads.
Because our minds is called “Foniks” , its mean limitless communication. Our
brain can imagining everything we wanted without limit, the limit of our brain
is our own mind / our own imagination. Action is stronger than words.
We all create media.
Maybe you don’t
have the skills and resources to make a blockbuster movie or publish a daily
newspaper. But just about anyone can snap a photo, write a letter or sing a
song. And new technology has allowed millions of people to make media--email,
websites, videos, newsletters, and more -- easily and cheaply. Creating your
own media messages is an important part of media literacy.
Theres many social
media (Youtube, Instagram, Path, etc) provides us to make video, status,
comment about everything, we can get famous (well-known) / notorious through
social media. We can make websites for ourselves, giving information for other
people about us or news, opinion, and our ways of thinks about political
issues, government, and our society.
Advanced Concepts :
Media monopolies reduce opportunities to participate in decision making.
Theres many large media
company like Kompas, MetroTV news, Tempo ,etc who dominating our media, its
becoming difficult to give our statement, comment, critics. Even there are
media social (Youtube, Twitter, Facebook, etc) Or TV Show (Mata Najwa, Kick
Andy, etc ) even we have many people make video through youtube or other media
social about our government and society. Only few get noticed, and on facebook
or Twitter our government / political person account get secured by the social
media itself and even we can comment about our opinion, statement, critics
about our society, again. Only few get noticed.
LANGUAGE OF PERSUASION
The media messages most concerned with persuading us are
found in advertising, public relations and advocacy. Commercial advertising
tries to persuade us to buy a product or service. Public relations (PR)
"sells" us a positive image of a corporation, government or
organization try to persuade us to support them, using ads, speeches,
newsletters, websites, and other means use a variety of techniques to grab our
attention, to establish credibility and trust, to stimulate desire for the
product or policy, and to motivate us to act (buy, vote, give money, etc.)
Learning the
language of persuasion is an important media literacy skill. Once you know how
media messages try to persuade you to believe or do something, you’ll be better
able to make your own decisions.
Basic Persuasion Techniques :
Intensity
The language of ads
is full of intensifiers, including superlatives (greatest, best, most, fastest,
lowest prices), comparatives (more, better than, improved, increased, fewer
calories), hyperbole (amazing, incredible, forever), exaggeration, and many
other ways to hype the product.
The impact of
specific program-induced emotions at varying levels of intensity on the memory
for and evaluation of embedded advertisements. A positive emotion-inducing
program facilitates ad evaluation while a negative emotion-inducing program
debilitates ad evaluation. Furthermore, we found that highly intense positive
emotions elicited by a television program do not further facilitate ad
evaluation when compared to programs eliciting lower intensity positive
emotions. Highly intense negative emotions, however, further debilitate ad
evaluation when compared to programs that elicit negative emotions at lower
levels of intensity. Ad memory was not significantly impacted by the television
program's emotional valence or intensity.
Warm and Fuzzy
This technique uses
sentimental images (especially of families, kids and animals) to stimulate
feelings of pleasure, comfort, and delight. It may also include the use of
soothing music, pleasant voices, and evocative words like "cozy" or
"cuddly.” The Warm & fuzzy. We can look this
technique on baby, children commercial like Bebelac (Milk commercial), MamyPoko
(Diaper commercial). They use kind of cute and soft voice to draw attention
from the baby’s mommy.
As an example of
advertising using sound molto soft good music or voice broadcaster will be the
attraction for consumers, because consumers are basically interested in a soft
voice as it will bring the mood becomes peaceful, calm, happy.
Intermediate persuasion techniques :
Extrapolation
Extrapolation comes
from the word extra, meaning “outside,” and a shortened form of the word
interpolation. An interpolation is an insertion between two points. So an
extrapolation is an insertion outside any existing points. Extrapolation can
also mean extending the methods, with the assumption that a similar method can
be applied.
Extrapolation can
also be applied to the human experience to project or expand the horizons of
experience you have had in the field of the unknown or has not been experienced
before in order to find (usually conjectural) of the unknown that. (Eg. Driver
extrapolates road conditions beyond the limits of vision).
Advanced persuasion techniques :
Analogy
An analogy compares
one situation with another. A good analogy, where the situations are reasonably
similar, can aid decision-making. A weak analogy may not be persuasive, unless
it uses emotionally-charged images that obscure the illogical or unfair
comparison.
Cause vs. Correlation
While understanding
true causes and true effects is important, persuaders can fool us by
intentionally confusing correlation with cause. For example: Babies drink milk.
Babies cry. Therefore, drinking milk makes babies cry.
Causality is the
area of statistics that is most commonly misused, and misinterpreted, by
non-specialists. Media sources, politicians and lobby groups often leap upon a
perceived correlation, and use it to 'prove' their own beliefs. They fail to
understand that, just because results show a correlation, there is no proof of
an underlying causality. In general, we should all be wary of our own bias.
