Conducting a Close Analysis of a Media Text

Commercial : https://www.youtube.com/watch?v=7sHq4RpTH2E

Visuals

1) Auction
2) A bibelot cat which made from diamonds
3) A crowded place
4) Mother and daughter whose doing the auction to the bibelot with the numbers ; 142 and 143
5) Auction chef
6) The logo of the company which created the commercial
7) The words on the screen which are said by the background talker
8) Samsung Galax s6
9) And the logo of the company at the end

Sounds

Music : A funny, amusing background sound

Conversations;

Auctioneer: One hundred thousand !
Mom: Sprint told us that they could have save the bill in half
Girl: Oh, yeah
Mom: We said a budge of money in a replacement switch in the sprint
Girl: We don't need to save money do we mama ?
Mom: Oh no... ( laugh ) No do we not baby
Girl: Like daddy always says; '' money doesn't spend itself. ''
Auctioneer: One million !
Mom: Ah look at that !
Auctioneer: One point two million !
Girl: Oh wow !
Mom: Where's the muscle baby (!)?
Girl: Right here ! Look my muscle !

Background voice: Some people are stupid and rich. For the rest of us, sprint will cut your Verizon or AT&T bill and cut your rate plan in half. Just turn in your old phone or for a limited time, sign up for the new limited plus plan to get a Samsung Galaxy s6, free only from sprint.


                                                    Applying the Five Key Questions

Question 1

Who created this message ?

Answer 1

Sprint Cellphone Company

Question 2

What tecniques are used to attract my attention ?

Answer 2 

A diamond cat bibelot, money talks, the conversations to demonstrate their wealth such as '' like daddy always says - money doesn't spend itself - '', flexing muscles while raising their hand in a auction ( to show their stupidness ) and a good phone.

Question 3 

How might different people understand this message differently than me ?

Answer 3 

If one is pretty rich like those two, he/she can find this message pretty unnecessary. Also if one is so poor he can find this message unnecessary also. Because if theres no income there wouldn't be any spending and there will be no Verizon or AT&T taxes/bills. One can understand that '' do not spend your money for no reason''. Also one can understand use money for the things that you really need.

Question 4

What values, lifestyles and points of view are represented in, or omitted from this message ?

Answer 4 

There isn't any cultural values in the message. There only wealthy 2 woman, talking of the sprint product/service. And they are demonstrating their stupidness. A high consumption lifestyle has been observed in the message.

Question 5

Why this message beign sent?

Answer 5

To advertise the sprint company and of course to gain profit and money with the product/service.


                                                                      Insights

   Text is constructed very cleverly. I find it very funny and effective. They way they talk is attractable. And the storyline between the conversations is quite meaningful. I already have gave a predict about how others interpret the text in Question 3. When you try to exercise this with other forms of messages of course you'll need different questions. For e.g; if you take a murder report from the news, you cannot use Question 3; '' How might different people understand this message differently than me? ''. Because too objective subject to be comment on.


For the end i highly recommend this complation of the Direct TV commercials. Very funny and clever designed: https://www.youtube.com/watch?v=xHs8OlXBFVs

Analyzing a Message

  

  Five Key Questions for Media Literacy

1- Who created this message ? 

2- What creative techniques are used to attract my attention ?

3- How might different people understand this message differently than me ? 

4- What values, lifestyles and points of view are represented in, or omitted from, this message ?

5- Why is this message being sent ?

     Five Core Concepts 

1- All media messages are '' constructed ''.

2- Media messages are constructed using a creative language with its own rules.

3- Different people experience the same media message differently

4- Media have embedded values and points of view.

5- Most media messages are organized to gain profit and/or power.

Changing Understanding with Media: Then and Now

    The following chart provides a quick comparison of how traditional education has been organized in the past and how it needs to change in order to prepare students for living all their lives in a 21st century media culture. Media literacy education, with inquiry as its core, provides the engaging bridge over which students can pass to learn the critical process skills they’ll need to not just survive but to thrive as adults in the 21st century.


                                     

        19th – 20th Century Learning                         21st Century Learning
                         

• Limited access to knowledge and information (i.e.‘content’) primarily through print                      • Infinite access to knowledge and information (‘content’)                                                                                                                                                increasingly through the Internet

• Emphasis on learning content knowledge that may or may not be used in life                              • Emphasis on process skills for lifelong learning

• Goal is to master content knowledge (literature, history, science, etc)                                         • Goal is to learn skills (access, analyze, evaluate, create) to                                                                                                                                             solve problems

• Facts and information are “spoon-fed” by teachers to students                                                   • Teachers use discovery, inquiry-based approach

• Print-based information analysis                                                                                          • Multi-media information analysis

• Pencil / pen and paper or word processing for expression                                                          • Powerful multi-media technology tools for expression

• Classroom-limited learning and dissemination                                                                        • World-wide learning and dissemination

• Textbook learning from one source, primarily print                                                                  • Real-world, real-time learning from multiple sources,                                                                                                                                                  mostly visual and electronic

• Conceptual learning on individual basis                                                                                 • Project-based learning on team basis

• “Lock-step” age-based exposure to content knowledge                                                              • Flexible individualized exposure to content knowledge 

• Mastery demonstrated through papers and tests                                                                       • Mastery demonstrated through multi-media

• Teacher selecting and lecturing                                                                                              • Teacher framing and guiding

• Teacher evaluates and assesses work and assigns grade                                                              • Students learn to set criteria and to evaluate own work

• Teaching with state-adopted textbooks for subject area with little accountability for teaching           • Teaching to state education standards with testing for                                                                                                                                                  accountability


    As you can see there is a huge different between centuriues. If you want to know the main reason, it's this :)

Why Media Literacy is Important ?

    From the beginning of the 21st century the media has developed a great steps in the world. It became a brilliant information store for everything, entertainment to the citizens and one of the most dangerous manupulation weapon's of all time. That's why we, as citizens have to learn how to '' read '' the media.
                                                                               

                                                                            

    Media literacy skills can help youth and adults;

- Develop critical thinking skills

- Understand how media messages shape our culture and society

- Identify target marketing strategies

- Recognize bias, spin, misinformation and lies 

- Name the tecniques of persuasion used

- Recognize what the media maker wants us to believe or do

- Discover the parts of the story that are not being told

- Evaluate media messages based on our own experiences, skills, beliefs and values

- Create and distribute our own media messages

- Advocate for media justice


                                       The Importance of the Media

    

What is Media Literacy ?

 

 Media Literacy is a 21st century approach to education. It provides a framework to access, analyze, evaluate and create messages in a variety of forms - from print to video to the Internet -

   It also builds an understanding of the role of the media in society as well as essential skills of inquiry and self-expression necessary for citizens of a democracy.

   With the media literacy you can look far beyond of a picture, an advertisement, a poster. You can understand their language, rip off their meanings from their existence and interpret it. You can understand what the '' media '' wants you to believe, buy, watch, cry or laugh. It will give you a very different perspective.

                                          What is Media Literacy ?

     If you want a REALLY detailed information you can just click here to learn everything about media literacy