MEDIA LITERACY

Name : Dinda Nurmala

Npm : 12616100

MEDIA LITERACY

Media literacy  is a set of skill that anyone can learn. Just as literacy is the ability to read and write, media literacy refers to the ability to access, analyze, evaluate, and creat media messages of all kinds.

CONCEPTS OF MEDIA LITERACY

Basic concept

  →Media construct fantasy worlds.

While fantasy can be pleasurable and entertaining, it can also be harmful. Movies,  TV shows, and music videos sometimes inspire people to do things that are unwise, anti-social, or even dangerous. At other times, media can inspire our imagination. Advertising constructs a fantasy world where all problems can be solved with a purchase. Media literacy helps people to recognize fantasy and constructively integrate it with reality.

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Intermediate concept

→Media are most powerful when they operate on an emotional level.

Most fiction engages our hearts as well as our minds. Advertisements take this further, and seek to transfer feelings from an emotionally-charged symbol (family, sex, the flag) to a product.
 
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https://youtu.be/Megl4FwuODM

Advanced concept  

   → Our media system reflects the power dynamics in our society.

  People and institutions with money, privilege, influence, and power can more easily create media messages and distribute them to large numbers of people. People without this access are often shut out of the media system.

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BASIC PERSUASION TECHNIQUES

  ⇒Bandwagon

  Many ads show lots of people using the product, implying that "everyone is doing it" (or at least, "all the cool people are doing it"). No one likes to be left out or left behind, and these ads urge us to "jump on the bandwagon.” Politicians use the same technique when they say, "The American people want..." How do they know?

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  ⇒Explicit claims

  Something is "explicit" if it is directly, fully, and/or clearly expressed or demonstrated. For example, some ads state the price of a product, the main ingredients, where it was made, or the number of items in the package – these are explicit claims. So are specific, measurable promises about quality, effectiveness, or reliability, like “Works in only five minutes!” Explicit claims can be proven true or false through close examination or testing, and if they’re false, the advertiser can get in trouble. It can be surprising to learn how few ads make explicit claims. Most of them try to persuade us in ways that cannot be proved or disproved.

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  ⇒Name-calling

  This technique links a person or idea to a negative symbol (liar, creep, gossip, etc.). It’s the opposite of Glittering generalities. Persuaders use Name-calling to make us reject the person or the idea on the basis of the negative symbol, instead of looking at the available evidence. A subtler version of this technique is to use adjectives with negative connotations (extreme, passive, lazy, pushy, etc.) Ask yourself: Leaving out the name-calling, what are the merits of the idea itself?
 
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          ⇒ Symbols

      Symbols are words or images that bring to mind some larger concept, usually one with strong emotional content, such as home, family, nation, religion, gender, or lifestyle. Persuaders use the power and intensity of symbols to make their case. But symbols can have different meanings for different people. Hummer SUVs are status symbols for some people, while to others they are symbols of environmental irresponsibility.

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