SH1620
Why Media Literacy 3. Media messages are produced for particular
Key Concepts of Media Literacy
1. Media messages are constructed.
The types of media we often see, intentional or not, did
not just popped up out of the blue. Someone, or a group
of people created them. Billboards, TV programs, and
the like signify carefully crafted messages that had been
put together by certain people. Therefore, the messages
we see through different types of media are from the
creators own perspective, experience, imagination, or
motive. Media consumers need to realize that media
texts are not natural but man-made. (Khan, 2015, p.17)
Related Media Theories:
Cultivation Theory and Gatekeeping
2. The media construct reality.
Most often than not, people build their own
understanding of the world based on what the media are
telling them. For example, the news media may choose
which events or happening should people hear and see
and which are not. The medias construction of reality
produces results that can be beneficial, or harmful for
readers and viewers. Studies have shown that although
the media may not dictate us what to think, they certainly
tell us what to think about and how to think about it.
(Khan, 2015, p.19)
Related Media Theories:
Agenda Setting Theory and Framing
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purposes.
All media messages are produced for particular
purposes, aside from the purpose of giving the audience
the intended information and/or entertainment. The
content of every media message has its own implication
such as:
Commercial implications
Social and political implications
Ideological and values messages
Such implications may influence the content, technique,
and distribution of media on either a positive or a
negative way.
Related Media Theories:
Two-Step Flow Theory and Magic Bullet Theory
4. People construct their own meanings from media
messages.
There two (2) types of audience that interact with media
messages passive and active. According to Frankfurt
School of Thought, every individual is a passive
audience. It means that people simply absorbs messages,
hence, get easily influenced by media. On the other hand,
Paul Lazarsfeld believes in Limited Effects Theory,
which states that people are capable of making decisions
about what to view based on the peoples own needs and
desires and capable of recognizing and reporting their
experiences. (Costello & Moore, 2007, p.125) In both
cases, this implies that media consumers create their own
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 SH1620

meaning of the message based on their own cultural With regard What is this about?
experience, values, and beliefs. to media What information is it trying to
CONTENT share?
Related Media Theory: Whose point of view is this?
Semiotics Is it one sided/biased?
What ideas or values does it have?
5. Form and Content are closely related in media Are they overt or implied?
messages. Does the media content/message
Content is the message or the meaning of the message include documented facts or
and form the means to convey the message. In opinions?
analyzing media, we can tentatively distinguish between Are there expert opinions or
form and content, but, strictly speaking, they are hearsay?
inseparable. Content is altered when form is altered, and What information is missing from
vice-versa (Campos, 2016). As what Marshall McLuhan this message?
concluded, The medium is the message. Each message With regard Who produced the message?
has its own way of appealing to the audience. Two (2) to media Is the producer a credible source
media may have the same information or news, but have PRODUCER of the message?
different ways of delivering it. For example, Is it a paid message?
broadcasting may just include information that are best For whose interest was it created?
shown with images while printed media like newspapers What could be the intention or
may include a more detailed story. motivation of the producer?
With regard For whom is the message
Related Media Theory:
to media intended?
Medium Theory
AUDIENCE Who will benefit from the
Skills for Media Literacy message?
1. Asking the right questions Can anyone be harmed by the
Critical thinking will be developed if one will learn how message?
to ask questions about all media messages, whether you Does it prove any useful
agree with the message or not. information?
Sample Questions:

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2. Relying on more than one (1) source
Critical thinking requires a healthy amount of skepticism
to be able to weigh facts from fibs. With the accessibility
and availability of information, it is a must to look for
more than one (1) reliable source. This should help an
individual to a well-reasoned argument.
3. Crafting their own stand or opinion
Form your own idea, rather than depending on other
people point of view. Ask questions then discover
answers.
Reasons why reading is better than watching TV:
1. Reading improves comprehension.
2. Reading exercises our brains.
3. Reading improves concentration.
4. Reading helps us learn about the world around us.
5. Reading improves our vocabulary and leads to more
highly developed language skills.
6. Reading develops the imagination.
7. Reading helps develop empathy.
8. Reading helps a person do better in his/her studies.
9. Reading is a great form of entertainment.
10. Reading relaxes the body and calms the mind.
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SH1620
References:
Are we the masters of our own thoughts? (n.d.). Retrieved from
The Effects of Media:
https://mediaaffects2010.wordpress.com/2010/01/22/ou
r-we-the-masters-of-our-own-thoughts/
Association of College & Research Libraries. (2016, January
29). Retrieved from Introduction to Information
Literacy: http://www.ala.org/acrl/issues/infolit/intro
Campos, P. F. (2016). From Cave to Cloud: Media and
Information Literacy for Today. Quezon City: The
Phoenix Publishing House Inc.
Key Concepts About Media Literacy. (n.d.). Retrieved from The
Jesuit Communication Project:
http://jcp.proscenia.net/concepts/keyconcepts.htm
Khan, R. E. (2015). Media and Information Literacy Handbook.
In R. E. Khan, Media and Information Literacy
Handbook (p. 8). Mandaluyong City: Anvil Publishing
Inc.
Pungente, J. (n.d.). Canada's Key Concepts of Media and
Literacy. Retrieved from Center for Media Literacy:
http://www.medialit.org/reading-room/canadas-key-
concepts-media-literacy
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