WHAT ARE THEY SAYING?

QUICK SNIP OF DECONSTRUCTION IN MEDIA

LITERACY
 LITERACY

the ability to read and write.

 MediaLITERACY

the ability to read and write.

complex
combinations of
text, images and
ML provides tools to help
people critically analyze
messages to detect
propaganda, censorship
and bias.

MEDIA LITERACY(ML)
 MEDIA LITERACY

- the ability to
critically consume
and create many
kinds of media -
 DECONSTRUCTION
One of the most important media literacy
skills
Closely examining and “taking apart” media
messages to understand how they work.
It can expose the point of view of media
makers.
It can reveal how the media maker put
together the message using words, images,
sounds, design, and other elements.
It can expose the point of view of media
makers
There is no one “correct” way to
deconstruct a media message . We each
have our own interpretation. Just be ready
to explain it.
 DECONSTRUCTION 1
Core Concept: All media is constructed
CONSTRUCTING THE COMMERCIAL

The foundation
The frame The windows and doors
The walls

VIEWING : H O U SE H I P PO (Construct Reality)

As you watch this commercial, think about what
the producer had in mind when it was constructed
for you.
House Hippo Commercial

C LOSURE
Turn to a neighbor and explain what you think the
term, “construct reality” means.

Share several examples, making the point that the

term actually means making something look real,
even when it isn’t.
House Hippo Interactive
DECONSTRUCTION 2

1. Who paid and why?

3. Who is the target audience?

5. Is a lifestyle presented, and is it

glamorized?

4. What is the text? What is the

subtext/message?

5. What values are presented?

Are they healthy or unhealthy?
Are people being stereotyped?

6. What persuasion techniques are used?

7. What are the untold

stories?
 DECONSTRUCTION 3

Bad Ad
 STUDENTS’ WORK

Think about
the story that
wasn’t told.
 STUDENTS’
COUNTER AD

Original Ad Draft 1

Draft 2
 Ad Decoder Turn the pages in this interactive
magazine and learn about the messages behind
the ads you see every day.
Don't Buy It . Advertising Tricks | PBS KIDS GO!
encourages young people, especially those 9-11
years old, to think critically about Advertising
Tricks.
Effective Advertising- influencing the world Thinkquest
(2007 ThinkQuest International)
Learn about the world of advertising, how an
advertisement is made, what consumers and
experts think about advertisements and advertising
and what makes a good advertisement.
 State Standards Which
Include Elements of Media STANDARDS
Literacy Source Site
ILLINOIS
Language Arts Grades 6, 7
Social &8
Studies Health/Preventio
n

LISTENING & SPEAKING

Language Arts Social Studies Health/Preventio
4.A.4b Apply listening skills in practical settings (e.g., STATE GOAL 14 MS-HS n
classroom note taking, interpersonal conflict situations,
giving and receiving directions, evaluating persuasive 14.D.3 Describe roles HEALTH STATE
messages). and influences of GOAL 22
READING individuals, groups and 22.B.2 Describe
1.B.4b Analyze, interpret and compare a variety of
texts for purpose, structure, content, detail and effect. media in shaping current how individuals
RESEARCH Illinois and United States and groups
5.B.2a Determine the accuracy, currency and
reliability of materials from various sources. public policy (e.g., influence the
5.B.4a Choose and evaluate primary and secondary
sources (print and nonprint) for a variety of purposes.
general public opinion, health of
specific interest groups, individuals (e.g.,
LITERATURE
2.B.4a Critique ideas and impressions generated by formal parties, media) peer pressure,
oral, visual, written and electronic materials.
2.A.4a Analyze and evaluate the effective use of
STATE GOAL 18 LATE media and
literary techniques (e.g., figurative language, allusion, ELEM. advertising
dialogue, description, symbolism, word choice, dialect)
in classic and contemporary literature representing a 18.A.2 Explain ways in
variety of forms and media. WRITING
3.C.1b Create media compositions or productions
which language, stories,
which convey meaning visually for a variety of folk tales, music, media
purposes.
 RESOURCES

Center for Media Literacy

New Mexico Media Literacy Project

Cable in the Classroom Media Smart

TV & Me

hamjo's media-literacy Bookmarks