1.2 Core Concepts and Principles

Media messages are carefully constructed, not neutral reflections of reality. They're created with specific goals, often involving planning and editing. This construction can influence our thoughts and behaviors, potentially reinforcing stereotypes or shaping public opinion.

Media content isn't value-free. It reflects the creators' beliefs and perspectives, prioritizing certain worldviews. These embedded values show up in topic selection, framing, and presentation. They can align with or challenge dominant cultural narratives, influencing how we interpret issues.

Core Concepts and Principles of Media Literacy

Concept of media construction

Top images from around the web for Concept of media construction

• 

  Defining Mass Communication – Introduction to Communication View original

  Is this image relevant?

• 

  Reading: Defining the Message | Principles of Marketing View original

  Is this image relevant?

• 

  Communications Process: Encoding and Decoding – Communication for Business Professionals View original

  Is this image relevant?

• 

  Defining Mass Communication – Introduction to Communication View original

  Is this image relevant?

• 

  Reading: Defining the Message | Principles of Marketing View original

  Is this image relevant?

1 of 3

Top images from around the web for Concept of media construction

• 

  Defining Mass Communication – Introduction to Communication View original

  Is this image relevant?

• 

  Reading: Defining the Message | Principles of Marketing View original

  Is this image relevant?

• 

  Communications Process: Encoding and Decoding – Communication for Business Professionals View original

  Is this image relevant?

• 

  Defining Mass Communication – Introduction to Communication View original

  Is this image relevant?

• 

  Reading: Defining the Message | Principles of Marketing View original

  Is this image relevant?

1 of 3

• Media messages are carefully crafted and constructed
  • Created by individuals or teams with specific goals and intentions (persuade, inform, entertain)
  • Involve a process of planning, designing, and editing (storyboarding, scriptwriting, post-production)
  • May not always reflect reality accurately (selective editing, staged events, special effects)
• Implications of media construction
  • Audiences may perceive constructed messages as real or truthful (reality TV, documentaries)
  • Can influence thoughts, attitudes, and behaviors (political campaigns, advertising)
  • May reinforce stereotypes or biases (gender roles, racial representations)
  • Can shape public opinion and cultural norms (news coverage, social media trends)

Embedded values in media messages

• Media messages are not neutral
  • Reflect the values, beliefs, and perspectives of their creators (political bias, cultural assumptions)
  • May prioritize certain ideologies or worldviews over others (capitalism, individualism)
• Embedded values can be expressed through
  • Selection of topics and stories covered (newsworthiness, agenda-setting)
  • Framing and presentation of information (positive or negative spin, emphasis)
  • Inclusion or exclusion of specific voices or perspectives (expert sources, marginalized groups)
  • Use of language, visuals, and sound (word choice, camera angles, music)
• Points of view in media messages
  • Can be explicit or implicit (editorials, subtext)
  • May align with dominant cultural narratives or challenge them (mainstream vs. alternative media)
  • Can influence how audiences interpret and respond to issues (polarization, social change)

Individual interpretation of media

• Interpretation is influenced by personal factors
  • Age, gender, race, ethnicity, and cultural background (generational differences, cultural values)
  • Social and economic status (class, education level)
  • Personal experiences and beliefs (political affiliation, religious views)
• Contextual factors also play a role
  • Historical and political context (Cold War era, post-9/11)
  • Social and cultural norms (gender expectations, taboo topics)
  • Media consumption habits and preferences (preferred genres, platforms)
• Divergent interpretations can lead to
  • Varied emotional responses and reactions (anger, empathy, indifference)
  • Different levels of acceptance or resistance to messages (persuasion, counterarguing)
  • Potential for misunderstanding or conflict (echo chambers, polarization)

Commercial nature of media content

• Most media outlets operate as businesses
  • Rely on revenue from advertising, sponsorships, or subscriptions (commercial breaks, paywalls)
  • Need to attract and maintain audiences to generate profits (ratings, click-through rates)
• Commercial pressures can influence content
  • Selection of topics and stories that appeal to target audiences (soft news, human interest)
  • Emphasis on sensationalism, conflict, or entertainment value (clickbait headlines, dramatic music)
  • Product placement or integration of sponsored content (brand mentions, native advertising)
  • Avoidance of controversial or critical perspectives that may alienate advertisers or audiences (self-censorship)
• Impact on media diversity and independence
  • Concentration of media ownership among a few large corporations (mergers, acquisitions)
  • Potential for self-censorship or bias in favor of commercial interests (advertiser influence)
  • Marginalization of alternative or non-commercial media voices (independent media, public broadcasting)