Interdisciplinary Course: Media Literacy
The Interdisciplinary Course Media Literacy will integrate our school theme "Exploration and Inventions". We will begin our study by focusing on the history of media, starting with the printing press. From here we will move to current issues regarding media, including the demoncratization of media, evaluation and devaluation of media and the finances of media. Our class will also be responsible for our school news broadcasts that will be available to all classes via skype.
"We are drowning in information but starved for knowledge." -John Naisbitt, Megatrends
"We are drowning in information but starved for knowledge." -John Naisbitt, Megatrends
Techniques of Propaganda
•Testimonials or Endorsements:
Using a popular figure to promote a cause. “Tiger Wood eats Wheaties. That's why he's so good at golf!”
• Fear:
You watch a crash dummy fly through the windshield of a car. Then you see some hat were buckled up in safety belts that still have their arms and legs. Hopefully this will convince you to buckle up.
• Urgency:
Creates the impression that you have to act fast. “Act now! Supplies are limited! Everything must go! Order now and receive this free toaster oven!”
• Scientific Approach:
Using test, statistics, and fake scientific sounding jargon to lend credibility to something. "This chair is ergonomically designed for the best fit!"
• Emotional Language:
Using words to appeal to your senses or to fire up your emotions. "Terrorists destroyed his home and brought his country to its knees. Now only one man can save the planet: Rambo is back and he's taking no prisoners!"
• Sex Appeal:
Sex sells. Think of any beer commercial, car ad, or rock video. Think of clothing ads you see in magazines. Beautiful men and women try to sell you everything from cologne to deodorant. Why does a man have to be half naked to promote a Gillette razor?
• Exaggeration/Hyperbole:
Overstating the effectiveness or importance of a product. "Give us a week and we'll take off the weight!"
• Repetition:
Product names are repeated at least four times: 10-10-321. Just dial 10-10-321 saves you money..."
• Glittering Generalities:
Make the product appear or sound amazing without really providing concrete evidence why this is the case. A good example is the drink Gatorade which asserts, "Life is a sport, drink it up!" It sounds great, but exactly what does it mean? Glittering generalities are sweet like cotton-candy, but without sub
• Euphemisms:
A kind of doublespeak where something bad is sanitized or twisted to seem better. One president referred to raising taxes as "revenue enhancement" or a nuclear headed missile which he called a "peace-keeper."
• Transfer:
An easy way to create emotional responses in consumers. The advertiser takes advantage of you by taking common well known symbols and using them to promote their product. Hence a presidential ad might use a flag or the picture of George Washington or Uncle Sam beside a candidate hoping that the viewer would transfer warm feelings for the patriotic symbol to the politician.
• Plain Folks Appeal:
Advertisements that appeal to you by insisting that they are just like you and really understand you. Presidential candidates routinely pose in ads playing with their children, and their dogs and cats if only to convince you that they're just 'plain folds' - just like you.
• Bandwagon
This tactic assumes that people like to follow the crowd acting and buying like the majority. Most people want to be popular so advertisers portray their products with this in mind. "Four out of five people use Colgate Toothpaste." Over 2 Billion Served at McDonalds...."
• Snob Appeal:
A play on our desire for fancy things and the "good life". Jewelry, expensive cars, perfumes, designer clothing and accessories are often marketed using snob appeal.
• Something for Nothing
Everyone seeks a "good buy", or "something for nothing". Advertisers often sweeten their offer by another inducement..... "Subscribe today and we'll throw in an extra knife-o-matic for free! That's a $40.00 value for only 25 Cents!" This usually means that the seller is overstocked or are charging you so much for the first item that it pays for the cost of both articles.
•Testimonials or Endorsements:
Using a popular figure to promote a cause. “Tiger Wood eats Wheaties. That's why he's so good at golf!”
• Fear:
You watch a crash dummy fly through the windshield of a car. Then you see some hat were buckled up in safety belts that still have their arms and legs. Hopefully this will convince you to buckle up.
• Urgency:
Creates the impression that you have to act fast. “Act now! Supplies are limited! Everything must go! Order now and receive this free toaster oven!”
• Scientific Approach:
Using test, statistics, and fake scientific sounding jargon to lend credibility to something. "This chair is ergonomically designed for the best fit!"
• Emotional Language:
Using words to appeal to your senses or to fire up your emotions. "Terrorists destroyed his home and brought his country to its knees. Now only one man can save the planet: Rambo is back and he's taking no prisoners!"
• Sex Appeal:
Sex sells. Think of any beer commercial, car ad, or rock video. Think of clothing ads you see in magazines. Beautiful men and women try to sell you everything from cologne to deodorant. Why does a man have to be half naked to promote a Gillette razor?
• Exaggeration/Hyperbole:
Overstating the effectiveness or importance of a product. "Give us a week and we'll take off the weight!"
• Repetition:
Product names are repeated at least four times: 10-10-321. Just dial 10-10-321 saves you money..."
• Glittering Generalities:
Make the product appear or sound amazing without really providing concrete evidence why this is the case. A good example is the drink Gatorade which asserts, "Life is a sport, drink it up!" It sounds great, but exactly what does it mean? Glittering generalities are sweet like cotton-candy, but without sub
• Euphemisms:
A kind of doublespeak where something bad is sanitized or twisted to seem better. One president referred to raising taxes as "revenue enhancement" or a nuclear headed missile which he called a "peace-keeper."
• Transfer:
An easy way to create emotional responses in consumers. The advertiser takes advantage of you by taking common well known symbols and using them to promote their product. Hence a presidential ad might use a flag or the picture of George Washington or Uncle Sam beside a candidate hoping that the viewer would transfer warm feelings for the patriotic symbol to the politician.
• Plain Folks Appeal:
Advertisements that appeal to you by insisting that they are just like you and really understand you. Presidential candidates routinely pose in ads playing with their children, and their dogs and cats if only to convince you that they're just 'plain folds' - just like you.
• Bandwagon
This tactic assumes that people like to follow the crowd acting and buying like the majority. Most people want to be popular so advertisers portray their products with this in mind. "Four out of five people use Colgate Toothpaste." Over 2 Billion Served at McDonalds...."
• Snob Appeal:
A play on our desire for fancy things and the "good life". Jewelry, expensive cars, perfumes, designer clothing and accessories are often marketed using snob appeal.
• Something for Nothing
Everyone seeks a "good buy", or "something for nothing". Advertisers often sweeten their offer by another inducement..... "Subscribe today and we'll throw in an extra knife-o-matic for free! That's a $40.00 value for only 25 Cents!" This usually means that the seller is overstocked or are charging you so much for the first item that it pays for the cost of both articles.
Course Syllabus
Videos to Deconstruct:
Important Class Documents:
Class Assignments
| satellite_radio.doc |
| the_prevalence_of_fallacies_in_advertising.ppt |
| advertising_part_i.ppt |
| independent_film_proposal.doc |
| product_placement.ppt |
| five_core_concepts__questions.doc |
| film_critique_worksheet.doc |
| media_literacy_checklist.doc |
| deconstructing_media.ppt |
| the_world_in_22_minutes.doc |
| rascal_or_racist.doc |
| music_videos_part_ii.doc |
| music_videos.doc |
| what_is_communication.docx |
| propaganda_key_quotes_and_definitions.doc |
| stereotypes_in_the_media.ppt |
| stereotypes_part_ii.ppt |
| why_we_communicate.ppt |
| representation_chart.doc |