The Medium Is The Message: The Role of Media In Politics Frank Baker media educator...
-
Upload
dominick-fox -
Category
Documents
-
view
224 -
download
0
Transcript of The Medium Is The Message: The Role of Media In Politics Frank Baker media educator...
The Medium Is The Message: The Medium Is The Message: The Role of Media In PoliticsThe Role of Media In Politics
Frank BakerFrank Bakermedia educatormedia educator
[email protected]@aol.com
October 22, 2010October 22, 2010
Informed VoterInformed Voter
BY BY JOE HELLERJOE HELLER, GREEN BAY PRESS-GAZETTE - 10/20/2010, GREEN BAY PRESS-GAZETTE - 10/20/2010
Source: USA Today, 10/21/10Source: USA Today, 10/21/10Mike Smith, Las Vegas SunMike Smith, Las Vegas Sun
The Medium Is The Message: The Medium Is The Message: The Role of Media In PoliticsThe Role of Media In Politics
What do you want your What do you want your students to know aboutstudents to know about
the media?the media?
Media Literacy’s Core ConceptsMedia Literacy’s Core Concepts
All media are constructionsAll media are constructions Media are languages with their own set Media are languages with their own set
of rulesof rules Media convey values and points-of-viewMedia convey values and points-of-view Audiences negotiate meaningAudiences negotiate meaning Media= power & profitMedia= power & profit
The Medium Is The Message: The Medium Is The Message: The Role of Media In PoliticsThe Role of Media In Politics
“ “Our Founding Fathers understood that a Our Founding Fathers understood that a democratic republic could not survive democratic republic could not survive without an informed and participatory without an informed and participatory citizenry….It is essential in our citizenship citizenry….It is essential in our citizenship role to role to view critically, analyze ask view critically, analyze ask powerful questionspowerful questions and draw our own and draw our own conclusions. Media literacy, then, is conclusions. Media literacy, then, is essential to the citizenship role.” essential to the citizenship role.”
Denee MattioliDenee Mattioli, , past president, NCSSpast president, NCSS
Media Literacy Questions:Media Literacy Questions:
Who created the message? (author)Who created the message? (author) Why was it created? (purpose)Why was it created? (purpose) For whose eyeballs (audience)For whose eyeballs (audience) What does it attract attention? What does it attract attention?
(techniques)(techniques) Who/what is omitted?Who/what is omitted? Where can you go to verify the info?Where can you go to verify the info?
The Medium Is The Message: The Medium Is The Message: The Role of Media In PoliticsThe Role of Media In Politics
What do you want your students to know What do you want your students to know
about the role media plays in elections?about the role media plays in elections?
1. Candidates need the media1. Candidates need the media2. Candidates depend on media consultants2. Candidates depend on media consultants3. Candidates & their consultants try to control 3. Candidates & their consultants try to control
their image…but they’re not always successfultheir image…but they’re not always successful4. The reason candidates must raise millions of 4. The reason candidates must raise millions of
dollars is not only to run their campaigns but dollars is not only to run their campaigns but also to purchase TV time for their adsalso to purchase TV time for their ads
5. Political ads resemble traditional ads 5. Political ads resemble traditional ads (so I believe, we should teach students (so I believe, we should teach students techniques of persuasion and production)techniques of persuasion and production)
6. New media (YouTube; Facebook; etc.) have 6. New media (YouTube; Facebook; etc.) have been extremely effective this election cycle at been extremely effective this election cycle at reaching young voters and raising money (so reaching young voters and raising money (so are cell phones)are cell phones)
AdvertisingAdvertising
Research shows (voters) get Research shows (voters) get more information on the issues more information on the issues from political ads on TV spots from political ads on TV spots than they get from TV news or than they get from TV news or the debatesthe debates
AdvertisingAdvertising
Political campaign commercialsPolitical campaign commercials
fall under FREE SPEECH; thus theyfall under FREE SPEECH; thus they
cannot be challenged in courtcannot be challenged in court
Candidates can and WILL say anythingCandidates can and WILL say anything
Thinking Like AdvertisersThinking Like Advertisers
Who is my audience?Who is my audience? What medium is best to reach them? What medium is best to reach them?
(radio, TV, sign, direct-mail, YouTube, (radio, TV, sign, direct-mail, YouTube, social network, cell phone)social network, cell phone)
How will I shape my message?How will I shape my message? What images, words, sounds?What images, words, sounds? Who or what can I associate with?Who or what can I associate with? What do I want my audience to do?What do I want my audience to do?
Types of political ads:Types of political ads:
Profile (biographical)Profile (biographical) TestimonialTestimonial
AccomplishmentAccomplishment NegativeNegative ResponseResponse
Character ChallengeCharacter ChallengeIssueIssue
Scare tacticsScare tactics
SymbolismSymbolism
PatriotismPatriotism: put flags in the shot; show : put flags in the shot; show lots of red, white, and bluelots of red, white, and blue
Supporting businessSupporting business: put candidate with : put candidate with construction workersconstruction workers
Supporting educationSupporting education: put candidate in : put candidate in school settingsschool settings
One of the regular peopleOne of the regular people: put him/her: put him/her
with farmers, senior citizens, downtownwith farmers, senior citizens, downtown
Language of TVLanguage of TV
CamerasCameras LightingLighting Set DesignSet Design Sound & MusicSound & Music Editing (post production)Editing (post production) Makeup, Wardrobe, ExpressionsMakeup, Wardrobe, Expressions
“ “The Country I Love”The Country I Love” Senator Barack ObamaSenator Barack Obama
You can find this video on YouTubeYou can find this video on YouTube