MIL Lesson 4: Framework and Analysis of Media

A ppt about Framework for Analyzing Media

1. A Framework for Study and Analysis Lesson 04

2. ICEBREAKER

3. What is a Framework? -a structured approach or system of organizing and analyzing information -It serves as a conceptual guide or blueprint for studying and breaking down topics into manageable components. -It provides studies with structures capable of supporting their claims and giving them a basis.

4. Why are frameworks important?

5. Theories Explanations for how phenomena occur, comprised of concepts and their relationships. They help us understand why things happen.

6. Structures that support theories proposed in research studies. They provide solid foundations by connecting research to prior studies and using established terminology to clearly define the scope of the research. Theoretical Framework

7. Why are these concepts related to our topic?

8. It is crucial for research because they provide structure, connect research to prior studies, and help researchers clearly define their focus. They bridge the gap between mere information (raw data) and established knowledge (verified and applied information). Importance of Frameworks

9. Importance of Frameworks By linking research to knowledge, researchers are provided with ground work for their hypothesis and methods.

10. Mere Information vs. Established Knowledge

11. Framework for Analyzing Media

12. By Norman Fairclough Draws from linguistic, language studies, and social sciences to analyze instances of language use and relationships with discourse practices (media production and consumption) and society at large. Critical Discourse Analysis (CDA) in Media Analysis

13. Critical Discourse Analysis (CDA) in Media Analysis Examines how language used in media texts, like news articles, advertisements, or political speeches, reflects and social power dynamics, ideologies, and inequalities to reveal the underlying meanings and biases embedded within the discourse. The levels of analysis is related to the dimension of discourse

14. Critical Discourse Analysis (CDA) In Media Analysis 3 Dimensions of Discourse Text -Object of analysis -verbal (use of words) or visual(use of images) Discourse Practice -How text is produced and consumed Sociocultural Practice -Social context of society

15. Critical Discourse Analysis (CDA) In Media Analysis 3 Levels of Analysis Description -Identify features of the text that influence meaning (words and structures). Interpretation -Relationship of producers and consumers of the text -Background knowledge of text Explanation -Reveal the social structures, events, and sentiments that influence the text and discourse practices.

16. To become media and information literate, it's essential to understand how different media and information providers—like libraries, archives, museums, and the Internet—communicate information and ideas. Each medium has its own ‘language’ or ‘grammar’ that works to convey meaning in a unique way.

17. ApplyIng the Framework

18. Describing the Text When one makes books, articles, or films, there are typical requirements that must be met to be considered normal and conventional.

19. Describing the Text For our discussion, we will consider each media artifact as text. To describe what we see, we must be familiar with codes and conventions used in a specific type of text. Two key types of codes: Technical and Symbolic Codes

20. Describing the Text Technical Codes - How equipment is used to convey the story or meaning in media. Include sound, camera angles, types of shots and lighting. For example, ominous music to communicate danger in a feature film, or high-angle camera shots to create a feeling of power in a photograph.

21. Describing the Text Symbolic Code - Subliminally conveyed hidden messages. Include the language, dress or actions of characters, or iconic symbols that are easily understood (ex. colors, action of the subject, representation). For example, a red rose may be used symbolically to convey romance, or a clenched fist may be used to communicate anger.

22. How MedIa Is Produced and Consumed

23. Media industry is made up of other specific industries, each revolving the creation of content. Consumption and production is highly dependent on how the industry operates. Some industries work together and are interconnected (ex. film and news industry) due to the convergence of traditional and new media. Media Production: Key Points

24. Act of consumption refers to our intake of information from media. Ex. Reading from books, listening to radio, interaction with social media. In our analysis of media, interpretation of the possible meanings can be narrowed down if we consider the motivation of the media producers and how the consumers react to the content. Media Consumption: Key Points

25. UnderstandIng the context

26. Understanding the Context It is what we understand/thought of the given media It changes our perception or view to a relative topic. it is also a powerful tool that can make the audience perception be controlled.

27. Shape perception Then president marcos declared martial law in 1972, this seized and controlled what the media is being broadcast. It gave the audience what the government want us to see. Shape personality As children, we watch cartoons, characters that shape us to what we become. Ex.

28. Guide Questions Description What do you see or hear in the text (words, statements, visuals, actions, sounds,etc.)? What does the message contain? How is the message being conveyed?

29. Guide Questions Interpretation Who produced/created the message? Who is the intended audience? How does the message affect me as the member of the audience? How might it affect others What motivations could the creator have had to create the message?

30. Guide Questions Explanation What background information do I need to know to understand the message? What historical events and prevailing ideas could have affected the message? How could the message perpetuate power positions and world views?

31. Thanks For Listening