Critical Analysis 101

CLICK HERE TO WATCH student-created screencasts!

Here’s an opportunity to use the ML remote control:

1. Who is the author and what is the purpose of this message?
2. What techniques are used to attract and hold attention?
3. What lifestyles, values and points of view are represented?
4. How might different people interpret this message differently?
5. What is omitted from the message?

TRUE/FALSE. What’s accurate and inaccurate about this message?
VALUES CHECK. How does this message match with your values?
PRIVATE GAIN/PUBLIC GOOD. Who’s making money from this message?
READ BETWEEN THE LINES: What is the ad really saying? [Implied message or subtext]
VALUES: How does this message relate to your values?
RECORD/SAVE FOR LATER. What’s worth remembering?

Source: Hobbs, R. (2011). Digital and Media Literacy: Connecting Classroom to Culture. Thousand Oaks, CA: Corwin/Sage, p. 52.

In media literacy education, we like to start with ads because they’re highly produced, evocative of cultural values, and brief.

CLICK HERE to watch student-created screencasts


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