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Media: Meaning & Message: Decoding Messages

Key Concepts

Media audiences

Who is watching?

How audiences are identified, constructed, addressed and reached; how audiences find, choose, consume and respond to media texts.

Media technologies

How do they do that?

What kinds of technologies are available to whom, how to use them, how the affect the production process and the final product.

Media agencies/ ownership

Who made/owns what?

Who produces the text; roles in production process, media institutions, economics and ideologies, intentions and results.

Media languages

How do they convey meaning?

How the media produces meanings; codes and conventions; narrative structure.

Media categories

What is it?

Different media (television, radio, cinema etc); forms (documentary, advertising etc); genres, other ways of categorizing text; how categorization relates to understanding.

Media representation

How are things, places and people portrayed in the media?

The relation between media texts and the actual places, people, events, ideas; stereotyping and its consequences.

via TKI Media Studies

Media Deconstruction Framework

1. All media messages are constructed.

Who created this message?


2. Media messages are constructed using a creative language with its own rules.

What techniques are used to attract my attention?


3. Different people experience the same media message differently.

How might different people understand this message differently from me?


4. Media have embedded values and points of view.

What lifestyles, values, and points of view are represented in, or omitted from, this message?


5. Most media messages are organized to gain profit and/or power.

Why is this message being sent?

via â€‹Center for Media Literacy

Race, Gender, Class in the Media (Stuart Hall)

But Wait: Do We Really CONSUME Media?