Critical Thinking About Political Messages: Media Literacy

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Critical Thinking About Political Messages Media
Literacy 21st Century Learning

• Frank W. Baker
• Media educator
• fbaker1346_at_aol.com

August 20, 2007
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The War Workshops

• October 4
• SCCSS
• pre-conference
• half day
• November 2
• SC ETV Columbia
• full day workshop

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(No Transcript)
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Critical thinkingmedia literacy questions

• Who created the message?
• For what purpose?
• For which audience(s)?
• Using what techniques?
• Video and audio
• What might be omitted and why?
• Where can I go to verify the info?

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(No Transcript)
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• Our Founding Fathers understood that a
  democratic republic could not survive without an
  informed and participatory citizenry.It is
  essential in our citizenship role to view
  critically, analyze ask powerful questions and
  draw our own conclusions. Media literacy, then,
  is essential to the citizenship role.
• 
  Denee Mattioli, past president, NCSS

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New medias role
You Choose 08 YouTube.com
Impact MySpace.com
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New medias role
Obamas Facebook Page
McCains Facebook Page
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Critical Thinking About Political Messages
Media Literacy 21st Century Learning

• What do you want your students to know
• about the role media plays in elections?

Video
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Critical Thinking About Political Messages
Media Literacy 21st Century Learning

• How the media work
• Television radio Internet
• How politicians use the media
• Free media (press conferences appearances
  debates)
• Paid media (purchasing advertising)

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Critical Thinking About Political Messages
Media Literacy 21st Century Learning

• Who benefits when politicians purchase ad time?

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Critical Thinking About Political Messages
Media Literacy 21st Century Learning

• Presidential Campaign TV Ad Spending, 2004

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Critical Thinking About Political Messages
Media Literacy 21st Century Learning

• Types of political adsProfile (biographical)
• Testimonial
• Accomplishment
• Negative
• ResponseCharacter ChallengeIssue
• Scare tactics

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Critical Thinking About Political Messages
Media Literacy 21st Century Learning

• Symbolism
• Patriotism put flags in the shot show lots of
  red, white, and blue
• Supporting business put candidate with
  construction workers
• Supporting education put candidate in school
  settings
• One of the regular people put him/her
• with farmers, citizens downtown

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Political Advertising

• Research shows (voters) get more information
  on the issues from political ads on TV spots than
  they get from TV news or the debates

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Language of TV

• Cameras
• Lighting
• Set Design
• Sound Music
• Editing ( post production)
• Makeup, Wardrobe, Expressions

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Deconstructing ads

• Cell phone Ad Cell phone script VISA Ad
  Handout questions

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Lets watch some ads

• Focus for
  viewingSetting Target audience

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2008 Race
How many different audiences?
Script
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Activity

• Each table will get a candidate and an issue
• Use the script form to draft a 30 second ad
• Be prepared to read your ad

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Unspinning the ads

• www.factcheck.org

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TV Market Sizes

• 139. Wilmington NC
• 115. Augusta, GA (includes Aiken SC)
• 107. Florence/Myrtle Beach
• 101. Charleston
• 97. Savannah GA (Hilton Head)
• 83. Columbia
• 35. Greenville/Spartanburg/Asheville NC
• 27. Charlotte NC/Rock Hill SC

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Critical Thinking About Political Messages Media
Literacy 21st Century Learning

• Frank W. Baker
• Media educator
• fbaker1346_at_aol.com