Are You Media Literate?

Can you tell the difference between actual information and advertisements? What about factual information from fiction? Everyday I see many different forms of Media such as when I watch television which includes countless commercials. I also am on the internet frequently which is filled with more ads. Today, I am still learning how to analyze advertisements and ask myself questions such as:

-Who is this message for? 

-And who wants to reach this target audience and why? 

Most people are without a doubt media illiterate. It is very easy to fall into this category with all of hidden messages and motives sent through media. Roland Barthes, the author of “Myth Today,” describes how words and images have layered meanings and can be what he calls a “myth.” Basically they can be decoded and uncover an interpretation of what the image and words are really communicating. 

“Myth hides nothing, and flaunts nothing: it distorts; myth is neither a lie or confession it is an inflection.” (p10). -Roland Barthes

Media literacy means you have the capability to examine and inspect messages that entertain, sell and inform us on a daily basis. It is very important to pay attention to what you are hearing and experiencing in regards to the media. The commercial below on the “North American House Hippo” is a prime example of how easy it is to believe what is said in the media. This particular commercial has a strong message stressing how you can be fooled by the media very simply. 

Tallium,Jane. “Media Literacy.”

Media Awareness Network. Accessed October 6,2009

<http://www.media-awareness.ca/english/teachers/media_literacy/what_is_media_literacy.cfm>

Barthes,Roland. “Myth Today.”

Accessed October 3, 2009

<http://www.turksheadreview.com/library/barthes-mythtoday.pdf>

Youtube. “The North American House Hippo.”

Accessed October 7, 2009.

<http://www.youtube.com/watch?v=2C2deHWGgoc>

No Escape

I interpret and understand mass media as the many different forms in which media messages are presented to me everyday. When I wake up I check my cellphone to see if I have any information from my friends (via text). Then I go online and my homepage, (msn.com), is a source providing me with daily news, entertainment and health information. As I walk through school there are posters of different events and advertisements for Guelph-Humber itself. Even driving down the highway there are huge billboards eager to be read. 

 Marshall McLuhan couldn’t stress enough that “the medium is the message.” He also said that the media are simple “extensions” of our bodies and of our minds. An example of this is when I use my cellphone for the most part of my day, along with the majority of everyone around me. My voice is extended and when I am listening my ears are part of the technology extension also. 

Negative or positive where ever I go there will always be media around me and directed right at me. This applies to the majority of people around the world, there is hardly an escape from it...

“The Playboy Interview: Marshal McLuhan”, Playboy Magazine, March 1969.

Fake News??

Thats right some news stories can be classified as “fake.” This type of news is brought to you mostly by Public Relation consultants. But hey its their job to advertise on behalf of companies and make them look good; no matter what. Even when realistically, they could be having huge problems that they do not want the public to know the entire truth about; (like a lawsuit or accusation). For high profile companies the consultants are paid large amounts of money to work their hardest to back them and make what was a negative a positive. 

I am beginning to learn that the journalists are the ones who try to dig for the truth and the PR people are paid to turn a story into a successful one.  So next time you are reading a so called “news” story on a company remember there is probably a lot of information left out and/or is turned around into a promotion of some sort. 

TV Obsession

“I would watch Saved by the Bell the same way all high school kids watch morning television, which is to say I stared at it with the same thoughtless intensity I displayed when watching the dryer. I watched it because it was on TV, which is generally the driving force behind why most people watch any program... Consumers don't demand it to be good. It just needs to be watchable.”

-Chuck Klosterman. Sex, Drugs, and Cocoa Puffs (p138).

The television has invaded our homes, but this is not news to anyone it has been this way for many years. It started off in the 20th century and has been corrupting minds and stealing hours of people’s lives since. Just think it was invented basically to improve the radio. Radio shows became sitcoms, the news turned into many different broadcasting stations on a variety of channels, and advertisements became more influencing. Then more was added; like teen drama’s, reality shows and much more insignificant ones, but they all still seem to catch our attention.

 I admit I am addicted to watching television and I do become hooked to the odd sitcom from time to time. But in response to what Chuck Klosterman stated am I just watching some of these shows because of its amazing content or because it is just “watchable?” After thinking about it I realized that I view mostly “just watchable television.” (such as MTV). 

Also do we all realize the impact it has on us? Television portrays a lifestyle that affects our culture. For example every show on T.V. stereotypes teenagers acting rebellious. Is this in a sense influencing teens to mimic this because it is what they are supposed to be like according to TV? Worst of all younger kids have access to these shows teaching them that violence and drugs are acceptable and younger sex is promoted. 

It is a great way to be entertained but I don’t believe people even consciously understand how it affects them. Creepily enough, with the constant repeat of the same commercials every 15 minutes, I can honestly say that I know words to most of them off the top of my head. Am I slowly being brainwashed? Are we all? 

Klosterman, Chuck. Sex, Drugs, and Cocoa Puffs.New York:

Scribner, 2005.

SEX APPEAL

Its hard to believe what advertisements are actually selling these days with all of the different elements involved in the media. In one of Neil Postman’s speeches he describes what the environment of media is made up by.“..the media environment..consists of language, numbers, images, holograms, and all of the other symbols, techniques and machinery..”(p1) All of these things must be cleverly deciphered to truly uncover the product and the message.

 So what is the advertisement posted above even selling? If someone unaware of the clothing store, Abercrombie and Fitch, it would be hard to look at and say yeah of course they are selling clothes. You wouldn’t assume so since in most of their ads the models are barely wearing anything. Abercrombie and Fitch sells sex in all of their promotions and have done so for years. They use super muscular guys and gorgeous girls to attract people into their store. Is this really appropriate though? Considering they have clothes for kids it is definitely not appropriate. Even the people working there are very good-looking. My friend Daniela applied there and on the application you have to put a picture of yourself and fill in your height and weight. How ridiculous! But there is no stopping them now because as we all have learned sex sells and always will. 

Postman, Neil. “The Humanism of Media Ecology.”

Media Ecology Association. Accessed October 7, 2009. 

<http://www.media-ecology.org/publications/MEA_proceedings/v1/humanism_of_media_ecology.html>

“Abercrombie & Fitch.” Accessed October 7, 2009

<www.abercrombie.ca/anf/index.html>

Jamie Taylor, Online Blogger?

At first I didn’t know what to expect when creating my own personal blog page since it is my first experience in essentially a new world. I had no problem at all in setting it up. Picking my preferred layout and adding personal information was easy. But as soon as it came to actually composing blogs I froze. I prolonged writing them for weeks because, well, I was freaking out! It made me incredibly nervous and I suddenly lost all confidence in my writing abilities. Every time I thought about doing them I remembered that my posts would be made accessible to the entire online network. The public can actually read my thoughts and opinions with judgement. What will they think? What if my blogs receive negative feedback? 

But I realized that there are obviously no right or wrong blogs. It is entirely my opinion and since everyone has varying views, and do not think alike, of course people will disagree with things I post. And I am willing to accept that. Like John Berger expressed in his book, Ways Of Seeing, people always have unique perceptions as societies progress and the environment around them change. “The way we see things is affected by what we know or what we believe.” (p8). 

With that being said it will still continue to be weird for me; releasing my inner thoughts to the world for the first time in the form of a blog. But at the same time I’ll get to experience the life as a blogger. 

Berger, John. Ways of Seeing. London

British Broadcasting Corporation, 1972.