Media Intro

Whāinga ako: Lesson Goals

To be able to define and apply appropriate media studies keywords

Kupu matua - Keywords

Persuade, symbolism, target, stereotype, stereotypical, cliché

What do each of these words mean?

Mahi - work

What is Media Studies?

Media studies is the study of any media. This could be social media, movies, websites, news sources, adverts... and much more. It is a very broad topic. Media reflects what is happening in society- as politics, technology and trends change, so does media. By studying media we can see how these trends change over time and how it impacts society. Plus some other cool skills like video editing.

With videos in media studies we might analyse:

Acting (if it is scripted and why they use the words they do)
Music
Camera techniques (camera movement, camera angle, shot size etc.)
Scene & props
Video editing (transitions, filters etc)
Lighting & colours
Symbolism
Setting
and sooooo much more

The study of communication and media helps us to understand the world around us, it prepares us to be future leaders and problem-solvers, and it challenges us to be curious and passionate critical thinkers.

Purpose of Media

Every bit of media has a purpose. These can be broken down into Persuade, Entertain, Inform, Explain, Profit.

Purpose-of-Media.pdf

Note to teacher: There are example answers here.

As a class discuss the different media that may:

Persuade
Entertain
Inform
Explain
Profit

This sheet takes you through the various purposes media has. Below is a piece of media and it is your job to analyse it describe how it fits the category you have give (giving evidence!). Alternatively your teacher may send you to stuff.co.nz to pick one of your own.

Analysing Media

We can use these skills to analyse an everyday bit of media. Ads. Everything included in an ad is deliberate.

We know that advertisements target men and women as separate groups and assumes the role of each based on stereotypical norms. This is a fact. This means that people making ads use clichés to target different groups of people. For example, have you ever noticed that a majority of cleaning ads have a woman doing the housework? (unless its a man explaining the science behind the product of course!) This trend is actually starting to shift but it is still majority women on these ads.

Marketing and advertising use what we could describe as old fashioned stereotypes. This often leaves out certain groups within gender, race etc. The shift to be inclusive is usually slow.

What does stereotype mean?
How would you describe the stereotype they are targetting in these ads?
What is the purpose of this media?

On the flip side, men in ads related to home duties are often depicted as inept or foolish, struggling with what is traditionally considered 'women's work.

Ad Analysis: Hot Wheels

Target Market

The target market for Little Live Pets is young girls.

We know this because:

Acting - All involved in the scenes are girls (easiest way to spot target market is who the ad features!)
Music - cheery, happy, young high voices
Video editing - simple graphics, quick transitions to keep interest, sparkle filters and added rainbows etc.
Lighting & colours - pink everywhere (traditionally a girly colour)

Any other things you can pick up on that we haven't?

Now watch the Hot Wheels ad for comparison...

Complete this worksheet while you watch it - you may need to watch it a few times to really analyse it!

Please make special note of the Wilhelm Scream!

Teacher note: You may run out of time for this sheet depending on the class

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