– Purpose and audience
– Interpret messages
• What is pop culture?
• Is pop culture, pop because we all like it? Or is it popular because this is what we are convinced to buy?
• Who controls pop culture?
• Do items become popular because we all want them, or is it that we the consumers are convinced that we must have this item to fit in?
Pop culture refers to the cultural elements, such as music, TV shows, movies, fashion, and technology, that are widely popular and appealing to a large segment of the population.
It’s a combination of both factors that make something part of pop culture. Some elements of pop culture are popular because they resonate with people and appeal to their interests and tastes, while others are made popular through marketing and media manipulation. There is no single entity that controls pop culture, but rather it is shaped and influenced by a variety of factors, including consumer demand, media outlets, corporations, and cultural influencers.
It’s a complex interplay between what people are naturally drawn to and what they are being marketed to. People often have a desire to fit in and be part of the larger group, which can lead them to embrace certain elements of pop culture that are perceived as being popular. However, these elements can also become popular because they genuinely resonate with people’s interests and experiences.
In short, pop culture can become popular due to a combination of genuine popularity and marketing manipulation.
The 3 Stages of Media Literacy
Media literacy is an overall term that incorporates three stages of a continuum leading to media empowerment: The first stage is simply becoming aware of the importance of managing one’s media “diet”— that is, making choices and reducing the time spent with television, videos, electronic games, films and various print media forms.
The second stage is learning specific skills of critical viewing— learning to analyze and question what is in the frame, how it is constructed and what may have been left out. Skills of critical viewing are best learned through inquiry-based classes or interactive group activities, as well as from creating and producing one’s own media messages.
The third stage goes behind the frame to explore deeper issues. Who produces the me-dia we experience—and for what purpose? Who profits? Who loses? And who decides? This stage of social, political and economic analysis looks at how everyone in society makes meaning from our media experiences, and how the mass media drive our global consumer economy. This inquiry can sometimes set the stage for various media advo-cacy efforts to challenge or redress public policies or corporate practices. Although television and electronic media may seem to present the most compelling rea-sons for promoting media literacy education in contemporary society, the principles and practices of media literacy education are applicable to all media— from television to T-shirts, from billboards to the Internet.
1. Watch this video and take notes!
For more information on what is media literacy visit the following websites:
For the following three media examples (A, B, C) answer the following:
• Who is the audience?
• What is the purpose?
• What does the scene look like?
• Who or what is involved?
• What connections can you make?
• What colours are prominent?
• Where does the ad take place?
• How are you supposed to feel about the product?
• What messages about the product are presented?
• What words seem rather important and why?
B. Movie Trailer
– Interpret text,
– critical literacy
– A global issue is…
Search a topic that you are interested in. It should be a current topic that is available in the news.
Here are some options:
– Respiratory disease
– Nuclear energy
– Highway 407 Extension
– Garbage disposal
– Volkswagen emission scandal
– Your own topic please consult with the teacher
Your task is to find at least 3 different sources on that particular topic. Then, write point form notes about your topic, at least 2 pages in length. Remember, you are informing yourself about the topic because in later lessons you will teach your peers.
– Who is your audience?
– Your task in the next lessons will be to create a media advertisement on this topic, what will be the purpose for your topic?
*Right away reference your sources in MLA format.
“Volkswagen emission scandal”:
Audience: classmates and teachers
Purpose: To inform and raise awareness about the Volkswagen emission scandal, its impact on the environment and society, and the consequences for the company.
“Volkswagen emissions scandal” (Wikipedia, updated on February 10, 2023), https://en.wikipedia.org/wiki/Volkswagen_emissions_scandal
“Volkswagen Settles Diesel Emissions Scandal for $15 Billion” (The New York Times, June 28, 2016), https://www.nytimes.com/2016/06/29/business/volkswagen-settles-diesel-emissions-scandal-for-15-billion.html
“Volkswagen’s Emissions Scandal, 5 Years Later” (Wired, September 18, 2019), https://www.wired.com/story/volkswagens-emissions-scandal-5-years-later/
The Volkswagen emission scandal was discovered in 2015, when the US Environmental Protection Agency (EPA) revealed that Volkswagen had installed software in its diesel vehicles that cheated emissions tests.
The software made the cars appear to emit less pollution than they actually did, allowing them to pass emissions standards and sell more vehicles.
The scandal affected about 11 million cars worldwide, including almost 600,000 in the US.
Volkswagen was fined billions of dollars in the US and other countries, and several executives were charged and convicted for their involvement in the scandal.
The company also agreed to pay compensation to affected customers and invest in cleaner vehicle technologies.
The Volkswagen emission scandal had far-reaching consequences, including a loss of trust in diesel cars and in the company itself, and a negative impact on the environment and public health.
The scandal also raised questions about the ability of regulators to detect and prevent such cheating, and the need for stronger and more effective emissions standards and enforcement.
Answer the following questions:
1. explain how the format and presentation of news items on television can create fear? Find an example and explain.
2. Explain why film adaptations of novels often differ significantly from the novels they are based on, and describe the nature of significance of the differences in a specific example? (think of the novels you read in this class and the movies which accompany them)
Now that you chose your topic you will inform your audience by choosing One of the following:
• A poster or print ad (for a magazine)
• A website
Plan out your chosen media form before doing the good copy.
– Who is your audience?
– What is the purpose for this commercial?
– Why did you chose this method? Positives and negatives of this media format.
Remember you will submit the rough copy later!