The origin of the 5 key concepts that we bring today is in Canada, in a group discussion among teachers, media and government agencies. The aim was to reach a basic framework for addressing issues commercialization and consumption, propaganda, advertising, censorship, ownership, stereotypes…
These concepts were formulated for general media, but can be applied to the new Social Media and our own content…
KEY CONCEPT # 1: All messages are constructions
It is the most important concept of all: the media not only reflect the external reality. The media presents and represent construction carefully crafted reflecting decisions and factors that determine the social, cultural and ideological framework construction
KEY CONCEPT # 2: Messages and rebuild shape our perception of reality
The media are responsible for observations and experiences from which we build our personal interpretations of the world and of events greatly. The media are never neutral, and our interpretation and reconstruction of the information provided, either. The media give meaning to our realities.
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KEY CONCEPT # 3: Different audiences, different interpretations of the same message
If the media give us much of the material on which we build our image of reality, each of us and we find meaning from individual favors: needs, anxieties, problems, idiosyncrasy, racial, sexual, cultural, moral and family.
KEY CONCEPT # 4: Media messages have commercial implications
Media literacy promotes awareness of how, in the media, commercial considerations influence, and influence the content, technique and distribution. Most media production business, it expects a profit. A small number of individuals control what we see, read and hear.
KEY CONCEPT # 5: Reproduce multimedia messages and insert values and ways of life
All products of the media publicized values and forms of certain life, implicitly or explicitly, as well as ideological messages: what is the good life, the good life, virtues of consumerism, the role of women, acceptance of authority, patriotism…