Quote:
“When connotation and denotation become one and the same, representation appears natural, making the historical and social construction invisible. Therefore, a goal of cultivating media literacy is to help students distinguish between connotation and denotation and signifier and signified.” (Kellner, & Share, 2005)
Reaction:
I was astounded to read that media literacy practitioners study language and semiotics in order to make their commercials or media outlets more appealing and less suspicious. They use this language to entice younger generations to feel something about their product or information rather than just focus on what they see or hear. I chose the quote above because it just really surprised me that these people deconstruct words and meaning so much so that whatever they say poses no threat.
Reference:
Kellner, Douglas, & Share, Jeff, Initials. (2005). Toward critical media literacy: core concepts, debates, organizations, and policy. Discourse: studies in the cultural politics of education, 26(3), Retrieved from http://gseis.ucla.edu/faculty/kellner/essays/2005_Kellner-Share_TowardsCriticalMediaLiteracy.pdf
Related Resources:
In the video below, Pamela Meyer talks about her book, which involves "getting to the truth and building trust" in our media outlets (Meyer).
Pamela Meyer: Liespotting: Proven Techniques to... by Lifestyle-GrabNetworks
Meyer, Pamela (Writer). (n.d.). Pamela Meyer: lifespotting: proven techniques to detect deception [Web]. Available from http://www.dailymotion.com/video/xfs52k_pamela-meyer-liespotting-proven-techniques-to-detect-deception_news
It's really interesting to learn about the marketing side of a product isn't it? If an advertiser can put the right picture to their product they can knock sales right out of the park. Simply by a visual application.
ReplyDeleteIt is very alarming that media practitioners entice young children through connotation to mainly sell or promote a product. Once again, we see the necessity to teach critical media skills within the school system.
ReplyDeleteMarketing strategies are used in a variety of media messages. Most companies do not fully understand the impact of their message. Their main concern is making a profit.
ReplyDeleteI like your focus on the blurring of boundaries between connotation and denotation. Disturbingly this is common place in politics which since the mid 90's has focused on "marketing candidates" instead of educating the pubic about the issues. This is especially apparent as good candidates are those who "stay on message" rather than those who respond "authentically" to questions and situations that arise out the reality of our everyday lives.
ReplyDeleteIt's scary to consider the amount of time and research that is involved in media marketing. It is important to teach students the skills necessary to distinguish marketing tactics from facts.
ReplyDeleteHeather I think that you have made a great point here. Advertisers are about selling their product no matter what the means are to get that profit. It is important for our students and even our adults to understand the underlying messages and languages used in media to pursue customers. Media Literacy is a necessity to understand the way our society operates. Great Post!
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