Overview

The mass media employs visual messages to persuade, inform, or entertain you. Whether you are aware of it or not, media messages shape and influence your behavior and attitudes. However, if you develop media literacy—the ability to critique the media—you can make informed decisions about the messages that you receive.

The forms, or genres, of media messages can be grouped into four main types: print, broadcast, film, and the Internet. In order to deconstruct, or analyze, these media messages, think about how and why the messages were created. Ask yourself the following questions:

• What is the source of the message?
• Why was the message made?
• For whom is the message intended?
• What is the main idea?
• How are the visual techniques used to communicate the main idea?
• Are there cultural values and assumptions contained in the message?
• What persuasive techniques are employed in the message?

Except for radio, all mass media send visual images. Visual design elements include shape, line, color or tone, texture, positioning of subjects, light, and space. The various elements of visual design combine to create a desired effect in a target audience. These elements apply to film as well as photographs and illustrations. Filmmakers use these basic film techniques: camera angle, camera shots, lighting, movement, editing, special effects, and background music.

Another way to understand media messages is to produce your own message. For instance, you can create a Web page or make a video. If you are creating a Web page, follow these guidelines:

• Begin with a clear purpose.
• Plan your page before your build it.
• Keep the design simple.
• Be sure the page is quick to download.
• Consider including links.
• Keep the text short and easy to read.
• Test your page and revise it.

To make a video you will need to take on or assign the following roles: director; researcher; scriptwriter; storyboard designer; actor, interviewer, or narrator; and camera operator. Begin your video by brainstorming. Next create storyboards for your video. Storyboards provide a blueprint or plan for shooting and consist of simple sketches of the scenes you will shoot along with dialogue or narration for each sketch. When you shoot, vary your shots and pay attention to lighting. Leave room to edit, or reshoot scenes that don't turn out well. In the editing stage, add music and sound effects and insert titles. Finally, present your video and elicit viewer feedback.