Media Studies
Analyse media texts: film, advertising, social media
Understanding Media
Media studies involves analysing how messages are constructed in film, television, print, advertising and social media. Media texts are created with specific purposes: to inform, persuade, entertain or educate. Understanding media literacy helps us become critical consumers.
Analysing Advertisements
When analysing an advert, consider:
• Target audience — who is this aimed at?
• Persuasive techniques — emotional appeal, celebrity endorsement, bandwagon, repetition
• Visual elements — colour, layout, imagery, font size
• Language — slogans, puns, exaggeration, rhetorical questions
Example
Film Techniques
When studying a film scene, note:
• Camera angles: close-up (shows emotion), wide shot (shows setting), low angle (makes character look powerful)
• Lighting: bright = happy/safe, dark = danger/mystery
• Sound: background music sets mood, silence creates tension
• Editing: fast cuts = action/excitement, slow pace = reflection
Note
Critical Thinking
Not everything in the media is true. Check sources, question bias and consider who benefits from the message. In South Africa, the press is guided by the Press Code and BCCSA broadcasting code.
Key Vocabulary
MediaChannels of communication such as TV, print, radio and internet
BiasA one-sided or unfair presentation of information
Target audienceThe specific group a media text is aimed at
SloganA short, catchy phrase used in advertising
PropagandaInformation used to promote a particular point of view
SASL Avatar
Loading avatar...
1 / 5
Media
Speed: