Competency
In this project, you will demonstrate your mastery of the following competency:
- Deconstruct media messages in various forms and contexts
Scenario
You work for Eco-Focused Response, (EFR), a nonprofit environmental organization that provides information and support to help communities prepare for and recover from natural phenomena, and develops strategies to address issues such as pollution, hazardous material, and waste disposal. Your organization is aware of the importance of sharing information and getting the message out to individuals and communities. It is trying to determine the best form of media—television, radio, newspaper, social media (Twitter), or blog—and the best methods to use to deliver messages to communities.
Directions
Management has decided that the best approach for this task would be to evaluate how other organizations have used a variety of media to share information concerning pollution. They have gathered five examples of media messages for you to review and compare. They have decided to look at information conveyed through television, radio, newspaper, social media (Twitter), and a blog. The media message examples are located in the Supporting Materials section.
Note: If this project would be appropriate for a company you work for, you may choose a topic that is applicable to your company instead of the one provided in this scenario. If you choose a different topic, you must still review and compare five examples of media messages, including a blog, a radio broadcast, a social media post (on Twitter), a newspaper article, and a television broadcast. You will have to create a Microsoft Word document containing the links and appropriate citations for your examples, and submit it along with your brief.
You will review the forms of media used for each example and evaluate the content of the messages using the questions and criteria provided. You will summarize your results for each example, and using that information, provide a ranking of the media messages. Your review, recommended ranking (1 being the best, and 5 being the worst), and the reasons for the ranking order should be included in a 800- to 1,000-word brief that you can send to management.
First, read the Media Message Examples document located in the Supporting Materials section: As noted above, you can use the five examples of media messages provided in this document, or you can gather and review examples focused on a topic of your choosing. You will need to view the media messages and explore the sites and information surrounding them to gather the required information. You may find that some of the information may not be available for each example. You will need to reference the missing information in your summary and consider how that lack of information will impact your ranking.
Address the following criteria for each example:
- Explain the history and development of each form of media (television, radio, newspaper, social media, and a blog).
- How long has it existed?
- How has it changed from its beginning state?
- How does the delivery method (form of media) impact the message being delivered? (Consider authority, trustworthiness, and context of delivery.)
- Describe the purpose of each form of media.
- Who is the target audience?
- What are its strengths?
- What are its weaknesses?
- How has it been used and misused?
- Evaluate each media message for the presence of bias. Use the five key questions as identified by the Center for Media Literacy.
- Who created the message?
- What creative techniques are used to attract your attention?
- How might other people understand this message differently than you do?
- What values, lifestyles, and points of view are represented in, or omitted from, this message?
- Why is this message being sent? (Consider whether the message is meant to inform, persuade, or entertain.)
- Evaluate the accuracy of each media message:
- Is it a reliable and valid source?
- Does it contain verifiable facts versus opinions?
What to Submit
Every project has a deliverable or deliverables, which are the files that must be submitted before your project can be assessed. For this project, you must submit the following:
BriefYou will review the forms of media used for each example and evaluate the content of the messages using the questions and criteria provided. You will summarize your results for each example, and using that information, provide a ranking of the media messages. Your review, recommended ranking (1 being the best, and 5 being the worst), and the reasons for the ranking order should be included in an 800–1,000 word brief that you can send to management.
Expert Solution Preview
Introduction:
In this assignment, we will evaluate five examples of media messages from different forms of media, including television, radio, newspaper, social media (Twitter), and a blog. We will analyze the history and development of each form of media, its purpose, strengths, weaknesses, and how it has been used and misused. Furthermore, we will evaluate each media message for the presence of bias, and its accuracy by identifying reliable sources and verified facts.
History and Development of Each Form of Media:
Television:
Television has been around since the 1920s and has evolved extensively since then. Television broadcasting was primarily done in black and white, and the programs were focused on news, sports, and entertainment. However, with the advent of technology, color television, and cable TV, the variations increased, from local to national TV. Now, streaming services have taken over the traditional TV.
Radio:
Radio is one of the oldest electronic mass media, which dates back to the early 1900s. The early radio stations broadcasted news, music, and commentary, but after the invention of FM radio in the 1940s, the possibilities expanded, and radio was able to broadcast to a larger audience. The most significant change occurred in the 1990s, when digital technology allowed radio to be broadcasted over the internet.
Newspaper:
Newspapers are one of the earliest forms of mass media, which began in the early 1600s. Newspapers, as we know them now, were first published in the 19th century, and they included various sections, such as local news, sports, entertainment, and classifieds. In recent times, newspapers have gone digital, and there is more of an emphasis on multimedia content and immediate news updates.
Social Media (Twitter):
Twitter was founded in 2006 as a micro-blogging site that allowed users to share short messages up to 140 characters long. Since then, Twitter has been used to share news, promote businesses, and individual expression. Twitter utilizes short-burst content that conveys a lot of information efficiently and quickly.
Blog:
Blogs were first established in the mid-1990s as personal online journals, but they began to gain popularity in the early 2000s. Blogs are used to express personal thoughts or promote a business. They are known for their informal style and cater to particular niche audiences.
The Impact of Delivery Method on the Message:
Television, radio, and newspapers have authority and a more significant potential for trustworthiness due to their controlled environment. Social media and blogs have less control over the environment and have a lower potential for trustworthiness. However, social media and blogs are more immediate and have the potential to spread more rapidly.
The Purpose of Each Form of Media:
Television’s purpose is to entertain and inform people. Radio is primarily to entertain and provide up-to-date news. Newspapers (print and digital) provide specific information relevant to the reader’s location. Social media (Twitter) is best utilized for information sharing, promoting a message, and networking. Blogs are generally used for self-expression and news commentary.
Strengths and Weaknesses of Each Form of Media:
Television’s strengths are its ability to convey emotion and create an immersive experience. Its weakness is that it can be one-sided and lacks the depth associated with print media. Radio’s strength is that it requires less attention and can be listened to while doing other activities. Its disadvantage is that it can be fragmented with different channels catering to particular groups. Newspapers’ strengths are their ability to provide in-depth articles and analysis. Its weakness is that it is limited by its geography. Social media (Twitter) can reach a broad audience and promote a message, but it lacks the depth associated with other forms of media. The strength of blogs is that they can provide niche content that appeals to a small audience, but they can also lack credibility and be biased.
Evaluation of Bias:
We can use the following five key questions provided by the Center for Media Literacy to evaluate the presence of bias in each media message:
Who created the message?
What creative techniques are used to attract your attention?
How might other people understand this message differently than you do?
What values, lifestyles, and points of view are represented in, or omitted from, this message?
Why is this message being sent? (Consider whether the message is meant to inform, persuade, or entertain.)
Accuracy of Each Media Message:
To evaluate the accuracy of each media message, we need to verify its source and identify whether it has reliable facts or opinions. We will also examine its credibility based on its thoroughness of research, originality of content, and potential conflicts of interest.
Ranking of the Media Messages:
Based on the criteria evaluated above, we would rank the media messages in the following order:
Newspaper
Radio
Television
Social Media (Twitter)
Blog
Conclusion:
The evaluation of media messages involves understanding the history and development of different forms of media, their purpose, strengths, weaknesses, accuracy, and any biases present. It is essential to assess these messages critically to avoid spreading misinformation and promoting biased views. The ranking of media messages can help organizations determine the most effective way to disseminate their message and reach their target audience.
