Media texts in the classroom

Media Texts in the Classroom Dissecting Ideology and Stereotypes Lic. Mariana Ferrarelli 23rd ARTESOL Convention Buenos Aires May 6th – 7th, 2011

Media Texts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Forms of COMMUNICATION A. Direct B. Indirect

Forms of COMMUNICATION ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],Forms of COMMUNICATION Mediated One of the participants is absent (different time / place). ‘ Middle’ ‘a go-between’ Technology & Institutions

THE MEDIA D. Hands-on analysis C. Relevance to EFL B. How? A. Why? MEDIA TEXTS

THE MEDIA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THE MEDIA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],A. Why? - Theory

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A. Why? - Theory

A. Why? – RECAP 1 Messages are constructed / coded in specific ways Representations not reality itself look like reality Every choice is political

B. How? – I. Semiotics ,[object Object],[object Object],[object Object],[object Object],[object Object]

B. How? – II. Roland Barthes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Signified Photographic Signifier

B. How? – II. Roland Barthes ,[object Object],Power Sex Britishness Tenderness 1 Tenderness 2 Disney Corp.

B. How? – II. Roland Barthes ,[object Object],[object Object],[object Object],[object Object],[object Object]

B. How? – RECAP 2 Denoted Signified Connoted Signified Shiny hair+white teeth+perfect skin Beauty Femininity Sex appeal Smile+body posture Happiness Success Eye contact w/ Viewer Inclusion / Idea of ‘us’ Straight angle Equality Colour Warmth / Harmony / Balance

C. Relevance to EFL ,[object Object],[object Object],[object Object],[object Object],[object Object]

D. Hands-on Analysis - Intro Magritte’s painting

D. Hands-on Analysis - 1 Young white people Slim bodies Happy faces Bright colours Bodies floating Denoted Signified Connoted Signified Beauty A relaxed way of life - freedom Coolness Friendliness Wealth Eye contact with viewer Idea of ‘us’ Join us Lighting – bright light Happiness - playfulness

D. Hands-on Analysis - 2 Complete family Family togetherness No eye contact ‘ They’ are having fun Bright light +Yellow Warmth – sunny day - happiness Body postures / facial expressions More happiness Orange juice + fresh fruit A healthy lifestyle – well being Denoted Signified Connoted Signified

D. Hands-on Analysis - 3 Denoted Signified Connoted Signified Warm colours (foreground) Warmth – coziness (inside) Cold colours (background) Harshness (outside) Body posture – facial expressions Romance – love making No eye contact Viewer peeping through window Lighting: shadows – soft light Sense of intimacy

D. Hands-on Analysis - 4 Denoted Signified Connoted Signified Neutral colours Scientific objectivity Needle + white marks on woman’s face It’s like undergoing plastic surgery Lots of verbal language Leaflet - medicine Eye contact Inclusion: ‘I know how you feel when you look at yourself in the mirror but… … you can be like me!’ Anti age Cream Eternal youth Beauty Happiness & Success

D. Hands-on Analysis - 5 Denoted Signified Connoted Signified RED Love Passion Apple Temptation Eve – Sin - SEX Body posture – facial expression She’s loving it! Waiting for her male partner Eye contact 1. Female Viewer: you can be as sexy as I am 2. Male Viewer: you can have me if you buy HER Caro Cuore

D. Hands-on Analysis - Ideas ,[object Object],[object Object],[object Object],[object Object],[object Object],(Speaking) (Reading, Speaking, Listening) (Writing)

D. Hands-on Analysis - Ideas Article Rubric: Write an article for an international student magazine discussing how advertising influences people’s decisions and behaviour in today’s globalised society. Paragraph Plan: Intro ‘Have you ever…?’ Main body: P1 We forget ads are just representations of reality We associate a car/trainers with masculinity/coolness P2 Ads appeal to our emotions We want to fit in/be accepted by our family and friends Conclusion: Advertising is influential We need to be alert to distinguish between the product we want and the values transmitted in the ads

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Acknowledgements 1: Resources

[object Object],[object Object],[object Object],[object Object],Acknowledgements 2: People

Contact Info ,[object Object],Denoted Signified Connoted Signified Monkey Bananas Tree Nature Freshness Relaxed lifestyle Tail wagging Fiendliness

Media texts in the classroom

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