15.4 Creating Media: From Consumption to Production
4 min read•july 22, 2024
skills are crucial for developing critical thinking and media literacy. By creating content, we gain insights into techniques, formats, and conventions used in media. This hands-on experience helps us understand how media shapes opinions and influences audiences.
Applying media literacy principles in production involves identifying target audiences, ensuring accuracy, promoting diversity, and encouraging critical thinking. Technical skills, storytelling techniques, and ethical considerations are also key in creating responsible and impactful media content.
Media Production and Media Literacy
Role of media production skills
Top images from around the web for Role of media production skills
Frontiers | Media Literacy, Social Connectedness, and Digital Citizenship in India: Mapping ... View original
Is this image relevant?
Exploring a Digital Literacy Model – Teaching & Learning Commons View original
Is this image relevant?
Functions of Mass Communication | Introduction to Communication View original
Is this image relevant?
Frontiers | Media Literacy, Social Connectedness, and Digital Citizenship in India: Mapping ... View original
Is this image relevant?
Exploring a Digital Literacy Model – Teaching & Learning Commons View original
Is this image relevant?
1 of 3
Top images from around the web for Role of media production skills
Frontiers | Media Literacy, Social Connectedness, and Digital Citizenship in India: Mapping ... View original
Is this image relevant?
Exploring a Digital Literacy Model – Teaching & Learning Commons View original
Is this image relevant?
Functions of Mass Communication | Introduction to Communication View original
Is this image relevant?
Frontiers | Media Literacy, Social Connectedness, and Digital Citizenship in India: Mapping ... View original
Is this image relevant?
Exploring a Digital Literacy Model – Teaching & Learning Commons View original
Is this image relevant?
1 of 3
- Engaging in media production enhances critical thinking and analysis
- Creating media requires understanding media techniques, formats, and conventions (camera angles, techniques, narrative structures)
- Producing content encourages reflection on media's influence and impact (how framing a story can shape public opinion)
- Media production fosters active participation and empowerment
- Shifts individuals from passive consumers to active creators (creating a YouTube video instead of just watching others' content)
- Develops a deeper understanding of media's construction and potential biases (recognizing how selective editing can manipulate a message)
- Creating media promotes media literacy through hands-on experience
- Provides insights into the production process and decision-making behind media content (choosing what footage to include or exclude)
- Encourages questioning and critical evaluation of media messages (analyzing the intentions behind a campaign)
Application of media literacy principles
- Identify the purpose and target audience of the media content
- Tailor messages and format to effectively reach and engage the intended audience (using age-appropriate language for a children's educational video)
- Consider the potential impact and implications of the content on the audience (avoiding graphic violence in a video game marketed to teens)
- Ensure accuracy, credibility, and transparency in media creation
- Verify information sources and present facts objectively (fact-checking claims made in a documentary)
- Disclose any biases, sponsorships, or conflicts of interest (acknowledging paid product placements in a YouTube review)
- Promote diversity and inclusivity in media representation
- Include a range of voices, perspectives, and experiences (featuring diverse cast members in a film)
- Challenge stereotypes and avoid perpetuating harmful narratives (portraying a female character in a leadership role)
- Encourage critical thinking and active engagement from the audience
- Pose questions and prompt reflection on the content's themes and messages (including discussion prompts in an educational podcast)
- Provide opportunities for audience feedback and dialogue (enabling comments on a blog post)
Technical and creative strategies
- Acquire proficiency in relevant media production tools and software
- Learn the functionalities and techniques of video editing, audio recording, graphic design, etc. (mastering Adobe Premiere for video editing)
- Stay updated with emerging technologies and platforms in media production (experimenting with virtual reality storytelling)
- Develop storytelling and narrative techniques
- Craft compelling and coherent narratives that engage the audience (using the hero's journey structure in a short film)
- Utilize elements such as character development, conflict, and resolution (creating a relatable protagonist facing a challenging obstacle)
- Employ visual and auditory design principles
- Compose visually appealing and balanced layouts, frames, and sequences (applying the rule of thirds in photography)
- Use sound design, music, and audio effects to enhance the emotional impact (adding suspenseful background music to a thriller scene)
- Experiment with various media formats and styles
- Explore different genres, such as documentaries, fiction, animation, etc. (creating a stop-motion animation video)
- Adapt content to suit specific platforms and distribution channels (optimizing a video for vertical viewing on mobile devices)
Ethical considerations in media creation
- Respect intellectual property rights and avoid
- Properly attribute and seek permissions for using others' work (obtaining a license to use a copyrighted song in a video)
- Understand and adhere to laws and fair use guidelines (citing sources in a research-based article)
- Consider the potential consequences and social responsibility of media content
- Reflect on how the content may influence attitudes, behaviors, and public discourse (promoting positive body image in a fashion magazine)
- Avoid creating or sharing content that promotes harm, hatred, or misinformation (fact-checking a news article before sharing it on social media)
- Protect the privacy and safety of individuals featured in the media content
- Obtain informed consent from participants and respect their right to anonymity if desired (blurring faces of bystanders in a street photography project)
- Be cautious when sharing personal information or sensitive topics (avoiding disclosing a subject's home address in a documentary)
- Engage in self-reflection and continuous learning as a media creator
- Evaluate the impact and reception of one's own media creations (analyzing audience feedback and engagement metrics)
- Seek feedback, learn from mistakes, and adapt to improve future productions (participating in a peer review process for a student film project)
Key Terms to Review (18)
Constructivist learning theory: Constructivist learning theory is an educational framework that posits learners construct their own understanding and knowledge of the world through experiences and reflecting on those experiences. This approach emphasizes active engagement in the learning process, where learners build upon their prior knowledge to create new insights, making it especially relevant in the context of creating media as it encourages a shift from mere consumption to production.
Content creation: Content creation refers to the process of generating original material for various media platforms, including text, images, audio, and video, intended to inform, entertain, or engage an audience. It involves not only the production of content but also understanding the audience's needs and how to distribute that content effectively in a digital landscape.
Copyright: Copyright is a legal concept that grants creators exclusive rights to their original works, allowing them to control how their creations are used and distributed. This protection covers a wide range of creative expressions, including literature, music, film, and art, ensuring that the creators can benefit financially from their work. Copyright not only encourages creativity and innovation but also helps maintain the integrity of artistic works by preventing unauthorized modifications or reproductions.
Crowdsourcing: Crowdsourcing is a process that leverages the collective intelligence and resources of a large group of people, often via the internet, to gather information, generate ideas, or solve problems. It democratizes content creation by allowing individuals from diverse backgrounds to contribute their knowledge and skills, ultimately enhancing the media landscape.
Cultivation Theory: Cultivation theory is a social theory that posits that long-term exposure to media content, particularly television, shapes viewers' perceptions of reality. This concept highlights how repeated messages and representations in media can influence audience beliefs, attitudes, and behaviors over time, impacting various aspects of life including consumer habits, social norms, and cultural understandings.
Editing: Editing is the process of selecting and arranging video footage and audio to create a coherent narrative or message. It involves cutting, splicing, and manipulating content to enhance storytelling, pacing, and emotional impact. The choices made during editing can significantly affect how an audience perceives the media, highlighting the importance of this craft in both film and media production.
Graphic design tools: Graphic design tools are software applications and online platforms that enable designers to create visual content, ranging from simple graphics to complex layouts. These tools facilitate the process of transforming ideas into compelling visuals, incorporating elements like typography, images, and color schemes, which are essential in media production.
Henry Jenkins: Henry Jenkins is a prominent media scholar known for his work on media convergence, participatory culture, and transmedia storytelling. His theories explore how media forms interact and how audiences engage with content across different platforms, emphasizing the importance of active participation and collaboration in the digital age.
Marshall McLuhan: Marshall McLuhan was a Canadian philosopher and media theorist known for his work on the effects of media on human communication and society. His famous phrase 'the medium is the message' emphasizes that the form of communication itself influences how messages are perceived and understood, making it essential to consider the medium alongside the content.
Media ecology theory: Media ecology theory is the study of how different forms of media influence human perception, understanding, and behavior. This theory emphasizes the interconnectedness of media environments and how they shape the way individuals interact with the world around them, particularly in the shift from consuming media to actively producing it.
Media effects theory: Media effects theory refers to the study of how media influences individuals and society, examining the ways in which various forms of media impact thoughts, behaviors, and perceptions. It encompasses a range of concepts that explore the short-term and long-term effects of media consumption on audiences, highlighting the active role of viewers in interpreting media messages. This theory is essential for understanding the connection between media literacy and the creation and production of media content.
Media production: Media production refers to the process of creating, developing, and distributing various forms of media content, including audio, video, and digital formats. This process involves a series of stages such as pre-production, production, and post-production, where ideas are transformed into tangible media products. As technology evolves, media production has shifted from being solely in the hands of professionals to a more democratized landscape where consumers can also become creators.
Plagiarism: Plagiarism is the act of using someone else's work, ideas, or intellectual property without proper attribution, presenting it as one's own. This unethical practice undermines the integrity of academic and creative fields and raises significant ethical challenges, especially in journalism and media production. As the landscape of user-generated content grows, understanding what constitutes plagiarism becomes crucial for prosumers and creators alike.
Podcasts: Podcasts are digital audio files available for streaming or download, typically organized into series and focusing on a specific theme or topic. They have gained immense popularity due to their accessibility and convenience, allowing listeners to engage with content while multitasking. Podcasts serve as a bridge between traditional media and new media, enabling creators to produce and share their content without the constraints of conventional broadcasting.
Social media: Social media refers to digital platforms and applications that enable users to create, share, and engage with content, facilitating interaction and communication among individuals and groups. It plays a pivotal role in shaping consumer culture, spreading information, and influencing political discourse, making it a critical element in modern society.
Storyboarding: Storyboarding is a visual planning technique used to outline and organize a sequence of events or actions in media production, such as films, animations, or video games. It involves creating a series of illustrations or images displayed in a specific order to represent each scene or shot, providing a roadmap for the production process. This technique helps clarify ideas, establish pacing, and communicate visual storytelling elements to the entire production team.
User-generated content: User-generated content (UGC) refers to any form of content—such as videos, blogs, posts, or reviews—that is created and shared by individuals rather than brands or professional creators. This type of content empowers consumers to engage with media in a more active way, reflecting their opinions, experiences, and creativity while shaping online culture and communication.
Video editing software: Video editing software is a type of application that enables users to manipulate video footage, allowing them to cut, arrange, and enhance visual content for various purposes. This software plays a crucial role in the transition from consuming media to producing original video content, offering tools that cater to both amateur creators and professional filmmakers. Features like effects, transitions, and audio synchronization make it an essential tool for creating engaging and polished videos.