Audiences Negotiate Meaning PDF

Key Concept #3: Audiences Negotiate Meaning  Concept Overview Media literacy is a process with 7 key concepts; each with a primary goal and opportunities for critical thought. Key concept #3 – “Audiences Negotiate Meaning” – is about how audiences shape the interpretation of me...

Key Concept #3: Audiences Negotiate Meaning  Concept Overview Media literacy is a process with 7 key concepts; each with a primary goal and opportunities for critical thought. Key concept #3 – “Audiences Negotiate Meaning” – is about how audiences shape the interpretation of media. We bring something unique to media – ourselves – which means that life experiences can inform AND obscure intended messages. 2  “Most People are not Ready to be Unplugged” As an audience, we directly interact with - and accept - different messages on a daily basis. Societal expectations can impact the way we relate to those media texts. Key concept #3 helps us be aware of interpretation – how an audience receives and explains a media text. https://www.medialit.org/reading-room/canadas-key-concepts-media-literacy 3  The Impact Audiences bring their own backgrounds, values, and perspectives to every interaction they have with media texts. This means that every individual will relate to a message in different ways due to a unique blend of identity and experience. Different cultural, generational, and political contexts can also alter how we share these media texts with others. https://www.medialit.org/reading-room/canadas-key-concepts-media-literacy 4  For Example… The Goldberg’s is a sitcom set in the 1980s. □ People who lived through the era will understand the references, styles, and attitudes more deeply. □ Those same ideas will be totally foreign to someone who grew up in the 2000s. □ Both groups may laugh at what they see, but they are probably laughing for different reasons. 5  What Guides our Criticism? Key concept #3 also extends into criticism – when ideas are used to review or debate a topic. Genuine conversations occur with Good Faith criticism - where personal beliefs, facts and critical thought are used equally. These discussions are derailed with Bad Faith Criticism – where commentary is only based on opinion and nostalgia. 6  What is Good Faith? A “good faith” discussion relies on honesty and respect for everyone’s dignity. Debaters genuinely want to hear other perspectives because they want a resolution that is mutually satisfying. Debaters understand that everyone is a separate individual with free will, an independent mind, unique intentions, and the right to have an opinion. Learn Freely Resource 7  What is Bad Faith? A “bad faith” discussion relies on dishonesty, a disrespect for the rights of others, and a desire to “win” the argument. A person acting in bad faith does not accept others as they are; instead, they demand conformity in exchange for acceptance. Where Good Faith arguments use persuasion to convince others, Bad Faith arguments use intimidation. Learn Freely Resource 8  Acting in Bad Faith It is considered ‘bad faith’ to come into a conversation with predetermined conclusions and no real desire for debate. These individuals do not care about genuine analysis or feedback; they’re goal is to advance a particular worldview. This type of criticism disregards the actual content of a media text and seeks to undermine conversation. 9  For Example… Bad Faith: “West Side Story Good Faith: West Side Story is a pointless remake. It is a well-crafted remake doesn’t bring anything new to that stays true to the original while the table and just rehashes the adding some fresh elements. same old story. Steven Steven Spielberg's direction and Spielberg should have focused the updated script by Tony on original content instead of Kushner bring new life to the wasting time on this.” classic story. The performances, especially by Rachel Zegler and Ariana DeBose, are outstanding.” The bad faith review is dismissive and does not engage with anything IN the film. The good faith review acknowledges its flaws while highlighting clear strengths in direction, script-writing, and performances. 10  For Example… Bad Faith: “Gnomeo & Juliet is Good Faith: “Gnomeo & Juliet has a terrible movie. It’s nothing its flaws, such as some predictable but a cheap, uninspired jokes and uneven animation attempt to cash in on quality. However, it’s a fun, Shakespeare’s name. The family-friendly movie that stays jokes are lame, the animation true to the spirit of Shakespeare’s is subpar, and the story is play. Kids and fans of light- boring. It’s a complete waste hearted animation will likely enjoy of time.” it.” The bad faith review is dismissive and does not engage with anything IN the film. The good faith review acknowledges its flaws while highlighting the target audience. 11  Asking Deeper Questions When analyzing media, think about key concept #3 as a lens for meaning. Ask yourself: □ Who is this media text for? □ Who created this message and why? □ Are critics acting in good faith or in bad faith? How and why? 12