Page 24 - Measuring Media Literacy

at the start of the video?
● Why would the makers decide to surprise the children instead of telling them
where they're going?
Code 4 Audience
Definition: Questions focus on who the audience is in general terms, in addition to eliciting information about the experiences, interpretations, emotions, or opinions of the viewers/audiences of the ad, including their subsequent feelings, physical responses, and actions.
Sample Questions:
● Who is this media directed towards?
● How did this clip make you feel?
● After watching that, what did you immediately want to do?
● If you could rank your mood, 1 being bad 10 being great, what mood are you
in after watching this ad?
● How does this video change your view about Toys R Us?
Code 5 Representations
Definition: Questions focus on the implicit content of the text and issues related to representations, ideologies, and values. Questions provide an entry for the answerer to consider how media impact social norms and cultures, including conceptions of gender, race, ethnicity, sexuality, etc.
Sample Questions:
● What does it mean that children are eager to contribute to consumerism but aren't interested in nature knowledge?
● What do you think caused the students to go for what we would consider gender specific toys? And why?
● Media portrays political and social values. What values does this clip portray? How do you know?
● Does the toy a child picked indicate anything specific about them? If yes, what?
● How does this video represent race?
Code 6 Realism
Definition: Questions focus on eliciting information about the constructedness of the media, specifically prompting the answerer to critically consider the nature of the media in terms of reality.
Schilder & Redmond | 2019 | Journal of Media Literacy Education 11(2), 95 - 121
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