Media Literacy

Media Literacy refers to the ability to access, analyze, evaluate, and create media messages in all forms of communication.

• • Information overload: Too much media content makes it hard to distinguish facts from misinformation.

  • Manipulation & Bias: Media can influence opinions through selective reporting, ads, or propaganda.

  • Digital Citizenship: Helps people responsibly consume and share media.

  • Critical Thinking: Encourages questioning instead of blindly accepting information.

Use these questions to deconstruct media messages:

1. Authorship (Who created it?)

   • Who made this message?

   • Are they credible? Any hidden agenda?

2. Format (How was it presented?)

   • Is it a news report, ad, or opinion piece?

   • Are images/videos edited or misleading?

3. Audience (Who is it for?)

   • Who is the target group? (age, gender, interests)

   • How might different people interpret it?

4. Content (What is the message?)

   • What information is included or left out?

   • Are there stereotypes or biases?

5. Purpose (Why was it made?)

   • To inform, entertain, persuade, or sell something?

   • Is there propaganda or clickbait?

Example of Media Decoding

Let us deconstruct media post shared above.

1. Authorship (Who created it?)
   The message was created by the School Management of Drukjegang Central School. As the official voice of the school, they are credible, and their purpose is to communicate openly with students and parents.
   
   

2. Format (How was it presented?)
   It was posted publicly on Facebook as an official announcement. The image is genuine, showing students and staff in good spirits, without any misleading edits.
   
   

3. Audience (Who is it for?)
   The message is directed to students and parents of the school. The tone is formal yet warm. Students may feel excited for the break, while parents may value the reminder about family bonding.
   
   

4. Content (What is the message?)
   The post offers farewell and best wishes for the winter vacation. It closes the academic year and encourages students to use the break to support their parents and strengthen family ties.
   
   

5. Purpose (Why was it made?)
   The purpose is to inform and wish the community well during the holiday. It is positive, supportive, and free from propaganda or bias.