I’m trying to study for my Communications course and I need some help to understand this question.
The purpose of this assignment is to practice doing analysis. You will choose any media text, preferably an audio-visual advertisement, and analyse it using the Encode/Decode model and Circuit of Culture. Based on the analysis, students will draft a media lead of 40-50 words, and a Twitter post of 240-280 characters.
Expect to re-do this assignment a couple of times until your analysis is above satisfactory.
- Look for the ‘Encode-Decode Format’ under Files, and fill in your responses in the appropriate section. Do not write in italics.
- Look at media outlets for examples on how to craft a Twitter post.
Rubric
Encode/Decode
| Criteria | Ratings | Pts | |||||
|---|---|---|---|---|---|---|---|
|
This criterion is linked to a Learning OutcomeDominant Position |
|
1.0 pts |
|||||
|
This criterion is linked to a Learning OutcomeNegotiated Position |
|
2.0 pts |
|||||
|
This criterion is linked to a Learning OutcomeOppositional Position |
|
4.0 pts |
|||||
|
This criterion is linked to a Learning OutcomeMedia Lead: Word Count |
|
1.0 pts |
|||||
|
This criterion is linked to a Learning OutcomeMedia Lead: Clarity |
|
1.0 pts |
|||||
|
This criterion is linked to a Learning OutcomeTwitter Post |
|
1.0 pts |
|||||
|
Total Points: 10.0 |
|||||||
Encode/Decode + Media Writing
Link to Media Text: [insert here]
Dominant Position: Describe your media text here, but only call attention to those aspects that you can/will analyse.
Negotiated Position: Interpret the various aspects of your media text. Pay attention to actors, colours, dialogues, music, setting, and any information you think is important.
Oppositional Position: Analyse your interpretation. This is different from the previous position because you will extend your interpretation into the real world, i.e., what is a media text saying about the reality in which we live? If you are unable to analyse the media text, incorporate the Circuit of Culture: production, consumption, regulation, representation, and identity.
Media Lead: Based on the findings from your analysis, draft a lead of 40-50 words.
Example from Washington Post: “At the lowest point of Donald Trump’s quest for the presidency, the Republican nominee might have brought in a political handyman to sand his edges. Instead, he put his campaign in the hands of a true believer who promises to amplify the GOP nominee’s nationalist message and reinforce his populist impulses.”
Twitter Post: Based on the analysis and media lead, draft a Twitter post of 240-280
characters
.
