In this unit you will become a sharper reader and a more deliberate creator of media. You will start with the key concepts of media literacy (beginning with all media are constructions) and the media triangle of text, audience and production. You will explain how media texts are built to suit purposes and audiences, interpret overt and implied messages using denotation and connotation, and evaluate whether texts achieve their purpose using ethos, pathos, logos and kairos. You will explain why the same text prompts different responses (preferred, negotiated and oppositional readings), identify perspectives and biases and comment on questions of beliefs, values, identity and power, and look behind the scenes at how production, marketing and distribution shape the media industry, including the CRTC's Canadian-content rules and the MAPL system.
Next you will compare media forms by their general and specific characteristics, decode technical, symbolic and written codes (camera movement, mise-en-scène, editing, diegetic sound), analyze persuasive techniques from bandwagon to weasel words and dark patterns, and study news as a form, with news values, the inverted pyramid and framing.
Finally you will create: write a planning brief, choose and justify a form, plan conventions and techniques with wireframes and storyboards, produce, test and revise media texts responsibly, and reflect on your strategies and on how listening, speaking, reading and writing support media literacy. The running creative example is the one the curriculum suggests: a web page presenting a personal anthology of poetry to your peers.
Every lesson has examples written for this site (all ads, products, news stories and media texts are invented unless named), a worked example, diagrams, a hands-on activity, four sets of practice questions and a quiz. It builds on Grade 9 (ENL1W), where you learned media forms, conventions and techniques, audiences and production.
Curriculum expectations covered: 1.1, 1.2, 1.3, 1.4, 1.5, 1.6, 2.1, 2.2, 3.1, 3.2, 3.3, 3.4, 4.1, 4.2 (The Ontario Curriculum, Grades 9 and 10: English, 2007, English, Grade 10, Academic (ENG2D), Media Studies strand).