Media Literacy

LRADAC has developed a systematic and straightforward approach to teaching Media Literacy. Media literacy is the ability ACCESS, ANALYZE, EVALUATE, and COMMUNICATE the powerful messages found in today’s media. The concepts of target audience, product placement, emotional transfer, and principles of construction in advertising are illustrated through numerous examples of print and broadcast ads. Particular emphasis is placed on decoding the dangerous and destructive messages promoted by the alcohol and tobacco industry. Participants actively participate in these sessions by viewing and discussing current magazine, internet, and television advertisements.

The goals of LRADCAC’s Media Literacy program are as follows:

• Increase understanding of basic principles of Media Literacy
• Increase awareness of the persuasive techniques used in advertising
• Increase awareness that all media messages are constructed
• Be able to identify the target audience of a media message
• Recognize product placement in a TV show, movie, or video game
• Know key questions to ask when deconstructing a print or broadcast ad

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