An in-depth look at how media construct our reality. This is the first key concept of media.

1. The Key Concepts of Media

2. 1. Media Construct
Reality
• We all have a
construct: the picture we
have built up in our heads
—since birth—through
observations and
experiences, of what the
world is and how it works

3. 1. Media Construct
Reality
• a major part of those
observations and
experiences come to us
pre-constructed by the
media

4. 1. Media Construct
Reality
• much of what we know and believe about
the world we have learned through the
media

5. 1. Media Construct
Reality
Did you know?
• 65% of Americans spend more time with their
computer than their spouse
• teens spend an average of 31 hours per week—
about 4 hours a day—online (UK study)

6. 1. Media Construct
Reality
Did you know?
• 2.5 billion text messages are sent each day in the
USA (people send, on average, 357 text
messages per month)
• the average person spends 4 hours and 45
minutes a day watching television

7. 1. Media Construct
Reality
Did you know?
• In November of 2009, it was reported that the
average web user
- went on the web 51 times…
- visited 86 domains…
- clicked through 2,603 web pages…
- spent an average of 57 seconds on
any one web page!
http://www.digitalhome.ca/2009/12/u-s-web-users-spent-66-hours-on-the-web-last-month/

8. 1. Media Construct
Reality

9. 1. Media Construct
Reality
Low- Low-
Tech Tech
Neck Neck
Care Care

10. 1. Media Construct
Reality
• the media have built-in attitudes,
interpretations, and conclusions

11. 1. Media Construct
Reality
• the media have built-in attitudes,
interpretations, and conclusions

12. 1. Media Construct
Reality
• the media have built-in attitudes,
interpretations, and conclusions

13. 1. Media Construct
Reality
• the media have built-in attitudes,
interpretations, and conclusions

14. 1. Media Construct
Reality
• therefore, THE MEDIA, rather than
ourselves, are constructing our reality

15. 1. Media Construct
Reality
• For example, our impression of a city or
country, as shaped by the media, may be quite
different from the impression we get when we
actually visit the place

16. 1. Media Construct
Reality

17. 1. Media Construct
Reality
Another Example:
Laugh Tracks! Television shows often
superimpose “audience laughter” when they
deem appropriate. Would the shows be as
funny without the tracks?

18. 1. Media Construct
Reality
Popular shows with laugh tracks…
• The Flintstones
• The Jetsons
• Scooby-Doo
• Bewitched
• The Beverly Hillbillies
• The Muppet Show
• I Love Lucy

19. 1. Media Construct
Reality
Even today!

20. 1. Media Construct
Reality
Is this funny?

21. 1. Media Construct
Reality
Or this?

22. 1. Media Construct
Reality
Or this?

23. 1. Media Construct
Reality
The previous examples were constructs
of “reality” through selection.
• Media creators select certain images and
information to create a unified picture

24. 1. Media Construct
Reality
However, this reality is also created
through omission
• Media creators omit (leave out) certain
images and information to create a
limited picture

25. 1. Media Construct
Reality
For example:
“Florida Woman Calls 911 three times
After McDonald's Runs Out of McNuggets”

26. 1. Media Construct
Reality
A 20:1 ratio of footage shot to footage used
is common.

27. 1. Media Construct
Reality
That means, for every 20 minutes shot, viewers
see 1 minute of what was recorded.

28. 1. Media Construct
Reality
Questions producers ask themselves:
• What content will have the most audience appeal?
• What material looks best?
• How should a person, object, animal, or event be
presented?
• what will grab—and hold—the audience’s attention?

29. 1. Media Construct
Reality
In the end,
you have to ask
yourself…

30. 1. Media Construct
Reality

31. 1. Media Construct
Reality

32. 1. Media Construct
Reality