encode decode media writing

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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

Encode/Decode

Criteria Ratings Pts

This criterion is linked to a Learning OutcomeDominant Position

1.0 pts

Well described

0.0 pts

Poorly described

1.0 pts

This criterion is linked to a Learning OutcomeNegotiated Position

2.0 pts

Interpretation makes sense

1.0 pts

Missing few connections

0.0 pts

Interpretation is a stretch

2.0 pts

This criterion is linked to a Learning OutcomeOppositional Position

4.0 pts

Thorough analysis

3.0 pts

Could be better

2.0 pts

Below average analysis

1.0 pts

More descriptive than analytical

0.0 pts

This is not an analysis

4.0 pts

This criterion is linked to a Learning OutcomeMedia Lead: Word Count

1.0 pts

Achieved word count

0.0 pts

Did not achieve word count – below 35 words

1.0 pts

This criterion is linked to a Learning OutcomeMedia Lead: Clarity

1.0 pts

Well written

0.0 pts

Poorly written

1.0 pts

This criterion is linked to a Learning OutcomeTwitter Post

1.0 pts

Well written

0.0 pts

Poorly written

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

.

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