A Model for Analyzing Media Messages​

Public service announcements are a form of modern day propaganda. In her book Mind Over Media, Renee Hobbs explains that "America's leading producer of public service announcements, the Ad Council, was started as a means to spread war propaganda in 1941 when the US entered World War II" (Hobbs, 2017, pg. 186). Creators use a number of techniques to influence the thoughts and ideas of their viewers. However, meaning is always negotiated. The intent of the creator only accounts for half of the message. As the viewer you bring your own values and ideas to the experience. When you choose to participate with media, those ideas and values account for the remaining half of the message. This means that the meaning of any media message is the product of a negotiation between you, the viewer, and the creator of the message.

Analyzing Public Service Announcements

As you watch the public service announcements below note the characteristics of this type of media.

What are some of the visual and auditory techniques being used to persuade the viewer? Use this fillable form to capture your thoughts as you watch the two public service announcements below. Then find a third example of a public service announcement on your own and use the document to capture your thoughts a final time.

Characteristics of a PSA:

• short (usually 60 seconds or less)
• present one single issue
• inform the viewer of key, relevant facts
• have a clear call to action (usually indicated through text on screen)
• might or might not include people/music
• sometimes use voice-overs
• sometimes use special effects (like black and white)
• often use transitions/editing to enhance the video

Persuasion can be created through SOUND via:

• humor
• repetition
• play on words
• imperative commands
  
• music to create tone
• tone of actor/narrator’s voices
  
• silence
  
• lyrics that add to meaning and/or tone

Persuasion can be VISUALLY created through:

• powerful images – video, photographs, artwork
• expressions on people’s faces
• use of color vs. black and white
• use of celebrities
• use of regular people
• clear calls to action

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For more resource about deconstructing media messages and recognizing persuasive language, check out GCFLearnFree.org's collection of media literacy resources:

• Deconstructing Media Messages
• The Problem with Photo Manipulation.
• Recognizing Persuasive Language.
• The Blur Between Facts and Opinions in the Media

 Analyzing Media Messages

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Creating Media Messages

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