ERIC Number: EJ1059307
Record Type: Journal
Publication Date: 2015
Abstractor: As Provided
Reference Count: 32
Analyzing the Hidden Curriculum of Screen Media Advertising
Mason, Lance E.
Social Studies, v106 n3 p104-111 2015
This media literacy article introduces a questioning framework for analyzing screen media with students and provides an example analysis of two contemporary commercials. Investigating screen conventions can help students understand the persuasive functions of commercials, as well as how the unique sensory experience of screen viewing affects how messages are both constructed and received. In addition, a close examination of screen dynamics can help facilitate a deeper exploration of the hidden curriculum of screen media advertising or the underlying messages that transcend the content of any one commercial. This hidden curriculum includes how advertisers frame personal and social problems and how solutions to these problems are suggested. Other facets of the hidden curriculum of screens, including how programming constraints affect content, as well as how the sensory experience of the screen fosters an emphasis on emotion-based appeals, are also discussed.
Descriptors: Advertising, Hidden Curriculum, Media Literacy, Nonprint Media, Questioning Techniques, Sensory Experience, Programming, Evaluation Methods
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Authoring Institution: N/A