Performance Expectation Category

M1.1.1 Understands that media messages are the result of collaborative effort and decision making; that they are constructed for a wide range of purposes including achieving economic, political, and social goals; and that they are constrained and shaped by aspects of the media channel.

M1.1-1.5 Analyzes how the characteristics of various media channels (e.g., cost; size of audience; publicly versus privately funded; degree of regulation; whether they are visual, auditory, static, interactive, dynamic) influence the design of the media message. Compares and contrasts the advantages and disadvantages of various channels for influencing the beliefs, actions, and commercial and political choices of targeted audiences. Explains and illustrates how media messages attempt to create an experience or reality that supports the media producer’s purposes and goals.

M1.1.2 Understands how media producers capture, measure, and interpret responses to media messages as indicators of the messages’ effectiveness and how media producers use this feedback to modify media messages.

M1.1-2.5 Explains and illustrates how media producers capture and measure audience reactions to media messages (e.g., ratings, purchasing decisions, changing the television or radio station, navigating to a different Web site, votes for the other candidate, letters of complaint or praise) as feedback. Explains how such feedback is often delayed and limited by the nature of the media channel.

Performance Expectation Category

M2.1.1 Analyzes how media producers use conventional production elements to achieve specific effects.

M2.1-1.5 Analyzes and interprets how media producers use conventional production elements (e.g., layout, pictures, and typefaces in newspapers, magazines, and print advertisements; camera shots, lighting, editing, dialogue, setting, and sound in television; sound, dialogue, and programming format in radio; layout, navigation, and dynamic and interactive elements on the Web) to achieve specific effects. Recognizes when conventional production elements are used in an unconventional way

M2.1.2 Analyzes how media producers use production elements and techniques to establish narrative elements (e.g., setting, mood, tone, character, plot) and create specific effects.

M2.1-2.5 Analyzes how media producers use production elements and techniques (e.g., camera shots, montage, camera movements, sound, lighting, editing, casting, acting) to establish narrative elements (e.g., setting, mood, tone, character, plot, theme) and create specific effects.

M2.1.3 Analyzes how the media channel and production elements affect the targeted audience, achieve the purpose, and convey the media producer’s point of view.

M2.1-3.5 Infers the producer’s targeted audience, explicit and implicit purposes, point of view, and intended meaning for a media communication. Analyzes how the selected media channel reaches the targeted audience and how the production elements and their composition appeal to that audience, achieve the purpose, convey the media producer’s point of view, and imply an intended meaning. Analyzes the media producer’s use of social, cultural, and historical references, including stereotypes, to achieve specific purposes.

M2.1.4 Recognizes how his or her prior knowledge, experiences, attitudes, beliefs, and demographic characteristics, as well as the context, affect the interpretation of a media message.

M2.1-4.5 Analyzes how internal variables (e.g., familiarity with the content, personal aesthetic tastes, identification with the targeted audience, interest in the media producer’s purposes, attitudes toward the media channel) and contextual variables (e.g., viewing a message alone or in a group, reading online versus reading print) affect the interpretation of a media message.

M2.1.5 Evaluates the credibility and ethics of a media communication by considering relevance, accuracy, timeliness, fairness, balance, and social responsibility in light of the media producer’s context, purposes, and goals.

M2.1-5.5 Analyzes the credibility of a media communication by evaluating relevance, accuracy, timeliness, fairness, and balance in light of the media producer’s context, purposes, and goals. Critiques a media communication in light of the tension between freedom of expression and social responsibility.

Performance Expectation Category

M3.1.1 Determines purpose, investigates audience characteristics, and selects a media channel when planning a media communication. Uses these to guide topic selection, message development, language choices, design and development of production elements, and creation and selection of visual images.

M3.1-1.5 Determines purpose, researches and analyzes characteristics of the audience (e.g., prior knowledge and experiences related to the topic, needs, interests, values, beliefs, culture, age, and gender), selects media channel, and refines and focuses topic selection, message development, language choices, design of production elements, and the creation and selection of visual images when planning a media communication.

M3.1.2 Considers strategies for creating well-reasoned messages, making emotional appeals, and building credibility when developing a media communication.

M3.1-2.5 Analyzes, evaluates, and selects appropriate strategies for developing credibility (e.g., demonstrating knowledge, expertise, and competency with production elements), creating well-reasoned messages (e.g., using appropriate reasoning patterns, supporting ideas with evidence, avoiding fallacies), making emotional appeals (e.g., fear, affection, safety), and designing effective aesthetic compositions in light of purpose, audience, and channel when developing an informational or creative media communication.

Performance Expectation Category

M3.2.1 Considers and organizes what he or she knows and needs to know about the topic and media channel to determine the need for additional reflection and research.

M3.2-1.5 Analyzes various perspectives on the topic and anticipates audience reaction, questions, and expectations to determine the need for additional reflection and research.

M3.2.2 Uses a variety of strategies to guide the generation of personal content by exploring what he or she wants to communicate and by activating prior knowledge.

M3.2-2.5 Uses a variety of strategies to guide the generation of personal content by exploring what he or she wants to communicate and by activating prior knowledge (e.g., brainstorming relevant personal experiences, values, and beliefs; using idea mapping to develop and evaluate relevant ideas, reasons, and examples; asking journalist’s questions—who, what, when, where, why, and how; analyzing multiple points of view on the topic; and anticipating possible audience reactions).

M3.2.3 Selects production elements and gathers information from primary and/or secondary sources, evaluates their relevance and contribution to the topic and message, evaluates the credibility and quality of sources, sifts and selects useful content, and determines the need for further research. Determines whether materials are copyrighted and requests permission to use copyrighted materials when necessary.

M3.2-3.5 Gathers and analyzes information and production elements from primary and/or secondary sources; evaluates their relevance to the topic and message; evaluates the credibility and quality of sources; sifts, evaluates, and selects useful content; and determines the need for further research. Determines whether materials are copyrighted and requests permission to use copyrighted materials when necessary.

M3.2.4 Selects and organizes content and production elements based on an analysis of purposes and goals, target audience, selected media channel, available media production resources, ethics, and pragmatic constraints. Produces a media communication.

M3.2-4.5 Organizes content and selects production elements based on an analysis of purposes and goals, what he or she wants to communicate, target audience, selected media channel, available media production resources (e.g., camera, tape recorder, computer and software), ethics, and pragmatic constraints and works through multiple designs to produce a media communication.

Performance Expectation Category

M3.3.1 Determines how effectively communication goals and aesthetic goals for the media communication have been achieved based on feedback from peers and/or the targeted audience.

M3.3-1.5 Defines indicators (e.g., hits on a Web site, guestbook comments left by Web site visitors, survey responses following presentation or screening of media communication) and collects and analyzes data to measure how effectively communication goals, aesthetic goals, and usability/navigation goals for the media communication have been achieved. Evaluates and revises media message to enhance effectiveness based on feedback.

M3.3.2 Recognizes the power of media communication and the importance of using media ethically. Explains the role of legal regulations and fair use policies when setting purposes and goals, developing content, and publishing a media communication.

M3.3-2.5 Recognizes the power of media communication and the importance of using media ethically. Follows legal regulations, fair use policies, and professional codes of ethics when setting socially responsible purposes and goals, developing content (e.g., requesting copyright permissions where needed), and publishing a media communication (e.g., safeguarding personal information and privacy).