3 minute read
Ability to analyse and evaluate media content
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Essential amidst our technological society in the 21st century, this ability is defined by the capacity to analyse the codes, messages, and statements that appear in videos, images, and other audiovisual media we’re exposed to day in and day out via digital devices and other technologies. In this means of communication, the message can be adapted to any age and any need, shaping varied advertisements and publications to attract eyeballs and earn profits: sometimes in a harmful, rather than beneficial, way.
With respect to digital capability developments that have occurred over the years, varied sectors and brands have invested in making their image and presence known across digital platforms. In one nefarious example, ads displayed on Google or YouTube sometimes become a weapon whereby companies hit consumers with aggressive messages that promote harmful dynamics such as scams, unfair competition, or sales funnels.
Traditional communication channels have also extended their activity to the internet, with newspapers and TV sources using webpages to publish their content. However, these parties sometimes also use gimmicks to attract more readers using clickbait, fake ads, or even sensationalist headlines. Publishers are thus responsible for posting honest information, while readers are tasked with detecting hoaxes and falsehoods in the fight against misinformation.
This ability to analyse and evaluate multimedia content allows both consumers and stakeholders to examine messages and behaviours across digital platforms while educating them about the importance of sharing positive messages and content.
Improvements in this area help people develop their capacity to analyse and evaluate content in a critical and concise way while maintaining an active stance around consumption and content creation. Analysis and evaluation can help us detect what these messages are and through what language they are expressed—helping us differentiate positive messages from negative and aggressive messages found in images and advertisements that seek to boost consumption among the population.
On the other hand, awareness regarding learning and training will help us create more attractive multimedia content. This presents itself as prime messaging opportunity using existing audiovisual tools, giving us the chance to create clear and concise content with direct messages that convey our ideas while respecting the freedoms of people and consumers across society and in digital markets, specifically.
Handbook For Youth Workers
How can you develop the ability to analyse and evaluate media content?
To develop this skill both within students and people merely interested in the subject, it is vitally important to introduce new and ground-breaking activities within the media world and its messages and codes, understanding how to work with them creatively to develop fresh content for all groups—while learning how to interpret the impact of this content using metrics such as the average number and scope of visits or e-commerce conversion rates, helping interested parties develop the following competences:
Improved participation within digital communities
Becoming an active participant on digital platforms not only helps users detect hoaxes and false information, but it also helps them examine content with critical eyes to identify the best resources and specific needs to improve the content and platforms average viewers consume.
Ability to understand digital codes
Understanding how to communicate through digital media is vital to develop clear messages, in turn acting in fairness, sincerity, and respect for the target audience. Ability to resolve conceptual and technical challenges through digital means
Given the capacity to analyse and evaluate media, people will be able to identify—both in their own digital content and others—which mistakes could ruin the experience for clients surfing platforms and consuming information. The ability to detect and fix these mistakes is of great importance for maintaining relevant digital content while remaining fair and honest with the people who consume it.
Using technologies in a creative way
Understanding varied forms, codes, and messages associated with different types of multimedia content helps creators express themselves in all possible imaginative and creative ways as they create, edit, and generate a wealth of content targeting consumers: who will in turn value creators thanks to this diversity.
Ability to update media content competences
Constantly generating and expanding on new designs, codes, and digital platforms afford us the ability to expand our online content generation knowledge and skills—enriching our background and providing consumers with attractive, competitive audiovisual material.
