{"id":31444,"date":"2022-01-09T14:13:58","date_gmt":"2022-01-09T19:13:58","guid":{"rendered":"https:\/\/www.frankwbaker.com\/mlc\/?page_id=31444"},"modified":"2023-12-07T10:07:17","modified_gmt":"2023-12-07T15:07:17","slug":"deception-post-for-middleweb","status":"publish","type":"post","link":"https:\/\/www.frankwbaker.com\/mlc\/deception-post-for-middleweb\/","title":{"rendered":"Deception Post for Middleweb"},"content":{"rendered":"

Deceptive: A Favorite Media Literacy Word Students Should Know<\/strong>
\nby Frank W Baker<\/p>\n

In a world where fake news, altered images and deep fake videos are becoming more common, it is more important than ever that our students be prepared to see through and understand the media messages they encounter. That means we must do more to teach them critical thinking and critical viewing skills<\/p>\n

\u201cThat\u2019s deceptive,\u201d I said to a class of young people pointing out what was misleading in a commercial we watched together.\u00a0 A young lady raised her hand and asked what the word deceptive meant.\u00a0 Before answering, I turned to her teacher and recommended that the word be added to that week\u2019s vocabulary list.<\/p>\n

I am a media educator.\u00a0 For years, I\u2019ve used media examples to help teachers and students better understand and recognize the techniques that media makers use in their productions. (Sometimes those techniques can be deceiving.)\u00a0 At the same time, I am working to help educators meet those teaching standards that include analyzing and interpreting non-print messages.<\/p>\n

Deception Via Social Media By Influencers<\/strong>
\n<\/u>It\u2019s clear that many young people have gravitated to social media. A result of their exposure means they may eventually watch or be influenced by people who are undisclosed spokespeople for a product or service. \u00a0\u201cMost social media influencers try to make their lifestyle\u00a0the goal\u00a0for others. They have normalized certain things \u2014 wasting money and food, giving in to unsustainable consumption, and mindlessly encouraging status and ego gratification.\u201d (source<\/a>)\u00a0\u00a0 Media literacy questions like \u201cwhat techniques are they using to make it believable\u201d and \u201cwho benefits\u201d would be appropriate for students to consider. \u00a0\u00a0(Have your students read Scholastic\u2019s recent story \u201cSocial Media Stars Tell All\u201d)<\/a><\/p>\n

Deception in the Photographic Image <\/u><\/strong><\/p>\n

A quintessential media literacy question to consider is: what is omitted; what do I not see?\u00a0 That applies to news events. Cropping a photo (eliminating parts) may occur for space considerations but it can also leave out important information.\u00a0 On the left (below) a photographer has captured former President Obama, flanked by medical professionals, speaking at the White House. This image was widely distributed.\u00a0\u00a0 On the right, the photographer\u2019s wider angle allows us to see the large crowd gathered there that day. Asking \u201cwhat\u2019s missing\u201d AND researching what you don\u2019t see is part of becoming media literate.\u00a0 (See my lesson plan<\/a> which takes advantage of the Obama photo.)<\/p>\n\n\n\n
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Visual Literacy: When Camera Lens Distort<\/u><\/strong><\/p>\n

At the start of the pandemic, many people were critical after seeing a photo (below) of people walking along a Jacksonville Florida beach, seemingly ignoring regulations to stay 6 feet apart.\u00a0 What most people didn\u2019t know is: the photo was taken with a telephoto lens\u2014which tends to compress and distort distances.\u00a0 The people were<\/u> adhering to the rules, but the photo made it appear that they were closer to one another than they actually were.
\n\"\"<\/a>
\n(Source<\/a>)\u00a0\u00a0 See more about this image and others at Snopes<\/a>.<\/p>\n

If you\u2019ve followed me here at Middleweb, then you may already have read my previous posts<\/a> where I elaborated on some of those techniques. \u00a0In the examples below, it is clear that younger children do not possess the ability to recognize or understand these techniques, but older students certainly could.<\/p>\n

Using A Camera Angle to Deceive
\n<\/u><\/strong>\"\"<\/a>
\nIn a toy commercial for \u201cCinderella\u2019s Magical Talking Vanity,\u201d<\/a> (above) the camera deliberately frames the girls standing beside the vanity\u2014thus the unsuspecting viewer cannot adequately judge how tall the vanity actually is. (It\u2019s not tall\u2014it\u2019s only 24 inches high\u2014but it appears taller in the commercial. That\u2019s because the girls are standing on a platform, outside the camera range.) In addition, this ad uses special effects and music that are not part of the actual toy.<\/p>\n

Teaching Strategy: Pause the video and ask students a critical viewing question. Calling student\u2019s attention to \u2018what\u2019s not seen\u2019 is appropriate here.<\/p>\n

In another toy commercial, for TYCO\u2019s \u201cTyphoon 2\u201d hovercraft (below)\u2014the announcer proclaims that the toy \u201cglides on water on a cushion of air.\u201d\u00a0 We see the toy land on water and then from below, as the camera points up as the toy appears to move on water.\u00a0 [In the HBO production \u201cBuy Me That\u201d<\/a> young people are disappointed when they take the toy outside and it sinks on water.]\u00a0 How did they get that shot?\u00a0 Would students know that they got that shot by photographing the toy from below\u2014but it\u2019s not really on water: it\u2019s on plate glass covered with water\u2014and then the producers edited that shot into the commercial to make it appear to slide on water.\u00a0\u00a0 Deceptive?<\/p>\n\n\n\n
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Teaching Strategy: \u00a0Record a sample of commercials that air on Saturday morning network programming or on any one of a dozen kid-friendly cable networks.\u00a0 Assign a student, or a group of students, to analyze the production techniques as well as the techniques of persuasion or argument. \u00a0<\/u><\/p>\n

Four Deceptive Ad Techniques<\/strong>
\nFor years, advertisers have developed a formula for how to reach and influence consumers. Below are four techniques that have been used to deceive. Introduce your students to these ad techniques and their meanings:<\/p>\n\n\n\n\n\n\n
Ambiguity<\/td>\nthe use of deliberately unclear words or phrase. Example: “weasel words” such as “helps with” “up to” made with”<\/td>\n<\/tr>\n
Concealed Facts<\/td>\nneglecting to mention or distracting attention away from unflattering facts.<\/p>\n

 <\/td>\n<\/tr>\n

Exaggeration<\/td>\nmaking claims unsupported by evidence.<\/p>\n

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Psychological appeal<\/td>\naims to persuade by appealing to human emotions rather than reason or evidence.<\/p>\n

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Source:\u00a0 https:\/\/www.chegg.com\/flashcards\/advertising-exam-3-final-07ee5cb2-87f3-4274-9df4-018d11cfa39d\/deck<\/a><\/p>\n

Teaching Idea: Assign students, or groups of students, one of the above techniques. They\u2019re to locate an advertisement that utilizes one of the techniques and return to the classroom to present the ad and justify why it fits into the technique assigned.<\/p>\n

Fast Food Advertising<\/u><\/strong>
\nHave you ever purchased one of those delicious-looking burgers after seeing it promoted on TV only to be disappointed when you saw what was delivered?\u00a0 You\u2019re not alone. \u201cConsumer Reports\u201d has been warning us for years about these kinds of deceptions.
\n\"\"<\/a>
\nSource: https:\/\/www.consumerreports.org\/cro\/magazine\/2014\/02\/fast-food-not-as-pictured\/index.htm<\/a><\/p>\n

Several websites and videos compare the ads with the actual products.\u00a0 Your students may even share stories about their own experiences.<\/p>\n

See the video \u201cTen Tricks Advertisers Use to Make Food Look Delicious\u201d<\/a> which pulls back the curtain on some of the techniques.<\/p>\n

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As Seen In\u2026<\/strong>.<\/u>
\nFrom INSIDER.COMs entertainment pages comes this post (below). I was first struck by the TODAY logo at the top (does it resemble the actual NBC TODAY SHOW logo?) Is that deceptive? \u00a0Was the actress\u2019 weight loss REALLY featured in all of these publications?\u00a0 By questioning that, I was demonstrating not only \u2018healthy skepticism\u2019 but more importantly a key media literacy skill.\u00a0 Is it deceptive to use those logos; did they give permission?\u00a0 Can a website use the phrase \u201cas seen in\u201d if the actress was not actually seen in that publication? How can students use their research skills to verify these claims and other information?<\/p>\n

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Buyer Beware<\/u><\/strong>
\nIt is clear: influencers, advertisers, marketers and promoters will use every \u201ctrick in the book\u201d to sell a product. And if our students are not critical thinkers, they may be fooled.\u00a0 And they may lose money at the same time.\u00a0 There is no better time than now to engage your students in understanding the techniques being used today to fool a media illiterate <\/u>population. I hope this post gives you some ideas on how to get started teaching those all-important critical viewing\/media literacy skills.<\/p>\n

Recommended Resources<\/strong><\/p>\n

FTC To Companies: Knock It Off With Deceptive Social Media Endorsements
\nhttps:\/\/www.pcmag.com\/news\/ftc-to-companies-knock-it-off-with-the-deceptive-social-media-endorsements<\/a><\/p>\n

What You See & What You Don\u2019t
\nhttps:\/\/www.frankwbaker.com\/mlc\/what-you-see\/<\/a><\/p>\n

Epic Beach Fails: The Brochure vs Reality
\nhttps:\/\/www.loveexploring.com\/galleries\/84566\/epic-beach-fails-the-brochure-vs-reality?page=1<\/a><\/p>\n

When Photos Lie
\nhttps:\/\/junior.scholastic.com\/issues\/2018-19\/090318\/when-photos-lie.html#1080L<\/a><\/p>\n

Four Deceptive Ad Techniques
\nhttps:\/\/www.chegg.com\/flashcards\/advertising-exam-3-final-07ee5cb2-87f3-4274-9df4-018d11cfa39d\/deck<\/a><\/p>\n

The Language of Advertising Claims
\nhttps:\/\/users.drew.edu\/sminegar\/English_1_FA08_Sect_003\/The%20Language%20of%20Advertising%20Claims.htm<\/a><\/p>\n

12 Deceptive Words That Food Manufacturers Use to Trick You
\nhttps:\/\/keeperofthehome.org\/deceptive-food-tricks\/<\/a><\/p>\n

Do Junk Food Ads Make You Hungry?
\nhttps:\/\/upfront.scholastic.com\/pages\/promotion\/navigationlps\/010421\/do-junk-food-ads-make-you-hungry.html#1220L<\/a><\/p>\n

Lesson Plan: Are Junk Food Ads Targeting You?
\nhttps:\/\/junior.scholastic.com\/pages\/promotion\/011821\/are-junk-food-ads-targeting-you\/lesson-plan.html<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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