Assessment task 2: Media Analysis Intent: Essay This assessment item focusses on understanding the power of the media in influencing health policy and politics.Task: Students are required to analyse a media article that has been specifically selected by the subject coordinator for the purpose of this assignment. The media article and an in-class session, which includes one or more worked examples, will be provided during on campus day 2.Analysing the media article:What is the issue/problem that requires a policy change/new policy?
Overall, is the media article in favour or opposed to the issue? What tactics does the media article use to convince readers? What level of impact will this have?
Which organisation created the media? (does this influence the article?)
Was the author a recognised expert in the field?
What is the media trying to convince you on?
How balanced and objective is the portrayal of the issue?
How balanced and objective are the arguments put forward?
Are there specific terms that stand out? Values-laden terms? Emotive language? What are they and why are they being used?
How might the public react to it? Why is this important?
What creative techniques are used to attract the reader’s attention?
Is the language coloured to present some things as more positive than others?
How might different people understand this message differently than me?
What points of view are represented?
Whose perspectives are missing?
Is evidence given to support any information and/or view/s?
Is a balance of evidence for different perspectives given?
Is there evidence from an authority in the field? Why is this important?
Are claims attributed to specific sources?
Manipulating critical thinkers is difficult because they:
Study alternative perspectives and world views, learning how to interpret events from multiple viewpoints.
Seek understanding and insight through multiple sources of thought and information, not simply those of the mass media.
Learn how to identify the viewpoints embedded in news stories.
Mentally rewrite (reconstruct) news stories through awareness of how stories would be told from multiple perspectives.
Analyse news in the same way they analyse other representations of reality (as some blend of fact and interpretation).
Notice contradictions and inconsistencies in the news (often in the same story).
Notice the agenda and interests served by a story.
Notice the facts covered and the facts ignored.
Notice what is represented as fact (that is in dispute).
Notice questionable assumptions implicit in stories.
Notice what is implied (but not openly stated).
Notice what implications are ignored and what are emphasized.
Notice which points of view are systematically put into a favourable light and which in an unfavourable light.
Mentally correct stories reflecting bias toward the unusual, the dramatic, and the sensational by putting them into perspective or discounting them.
Description The media article concentrates on the problems of the proposed reform without providing any information about potential positive aspects or the reasons why it is needed. No examples, no supporting evidence, no indication as to why this is importantAnalysis/Evaluation (YES) Sakker and Jones (2007) suggest that a common feature of news reporting is the representation of two sides of a story to generate an impression among readers of conflict or fairness. However, the media article in question is heavily geared against the proposed reform, failing to provide any alternative view. The opening sentence sets the scene by criticising the prime minister on the proposed reforms and continues by condemning different aspects of it, including its development. The article fails to provide readers with any potential positive aspects of the proposed reform or identify those supporting the proposed reform to allow readers an opportunity to make their own judgements. (Nancarro 2010). Ingle (2011) refers to this type of media as constructive bias or presenting only one side favourably – a technique to appeal to the emotions of the public, as opposed to balanced, evidence or expert supported claims on each side of an issue which instead attempt to appeal to reason and individual choice.
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