Media Literacy
Pavel Sedlacek
pavelsedlacek@mail.muni.cz

Lecture content
•1. Advertisement as a social memento
•2. Photo as a social memento
•3. Music video as a social memento
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Importance of Media and Visual Literacy
•Media literacy builds an understanding of the role of media in society as well as essential skills
of inquiry and self-expression necessary for citizens of a democracy.
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•Visual literacy can improve one's creativity, critical thinking, educational achievement, empathy
towards others, and ability to decipher technology.
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•Sources:
•https://www.medialit.org/reading-room/what-media-literacy-definitionand-more
•https://www.opencolleges.edu.au/informed/features/why-visual-literacy-is-more-important-than-ever-
10-ways-to-cultivate-it/
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1. Advertisement as a social memento
•NIKE has a history of responding to topical issues.
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•NIKE chose Colin Kaepernick as the face of its 30th anniversary „Just Do It“ campaign.
•September, 2018
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•Former US NFL player Kaepernick has been well known since Aug 2016, for kneeling during the
national anthem.
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Kaepernick knelt in protest of police shootings of unarmed black men.



•And he started a trend…



Massive protests led to the debate about privilege, pride and patriotism.



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•Colin KAEPERNICK received death threats.
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•Donald TRUMP, Sept 25, 2017:
•„He is fired!“ Says Trump about NFL player
•Source: https://www.youtube.com/watch?v=694d8BAcLug
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•NIKE „Just Do It“ campaign, 2018:
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•Motto: „Believe in something. Even if it means sacrificing everything.“
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•Source: https://www.youtube.com/watch?v=-grjIUWKoBA
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•NIKE campaign prompted a backlash by some on social media.
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•NIKE protests include people destroying company goods and posting about boycotts.
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•Donald TRUMP, The Daily Caller, Sept 2018:
•„I think it´s a terrible message and message that shouldn´t be sent.“
•Source: https://dailycaller.com/2018/09/04/trump-interview-nike-kaepernick-deal/
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•NIKE lost conservative customers and gained the others.
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Sexist piggy (Sexistické prasátečko)



2. Photo as a social memento
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•During their medal ceremony in the Olympic Stadium in Mexiko City on October 16, 1968,
African-American athletes Tommies SMITH and John CARLOS each raised a black-gloved fist during the
playing of the US national anthem.
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•This event became one of the most iconic sports images of the 20th century.
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•For this Power Salute (Black Power Salute), they were banned from further Olympic activities.
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•The event was one of the most overtly political statements in the history of the modern Olympic
Games.
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•Tommie Smith stated in his autobiography, "Silent Gesture", that the salute was a human rights
salute.
•Source:
•http://www.sportmyway.eu/2017/12/01/70sportways-32-tommy-smith-john-carlos-human-rights-salute/
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3. Music video as a social memento
•Music Video: Childish Gambino - This Is America
•Source: https://www.youtube.com/watch?v=VYOjWnS4cMY
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•Analysis: The Hidden Meanings Behind Childish Gambino´s ´This Is America´ Video
•Source: https://www.youtube.com/watch?v=kWTBTRGfKew
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•Ads, photos, videos are the part of the mirror of the society and current social events.
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