The first concept in the media literacy framework is that all media messages are constructed. That is, they are designed by someone for a specific purpose and are not simply providing a transparent and neutral message to the audience (Kellner & Share, 2005). With this established, it becomes essential to understand who this person or group is and what their intended purpose was, in order to begin the process of becoming media literate.
Earth hour itself was a concept devised by the WWF in conjunction with the Sydney Morning Herald in 2007 as a way to raise awareness of global climate change by encouraging people in Sydney to turn of lights and other electrical devices for one hour. Since 2007 it has become an annual global event with over one hundred countries participating in 2011. The earth hour website and official 2011 video were designed and produced by the WWF. The WWF is one of the world’s largest conservation movements whose main goals are the preservation of the natural environment and endangered species. They also apply political pressure on governments through lobbying to adopt more environmentally friendly policies.
This website aims to raise awareness of Earth Hour and provide people with information of what is being done by cities around the world to participate in the event. This is done with the intent of showing how and why Earth Hour is important for raising consciousness of environmental issues. It also provides numerous links to other sites including the WWF homepage which notably has four separate links asking for donations on the first page alone.
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