Media Literacy in the Context of “Whiteness” on Television Advertising Media

Abstract

        The objectives of this research were to: 1) analyze the design, content, and methods of presenting advertisements through television from the perspectives of a manufacturer.  2) analyze of personal literacy of female consumers; and 3) analyze of media literacy of female consumers in the context of whiteness through television advertisement. The theoretical framework and concept of media literacy, advertisement, and consumers were used as a guideline for the study and analysis. The qualitative research methodology was employed to analyze the interpretation of whiteness conveyed through advertisement. Meanwhile, the audience were examined through a group interview in order to acquire knowledge regarding the process of media literacy and personal literacy of the audience.

        The results from the study on the media literacy in the context of “whiteness” indicated that;

        1. The design, content, and methods of presenting advertisements involved repetitive processes and presentations, which eventually lead to the belief and attitude in the aspect of whiteness.

        2. Media literacy is the understanding or acknowledgement of the design and concept of the advertisement, as well as the communication process of the advertisement. Consumers lacked media literacy primarily due to their own sub consciousness that often induced them to compare with other people, along with the desire to be in the public eye, which consequently caused them to receive the advertisement messages as a means to fulfill their needs.

        3. Personal literacy is the understanding of the necessity of one’s needs. Although consumers from various social contexts had different needs, one thing that they had in common was whiteness. Whiteness was implanted in consumers’ minds, which impeded them from attaining self-satisfaction.