Media Fluency

DIGITAL CITIZENSHIP-MEDIA FLUENCIES

“MediaFluency refers to the ability to unconsciously interpret the messages contained within media of all sorts, and the ability to communicate in multiple multimedia formats” (Hubspot,2019). Media Fluency is divided into two which include: Interpretation(listening) of the media and Output (communication).

The video that I will be using is the event where Jamaica Break Men’s 4x100m World Record in the London 2012 Olympics.

Interpretation (Listening):

• Message – This video of Jamaica’s 4x100m team breaking the World record is communicating how the team set the best record to ever occur in the Olympics and the US team and Jamaica’s ran the fastest relay ever. The commentary, the placing of the cameras and visuals provided by this video conveys the message of the video. The flashing light of the cameras helps the video be more effective in conveying its message.
• Verbalise- One can clearly interpret this video and is not prone to media manipulation. From the video one could express their ideas, feelings and emotions towards the event of the 400x100m race ran by the US and Jamaica and is not hindered by any factor of the video.
• Verify- The event in the video is a fact and is verified by other several videos that occur when you search for the event. There are multiple videos of this event which are provided by different sources on the internet. It has also been recorded as one of the best historical events to ever happen in athletics. It is also factual because it has been verified by many and there is evidence showing the event occurred.
• Medium- YouTube is the most appropriate medium for showcasing this event. YouTube is a platform which provides the connection between videos and the audiences as a result, the event in the video becomes more popular due to the platform it is shown on. This medium allows for the video to have more immediacy allowing for it to have a broader audience and giving it more exposure. YouTube is fast in participation, speedy in transporting information and strong interaction with the audiences. Hypermediacy is a “style of visual representation whose goal is to remind the viewer of the medium” therefore this event being in a form of a video makes it more powerful and universal.
• Form- The visuals are presented in the stadium where there is natural lighting coming from on top of the stadium, the lighting from the camera.
• Flow- There is flow in the content of the video.
• Alignment – There is an alignment that occurs between the audience and the message in the video. The intended audience has been reached and they are exposed to the content they want and like to see. There is an alignment between the audience and the medium used to showcase the information. The purpose of the message has been conveyed

Link to the video- https://www.youtube.com/watch?v=uwLDpcye-VM&t=289s Link to the video-