. Author manuscript; available in PMC: 2015 Feb 1.

Published in final edited form as: J Sch Health. 2014 Feb;84(2):106–115. doi: 10.1111/josh.12130

Table 1.

Relationships Between the “AD IT UP” Curriculum and a Conceptual Model of Media Literacy

Media Literacy Domain	Related Media Literacy Core Concepts⁴⁵	“AD IT UP” Lesson	“AD IT UP” Key Question	Skill Targets
AA: Authors and Audiences	AA1: authors create media messages for profit and/or influence	“Authority”	Who is the Author of this media message, and what is their motive/purpose?	Determine the author and purpose of a media message.
AA: Authors and Audiences	AA2: authors target specific audiences	“Direct, Aim, Fire”	Who is this message Directed against? (That is, who is the target audience?)	Determine the target audience of a media message.
MM: Messages and Meanings	MM1: messages contain values and specific points of view	“The Big Idea”	What Ideas are they trying to get across through this message?	Describe ideas and feelings which message authors intend to convey.
	MM2: different people interpret messages differently	“The Big Idea”
	MM3: messages affect attitudes and behaviors	“Techniques”	What Techniques do they use to make this message in order to get those ideas across?	Identify specific production techniques used to convey those ideas and feelings.
	MM4: multiple production techniques are used	“Techniques”
RR: Representation and Reality	RR1: messages filter reality	“Speak the Unspoken”	What is Unspoken or omitted from this message?	Identify salient omissions from the media message.
	RR2: messages omit information	“Speak the Unspoken”	What is Unspoken or omitted from this message?	Identify salient omissions from the media message.
	Facilitation of movement from altered attitude and norms toward intention and behavior	“Plan Your Escape”	What is your Plan now that you know what you know? Is this something you want to buy/do or not?	Engage in an evaluative process integrating personal perspectives with information from the media message.