1. Media Literacy Center for Media Literacy

2. Media Literacy • Empowers people to be both critical thinkers and creative producers of messages • Builds understanding of the role of media in society • Builds essential skills of inquiry and expression necessary for citizens of a democracy

3. 5 Core Concepts • All media messages are constructed. • Media messages use a creative language with its own rules. • Different people experience the same message differently. • Media have embedded values and points of view. • Most media messages are constructed to gain profit and/or power.

4. 5 Key Questions • Who created this message? • What techniques are used to attract my attention? • How might different people understand this message differently from me? • What lifestyles, values, and points of view are represented or omitted? • Why was this message sent?

5. Empowerment Spiral • Awareness • Analysis • Reflection • Action

6. Media Literacy Organizations • Two major national organizations • Two different approaches

7. Two major national organizations • Alliance for a Media Literate America • Action Coalition for Media Education

8. Alliance for a Media Literate America ‘‘. . .committed to promoting media literacy education that is focused on critical inquiry, learning, and skill-building rather than on media-bashing and blame’’

9. Action Coalition for Media Education • Advocate independent media as a critical part of a democratic society and vibrant culture • Support local, state, and national media reform efforts • Critical of advertising and corporate media