Berkeley County Reading and Writing Institutes Media literacy 101 Frank Baker media educator email@example.com Media Literacy Clearinghouse http://medialit.med.sc.edu
Media literacy 101 “It would be a breach of our duties as teachers for us to ignore the rhetorical power of visual forms of media in combination with text and sound…the critical media literacy we need to teach must include evaluation of these media, lest our students fail to see, understand, and learn to harness the persuasive power of visual media.”NCTE Resolution on Visual/Media Literacy
Media literacy 101 Conventional: Read --------------- Write Contemporary: Analyze-------------Produce
Media literacy 101 The Media Family: Electronic Media in the Lives of Infants, Toddlers, PreschoolersKaiser Family Foundation, May 24, 2006
Media literacy 101 “Our students are growing up in a world saturated with media messages…yet, they (and their teachers) receive little or no training in the skills of analyzing or re-evaluating these messages, many of which make use of language, moving images, music, sound effects.”Source: R.Hobbs, Journal Adult & Adolescent Literacy, February 2004
Media literacy 101 • American Association of School Libraries • International Reading Association • Natl. Board of Professional Teaching Standards • National Council for Teachers of English • National Middle School Association • Partnership for 21st Century Skills • White House Office of National Drug Control Policy
Media literacy 101 What is media literacy? OR Why should your students become media literate? video
Media literacy is concerned with helping students develop an informed and critical understanding of the nature of mass media, the techniques used by them, and the impact of these techniques. More specifically, it is education that aims to increase the students' understanding and enjoyment of how the media work, how they produce meaning, how they are organized, and how they construct reality. Media literacy also aims to provide students with the ability to create media products. (Source: Media Literacy Resource Guide, Ministry of Education Ontario, 1997)
What media literacy is: • Set of skills, knowledge, & abilities • Awareness of personal media habits • Understanding of how media works • Appreciation of media’s power/influence • Ability to discern; critically question/view • How meaning is created in media • Healthy skepticism • Access to media • Ability to produce & create media
Media literacy 101 “If video is how we are communicating and persuading in this new century, why aren't more students writing screenplays as part of their schoolwork?“Heidi Hayes Jacob Ed Consultant
Media literacy 101 “Movies, advertisements, and all other visual media are tools teachers need to use and media we must master if we are to maintain our credibility in the coming years.”Jim Burke, fromThe English Teacher’s Companion
Core Concepts • All media are constructed • Media are constructed using unique languages with their own set of rules • Media convey values and points of view • Audiences negotiate meaning • Media = Power + Profit Source: Center for Media Literacy www.medialit.org
What is this? No, this is a PHOTOGRAPH of a horse.
Media are constructed using unique languages with their own set of rules Language of film Camera LightsSound/Music Sets Editing
Media = Power + Profit Big 5 MediaFOX (News Corp) NBC (GE) CBS ABC (Disney)CNN (AOL/Time Warner) What are the implications/ramifications if only 5 companies control magazines, newspapers, TV, radio, newspapers, Internet, film, etc.?
Advertiser~Audience This program is brought to you by the sponsor. You arebrought tothe sponsorby the program.
Critical thinking questions • Who produces/pays for media? • For what purpose(s) was it made? • For which ‘target audience(s)’? • What techniques attract attention;increase believability? • Who or what is omitted and why? • How do we know what it means? • Does it contain bias or stereotypes?
Techniques well known case of the digital creation of a magazine cover featuring a woman who does not exist
Techniques The box of Oreos was not in the original NBC “Friends:”it was placed there virtually for DVD/syndication exposure
Critical Thinking Questions • Who produces/pays for media? • For what purpose(s) was it made? • For which ‘target audience(s)’? • What techniques attract attention;increase believability? • Who or what is omitted and why? • How do we know what it means? • Does it contain bias or stereotypes?
Applying critical thinking questions to examples Visual Literacy
Understandingprint advertising Food ads (from popular magazines) Handout: Advertising Analysis (questions)Share time
TV Toy Commercials:How they influence kids Buy Me That: a 3 part video series Script Toy Ad Analysis Worksheet
Tobacco advertising Activity
Media literacy 101 Berkeley County Reading and Writing Institutes Frank Baker media educator firstname.lastname@example.org Media Literacy Clearinghouse http://medialit.med.sc.edu