What is Media Literacy? • Media Literacy is a critical thinking skill essential to a media saturated society.
What is Media Literacy? • Media Literacy teaches students to • Analyze what they see and hear • Make informed judgments • Evaluate the purpose and value of the media they consume • Understand the role media plays in shaping our worldview and cultural norms
What is Media Literacy? • Media Literacy provides students with the skills they need to develop a healthy independence from the pervasiveness of media messages. • Media Literacy enhances the positive aspects of learning in a mediated world.
Why We Need Media Literacy • The average child sees more than 40,000 commercials each year, and advertisers begin to target individuals at birth.
Why We Need Media Literacy • Media consumption is often a passive activity, yet it affects thoughts, beliefs, and actions.
Why We Need Media Literacy • The media provide information that impacts much of our societal structures
Why We Need Media Literacy Character Education Civics Civics Health World View
Why We Need Media Literacy • We can not expect young people to develop “critical consumption” skills on their own • Media Literacy is a 21st Century skill, that is a logical extension of the traditional notion of literacy.
“Smoking Media Literacy?” • Media Literate Students are 50% less likely to begin smoking (Primack). • A decrease in an SML score of just one point corresponded with a 30 percent increase in a student's likelihood to smoke. • Media Literacy is important in teaching students how to recognize efforts by the tobacco industry to “recruit replacement smokers.”
8 ConceptsTo UnderstandingMedia Literacy How do we know what we know?
Concept 1 • Authors create media messages for profit and/or influence.
Concept 2 • Authors target specific audiences
Concept 3 • Messages contain values and specific points of view.
Concept 4 • Different people interpret messages differently.
Concept 5 • Messages affect attitudes and behaviors.
Concept 6 • Media messages use multiple production techniques.
Concept 7 • Messages filter reality.
Concept 8 • Messages omit information
Goals • Improve the health of children, families, and communities through media education. • Empower children with the skills they need to shift control from the media to the user. • Increase media literacy through integrating media literacy across the curriculum.
Me in Media • Raise Awareness • Types of Media • Media Diary/Log • Basic Concepts
The Lizard Brain • Passive v. Active Media Consumption • Use of Persuasion Technique • Deconstructing Media
Who created this media message? Why? • Who is the target audience? What text, images or sounds suggest this? • What is the text (literal meaning) of the message? • What is the subtext (unstated or hidden message)? • What tools of persuasion are used? See "the language of persuasion" • What healthy messages are communicated? What unhealthy messages are communicated? • What part of the story is not being told?
Student Produced Media Analyze. Look at several real ads and try to figure out why they’re effective. Persuade. Use the same persuasion techniques found in real ads -- like humor, repetition, or flattery -- to deliver your alternative message. Pictures. Visual images are incredibly powerful.The best counter-ads, like the best ads, tell their stories through pictures. Rebellion.Advertising targeted at young people often appeals to a sense of youthful rebellion. Effective counter-ads expose misleading and manipulative advertising methods and turn their rebellious spirit toward the corporate sponsors who use them. KISS Keep It Short & Simple.Use only one idea for your main message.
Media Planningand Outreach • Determine what media you will use. • Plan in well in advance • Consider placement • Mobile Media Unit support • Plug-into the Community
Summary • Teaching children to critically think about the media and its impact on our world is vitally important. • We can not change the “media,” but we can change the way we view it. • 21st Century technology skills empower students to harness the power of media for positive social change.