Media%20literacy%20101

1
Media literacy 101
Berkeley County Reading and Writing Institutes

• Frank Baker
• media educator
• fbaker1346_at_aol.com
• Media Literacy Clearinghouse
• http//medialit.med.sc.edu

2
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
  soundthe 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

3
Media literacy 101

• Conventional Read --------------- Write
• Contemporary Analyze-------------Produce

4
Media literacy 101
5
Media literacy 101
The Media Family Electronic Media in the Lives
of Infants, Toddlers, PreschoolersKaiser Family
Foundation, May 24, 2006
6
Media literacy 101

• Our students are growing up in a world
  saturated with media messagesyet, 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

7
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

8
Media literacy 101

• What is media literacy?
• OR
• Why should your students become media literate?

video
9

• 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)

10
What media literacy is

• Set of skills, knowledge, abilities
• Awareness of personal media habits
• Understanding of how media works
• Appreciation of medias power/influence
• Ability to discern critically question/view
• How meaning is created in media
• Healthy skepticism
• Access to media
• Ability to produce create media

11
Media literacy in SC ELA
Elementary Middle High School
Recognize details, setting, characters and cause and effect in material from nonprint sources Demonstrate the ability to distinguish between fact and opinion, to compare and contrast info and ideas, and make inferences in regard to what is viewed Analyze nonprint sources for accuracy, bias, intent and purpose
12
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

13
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 Teachers Companion

14
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

15
All media are constructed
16
What is this?
No, this is a PHOTOGRAPH of a horse.
17
Media are constructed using unique languages with
their own set of rules

• Language of film Camera LightsSound/Music
  Sets Editing

18
Media convey values and points-of-view
19
Audiences negotiate meaning
20
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.?
21
AdvertiserAudience

• This program
• is brought to
• you by the
• sponsor.

You arebrought tothe sponsorby the program.
22
Critical thinking questions

• Who produces/pays for media?
• For what purpose(s) was it made?
• For which target audience(s)?
• What techniques attract attentionincrease
  believability?
• Who or what is omitted and why?
• How do we know what it means?
• Does it contain bias or stereotypes?

23
Techniques
24
Techniques
25
Techniques
well known case of the
digital creation of a
magazine cover
featuring a
woman who does not exist
26
Techniques
27
Techniques
28
Techniques
29
Techniques
The box of Oreos was not in the original NBC
Friendsit was placed there virtually for
DVD/syndication exposure
30
Critical Thinking Questions

• Who produces/pays for media?
• For what purpose(s) was it made?
• For which target audience(s)?
• What techniques attract attentionincrease
  believability?
• Who or what is omitted and why?
• How do we know what it means?
• Does it contain bias or stereotypes?

31
Applying critical thinking questions to examples

• Visual Literacy

32
Understandingprint advertising

• Food ads (from popular magazines)
• Handout Advertising Analysis
  (questions)Share time

33
TV Toy CommercialsHow they influence kids
Buy Me That a 3 part video series
Script
Toy Ad Analysis
Worksheet
34
Tobacco advertising
Activity
35
Media literacy 101
Berkeley County Reading and Writing Institutes
Frank Baker media educator fbaker1346_at_aol.com Me
dia Literacy Clearinghouse http//medialit.med.sc.
edu