Media Literacy

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Media Literacy LearningMaking Connections for
All Students

• Frank Baker
• Media educator
• Fbaker1346_at_aol.com
• Media Literacy Clearinghouse
• http//www.frankwbaker.com

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Media Literacy LearningMaking Connections for
All Students

• Media savvy, but not
  media-literate

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Media Literacy LearningMaking Connections for
All Students
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Kids Media ( Kids age 6-14 )

• 69 have TVs in their bedrooms 49 have
  videogames46 have VCRs 37 have DVD
  players 35 have cable or satellite TV24 have
  PC (personal computers)18 have Internet access
• 
  
  "U.S. Multicultural Kids Study 2005."

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Media Literacy LearningMaking Connections for
All Students

• 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

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• While more young people have access to the
  Internet and other media than any generation in
  history, they do not necessarily possess the
  ethics, the intellectual skills, or the
  predisposition to critically analyze and evaluate
  their relationship with these technologies or the
  information they encounter. Good hand/eye
  co-ordination and the ability to multitask are
  not substitutes for critical thinking.
  Dr. David
  Considine, media educator

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Media literacy recommended

• American Assn of School Libraries
• Cable in The Classroom
• Carnegie Council on Adolescent Development
• Natl Board of Prof Teaching Standards
• National Council of Teachers of English
• National Middle School Assn
• And more

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Media Literacy LearningMaking Connections for
All Students

• What is media literacy?Take the next few
  minutes to draft your own,
• personal definition, after which we will share.

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Media Literacy LearningMaking Connections for
All Students

• 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. 

Media Literacy Resource Guide, Ministry of
Education Ontario, 1997
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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

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What media literacy is not

• media bashing
• protection against media
• just about television
• just TV production
• how to use AV equipment
• only teaching with media
• it is teaching about the media

Video EL
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Media Literacy Ohio ENGLISH

• Communication Oral Visual StandardB.
  Explain a speakers point of view and use of
  persuasive techniques in presentations and visual
  media.

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Media Literacy Ohio ENGLISH

• Grade 6
• B. Analyze the techniques used by speakers and
  media to influence an audience, and evaluate the
  effect this has on the credibility of a speaker
  or media message.

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Media Literacy Ohio ENGLISH

• Grade 8
• 2.   Determine the credibility of the speaker
  (e.g., hidden agendas, slanted or biased
  material) and recognize fallacies of reasoning
  used in presentations and media messages

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Media Literacy Ohio Social Studies

• 9th Grade
• -identify sources of propaganda, describe the
  most common techniques, and explain how
  propaganda is used to influence behavior

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Media Literacy Ohio HEALTH

• Draft StandardsGrade 6ATODInstructional
  ObjectivesMotivatorsInvestigate how
  alcohol/tobacco company ads target young people 

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Media Literacy Ohio Visual Art

• Benchmark C Grade 84. Identify examples of
  visual culture (e.g. advertising, political
  cartoons, product design, theme parks)and
  discuss how visual art is used to shape people's
  tastes, choices, values, lifestyles, buying
  habits and opinions.

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Media Literacy Ohio LIBRARY

• Benchmark A Explain the intended effect of
  media communications and messages when delivered
  by various audiences for various
  purposesBenchmark B Examine a variety of
  elements and components used to create and
  construct media communications for various
  audiences and various purposesBenchmark C
  Critique and evaluate the intended impact of
  media communications and messages when delivered
  and received by society as a whole

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Media literacy aims to

• help students become independent thinkers
• teach critical inquiry, critical thinking and
  critical viewing
• involve them in hands-on work, including the
  creation and production of media
• engage students in meaningful, relevant issues
  ( i.e. world, community, citizenship)
• have students working together as part of a team

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Benefits of media literacy

• Interdisciplinary and easy to integrate into key
  elements of existing/emerging curriculum
• Inquiry-based and consistent with reflective
  teaching and critical thinking
• Includes hands-on experiential learning and is
  consistent with learning styles research

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Benefits of media literacy

• Works well in teams and groups, fostering
  cooperative learning
• Proven successful in appealing to at-risk
  students in improving retention rates
• Compatible with SCANS (Secretarys Commission on
  Achieving Necessary Skills) and fosters
  employment opportunities

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Benefits of media literacy

• Connects the curriculum of the classroom to the
  curriculum of the living room

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A Framework for studying media

• Media agencies who communicates why
• Media categories what type of text (genres)
• Media technologies how it is produced?
• Media languages meanings
• Media audiences who receives it
• Media representations how is it presented

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Media literacy key concepts

• All media are Constructed
• Media use languages with their own set of rules
• Media convey values points-of-view
• Audiences negotiate meaning
• Media power profit
• 
  Source Center for Media Literacy

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Key Concepts Media Literacy

• 1. All media are constructed

media construct versions of reality
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Key Concepts Media Literacy
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Key Concepts Media Literacy

• 2. Media use languages with their own set of rules

Language of film Camera workLighting Editing
SetsSound/musicCostumes
Expressions
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Key Concepts Media Literacy

• 3. Media convey values points-of-view

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Key Concepts Media Literacy

• 4. Audiences negotiate meaning (different
• people see the same messagedifferently)

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Key Concepts Media Literacy

• 5. Media power profit

ABC (Disney)CBS/UPNCNN (AOL/Time Warner)FOX
(News Corp) NBC (NBC/Universal) VIACOM
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What is the purpose of TV?

• The purpose of television is..
• to drive audience (eyeballs) to
• advertisers

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Change this sentence

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

• You are
• brought to the
• sponsor by the program.

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Critical inquiry asking questions

• Who created/paid for the message? (author)
• Why was it produced? (purpose)
• For whom? (target audience)
• What techniques are used?
• What lifestyles are promoted?
• Who benefits?
• Does it contain bias or stereotypes?
• Who/what might be omitted and why?

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A media literacy continuum

• Photographs (Visual literacy)
• Advertisements with embedded images
• Moving images (TV and film)

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Media literacy Blooms Taxonomy

• Media Literacy Similar Blooms
  Language
• Access Identify,
  recognize
• Analyze Understand,
  deconstruct
• Interpret Clarify, paraphrase,
  represent
• Produce Generate, design,
  construct

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Revised Blooms Taxonomy

• COGNITIVE PROCESS DIMENSION
• Remember
• Understand
• Apply
• Analyze
• Evaluate
• Create

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Blooms REMEMBER

• Recognize, Recall
• IN MEDIA LITERACY, STUDENTS NEED TO KNOW BOTH THE
  CORE CONCEPTS CRITICAL THINKING QUESTIONS
• STUDENTS KNOW BIAS, PROPAGANDA,
• TECHNIQUES OF PERSUASION, etc.

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Blooms UNDERSTAND

• Construct meaning from.graphic communication
• You students represent verbal information
  visually?
• TAKING PAGE FROM A STORY AND
• CREATING A MOVIE STORYBOARD OF THE
• SCENE

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Blooms APPLY

• Can students use information in another
  situation?
• TAKE MEDIA LITERACY KNOWLEDGE AND APPLY IT TO
  NEWS, ADS, WEBSITES,

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Blooms ANALYZE

• Break it down into its parts and how they relate
  to one another
• Differentiating, Organizing, Attributing

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Blooms EVALUATE

• To make judgments based on criteria
• Can students make and justify a decision or
  course of action?
• WHAT TECHNIQUES ARE USED TO PRODUCE THIS MEDIA
  MESSAGE?

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Blooms CREATE

• Can students generate new products, ideas or ways
  of viewing things?
• Generating, Planning, Producing
• STUDENTS CREATE MEDIA AFTER
• LEARNING HOW MEDIA OPERATE

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ML Concepts Blooms

• All media are constructed
• In what ways are media messages put together
• Who does the constructions and how
• Students create/produce their own media

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ML Concepts Blooms

• Media utilize unique languages with their own set
  of rules
• In what ways are media languages ?
• What rules apply to different media?

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ML Concepts Blooms

• Media convey values and points-of-view
• Understand how media communicate values
• What techniques do they use?
• How do media producers convey points of view?

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ML Concepts Blooms

• Audiences negotiate meaning (different people see
  the same media message differently)
• Apply knowledge to different situations