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Media Education: Russian Approach


Media Education: Russian Approach Media Education Futures Conference May 7th-8th 2014, University of Tampere Finland I.V. Zhilavskaja, Cand. Sc. {Philology} – PowerPoint PPT presentation

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Title: Media Education: Russian Approach

Media EducationRussian Approach
  • Media Education Futures Conference  
  • May 7th-8th 2014, University of Tampere
  • Finland
  • I.V. Zhilavskaja, Cand. Sc. Philology
  • Head of Journalism and Media Education Department
  • Sholokhov Moscow State University for Humanities

The notion of "media"
  • In various European languages medium means tool,
    the mediator, the man easily suggestible, money,
    means of communication, the conciliator, the
    middle class, the surrounding reality, as well as
    public life, transparency, something that is in
    the public domain in the physical sense -
  • Herbert Marshall McLuhan included the language,
    the wheel, clothing, housing, clock, photo,
    press, games, telegraph, automobile, telephone,
    phonograph, radio, television, weapons to the

Media and Mass Media
  • If we reduce "media" to mass media, then the
    following things will drop out of sight
  • in culture - music and art, literature and
  • in business - image production, advertising and
    corporate products
  • in politics - materials of political parties and
    movements, ideological and propagandistic
  • in interpersonal communication - letter,
    postcard, telephone call, etc.

The notion of "media" by UNESCO textbook "Media
and Information Literacy teacher training
  • The term refers to any physical object that is
    used to transmit messages.
  • Media is a source of information, where the
    content should be edited based on the concepts of
    journalistic ethics, so that the principle of
    editorial independence could be applied in
    relation to a certain organization or person.

  • What should you do with the content that is not
    subject to editing based on the concepts of
    journalistic ethics, so that the principle of
    editorial independence could be applied in
    relation to a certain organization or person?
  • Is it not part of the media and information

The notion of "information"
  • Information is the Verb, not a Noun. Released
    from its receptacles, the information is clearly
    not a thing. It is an action that takes time, and
    not a state of being which occupies physical
    space. Its the serve, not the ball it is the
    dance, not the dancer. D.P. Barlow
  • The information as content becomes information as
    such only when there is an act of consumption and
    perception, when the existing data begin the
    process of moving through media channels from the
    source to the consumer.

  • Information can exist only in the movement, and
    it flows like water, permeates every pore of the
    social organism.
  • Closed archive materials only become information
    when they are open, otherwise the sense of
    information is missing.
  • As long as the library is theca (theke vault
    in Greek) - a place to store books, it has no
    prospects of communication development.

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  • Media as channels through which messages are
    broadcasted and information which is delivered
    through these channels - they are two sides of
    the solid communication process.
  • Information can not exist without media as
    medium, as well as media without information does
    not make sense.
  • As the dance is inseparable from the dancer, so
    is the information from the media.

Two approaches to media education
  • Didactic balanced growth of the individual,
    social and cultural adaptation, education, aimed
    primarily at young people.
  • Civil - part of the basic rights of citizens for
    freedom of expression and information, media
    activity supposing media performance by different
    population groups.

Based on two approaches they developed two models
of media education
  • Educational
  • Teacher and student discuss the media, get more
    information about the media, describe it,
    interpret, analyze media texts.
  • Media texts play a didactic role.
  • Personality acts as the object of education, of
    pedagogical impact.
  • Journalistic
  • Formed on the basis of relations directly inside
    the media environment.
  • The role of "teacher" and "student" are
    completely consistent with the roles of
    "journalist" and "audience.
  • Relations are based on the joint creation of an
    information product.

Subjects of media education
  • Pedagogical
  • Media educators, teachers of different
    disciplines, additional education teachers, head
    teachers on educational work, social workers,
  • Journalistic
  • Journalists of print media, television and radio,
    directors, operators, designers, photographers,
    online journalists, media managers, and other
    representatives of the media community.

Recipients of media education
  • Pedagogical
  • Students of schools, colleges, high schools,
    students of higher and secondary vocational
    education, additional education courses,
    students, preschoolers
  • Journalistic
  • Audience representing different strata and
    groups youth, seniors, representatives of
    government, business, NGOs, people with
    disabilities, etc.

Forms and technology of media education
  • Journalistic
  • Creating information products in the form of
    newspapers, magazines, television and radio,
    Internet projects, master classes, media
    festivals, creative contests, readers'
    conferences, etc.
  • Pedagogical
  • Integration into the school basic education, self
    discipline, extracurricular activities,
    specialization in high school, courses, clubs,
    electives, etc.

On the purposes of media education
Effects of media education
Preliminary results
  • Journalistic model of media education has an
    applied character and pronounced economic
    motivation of media specialists. This is one of
    the marketing tools.
  • Pedagogical model, by definition, implies a
    higher value component.
  • Today, not all media executives are willing to
    set a goal to increase the level of media
    competence of the audience, increasing its media
    activity. Many media pursue other aims a lower
    cost to get a quick and maximum profit.
  • Today, not all teachers understand that media are
    not like working with a computer program but with
    meanings, that media are not just audio, video
    and the Internet but also a book, newspaper, and
    drawing too.

Convergence of media and information
  • Library and TV find common rather than the

Two streams of a river
Convergence - mergerHowever, this is not a
mechanical combination of two directions
Emergence1 1 not 2 If you mix red with
yellow, you will get orange
  • From English emergent suddenly appearing in
    systems theory - the existence of a system of
    special properties that are not inherent in the
    blocks and subsystems, as well as the sum of the
    items irreducibility properties of the system to
    the sum of the properties of its components
    synonym systemic effect.
  • In biology and ecology the concept of emergence
    can be expressed as a single tree - not a
    forest, a cluster of individual cells - not the
  • In soil science emergent property of the soil is

Master's program "Media Education"
  • Opened at Sholokhov Moscow State University for
    the Humanities in 2012.
  • Competence model of graduate master's program
    "Media Education is developed.
  • Basic educational graduate program in media
    education is developed.
  • Forthcoming textbook Theory and practice of
    media education.

Master's program "Media Education"
  • Study mode - correspondence. 22 people from
    different spheres are trained (teachers,
    psychologists, PR-specialists, economists,
    lawyers, etc.).
  • Future work place schools, supplementary
    education centers, child and youth media centers,
    information centers, media centers, children and
    youth media.
  • In 2014, the first cluster defense of master's
    theses will be held as a single social project.