Canadian Association of Media Education Organizations

© 2006 Media Awareness Network Media Education: Make It Happen! 1.Young people and media 2.What is media literacy? 4. Media education in action: a) Course connections b) Ready, set, go 3. Media education approaches

© 2006 Media Awareness Network The ABC’s of Brands

Young People and Media © 2006 Media Awareness Network Media messages help shape their perceptions. Media are powerful forces in the lives of youth.

Young People and Media © 2006 Media Awareness Network 75% watch TV daily 48% have their own TV 42% watch several videos each week 60% play video games each day

Young People and Media © 2006 Media Awareness Network 94% access the Net from home 41% have MP3 players 22% have webcams 37% have their own connected computer

Young People and Media © 2006 Media Awareness Network The Web Text messaging Camera cell phones interactivity Multi-player videogames message boards BLOGS Webcams Personal Web sites MP3s E-zines Instant messaging Chat rooms In the digital media environment, kids have access to information and entertainment from around the world. Kids learn new technologies effortlessly, multi-tasking through a complex mix of sound, graphics, text and images. They have become managers, creators and distributors of information.

Young People and Media © 2006 Media Awareness Network Young people need to develop knowledge, values, critical thinking, communication and information management skills. As kids interact with media they absorb knowledge about the world, themselves and others.

What is Media Literacy? © 2006 Media Awareness Network the ability to access, analyze, evaluate and produce media the process of becoming active, rather than passive, consumers of media Media literacy is:

What is Media Literacy? © 2006 Media Awareness Network Recognize bias and stereotyping. Differentiate between media violence and real world violence.

What is Media Literacy? © 2006 Media Awareness Network Read “between the lines” of junk food advertising Differentiate between entertainment and marketing

What is Media Literacy? © 2006 Media Awareness Network Question the connections between entertainment and self-image

What is Media Literacy? © 2006 Media Awareness Network Understand how news is constructed

What is Media Literacy? © 2006 Media Awareness Network Produce media texts for civic engagement

Media Education Approaches © 2006 Media Awareness Network 1.Learning hands-on production techniques 2.Recognizing how elements of a specific medium convey meaning 3.Thinking critically about media issues and media influences Source: Ontario Media Literacy Resource Guide Media education includes:

Media Education Approaches © 2006 Media Awareness Network Canada is a world leader in media education, In 1988, Ontario became the first educational jurisdiction in the world to mandate media literacy as part of the English curriculum. By 1999, media education was a mandated part of ELA curriculum across Canada. Media Education in Canada

Media Education Approaches © 2006 Media Awareness Network Who can teach media literacy? You can! Media literacy isn’t about having the right answers; it’s about asking the right questions. Who is the audience for a media production and why? From whose perspective is a story being told? How do the elements affect what we see, hear or read? How might different audiences interpret the same production? Whose interests are being served?

Media Education Approaches © 2006 Media Awareness Network Media are constructions Media products are created with a purpose and from a perspective using forms and techniques. Media literacy deconstructs media products, exploring factors and decisions on how they were made. Source: Ontario Media Literacy Resource Guide

Media Education Approaches © 2006 Media Awareness Network Audiences negotiate meaning We all bring our own experience to media we encounter. Media literacy helps us understand how individual factors affect interpretation. Source: Ontario Media Literacy Resource Guide

Media Education Approaches © 2006 Media Awareness Network Media have commercial implications Media industries belong to a powerful network of corporations that exert influence on content and distribution. Source: Ontario Media Literacy Resource Guide

Media Education Approaches © 2006 Media Awareness Network Values and ideological messages underpin all media Media convey messages about values, power and authority. Source: Ontario Media Literacy Resource Guide

Media Education Approaches © 2006 Media Awareness Network Each medium has a unique aesthetic form Each type of media has its own grammar and elements that shape reality in a unique way.

© 2006 Media Awareness Network MEANINGS Source: Media Studies K-12 DRAFT © Toronto District School Board Media Studies Triangle technology Production codes & practises finance controlownership distributionlegality AudienceText denotation connotation commodity codes genre values intertextuality psychology textual competence gender culture social function

Media Education Approaches © 2006 Media Awareness Network AudienceTextProduction Media Studies Triangle

Media Education Approaches Media Studies Triangle Text © 2006 Media Awareness Network What kind of text is it? In what ways does this media text tell a story? What type or category of story is it?

Media Education Approaches Media Studies Triangle Text © 2006 Media Awareness Network Does it follow a formula? What are the conventions used?

Media Education Approaches Media Studies Triangle Text © 2006 Media Awareness Network What are the characters like? Are there any stereotypes? What values are being promoted? How is this done?

Media Education Approaches Media Studies Triangle Text © 2006 Media Awareness Network Whose point of view do the values represent? Are my values represented? Why or why not?

Media Education Approaches Media Studies Triangle Audience © 2006 Media Awareness Network Who is the target audience for this media text? How can I tell? How and why does this media text appeal to its target audience? How does this media text appeal to me?

Media Education Approaches Media Studies Triangle Audience © 2006 Media Awareness Network What things do I like and dislike about it? In what different ways do people use or consume this media text? How would I change the media text to make it more enjoyable?

Media Education Approaches Media Studies Triangle Production © 2006 Media Awareness Network Who produced this media text, and for what purpose? How can I influence the production of this kind of media?

Media Education Approaches Media Studies Triangle Production © 2006 Media Awareness Network How is this text distributed or sold to the public? Who profits? How was the text made?

Media Education Approaches Media Studies Triangle Production © 2006 Media Awareness Network What production techniques are used? What rules and laws affect the media text? How could I create a similar media text?

Media Education Approaches © 2006 Media Awareness Network The media studies triangle can be applied to a wide variety of media texts, from a simple running shoe advertisement to more complex texts, such as a televised political debate or a shopping mall. Audience Text Production

© 2006 Media Awareness Network Media Education in Action

Media Education in Action: Course Connections © 2006 Media Awareness Network Discussions and projects related to media lend themselves to many key learning objectives and outcomes: watching listening reflecting writing organizing ideas expressing opinions engaging socially and politically developing critical thinking skills.

Media Education in Action: Course Connections © 2006 Media Awareness Network Start young Many of the topics that media education addresses are central to healthy development and can be addressed starting in the primary grades.

Media Education in Action: Course Connections © 2006 Media Awareness Network Media Studies and Language Arts have much in common, such as the study of aesthetics, the examination of genres and the use of language and symbols. English Language Arts

Media Education in Action: Course Connections © 2006 Media Awareness Network Social Studies Topics can include media representation, the role of media in promoting cultural identity and issues related to the use of the Internet for research.

Media Education in Action: Course Connections © 2006 Media Awareness Network Health and Personal Development Media-related topics can include junk food advertising, alcohol and tobacco use, sexuality and body image, media violence, diversity and gender representation.

Media Education in Action: Course Connections © 2006 Media Awareness Network Family Studies Students can compare television’s construction of family to families in the real world.

Media Education in Action: Course Connections © 2006 Media Awareness Network Technology ICT topics can include search and assessment skills, electronic privacy, plagiarism and the cultural, economic and social impacts of technology.

Media Education in Action: Course Connections © 2006 Media Awareness Network Global Studies and Civics In Global Studies, students can explore the representation of developing countries in news media and how sensational stories can fuel the perspective that people in developing nations are helpless victims. A Civics class can examine the connections between media and politics including the following: discussions about “spin”; media styles of politicians; and media ownership and political reporting.

Media Education in Action: Course Connections © 2006 Media Awareness Network Multicultural and anti-racism programs Students can learn how stereotypes function in popular culture, the conditions that give rise to them and how these portrayals can influence our perceptions.

Media Education in Action: Ready, set, go © 2006 Media Awareness Network My Favourites – Mike W. Magazine: unknown Book: Calvin & Hobbes Movie: Speed TV Show: Cops & Simpsons Toy: Laser pointer Game: Grand Theft Auto Music Artist/Group:Green Day Song: Holiday & American Idiot Brand: unknown Food: Pizza and sugar Interests: Transportation Aspirations:Airline owner Magazine:bop, j-14 Book:Sweet 16 Movie:Thirteen TV Show:7th Heaven, The OC Toy: My little teddy bear Game: The Sims 2 Music Artist/Group:Kelly Clarkson Song: Smells Like Teen Spirit Brand: Converse, etnies Food: Pizza Interests: Music Hobbies: Devin Aspirations: Lawyer A great way to get to know the media your students are interacting with is to start the school year with a quick class survey. My Favourites – Jessie

Media Education in Action: Ready, set, go © 2006 Media Awareness Network Familiarize yourself with youth media On television music channels entertainment programs sports cartoons In the communitymusic and video stores vintage and fashion stores comic book stores malls Online instant messaging technology social networking sites file-sharing sites and programs kids’ favourite Web sites

Media Education in Action: Ready, set, go © 2006 Media Awareness Network Use annual events and celebrations to highlight specific media issues Earth Day:Examine how environmental issues are promoted or are absent in mainstream media Buy Nothing Day:Raise awareness of the impact of mass consumerism on global culture and the environment TV-Turnoff Week: A jumping-off point for students to log and examine their own TV viewing habits Special Occasions:The start of the school year, Christmas and graduation can provide opportunities to address consumption and consumerism