Media literacy 101 Frank Baker media educator Media Literacy Clearinghouse Berkeley County Reading and Writing Institutes Berkeley County Reading and Writing Institutes

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 sound…the 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 “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 sound…the 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

Media literacy 101 Conventional: Read Write Contemporary: Analyze Produce

Media literacy 101

The Media Family: Electronic Media in the Lives of Infants, Toddlers, Preschoolers Kaiser Family Foundation, May 24, 2006

Media literacy 101 “Our students are growing up in a world saturated with media messages…yet, 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 “Our students are growing up in a world saturated with media messages…yet, 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

Media literacy 101 American Association of School Libraries American Association of School Libraries International Reading Association International Reading Association Natl. Board of Professional Teaching Standards Natl. Board of Professional Teaching Standards National Council for Teachers of English National Council for Teachers of English National Middle School Association National Middle School Association Partnership for 21 st Century Skills Partnership for 21 st Century Skills White House Office of National Drug Control Policy White House Office of National Drug Control Policy

Media literacy 101 What is media literacy? OR OR Why should your students become media literate? video

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) 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)

What media literacy is: Set of skills, knowledge, & abilities Set of skills, knowledge, & abilities Awareness of personal media habits Awareness of personal media habits Understanding of how media works Understanding of how media works Appreciation of media’s power/influence Appreciation of media’s power/influence Ability to discern; critically question/view Ability to discern; critically question/view How meaning is created in media How meaning is created in media Healthy skepticism Healthy skepticism Access to media Access to media Ability to produce & create media Ability to produce & create media

Media literacy in SC ELA ElementaryMiddle 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

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 “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

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, from The English Teacher’s Companion “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, from The English Teacher’s Companion

Core Concepts All media are constructed All media are constructed Media are constructed using unique languages with their own set of rules Media are constructed using unique languages with their own set of rules Media convey values and points of view Media convey values and points of view Audiences negotiate meaning Audiences negotiate meaning Media = Power + Profit Media = Power + Profit Source: Center for Media Literacy Source: Center for Media Literacy

All media are constructed

What is this? No, this is a PHOTOGRAPH of a horse.

Media are constructed using unique languages with their own set of rules Language of film Camera Lights Sound/Music Sets Editing

Media convey values and points-of-view

Audiences negotiate meaning

Media = Power + Profit Big 5 Media FOX (News Corp) NBC (GE) CBS ABC (Disney) CNN (AOL/Time Warner) Big 5 Media FOX (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.?

Advertiser~Audience This program is brought to you by the sponsor. You are brought to the sponsor by the program.

Critical thinking questions Who produces/pays for media? Who produces/pays for media? For what purpose(s) was it made? For what purpose(s) was it made? For which ‘target audience(s)’? For which ‘target audience(s)’? What techniques attract attention; increase believability? What techniques attract attention; increase believability? Who or what is omitted and why? Who or what is omitted and why? How do we know what it means? How do we know what it means? Does it contain bias or stereotypes? Does it contain bias or stereotypes?

Techniques

Techniques

Techniques well known case of the digital creation of a magazine cover featuring a woman who does not exist

Techniques

Techniques

Techniques

Techniques The box of Oreos was not in the original NBC “Friends:” it was placed there virtually for DVD/syndication exposure

Critical Thinking Questions Who produces/pays for media? Who produces/pays for media? For what purpose(s) was it made? For what purpose(s) was it made? For which ‘target audience(s)’? For which ‘target audience(s)’? What techniques attract attention; increase believability? What techniques attract attention; increase believability? Who or what is omitted and why? Who or what is omitted and why? How do we know what it means? How do we know what it means? Does it contain bias or stereotypes? Does it contain bias or stereotypes?

Applying critical thinking questions to examples Visual Literacy Visual Literacy

Understanding print advertising Food ads (from popular magazines) Handout: Advertising Analysis (questions) Share time Handout: Advertising Analysis (questions) Share time

TV Toy Commercials: How they influence kids Buy Me ThatBuy Me That: a 3 part video series Buy Me That Script Script Toy Ad Analysis Worksheet Script

Tobacco advertising Activity

Media literacy 101 Berkeley County Reading and Writing Institutes Frank Baker media educator Media Literacy Clearinghouse