Media literacy In The Social Studies Classroom: Applying 21 st Century Literacy & Inquiry Frank W. Baker Media educator

Influence of images “Still photos and TV images are what sway people…..at the end of the day, people retain very simple images in their minds when they’re not really engaged or focused on an issue.” Jane Arraf, former CNN Bureau Chief “Still photos and TV images are what sway people…..at the end of the day, people retain very simple images in their minds when they’re not really engaged or focused on an issue.” Jane Arraf, former CNN Bureau Chief

What’s really important Nearly 77% of those polled could name each of the Seven Dwarfs Only 24% could name 2 of the 9 US Supreme Court judges Nearly 77% of those polled could name each of the Seven Dwarfs Only 24% could name 2 of the 9 US Supreme Court judges Zogby Poll Week of August 12, 2006

New media & politics User-driven community sites (MySpace; FaceBook; You Tube) are to this year's races what blogs were to campaigns two years ago. They are not replacements for traditional staples like TV ads and direct mailings, but they offer the latest venues for campaigns to reach younger voters and mobilize them to volunteer. Source AP News Story August 20 User-driven community sites (MySpace; FaceBook; You Tube) are to this year's races what blogs were to campaigns two years ago. They are not replacements for traditional staples like TV ads and direct mailings, but they offer the latest venues for campaigns to reach younger voters and mobilize them to volunteer. Source AP News Story August 20

Media literacy In The Social Studies Classroom: Applying 21 st Century Literacy & Inquiry What do we want students to know about the media?

Media literacy In The Social Studies Classroom: Applying 21 st Century Literacy & Inquiry 87% of U.S. teens between 12 and 17 years of age use the Internet; 87% of U.S. teens between 12 and 17 years of age use the Internet; 81% of teen Internet users play games online; 81% of teen Internet users play games online; 76% get news online; 76% get news online; 51% of teen Internet users say they go online on a daily basis; 51% of teen Internet users say they go online on a daily basis; 43% have made purchases online; and 43% have made purchases online; and 31% use the Internet to get health info 31% use the Internet to get health info

Media Literacy “Our Founding Fathers understood that a democratic republic could not survive without an informed and participatory citizenry….It is essential in our citizenship role to view critically, analyze ask powerful questions and draw our own conclusions. Media literacy, then, is essential to the citizenship role.” “Our Founding Fathers understood that a democratic republic could not survive without an informed and participatory citizenry….It is essential in our citizenship role to view critically, analyze ask powerful questions and draw our own conclusions. Media literacy, then, is essential to the citizenship role.” Denee Mattioli, past president, NCSS Denee Mattioli, past president, NCSS

Ideas for integrating media literacy in social studies Analyzing editorial cartoons Analyzing editorial cartoons Examining historical photographs Examining historical photographs Studying past/present propaganda Studying past/present propaganda Understanding bias/stereotypes Understanding bias/stereotypes History of American broadcasting History of American broadcasting Understanding US communications policy Understanding US communications policy Analyzing political advertising Analyzing political advertising

Media literacy Draft your own definition of what “media literacy” means..

Media Literacy 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 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.

ML in SC SS Standards Grade 5: the significance of pop culture and mass media Grade 7: the role of TV satellites, computers, and the Internet; the role of propaganda in influencing the US to enter WWI Grade 8: the rise of mass media..... Grade 9: emergence of the consumer culture Economics: the influence of advertising on consumer choices

Framework for studying media Media agencies: who communicates & why Media agencies: who communicates & why Media categories: what type of text (genres) Media categories: what type of text (genres) Media technologies: how it is produced? Media technologies: how it is produced? Media languages: meanings Media languages: meanings Media audiences: who receives it Media audiences: who receives it Media representations: how is it presented Media representations: how is it presented

Core Concepts of ML All media are constructed All media are constructed Media use unique languages with their own set of rules Media use 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

Example

Media use unique languages Language of film Camera work Lighting Editing Sets Sound/music Costumes Expressions

Media convey values & points-of-view

Audiences negotiate meaning

ABC (Disney) CNN (AOL/Time Warner) CBS FOX (News Corp) NBC (NBC/Universal) VIACOM Media= Power + Profit

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

One of the casualties of war is truth Author unknown

Reuters Recalls Altered Photo & Fires the Photographer PhotoShop Original PhotoShop Original

Edward R. Murrow in the classroom

Political Advertising Research shows (voters) get more information on the issues from political ads on TV spots than they get from TV news or the debates

Ads= Votes + Money Presidential Campaign TV Ad Spending, 2004

Ads= Money Political advertising is on the rise, according to a report issued from BIA Financial Network. Experts predict about $22.2 billion will come from political ad revenue, an increase of 7-percent. Political advertising is on the rise, according to a report issued from BIA Financial Network. Experts predict about $22.2 billion will come from political ad revenue, an increase of 7-percent.

Language of TV Cameras Cameras Lighting Lighting Set Design Set Design Sound & Music Sound & Music Editing ( post production) Editing ( post production) Makeup, Wardrobe, Expressions Makeup, Wardrobe, Expressions

Let’s watch some ads: Focus for viewing: Setting Target audience

Unspinning the ads

TV Market Sizes 139. Wilmington NC 115. Augusta, GA 107. Florence/Myrtle Beach 101. Charleston 97. Savannah GA (Hilton Head) 97. Savannah GA (Hilton Head) 83. Columbia 83. Columbia 35. Greenville/Spartanburg/Asheville NC 35. Greenville/Spartanburg/Asheville NC 27. Charlotte NC/Rock Hill 27. Charlotte NC/Rock Hill

Newspaper Activity Each group gets a newspaper Each group gets a newspaper Using TV news script format, write a 30 second news promotion Using TV news script format, write a 30 second news promotion using: using: 1 international news story 1 national news story 1 regional or local news story 1 weather or sports

Media literacy In The Social Studies Classroom: Applying 21 st Century Literacy & Inquiry Frank W. Baker Media educator