Media Literacy: Critical thinking about media Frank W. Baker Media Literacy Clearinghouse

Generation M; “digital natives”

College students and high-school students preparing to enter college are sorely lacking in the skills needed to retrieve, analyze, and communicate information that is available online… only 13 percent of the test-takers were information literate. The Chronicle of Higher Education, October 17, 2006

What students need to know “Adolescents need to learn how to “Adolescents need to learn how to integrate from multiple sources, including knowledge from multiple sources, including music, video, online databases and other media. They need to They need to think critically about ….they need to information….they need to participate in the that new communication kinds of collaboration that new communication and information technologies enable, but increasingly demand.” Bruce Bertram, “Diversity and Critical Social Engagement: How Changing Technologies Enable New Modes of Literacy in Changing Circumstances”

”Our students are growing up in a world saturated with media messages…yet, they 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

What is “media literacy”? Take the next few minutes to draft your own definition.

Media literacy is… The ability to: Access Analyze Interpret Produce communication in a variety of forms

"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. "

With the advent and popularity of YouTube, Current TV, and similar venues, young people have become media producers. DIY (do it yourself)

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

What media literacy is not: media bashing media bashing “protection” against media “protection” against media just about television just about television just TV production just TV production how to use AV equipment how to use AV equipment only teaching with media; only teaching with media; it is also teaching about the media it is also teaching about the media

5 Key Concepts in Media Literacy 1. All Media Are Constructions

5 Key Concepts in Media Literacy 2. Media: languages with unique rules The Language of IM BRB Be Right Back POS Parent Over Shoulder LOL Laughing out Loud The Language of Film Cameras Lights Audio (sound, music) Editing Set Design Costume Actors’ expressions Makeup

5 Key Concepts in Media Literacy 3. Media convey values & points-of-view

5 Key Concepts in Media Literacy 4. Different people experience the same media differently

5 Key Concepts in Media Literacy 5. Media= power + profit FOX (News Corp) NBC (NBC/Universal) CBS ABC (Disney) CNN (AOL/Time Warner) VIACOM

Impact of media consolidation: Media consolidation comes at the expense of ethnic diversity and serving the interests of women and minorities Benton Foundation/Social Science Research Council October 23, 2006

TV What would your students say is the purpose of television?

Audience-Advertiser-Program Thisprogram is brought to you by the sponsor. You are brought to the sponsor by the program.

Media literacy in the classroom Assignment Media Literacy Introductory videovideo

ML in Ohio Teaching Standards English Language Arts Communication: Oral & Visual Standard B. Explain a speaker’s point of view and use of persuasive techniques in presentations and visual media.

English: examples Non-print texts (TV, film, music) Understanding bias & stereotypes Analyzing techniques of persuasion (for example– in advertising) The language of TV/film (camera work, lighting, music) Visual literacy (photography) Blogging; graphic novels

ML in Ohio Teaching Standards Social Studies 9 th grade -identify sources of propaganda, describe the most common techniques, and explain how propaganda is used to influence behavior

Social Studies: examples Analyze/produce editorial cartoons Examine historical photographs Study past/present propaganda History of U.S. mass media Understand communications policy Analyze political advertising

ML in Ohio Teaching Standards Health Alcohol, Tobacco & Other Drugs Investigate how alcohol/tobacco company ads target young people Examine media portrayal of body shape/ /type

Health: examples How media market consumer products Nutrition messages (i.e. junk food) Alcohol & tobacco advertising Body image and the media Media messages about sex

ML in Ohio Teaching Standards VISUAL ART 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.

ML in Ohio Teaching Standards Library Media Benchmark A: Explain the intended effect of media communications and messages when delivered by various audiences & for various purposes Benchmark B: Examine a variety of elements and components used to create and construct media communications for various audiences and & various purposes Benchmark C: Critique and evaluate the intended impact of media communications and messages when delivered and received by society as a whole

Media literacy=critical thinking Who created/paid for the message? What is the message’s purpose? Who is the message trying to reach? What techniques are used?techniques Who or what might be left out? How do we know what it means? Who benefits from the message?

Media literacy=critical thinking What lifestyles are promoted and why? Does the message contain bias or stereotypes? What can I do with the information?

Visual literacy Understanding imagesimages

“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

The languages of TV-Film CAMERAS (point-of-view) LIGHTS SOUND & MUSIC EDITING (post production) SET DESIGN ACTOR: wardrobe; expression

Examples Cell phone DOVE Political Ads script

Film Examples Opening CreditsOpening Credits- symbolism Pocket Watch FearFear- lighting; music

Film Examples 1978 Docudrama In what ways does the director use techniques which make us, the viewer, believe what we see is actual Civil Rights footage?