media literacy | A framework to access, analyze, evaluate, create and participate with messages in a variety of forms

The consumer embryo begins to develop during the first year of existence. Children begin their consumer journey in infancy. And they certainly deserve consideration as consumers at that time. ~James U. McNeal, Pioneering Youth Marketer

44% of a 2-4 year olds have a TV in their bedroom 30% of all infants and toddlers (under the age of 2) have a TV in their bedroom 30% of all infants and toddlers (under the age of 2) have a TV in their bedroom In a typical day, 0 to 1-year-olds spend more than twice as much time watching television and DVDs (53 minutes) as they do reading or being read to (23 minutes). And some young children have already begun media multitasking—23 percent of 5- to 8- year-olds use more than one medium “most” or “some” of the time.

How many hours per day do American youth spend in front of an electronic screen? 7.5 hours per day That is over 30% of the day! Because some of that time includes several electronics at once, they actually manage to cram 10 hours and 45 minutes worth of media into the 7 hours and 38 minutes actually spent per day

Most people spend more than half of their waking day consuming media

9% 19% 34% Live TV Time-shifted TV (DVR) Video games Computer Mobile device DVDs

90% of media consumption is screen-based

What percentage of teens own some type of wireless device?

88% of teens have a cell phone 73% of teens have smartphones 30% have “basic” cell phones

By age 18 the average U.S. Child’s TV viewing has included 40,000 of these?

Murders | 8,000 of these were seen by the end of elementary school, as well as 92,000 other acts of violence.

In the TOP 20 shows among teenage viewers, the average number of scenes per hour with sexual content is? That is approximately one every seven minutes and DOES NOT include the sexual content in advertising. 7 Scenes per hour

By the time a person is 65 years old, that person will have spent 9 years watching TV.  American teens watch, on average, 20 hours of TV a week  2-5 year olds watch 35 hours/week  6-11 year olds watch 28 hours/week Hours per year the average American youth spends in school: 900 hours Hours per year the average American youth watches television: 1,500

By the time a person becomes 55 years of age they will have spent 3 years of their lives doing this? Watching commercials

Excessive TV viewing has been linked to…

Obesity 66% of American families regularly watch TV while eating dinner. Kids 8-12-years old see an average of 21 food ads a day-- more than 7,600 a year-- most of which are for candy and snacks (34%), cereal (28%), and fast food (10%).

Americans are confronted by more than 5,000 selling messages per day -Wizard of Ads, Roy H. Williams 50% of 9-to-17-year-olds visit web sites they see on TV even as they continue to watch

How many times will the average teen ask a parent for products they’ve seen advertised before the parents give in?

3 times! $205 billion a year is spent by companies in order to get you to buy!

What percentage of Americans get their news from a physical newspaper on a typical day?

Most Americans get their political information from… 59% 21% 9% 6%

The News is Meant to Inform?

Five Key Questions & Concepts

Who created this message? All media messages are constructed.

What techniques are used to attract my attention? Media messages are constructed using a creative language with its own rules.

How might different people understand this message differently from me? Different people experience the same message differently.

WHAT lifestyles, values, and points of view are represented in or omitted from this message? Media have embedded values and points of view.

Why was this message sent? Media messages are constructed to gain profit and/or power.

Persuasion Techniques Logical Appeal: Persuading by using information, facts, statistics, charts, graphs, maps, etc. Logical Appeal: Persuading by using information, facts, statistics, charts, graphs, maps, etc. Credibility Appeal: Persuading by showing where one’s information came from or by using an expert or testimonial Credibility Appeal: Persuading by showing where one’s information came from or by using an expert or testimonial Emotional Appeal: Persuading by appealing to one’s emotions Emotional Appeal: Persuading by appealing to one’s emotions Knowing one’s audience and targeting them Knowing one’s audience and targeting them Logos – Ethos – Pathos – Audience Awareness –