1. Media literacy, teaching standards & health Frank W. Baker fbaker1346@aol.com Media Literacy Clearinghouse www.frankwbaker.com SLIS 220, Wednesday March 25, 2009

2. Media literacy, teaching standards & health National Institutes of Health, Yale University and the California Pacific Medical Center experts analyzed 173 studies National Institutes of Health, Yale University and the California Pacific Medical Center experts analyzed 173 studies

3. Media literacy, teaching standards & health The studies offered strong evidence that children who get more media exposure are more likely to become obese, start smoking and begin earlier sexual activity than those who spend less time in front of a screen…. The studies offered strong evidence that children who get more media exposure are more likely to become obese, start smoking and begin earlier sexual activity than those who spend less time in front of a screen….

4. Media literacy, teaching standards & health ….studies also indicated more media exposure also was linked to drug and alcohol use and poorer school performance

5. Media literacy, teaching standards & health Recommendations: 1. teach kids to be smart media users 2. lawmakers should underwrite media education efforts Recommendations: 1. teach kids to be smart media users 2. lawmakers should underwrite media education efforts

6. What do teaching standards say about media & health? SOUTH CAROLINA HEALTH ED Standard 4 Analyze the influence of personal beliefs, culture, media, technology and other factors on health. SOUTH CAROLINA HEALTH ED Standard 4 Analyze the influence of personal beliefs, culture, media, technology and other factors on health.

7. What is “media literacy”? Take a few minutes to write your own definition and then be prepared to share.

8. Media Literacy “….the ability to access, analyze, interpret and produce media (communication) in a variety of ways”

9. Media Literacy ANALYZECREATE Understand both how and why media messages are constructed, and for what purposes Understand both how and why media messages are constructed, and for what purposes Examine how individuals interpret messages differently, how values and points of view are included or excluded, and how media can influence beliefs and behaviors Examine how individuals interpret messages differently, how values and points of view are included or excluded, and how media can influence beliefs and behaviors Apply a fundamental understanding of the ethical/legal issues surrounding the access/use of media Apply a fundamental understanding of the ethical/legal issues surrounding the access/use of media Understand and utilize the most appropriate media creation tools, characteristics and conventions Understand and utilize the most appropriate media creation tools, characteristics and conventions Understand and effectively utilize the most appropriate expressions and interpretations in diverse, multi-cultural environments Understand and effectively utilize the most appropriate expressions and interpretations in diverse, multi-cultural environments

10. 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. "

11. ML Core Concepts All media are constructions All media are constructions Media are languages with their own sets of rules Media are languages with their own sets of rules Audiences negotiate meaning Audiences negotiate meaning Media convey values and points of view Media convey values and points of view Media: power (influence) & profit Media: power (influence) & profit

12. Critical Thinking Questions Who created/paid for the message? Who created/paid for the message? What is the message’s purpose? What is the message’s purpose? Who is the target audience? Who is the target audience? What techniques are used to get attention; make it believable? What techniques are used to get attention; make it believable? Who/what is omitted and why? Who/what is omitted and why? Who benefits? Who benefits?

13. Visual Literacy Let’s apply the critical thinking questions to some images

14. Tobacco: Marketing & Advertising

15. Tobacco: How to Read An Ad ColorsSlogansExpressionsSurgeonGeneral’sWarning Ingredients Camera Angles Text & Sub-text Story

16. Tobacco: How to Read An Ad WORDS: read all of the words on the page, even the smallest font IMAGES: -what is the location? -what are the people doing? -describe their expressions -what colors are used? -what lifestyle is conveyed? WORDS: read all of the words on the page, even the smallest font IMAGES: -what is the location? -what are the people doing? -describe their expressions -what colors are used? -what lifestyle is conveyed? TECHNIQUES OF PERSUASION : happiness sex appeal maturity healthy slim body independence social acceptance coolness romance escape relaxation

17. Activity Spend a few minutes studying your ad and be prepared to share your findings Spend a few minutes studying your ad and be prepared to share your findings

18. Counter Advertising