1. Powershift: Why Media and Information Literacy (MIL) are Essential in Today’s Global Culture
Tessa Jolls, President
Center for Media Literacy
Director
Consortium for Media Literacy
January 12, 2018

4. MIL URGENTLY Needed!!
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

5. Media AND Information Literacy
History
Media AND Information Literacy
UNESCO – 1948
Disciplines rose separately
Media literacy began as early as the ‘30’s
1974 – Neither term used much in ALA
1970’s – 1980’s: Len Masterman/Canadians
1980’s: US media literacy gained more traction
1989: ALA Summit. Information Literacy
2013: UNESCO – push for MIL – Moscow meeting
2016: GAPMIL NA formed
2017: Fake News is everywhere!
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

6. ACRL Frameworks for Information Literacy – January 2016
Authority is constructed and contextual
Information creation as a process
Information has value
Research as inquiry
Scholarship as conversation
Searching as strategic exploration
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

7. Each frame: A concept central to Information Literacy
A set of knowledge practices
A set of dispositions
Flexible outcomes – not set of standards or learning outcomes; not a prescriptive enumeration of skills
A framework of interconnected core concepts with flexible options for implementation
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

8. In practice:
These process skills are looked at as something to be taught traditionally and mastered through directive “To-Do’s”
CRAAP Test
Checkology
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

9. The process is consistent. The content is infinite.
A new way of teaching and learning
Heuristics!
Skepticism
The process is consistent.
The content is infinite.
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

10. Evidence-Based Frameworks Non-partisan Non-ideological Inquiry-based:
We have the questions, NOT the answers
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

11. Critical Thinking in a Social and Cultural Context
Text + Context = Message
Consuming and Producing Media:
With social media, we are all producers now!
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

12. Re-Presentation Representation: How the world is represented to us
How we represent ourselves to the world
“How we are seen determines in part how we are treated: how we treat others is based on how we see them; such seeing comes from representation.” - John Berger, Ways of Seeing
(Richard Dyer, Tatter of Images)
We have three important goals in this presentation:
to understand our relationship with media. This relationship is lifelong, and we like to add that divorce is not an option!
in exploring this relationship, we will see how the convergence of media, technology and education all combine to change the way we learn and how we teach. Since children are typically spending more than 8 hours per day with various forms of media (Roberts, Foehr & Rideout, 2005), according to a Kaiser Family Foundation Study called Eight to 18, we know that they are growing up in an era where understanding media and technology is vital to their every-day lives.
We’ve seen over the years that when a person truly understands their relationship to media, there is an AHA! moment that changes the way a person experiences media. We want you to experience this AHA! Moment and then, be able to apply what you’ve learned to a variety of settings, regardless of what type of media you’re using, where or when. We want you to really “take in” this experience of media literacy, to internalize it and carry it with you. We’ve often heard people say that once they have learned about media literacy, they never look at media in the same way.

13. As you can see on this chart, the Center for Media Literacy framework, called Q/TIPS, provides a way to teach a methodology for critical thinking and a process of inquiry. The Five Core Concepts shown here are based on the work of Len Masterman, a media studies academic from Great Britain. Originally, Len postulated 18 concepts, and then, when media literacy migrated to Canada, Canada had eight core concepts. When Elizabeth Thoman, CML’s founder, helped introduce media literacy in the U.S., she compressed the concepts into Five Core Concepts. CML has found that teaching questions to students is more engaging for them, and also gives them an easier process for analysis. So we have designed Five Key Questions to correspond to each of the Five Core Concepts. When you are a consumer of information, focused on deconstructing messages, the Five Key Questions on the left of the chart apply. When you are a producer of information, focused on constructing messages, the Five Key Questions on the right of the chart apply. This allows for the different points of view that consumers and producers have, but the Concepts still hold true regardless. And also, as you are producing messages, you are also deconstructing or consuming them, so it can be a very interactive process. CML has designed “Key Questions for Young Children,” as well, which break down the questions into simpler form. Today, we will focus on understanding and applying the Core Concepts and the Five Key Questions for Deconstruction/Consumers, since understanding media analysis is the place to start in being able to “take media apart.” But keep in mind that media literacy involves both “taking media apart” through deconstruction, and “putting media together” through construction or production. Media literacy involves both sides of the coin, like reading and writing. But like reading and writing, before you can write, you must be able to read.
Q/TIPS serves as a “metaframe” that both teachers, students and parents can grasp and begin to use immediately as a starting point; as training, curricula and assessments are built around the metaframe, the inquiry process deepens and takes hold as the central methodology for critical thinking and learning across the curriculum. Furthermore, this metaframe is an easier way to introduce 21st century skills than some of the more complex frameworks which, although representing desirable outcomes, are very difficult to implement and immediate engage teachers.
CML has long said that if every student in the US would know the Five Key Questions and how to apply them by high school graduation, all its efforts would be an unqualified success. Let’s get started! We will examine each of the Core Concepts and Key Questions, one by one.

14. Can you teach 5 Key Questions
Can you teach 5 Key Questions ????? So that your students become media literate for a lifetime
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

15. Evidence-Based Frameworks
Largest longitudinal study internationally
Media literacy education strategies positively impact student knowledge, attitudes and behaviors
Reference:
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

16. MediaLit Moments Anywhere, anytime learning
Interdisciplinary – applies to all subjects
Applies to ALL media, including social media
(Technology is a construction)
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

17. Benefits Common methodology across all subjects Vocabulary Building
Common heuristic enabling understanding and discussion
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

18. Offline and online worlds are changing rapidly
Libraries are becoming social spaces.
The online world is more social
The offline world has always been more social; now it is easier to identify and organize like-minded people globally
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

19. Social Interaction leads to Individual and Social Action
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

20. Evidence-Based Action Model
Empowerment Spiral:
Evidence-Based Action Model
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

21. Role of Media in Society More Important than Ever To Democracy, Free Expression and Freedom of Association
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

22. The Media Relationship
What you see is NOT what you get…
Media are opaque…
Media involve a TRANSACTIONAL relationship
Social Media, Sports, Cars – the business model is changing to data collection and data as a value unit
We have three important goals in this presentation:
to understand our relationship with media. This relationship is lifelong, and we like to add that divorce is not an option!
in exploring this relationship, we will see how the convergence of media, technology and education all combine to change the way we learn and how we teach. Since children are typically spending more than 8 hours per day with various forms of media (Roberts, Foehr & Rideout, 2005), according to a Kaiser Family Foundation Study called Eight to 18, we know that they are growing up in an era where understanding media and technology is vital to their every-day lives.
We’ve seen over the years that when a person truly understands their relationship to media, there is an AHA! moment that changes the way a person experiences media. We want you to experience this AHA! Moment and then, be able to apply what you’ve learned to a variety of settings, regardless of what type of media you’re using, where or when. We want you to really “take in” this experience of media literacy, to internalize it and carry it with you. We’ve often heard people say that once they have learned about media literacy, they never look at media in the same way.

23. What is Not Media Literacy?
Media bashing is not media literacy, however media literacy sometimes involves criticizing the media.
Media production is not media literacy; although media literacy should include media production.
Teaching with media is not media literacy; one must also teach about media.
Media literacy does not mean ‘don’t watch or use’; it means ‘use carefully; think critically.’
Just as it’s important to know what media literacy IS, it’s important to know what it is NOT. Consistency in approach and in philosophy are very important in implementing media literacy programs.

24. In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

25. Actions for You – NOW!
Legislation being presented and enacted nationally: California SB 830
GAPMIL North America: Facebook
Subscribe to free Connections newsletter
Introduce MIL within your organization and keep at it!
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

26. Help Create the Mindset.... to go with the Headset
In presenting this Key Question and Core Concept, we have often found that young people do not know what the word “profit” really means. Here’s a brief and simple definition: Profit (or Loss) = Income – Expenses. It’s worth reviewing that definition to make sure that everyone has a consistent idea. In regards to the word power, CML’s intent is to use the word power in a broad sense, meaning “influence.” EVERYONE is trying to influence, every day, in some way or other.
Now, in rearranging the sentence, we are examining a saying which many of us have heard on commercial television for many years. “This program is brought to you by the sponsor.” Think about how you would rearrange the sentence to more accurately describe the relationship between the program, the audience and the sponsor.

27. The ultimate goal of media literacy is to make wise choices possible.
Wise choices. That’s what it’s all about.
Quote from: Paulo Freire & Donaldo Macedo, Literacy: Reading the Word and the World, Westport, Conn: Bergin & Garvey, 1987, p11.

28. Empowerment through Education