1. Media Literacy: Critical Thinking For 21st Century Learning
Frank W. Baker Media Literacy Clearinghouse
March 13-16, 2007

2. Media Literacy: Critical Thinking For 21st Century Learning
With the advent and popularity of YouTube, Current TV, and similar venues, young people are anxious to have their productions seen and heard DIY (do it yourself)

5. Media Literacy: Critical Thinking For 21st Century Learning
Students "spend lots of time chatting, looking at pop culture web sites, and downloading MP3s, but they don't deal with critical evaluation of information." Donald Leu, lead researcher UConn News Story: Study Aims To Improve Internet Literacy
Donald Leu University of Conn. Teaching With The Internet K-12: New Literacies for New Times

6. Media Literacy: Critical Thinking For 21st Century Learning
“Movies, advertisements, and all other visual media are tools teachers need to use and media we must master if we are to maintain our credibility in the coming years.” Jim Burke, from The English Teacher’s Companion

7. Media Literacy: Critical Thinking For 21st Century Learning
“From an early age, students are very sophisticated readers and producers of multi-modal work. They can be helped to understand how these works make meaning, how they are based on conventions, and how they are created for and respond to specific communities or audiences.” Declaration, NCTE Executive Committee

8. Media Literacy: Critical Thinking For 21st Century Learning
“It would be a breach of our duties as teachers for us to ignore the rhetorical power of visual forms of media in combination with text and sound…the critical media literacy we need to teach must include evaluation of these media, lest our students fail to see, understand, and learn to harness the persuasive power of visual media.” NCTE Resolution on Visual/Media Literacy

10. Media literacy in SC Curriculum Teaching Standards
ENGLISH
SOCIAL STUDIES
HEALTH
Communication: VIEWING Demonstrate the ability to analyze and evaluate the effectiveness of the techniques used in  non-print sources for a particular audience.
Propaganda Mass media Economics the influence of advertising on consumer choices
Food Selection Body Image
Alcohol & tobacco advertising and marketing techniques

11. Endorsing media literacy
American Association of School Librarians Annenberg Public Policy Center Carnegie Commission on Adolescent Development Center for Substance Abuse Prevention 
College Board Standards for Student Success International Reading Association  National Board for Professional Teaching Standards National Council for Teachers of English  National Council for the Social Studies  National Middle School Association  National PTA North Central Regional Educational Laboratory (NcREL) Partnership for 21st Century Skills White House Office of National Drug Control Policy

12. SC ELA Standards: Viewing
“Every day, students come in contact with media and technology. The challenge is to help them make sense of it all and respond personally, critically, and creatively.The inclusion of viewing recognizes the powerful force of visual media in the 21st century. ..”

13. SC ELA Standards: Viewing
“…..Teachers must be comfortable with integrating viewing into instruction. This can be achieved by teaching, for example, how to read a photograph, the techniques of persuasion in advertising, the language of film, critical television viewing skills, information/ technology literacy and more.”

14. multi-taskers digital natives
Generation M
multi-taskers digital natives

15. What are they doing on line?
87% of U.S. teens between 12 and 17 years of age use the Internet; just 66% of adults do so;
81% of teen Internet users play games online;
76% get news online;
51% of teen Internet users say they go online on a daily basis;
43% have made purchases online; and
31% use the Internet to get health info
Source: “Teens and Technology: Youth Are Leading the Transition to a Fully Wired and Mobile Nation” (2005) & "Life Online: Teens and Technology and the World to Come," (2006)

16. “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.” R.Hobbs, Journal Adult & Adolescent Literacy, February 2004

17. “While more young people have access to the Internet and other media than any generation in history, they do not necessarily possess the ethics, the intellectual skills, or the predisposition to critically analyze and evaluate ……. these technologies or the information they encounter. Good hand/eye co-ordination and the ability to multitask are not substitutes for critical thinking.” Dr. David Considine, Appalachian State Univ.

18. Writing activity
What is media literacy?
video

19. Defining 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 Resource Guide, Ministry of Education Ontario, 1997

20. Media literacy: key concepts
All media are constructed
Media use unique languages
Media convey values and points of view
Audiences negotiate meaning
Media: power and profit
Source: Center for Media Literacy

21. All media are constructions
of reality

22. Media literacy’s rules
Media are constructed using unique languages with their own set of rules
Language of Instant Messaging BRB= be right back HW= homework TTYL= talk to you later LOL= laughing out loud

23. Media literacy’s rules
Media convey values and points of view

24. Media literacy’s rules
Audiences negotiate meaning

25. Media literacy’s rules
Media= power & profit
FOX (News Corp) NBC (NBC/Universal) CBS ABC (Disney) CNN (AOL/Time Warner) VIACOM

26. Critical inquiry: asking questions
Who produced/created the message?
For what purpose was it produced?
Who is the ‘target audience’?
What techniques are used to attract attention; increase believability?

27. Techniques

28. Techniques

29. Techniques
Katie Couric “slimmed” for CBS promo

30. Techniques
How do you know this is a fake?

31. Product placement techniques

32. Critical inquiry: asking questions
Who or what is left out; why?
Who benefits from the message being communicated in this way?
What lifestyle is promoted?
How do you know what it means?
Where can you go to verify the info?

33. Let’s take a look at some images

34. Teaching in the 21st century
  "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 April 2004

35. The languages of TV & Film
Cameras
a) Movement b) positioning c) use of lens
Lights
Audio (includes music, sound effects)
Editing (post production; special effects)
Set design
Actors: wardrobes; expressions

36. Examples Cell phone ad script Film: Over The Hedge
Because of Winn Dixie

37. School/district workshops:
Frank Baker
Media Literacy Clearinghouse