1. 1 English SOL Institute Elementary Media Literacy Grades 4 & 5 Strand English SOL Institute Elementary Media Literacy Grades 4 & 5 Strand Paula White Pwhite@k12albemarle.org

2. 2 Media Literacy (Grades 4 & 5) Strand is integrated into content area lessons Strand is integrated into content area lessons Critical thinking/viewing of media is emphasized Critical thinking/viewing of media is emphasized Several attributes examined: authorship, format, audience, content, and purpose (audience and purpose only at grade 4)Several attributes examined: authorship, format, audience, content, and purpose (audience and purpose only at grade 4) Key Points in Media Literacy

3. 3 Media Literacy (Grades 4 & 5) Deconstruction is emphasized beginning in grade 5 Deconstruction is emphasized beginning in grade 5 Students not just consumers but producers of media (beginning at grade 5) Students not just consumers but producers of media (beginning at grade 5) Key Points in Media Literacy

4. 4 1. Authorship: Who constructed this message? 2. Format: How did the creators use special elements (sound, color, voice over etc.) to attract my attention? 3. Audience: Who will receive the message and how might different people interpret this message differently? 4. Content: What embedded content and underlying values, lifestyles and points of views are present in this message? 5. Purpose: Why is the message being sent? Entertain? Inform? Sell a product? Deconstruction (Grade 5)

5. 5 Studying Public Service Announcements provides historical context to images and products Smokey Bear is the longest running public service announcement campaign Smokey Bear PSA Historical Resources Why Study Public Service Announcements (PSA)?Why Study Public Service Announcements (PSA)?

6. 6 Smokey Bear History

7. The Power of Logos & Slogans 7 http://logos.wikia.com/wiki/Logopedia

8. The Power of Logos & Slogans Have students identify popular advertising logos and slogansHave students identify popular advertising logos and slogans Which ones are recognizable? Why?Which ones are recognizable? Why? How has this logos/slogan changed over time?How has this logos/slogan changed over time? Which ones are aimed at them?Which ones are aimed at them? Does the logo/slogan influence their decision to purchase a product?Does the logo/slogan influence their decision to purchase a product? Who created the logo/slogan? When? Who is the audience?Who created the logo/slogan? When? Who is the audience? Research additional logos/slogansResearch additional logos/slogans Have students identify popular advertising logos and slogansHave students identify popular advertising logos and slogans Which ones are recognizable? Why?Which ones are recognizable? Why? How has this logos/slogan changed over time?How has this logos/slogan changed over time? Which ones are aimed at them?Which ones are aimed at them? Does the logo/slogan influence their decision to purchase a product?Does the logo/slogan influence their decision to purchase a product? Who created the logo/slogan? When? Who is the audience?Who created the logo/slogan? When? Who is the audience? Research additional logos/slogansResearch additional logos/slogans 8

9. 9 AuthorshipAuthorship Purpose (grade 4)Purpose (grade 4) signature style of landscape photography http://memory.loc.gov/ammem/collections/anseladams/index.html Ansel Adams Media Literacy includes still graphics as well as video images

10. 10 In 1943, Ansel Adams (1902-1984), America's best-known photographer, documented the Manzanar War Relocation Center in California and the Japanese Americans interned there during World War II. http://memory.loc.gov/ammem/collections/anseladams/index.html Born Free And Equal

11. 11 Born Free and EqualBorn Free and Equal "The purpose of my work was to show how these people, suffering under a great injustice, and loss of property, businesses and professions, had overcome the sense of defeat and dispair [sic] by building for themselves a vital community in an arid (but magnificent) environment.” “Through the pictures the reader will be introduced to perhaps twenty individuals…loyal American citizens who are anxious to get back into the stream of life and contribute to our victory.” Ansel Adams’ Stated Purpose http://memory.loc.gov/ammem/collections/anseladams/index.html

12. Author and Purpose What is the purpose of the photo? What message is being conveyed? How could different audiences view this graphic/photo message differently? Find examples of other graphics/photographs from which audiences may draw a variety of meanings. http://www.loc.gov/pictures/ 12

13. Author and Purpose Describe the setting and facial expressions of the mother in Dorthea Lange’s 1932 photo titled, Destitute pea pickers in California. Mother of seven children. Age thirty-two. Nipomo, California. How could different audiences view this graphic/photo message differently? Why? Background information is available at: http://www.loc.gov/rr/print/list/1 28_migm.html http://www.loc.gov/rr/print/list/1 28_migm.html 13

14. 14 We are surrounded by more than 3,000 commercial messages a day in print, on radio and TV, through the mail, and over the Internet The primary purpose of an advertisement is to get attention Do an Internet search for TV advertisements aimed at young people Identify the need it creates. Why would students be attracted to it? Video Advertisements

15. 15 ReadWriteThink Resources Critical Media Literacy: Commercial Advertising Critical Media Literacy: TV ProgramsCritical Media Literacy: TV ProgramsCritical Media Literacy: TV ProgramsCritical Media Literacy: TV Programs PBS Kids PBS Kids--Don’t Buy It (Advertising Tricks)PBS Kids--Don’t Buy It (Advertising Tricks)PBS Kids--Don’t Buy It (Advertising Tricks)PBS Kids--Don’t Buy It (Advertising Tricks) You Are Here-where kids learn to be smarter consumersYou Are Here-where kids learn to be smarter consumersYou Are Here-where kids learn to be smarter consumersYou Are Here-where kids learn to be smarter consumers The Ad CouncilThe Ad CouncilThe Ad CouncilThe Ad Council Library of Congress PhotosLibrary of Congress PhotosLibrary of Congress PhotosLibrary of Congress PhotosResourcesResources

16. 16 Yes MagazineYes MagazineYes MagazineYes Magazine PSA CentralPSA CentralPSA CentralPSA Central Center for Media LiteracyCenter for Media LiteracyCenter for Media LiteracyCenter for Media Literacy Frank Baker’s Media Literacy ClearinghouseFrank Baker’s Media Literacy ClearinghouseFrank Baker’s Media Literacy ClearinghouseFrank Baker’s Media Literacy ClearinghouseResourcesResources

17. Contact Information Paula White Pwhite@k12albemarle.org Pwhite@k12albemarle.org 17

18. 18 Reference within this presentation to any specific commercial or non-commercial product, process, or service by trade name, trademark, manufacturer or otherwise does not constitute or imply an endorsement, recommendation, or favoring by the Virginia Department of Education. DisclaimerDisclaimer