1. Media Literacy & Learning: Making Connections for All Students
Frank Baker
Media educator
Media Literacy Clearinghouse

2. Media Literacy & Learning: Making Connections for All Students
Media savvy, but not media-literate

3. Media Literacy & Learning: Making Connections for All Students

4. Kids & Media ( Kids age 6-14 )
69% have TVs in their bedrooms 49% have videogames 46% have VCRs 37% have DVD players  35% have cable or satellite TV 24% have PC (personal computers) 18% have Internet access
"U.S. Multicultural Kids Study 2005."

5. Media Literacy & Learning: Making Connections for All Students
“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”
Source: R. Hobbs, Journal Adult & Adolescent Literacy, February 2004

6. “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 their relationship with 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, media educator

7. Media literacy recommended:
American Assn of School Libraries
Cable in The Classroom
Carnegie Council on Adolescent Development
Natl Board of Prof Teaching Standards
National Council of Teachers of English
National Middle School Assn
And more…

8. Media Literacy & Learning: Making Connections for All Students
What is media literacy? Take the next few minutes to draft your own,
personal definition, after which we will share.

9. Media Literacy & Learning: Making Connections for All Students
“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

10. What media literacy is:
Set of skills, knowledge, & abilities
Awareness of personal media habits
Understanding of how media works
Appreciation of media’s power/influence
Ability to discern; critically question/view
How meaning is created in media
Healthy skepticism
Access to media
Ability to produce & create media

11. What media literacy is not:
media bashing
“protection” against media
just about television
just TV production
how to use AV equipment
only teaching with media;
it is teaching about the media
Video: EL

12. Media Literacy: Ohio ENGLISH
Communication: Oral & Visual Standard B. Explain a speaker’s point of view and use of persuasive techniques in presentations and visual media.

13. Media Literacy: Ohio ENGLISH
Grade 6
B. Analyze the techniques used by speakers and media to influence an audience, and evaluate the effect this has on the credibility of a speaker or media message.

14. Media Literacy: Ohio ENGLISH
Grade 8
2.   Determine the credibility of the speaker (e.g., hidden agendas, slanted or biased material) and recognize fallacies of reasoning used in presentations and media messages

15. Media Literacy: Ohio Social Studies
9th Grade
-identify sources of propaganda, describe the most common techniques, and explain how propaganda is used to influence behavior

16. Media Literacy: Ohio HEALTH
Draft Standards Grade 6 ATOD Instructional Objectives Motivators: Investigate how alcohol/tobacco company ads target young people 

17. Media Literacy: Ohio Visual Art
Benchmark C Grade Identify examples of visual culture (e.g. advertising, political cartoons, product design, theme parks) and discuss how visual art is used to shape people's tastes, choices, values, lifestyles, buying habits and opinions.

18. Media Literacy: Ohio LIBRARY
Benchmark A: Explain the intended effect of media communications and messages when delivered by various audiences & for various purposes Benchmark B: Examine a variety of elements and components used to create and construct media communications for various audiences and & various purposes Benchmark C: Critique and evaluate the intended impact of media communications and messages when delivered and received by society as a whole

19. Media literacy aims to:
help students become independent thinkers
teach critical inquiry, critical thinking and critical viewing
involve them in hands-on work, including the creation and production of media
engage students in meaningful, relevant issues ( i.e. world, community, citizenship)
have students working together as part of a team

20. Benefits of media literacy
Interdisciplinary and easy to integrate into key elements of existing/emerging curriculum
Inquiry-based and consistent with reflective teaching and critical thinking
Includes hands-on experiential learning and is consistent with learning styles research

21. Benefits of media literacy
Works well in teams and groups, fostering cooperative learning
Proven successful in appealing to at-risk students & in improving retention rates
Compatible with SCANS (Secretary’s Commission on Achieving Necessary Skills) and fosters employment opportunities

22. Benefits of media literacy
Connects the curriculum of the classroom to the curriculum of the living room

23. A Framework for studying media
Media agencies: who communicates & why
Media categories: what type of text (genres)
Media technologies: how it is produced?
Media languages: meanings
Media audiences: who receives it
Media representations: how is it presented

24. Media literacy: key concepts
All media are Constructed
Media use languages with their own set of rules
Media convey values & points-of-view
Audiences negotiate meaning
Media= power + profit
Source: Center for Media Literacy

25. Key Concepts: Media Literacy
1. All media are constructed
media construct versions of reality

26. Key Concepts: Media Literacy

27. Key Concepts: Media Literacy
2. Media use languages with their own set of rules
Language of film
Camera work Lighting Editing Sets Sound/music Costumes Expressions

28. Key Concepts: Media Literacy
3. Media convey values & points-of-view

29. Key Concepts: Media Literacy
4. Audiences negotiate meaning (different
people see the same message differently)

30. Key Concepts: Media Literacy
5. Media= power + profit
ABC (Disney) CBS/UPN CNN (AOL/Time Warner) FOX (News Corp) NBC (NBC/Universal) VIACOM

31. What is the purpose of TV?
The purpose of television is…..
to drive audience (eyeballs) to
advertisers

32. Change this sentence
This program is
brought to you
by the sponsor.
You are
brought to the
sponsor by the program.

33. Critical inquiry: asking questions
Who created/paid for the message? (author)
Why was it produced? (purpose)
For whom? (target audience)
What techniques are used?
What lifestyles are promoted?
Who benefits?
Does it contain bias or stereotypes?
Who/what might be omitted and why?

35. A media literacy continuum
Photographs (Visual literacy)
Advertisements with embedded images
Moving images (TV and film)

36. Media literacy & Bloom’s Taxonomy
Media Literacy Similar Bloom’s Language
Access Identify, recognize
Analyze Understand, deconstruct
Interpret Clarify, paraphrase, represent
Produce Generate, design, construct

37. Revised Bloom’s Taxonomy
COGNITIVE PROCESS DIMENSION
Remember
Understand
Apply
Analyze
Evaluate
Create

38. Bloom’s REMEMBER Recognize, Recall
IN MEDIA LITERACY, STUDENTS NEED TO KNOW BOTH THE CORE CONCEPTS & CRITICAL THINKING QUESTIONS
STUDENTS KNOW BIAS, PROPAGANDA,
TECHNIQUES OF PERSUASION, etc.

39. Bloom’s UNDERSTAND Construct meaning from….graphic communication
You students represent verbal information visually?
TAKING PAGE FROM A STORY AND
CREATING A MOVIE STORYBOARD OF THE
SCENE

40. Bloom’s APPLY Can students use information in another situation?
TAKE MEDIA LITERACY KNOWLEDGE AND APPLY IT TO NEWS, ADS, WEBSITES,

41. Bloom’s ANALYZE
Break it down into its parts and how they relate to one another
Differentiating, Organizing, Attributing

42. Bloom’s EVALUATE To make judgments based on criteria
Can students make and justify a decision or course of action?
WHAT TECHNIQUES ARE USED TO PRODUCE THIS MEDIA MESSAGE?

43. Bloom’s CREATE
Can students generate new products, ideas or ways of viewing things?
Generating, Planning, Producing
STUDENTS CREATE MEDIA AFTER
LEARNING HOW MEDIA OPERATE

44. ML Concepts~ Bloom’s All media are constructed
In what ways are media messages put together
Who does the constructions and how
Students create/produce their own media

45. ML Concepts~ Bloom’s
Media utilize unique languages with their own set of rules
In what ways are media “languages” ?
What rules apply to different media?

46. ML Concepts~ Bloom’s Media convey values and points-of-view
Understand how media communicate values
What techniques do they use?
How do media producers convey points of view?

47. ML Concepts~ Bloom’s
Audiences negotiate meaning (different people see the same media message differently)
Apply knowledge to different situations