Berkeley County Reading and Writing Institutes. Media literacy 101. Frank Baker media educator [email protected] Media Literacy Clearinghouse http://medialit.med.sc.edu. Media literacy 101.
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“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
“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
What is media literacy?
Why should your students become media literate?
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. (Source: Media Literacy Resource Guide, Ministry of Education Ontario, 1997)
"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
Source: Center for Media Literacy www.medialit.org
No, this is a PHOTOGRAPH of a horse.
Language of filmCameraLightsSound/MusicSetsEditing
Big 5 MediaFOX (News Corp) NBC (GE) CBS (Viacom) ABC (Disney)CNN (AOL/Time Warner)
What are the implications/ramifications if only 5 companies control magazines, newspapers, TV, radio, newspapers, Internet, film, etc.?
is brought to
you by the
You arebrought tothe sponsorby the program.
use to attract attention?
The box of Oreos was not in the original NBC “Friends:”it was placed there virtually for DVD/syndication exposure
well known case
of the digital
creation of a magazine cover
featuring a woman who does
The subjective concept of one's physical appearance based on self-observation and reactions of others. (American Heritage)
Researchers at Brigham and Women's Hospital in Boston found that the more adolescent and pre-adolescent girls read fashion magazines, the more likely they were to diet and to feel unhappy about their bodies. (USA Today 1/18/2006)
69% of teens read a magazine in a typical day
Real Teens: A Contemporary Snapshot of Youth Culture ( by George Barna )
source: Body Wars: Making Peace with Women's Bodies by Margo Maine, Ph.D.
"....unrealistically thin young women are often used in advertisements for everything from soft drinks to cars..... previous research has already shown that such advertising contributes to negative body images among young girls and women." (UK News story, Aug. 31, 2005)
Males impacted: "Action figures present subtle messages of unrealistic role models of well-sculpted, heavily muscled, 'perfect' bodies that little boys see as their role models.“Sondra Kronberg, director and co-founder of Eating Disorder Associates Treatment & Referral Centers
According to statistics posted by the National Institute on Media and the Family, by age 13, some 53 percent of American girls are unhappy with their bodies; that figure grows to 78 percent by the time girls reach 17. In another study on fifth graders, 10-year-old girls and boys told researchers they were dissatisfied with their own bodies after watching a music video by Britney Spears or a clip from the TV show Friends. And adolescent girls who viewed commercials depicting unrealistically thin models felt "less confident, more angry, and more dissatisfied with their weight and appearance."
New Dove Ad Campaign
Just My Size Ad
CDC produced curriculumhttp://www.cdc.gov/tobacco/mediashrp.htm
Media Sharp:Analyzing Alcohol &Tobacco Messages