Media LiteracyAn Essential Approach to Learning

“The illiterate of the 21st century are not those that cannot read or write, but those that cannot learn, unlearn, and relearn.” Alvin Toffler”

“We are currently preparing students for jobs that don’t yet exist … using technologies that haven’t yet been invented … in order to solve problems we don’t even know are problems yet.” Richard Riley, Secretary of Education under Clinton

Why bother?

If we’re not media literate, we can’t understand what the media are doing for us and to us

21st Century Skills

• Critical Learning Skills and Innovation– Critical thinking and Problem Solving– Communication and Collaboration– Creativity and Innovation

• Digital Literacy Skills– Research and Information Fluency– Media Literacy– Information and Communication Technologies– Digital Citizenship

21st Century Skills

• Career and Life Skills– Flexibility & Adaptability– Initiative and Self-direction– Social and Cross Cultural Interaction– Productivity and Accountability

Digital Literacy Skills

• Research and Information Fluency– Access and evaluate information– Use and manage information

• Media Literacy– Analyze media– Create media products

• Information and Communication Technologies– Apply technology effectively

• Digital Citizenship– Exercise responsible use of technology

Media

• Messages conveyed through visuals, language and/or sound

• (Mass) produced for a (mass) audience mediated by a form of technology

• The producer of the message is not in the same place as the receiver of the message

What media forms have you experienced today?

Are books media?

• Messages conveyed through visuals, language and/or sound

• (Mass) produced for a (mass) audience mediated by a form of technology

• The producer of the message is not in the same place as the receiver of the message

What are other sources of messages thatwe might not think of as “media”?

Types of Media

Radio Television Newspapers, Magazines Internet Advertising in all forms Videos, DVDs, Films Computer & Video Games Recorded Music Posters, maps Cell Phones

Media Literacy

Media Literacy is the ability to access, analyze, evaluate, and produce communication in a variety of forms.

It is similar to information literacy and involves many components of technology literacy as well.

Media Literacy Involves

• Critical thinking• Analytical skills• Ability to express oneself in different

ways• Wise & effective use of media• Ability to judge credibility of

information• Reading skills• Writing skills

Media Literacy Questions

• What are the messages of this media and how are they communicated?

• Who produced this and for what purpose?• When was this produced and for what purpose?• Who was the target audience?• Is this an accurate and credible representation?• How does this reflect the perspective or bias of

the creator?• What information or perspective is left out of this

message?• How might different people interpret this

message differently?• Who might benefit from and who might be

harmed by this message?

Effective Media Analysis

Knowledge that:• All media messages are “constructed.”• Each medium has different characteristics,

strengths, and a unique “language” of construction.

• Media messages contain embedded values and points of view.

• People use their individual skills, beliefs and experiences to construct their own meanings from media messages.

• Media and media messages can influence beliefs, attitudes, values, behaviors, and the democratic process.

Media Literacy Education

• Requires active inquiry and critical thinking about the messages we receive and create

• Expands the concepts of literacy (reading , writing, speaking, listening) to include all forms of media

• Builds and reinforces skills for learners of all ages; those skills necessitate integrated, interactive and repeated practice

• Develops informed, reflective and engaged participants essential for a democratic society

• Recognizes that media are a part of culture and function as agents of socialization

• Affirms that people use their individual skills, beliefs and experiences to construct their own meanings from media messages.

Why Construct Media in the Classroom?

Motivate students Enhance instructional methods – it is

constructivist/inquiry based learning Increase productivity Develop 21st Century Skills and

technologically integrate them into every day learning

To prepare our students to take their places in the global community

Constructivist /Inquire-based Media Construction and Analysis

• Concepts to be learned are abstract and complex; hands-on, visual activities are essential to see how concepts apply to real world problems.

• Teachers encourage collaboration and/or allow alternative ways of learning and showing competence.

• There is time to allow unstructured exploration to motivate students and help them discover their own interests.

Average Media Consumption

The average American spends at least 10 hours a day using media

290 million own at least one TV 234 million own a cell phone 211 million are online 116 million surf the mobile web

Commercial Advertisements

• The average person will see approximately

150 advertisements in 24 hours from all media involved [Radio, TV, News Papers, Billboards]

• Examine Commercials– Who’s the target audience?– How does it get the viewer’s attention?– What do they want the viewer to do?

Responsible Content

• How much time do you usually spend on social media?

• What can you do on social media?

• What shouldn’t you do on social media?

• Most people just veg out when interacting with the media– Sit in front of tube– Leaf through magazines and

newspapers– Radio in the background– Surf the net at random– Text and tweet ad nauseum

Kate Moore – texting champ

• Sends an average of 14,000 text messages a month

• “Let your kid text during dinner! Let your kid text during school! It pays off!”

Third Person Effect

How many of these common plants can you

name?

Bald Cypress Juniper Gray Birch Maple Poplar

Chestnut English Ivy Hibiscus Oak Sassafras

Barberry Flowering Dogwood Magnolia Pine Witch Hazel

How many companies

can you identify?

A: ALLB: BUBBLICIOUSC: CAMPBELLSD: DAWNE: EGGOF: FRITOSG: GATORADEH: HEBREW NATIONALI: ICEJ: JELLO (SUGAR FREE)K: KOOL-AIDL: LYSOLM: M N M'S

N: NILLA WAFERSO: OREOP: PEZQ: Q TIPSR: REESE'SS: STARBURSTT: TIDEU: UNCLE BEN'SV: V8W: WISKX: XTRA LAUNDRY DETERGENT Y: YORK PEPPERMINT PATTIESZ: ZEST