4th Annual Media Literacy Seminar

Presented by Renee HobbsTemple University

Digital and Media Literacy for the Information Age

Presented by Renee HobbsTemple University

Media Literacy Definition

Media literacy is a 21st century approach to education that

provides a framework to access, analyze, evaluate and create

messages in a variety of forms. It builds an understanding of

the role of media in society as well as essential skills of

inquiry and self-expression necessary for citizens of a

democracy.

--Center for Media Literacy

Media and the Cultural Environment

Media is part of the cultural environment that affects healthy development:

• Self-Awareness & Acceptance• Growth & Development• Body Knowledge and Care• Personal and Social

Relationships• Strategies for Healthy Living

http://mediaeducationlab.com

Media Literacy is a Life Skill

Nutrition

Media Literacy is a Life Skill

Nutrition Substance Abuse

Media Literacy is a Life Skill

Nutrition Substance Abuse Stereotypes

Media Literacy is a Life Skill

Sexuality

Media Literacy is a Life Skill

Sexuality Aggression

Media Literacy is a Life Skill

Sexuality Aggression Online SocialResponsibility

http://medialiteracyguide.org

Front MatterPA State StandardsLesson 1: Positive and Negative Messages in the MediaLesson 3: Advertising by the NumbersLesson 4: Deconstructing an Advertisement

Captain Morgan Rum

The company spent $14.5 million to advertise Captain Morgan rum in 2005 on television, magazines, radio, newspaper, and the Internet.

Analyze an Alcohol Ad

1. Color & Design

How is color used to attract your attention?

What kinds of technologies wereused to construct this message?

2. Language

“The Captain was here.Don’t drink until you’re 21. Captain’s orders.”

What comes to mind when you seethese words and phrases?

What feelings do you experiencewhen looking at the picture?

3. Relationships

What inferences (educated guesses) can you make about the people pictured in this ad?

What kind of relationship do you think they have?

4. Subtext

The ad suggests a meaning. It doesn’t state the meaning directly.

What are some possible messages that the advertiser wants you to think or feel after viewing this ad?

4. Subtext

I can’t wait to be 21 so I can drink alcohol.

4. Subtext

I can’t wait to be 21 so I can drink alcohol.

A girl who drinks alcohol will dress and act in a sexual way.

4. Subtext

I can’t wait to be 21 so I can drink alcohol.

A girl who drinks alcohol will dress and act in a sexual way.

Girls who drink alcohol are attractive and fun to be with.

4. Subtext

I can’t wait to be 21 so I can drink alcohol.

A girl who drinks alcohol will dress and act in a sexual way.

Girls who drink alcohol are attractive and fun to be with.

What is accurate or inaccurate about these subtext messages?

What is true and falseabout these

subtext messages?

Captain Morgan Deconstructed1. Color & DesignRed is a big contrast with the dark colors of the outdoor, nighttime setting.

The drawn cartoon character and cartoon-like boots contrast with the realistic photograph.

2. Language The slogan is used on many Captain Morgan ads– it’sfamiliar to people.

The phrase, “Don’t drink untilyou’re 21” makes drinking seemlike an adult activity. But the girl depicted in the photo looks like a teen.

3. RelationshipsThe Captain looksinterested in the girl. She’s the center of attention.

4. Subtext•You’ll get attention if you drink alcohol.

•You can dress and actoutrageously if you drink alcohol.

5. AccuracyWhen people drink, they can do stupid things to make themselves the center of attention – in a very negative and dangerous way.

CREATE A POSTER

DISCUSS AND ANALYZE a media textCOMPOSE using full sentences to analyze

using some of the key concepts and critical questions

CREATE a poster to share your analysis with the group

DISPLAY your poster and receive feedback on your ideas

RULES FOR COMPLETING YOUR POSTER

A TITLEFIVE COMPLETE SENTENCES ARE READABLE

FROM 3 FT DISTANCEAD PLACED IN CENTER OF POSTERVISUAL DESIGN ELEMENTS ALL MEMBERS OF THE TEAM CONTRIBUTE

LEARNING TARGETS

I can brainstorm and share ideas in a collaborative team I can critically analyze a media message using concepts

including: author, purpose, point of view, stereotypes, color & design techniques, language, relationships, subtext, and accuracy

I can compose effective sentences to convey critical analysis

I can create an attractive slide that gives the viewer an “aha!” experience

ACCESS

Digital and Media Literacy

ACCESS

ANALYZE

Digital and Media Literacy

ACCESS

ANALYZE

CREATE

Digital and Media Literacy

ACCESS

ANALYZE

CREATE

REFLECT

Digital and Media Literacy

ACCESS

ANALYZE

CREATE

ACT

REFLECT

Digital and Media Literacy

Authors & Audiences

Messages & Meanings

Representations & Realities

Promoting Critical Thinking

Key Concepts of Media Literacy① All media messages are constructed.② Each medium has different characteristics,

strengths and a unique “language” of construction.③ All media messages contain embedded

values and points of view.④ People use their individual skills, beliefs,

and experiences to construct their own meanings from messages.

⑤ Media messages must be considered within a social, political and economic context.

⑥ Media and media messages can influence beliefs, attitudes, values, behaviors and the democratic process.

Media Literacy is an Expanded

Conceptualization of Literacy

SPEAKING -- LISTENING

READING – WRITING

CRITICAL VIEWING – MEDIA COMPOSITION