Media Literacy: Media Literacy: Across The CurriculumAcross The Curriculum

Frank Baker media educatorFrank Baker media educator

fbaker1346@aol.comfbaker1346@aol.com

Media Literacy ClearinghouseMedia Literacy Clearinghouse

www.frankwbaker.comwww.frankwbaker.com

Bishop Lynch Catholic HSBishop Lynch Catholic HS

August 16, 2007August 16, 2007

Source: eSchool News, August 14, 2007

Teens & Social NetworkingTeens & Social Networking

"The challenge for educators is that "The challenge for educators is that they have to keep pace with how they have to keep pace with how students are using these tools in students are using these tools in positive ways and consider how they positive ways and consider how they might incorporate this technology into might incorporate this technology into the school setting."the school setting." Anne L. Bryant, NSBA's executive Anne L. Bryant, NSBA's executive

directordirector

Education’s challengeEducation’s challenge

A focus on creativity, communication, A focus on creativity, communication, collaboration, and critical thinking; collaboration, and critical thinking;

Mastery of information, Mastery of information, mediamedia, and , and technology skills; and technology skills; and

Various skills that employers have said Various skills that employers have said they're looking for, including self direction, they're looking for, including self direction, leadership, social skills, and individual leadership, social skills, and individual responsibility.responsibility.

Education’s challengeEducation’s challenge

In this new media age, the ability to In this new media age, the ability to negotiate and evaluate information negotiate and evaluate information online, to recognize manipulation and online, to recognize manipulation and propaganda and to assimilate ethical propaganda and to assimilate ethical valuesvalues is becoming as basic to is becoming as basic to education as reading and writing. education as reading and writing. Those will be left behind in the Those will be left behind in the evolving digital culture are those who evolving digital culture are those who fail to bridge this participation gap.fail to bridge this participation gap.

New Generations, New Media ChallengesNew Generations, New Media Challenges

www.digitallearning.macfound.orgwww.digitallearning.macfound.org  

Media Literacy: Media Literacy: Across the CurriculumAcross the Curriculum

What do you want your What do you want your students to knowstudents to know

about the media?about the media?

Multi-tasking; digital nativesMulti-tasking; digital natives

“ “These teens were born into a These teens were born into a digital world where digital world where they expect to they expect to be able to create, consume, be able to create, consume, remix, and shareremix, and share material material with each other.”with each other.” Lee Rainie, Director Lee Rainie, Director

Media producers & creatorsMedia producers & creators

With the advent and popularity of YouTube, With the advent and popularity of YouTube, Current TV, and similar venues, young Current TV, and similar venues, young people have become media producers.people have become media producers. DIY (do it yourself) DIY (do it yourself)

New media & politicsNew media & politics

You Choose ’08 (YouTube.com) Impact (MySpace.com)You Choose ’08 (YouTube.com) Impact (MySpace.com)

New literaciesNew literacies

““Adolescents need to learn how to integrateAdolescents need to learn how to integrateknowledge from multiple sources, includingknowledge from multiple sources, includingmusic, video, online databases and othermusic, video, online databases and othermedia. media. They need to think critically aboutThey need to think critically aboutinformationinformation….they need to participate in ….they need to participate in the kinds of collaboration that newthe kinds of collaboration that newcommunication and informationcommunication and informationtechnologies enable, but increasinglytechnologies enable, but increasinglydemand.”demand.”

Bertram Bruce, author, “Literacy in the Information Age”

New literaciesNew literacies ““Our students are growing up in a world Our students are growing up in a world

saturated with media messages…saturated with media messages…yet, they yet, they (and their teachers)(and their teachers) receive receive little or no training in the skills of little or no training in the skills of analyzing or re-evaluating these analyzing or re-evaluating these messages, many of which make use messages, many of which make use of language, moving images, music, of language, moving images, music, sound effects.” sound effects.”

Source: R.Hobbs, Journal Adult & Adolescent Literacy, February 2004Source: R.Hobbs, Journal Adult & Adolescent Literacy, February 2004

Media literacy falls into the Information, Media and Technology Skills area

Media literacy inMedia literacy inteaching standardsteaching standards

ENGLISHENGLISH SOCIAL STUDIESSOCIAL STUDIES HEALTHHEALTH

Non-print textsNon-print texts

Fact vs fictionFact vs fiction

Identifying biasIdentifying bias

Techniques of Techniques of persuasionpersuasion

SymbolismSymbolism

RepresentationRepresentation

Language of filmLanguage of film

Mass mediaMass media

propagandapropaganda

role of media in role of media in politicspolitics

Body imageBody image

Food choicesFood choices

AdvertisingAdvertising

Sexual messagesSexual messages

Alcohol & tobacco Alcohol & tobacco messagesmessages

What is media literacy?What is media literacy?

Take a few minutes toTake a few minutes to write a definition. write a definition.

Media LiteracyMedia Literacy

“ “ the ability to the ability to access, understand, and createaccess, understand, and create

communication in a variety of communication in a variety of contexts.” contexts.”

Media literacyMedia literacy

AccessAccess UnderstandUnderstand CreateCreate

useusenavigatenavigate

managemanage

readread

deconstructdeconstruct

evaluateevaluate

produceproduce

distributedistribute

publishpublish

Source, Robin Blake: Ofcom (UK)Source, Robin Blake: Ofcom (UK)

Media literacyMedia literacy Understanding Understanding how media messages are how media messages are

constructed, for what purposesconstructed, for what purposes and using and using which tools, characteristics and which tools, characteristics and conventions. conventions.

Examining how individuals Examining how individuals interpretinterpret messages differently, how messages differently, how values and values and points of viewpoints of view are included or excluded are included or excluded and how media can and how media can influence beliefs and influence beliefs and behaviors. behaviors.

Possessing a fundamental understanding Possessing a fundamental understanding of the of the ethical/legal issuesethical/legal issues surrounding the surrounding the access and use of informationaccess and use of information

Media literacy..Media literacy..

……..is concerned with helping students develop ..is concerned with helping students develop an informed and an informed and critical understanding critical understanding of the nature of mass media, the of the nature of mass media, the techniques used by them, and the impact techniques used by them, and the impact of these techniquesof these techniques. More specifically, it is . More specifically, it is education that aims to increase the students' education that aims to increase the students' understanding and enjoyment of understanding and enjoyment of how the how the media work, how they produce meaning, media work, how they produce meaning, how they are organized, and how they how they are organized, and how they construct realityconstruct reality. Media literacy also aims to . Media literacy also aims to provide students with the ability to provide students with the ability to create create media products.media products. Ontario Resource Guide, 1997Ontario Resource Guide, 1997

video

Media literacy: Media literacy: key conceptskey concepts

All media are constructedAll media are constructed Media use unique languages with their Media use unique languages with their

own set of rulesown set of rules Media convey values and points-of-viewMedia convey values and points-of-view Audiences negotiate meaningAudiences negotiate meaning Media= Power + ProfitMedia= Power + Profit

Source: Center for Media LiteracySource: Center for Media Literacy

Media literacy: asking questionsMedia literacy: asking questions

Who produced the message?Who produced the message? For what purpose?For what purpose? For whose eyeballs (target audience)?For whose eyeballs (target audience)? What What techniquestechniques are used? are used? What lifestyle is promoted?What lifestyle is promoted? Who or what may be omitted and why?Who or what may be omitted and why? How do I know what it means?How do I know what it means? Who benefits from the message?Who benefits from the message?

Classroom applicationsClassroom applications

Let’s apply the critical Let’s apply the critical thinking/viewing questions thinking/viewing questions to some photographic to some photographic imagesimages

The Language of AdvertisingThe Language of Advertising

print vs. non-printprint vs. non-print

techniques of persuasion techniques of persuasion

production techniques production techniques

The Language of AdvertisingThe Language of Advertising

Tobacco advertisingTobacco advertising TECHNIQUES OF TECHNIQUES OF

PERSUASIONPERSUASION::

happinesshappinesssex appealsex appealmaturitymaturityhealthyhealthyslim bodyslim bodyindependenceindependencesocial social acceptanceacceptancecoolnesscoolnessromanceromanceescapeescaperelaxationrelaxation

IMAGESIMAGES::-what is the location?-what is the location?-what are the people -what are the people doing?doing?-describe their -describe their expressionsexpressions-what colors are -what colors are used?used?-what lifestyle is -what lifestyle is conveyed?conveyed?

WORDSWORDS: : read all of the read all of the words on the words on the page, even the page, even the smallest fontsmallest font

Related topicsRelated topics

Product placements in motion pictures

Targeting youth through magazine placement

Related topicsRelated topics

Advertising in locations (like convenience stores) on major highways/interstates where exposure is huge

Moving image: languageMoving image: language

The Language of TV & FilmThe Language of TV & Film

CamerasCameras

LightsLights

Sound (includes music)Sound (includes music)

EditingEditing

Set designSet design

Actors: expression; wardrobeActors: expression; wardrobe

Media analysisMedia analysis

Cell phone Cell phone commercialcommercial

Cell phone Cell phone scriptscript

Media analysisMedia analysis

VISA Check cardVISA Check card

Political advertisement:Political advertisement:

Hillary ClintonHillary Clinton

Texas TV MarketsTexas TV Marketsranked by sizeranked by size

6. Dallas- Ft. Worth 6. Dallas- Ft. Worth 2,378,6602,378,66010. Houston 1,982,12010. Houston 1,982,12037. San Antonio 37. San Antonio 774,470774,47052. Austin 602,34052. Austin 602,34091. Harlingen-Wslco-Brnsvl-McA 327,07091. Harlingen-Wslco-Brnsvl-McA 327,07095. Waco-Temple-Bryan 311,69095. Waco-Temple-Bryan 311,69099. El Paso 293,70099. El Paso 293,700111. Tyler-Longview 258,860111. Tyler-Longview 258,860129. Corpus Christi 194,160129. Corpus Christi 194,160131. Amarillo 190,590131. Amarillo 190,590140. Beaumont-Port Arthur 167,090140. Beaumont-Port Arthur 167,090147. Lubbock 151,610147. Lubbock 151,610159. Odessa-Midland 135,270159. Odessa-Midland 135,270187. Laredo 65,790187. Laredo 65,790

Source: Nielsen Media ResearchSource: Nielsen Media Research

Favorite FilmFavorite Film

What is your favorite movie?What is your favorite movie?

Before you respond: Before you respond:

think about a specific scene and the think about a specific scene and the elements of it.elements of it.

Film AnalysisFilm Analysis

Have students read a passage from a Have students read a passage from a novelnovel

Introduce them to screenplaysIntroduce them to screenplays Help them understand what is Help them understand what is

missing from a screenplay scriptmissing from a screenplay script Introduce the role of storyboardsIntroduce the role of storyboards Have them create their own Have them create their own

storyboardsstoryboards

ClosingClosing

QuestionsQuestions

Evaluation: please take a few minutes to Evaluation: please take a few minutes to complete the last page of the handout,complete the last page of the handout,

tear if off and leave it on the tablestear if off and leave it on the tables

THANK YOU THANK YOU

Frank Baker fbaker1346@aol.comFrank Baker fbaker1346@aol.com