MEDIA LITERACY: EDUCATING THE 21ST CENTURY LEARNER

Richard Hodges, Head LibrarianThomas Nelson Community College–Williamsburg, Virginia

WHY MEDIA LITERACY? Students are bombarded with ever

increasing amounts of information in various formats.

Much of this information is “designed” or “constructed” to promote various products, ideas or values.

As we become greater consumers of information we must become smarter consumers.

WHAT IS MEDIA LITERACY? “Media literacy has been defined as a

framework to guide the access, analysis, evaluation and creation of messages in a variety of forms, including print, video, images, and web-based media.”  

“Media literacy entails articulating the role of media in society and developing the inquiry and communication skills necessary for functioning effectively as citizens of a democracy “

(Center for Media Literacyhttp://www.medialit.org/). 

WHY MEDIA LITERACY? Media & Medium

Includes - TV, Internet, cell phone, print, moving and still images, billboards, video, radio, mass mailer, fliers, posters, etc….

Many feel a person, living in a city, is exposed to anywhere from 3,000 to 5,000 ads per day

It is vital students become Literate at deciphering these ads

WHY MEDIA LITERACY? Requires active inquiry and critical

thinking about the messages we receive and create.

Includes various forms of media, including print, photo, video and video games.

Develops informed, reflective and engaged participants.

“Core Concepts” National Association of Media Literacy Education, 2012

MEDIA LITERACY: CORE CONCEPTS All media messages are “constructed” Different people experience the same

media message differently. Media have embedded values and

points of view. Most media messages are organized to

gain profit and/or power“Five Core Concepts” Center for Media Literacy, 2011

FRAMEWORK FOR 21ST CENTURY LEARNING

Financial, economic and business literacy

Civic literacy Health literacy Environmental

literacy Information literacy Media literacy Technology literacy

Partnership for 21st Century Learninghttp://www.p21.org/storage/documents/1.__p21_framework_2-pager.pdf

Transliteracy

BASIS ALL media messages are “constructed

reality” promoting an idea, lifestyle or product

Students need to be able to decipher media messages

Using as guidelines: ACRL Information Literacy Standards ACRL Visual Literacy Standards NAMLE Core Concepts

BACKGROUND ON TNCC MEDIA LITERACY PROJECT

Premise: Media Literacy education complements Information Literacy education, and is vital for 21st century learners

Purpose: To help students become more aware of the “constructed” world of media & advertising

Content Delivery: Working in groups to discuss, analyze, and create various forms of media

Outcomes and assessment: Students will be required to create their own ads, using original and existing content (i.e.mashup)

TNCC MEDIA LITERACY PROJECT Testing: project driven with focus on a set

criteria. Example: ad creation from original or existing content

Online modules: intent is to make Media Literacy accessible to both face-to-face and online audiences

User survey: Primary purpose would be to determine effectiveness of content and knowledge students take away

TNCC MEDIA LITERACY PROJECT

Sample Module: Political Advertising

POLITICAL ADVERTISING

"The idea that you can merchandise candidates for high office like breakfast cereal

is the ultimate indignity to the democratic process.“

-Democratic presidential candidate Adlai Stevenson, 1956 http://www.livingroomcandidate.org/

POLITICAL ADVERTISING According to Gallup 60% of Americans

perceive the news media to be biased. 47% believe it is too liberal 13% believe it is too conservative

Sept. 22, 2011 – “Majority in U.S. Continues to Distrust the Media, Perceive Bias” http://www.gallup.com/poll/149624/majority-continue-distrust-media-perceive-bias.aspx

LYNDON JOHNSON’S “DAISY AD” (1964)Questions:I. What is its purpose?II. Who is it aimed at?III. Who created it?IV. What values,

lifestyles, or points of view are being depicted or omitted?

“Five key questions”, Center for Media Literacy, 2012

POLITICAL ADVERTISEMENT Author? Purpose? Target audience? Effectiveness? Reinforce values or stereotypes?

CURRENT POLITICAL AD Author? Purpose? Target audience? Effectiveness? Reinforce values or stereotypes?

http://www.youtube.com/watch?v=tyFaWhygzjQ

CURRENT POLITICAL AD Author? Purpose? Target audience? Effectiveness? Reinforce values or stereotypes?

http://www.youtube.com/watch?v=jSVi45vfA6o

CONCLUSION Other modules:

Internet Print media Radio Billboards

SOMETHING TO CONSIDER $130 billion spent on advertising last

year. This is equal to $6 for every man, woman and child in the United States.

Dr. John S. CaputoDepartment of Communication Arts

Gonzaga UniversitySpokane, WA

THANK YOU!!!

Richard Hodges, Head LibrarianHistoric Triangle Campus

Thomas Nelson Community CollegeWilliamsburg, Virginia

hodgesr@tncc.edu