Download - Media Literacy Real- Group Four
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MEDIA LITERACY: UNDERSTANDING
THE WORKINGS OF THE MEDIA
BY:
GROUP 4
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GROUP MEMBERS
Olufemi Ojo
Jadesola Osiberu
Oreofe Adefuye Nefi Wole-Abu
Oluwakemi Akindoju
Nonye Amah
Soji Omosehin
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DEFINITION OF TERMS
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Media
Media are communication channels through which
News
Entertainment
Education
And promotional messages are disseminated.
Media includes broadcasting and narrowcasting medium such as
newspapers
Magazines
T.V
radio billboards
direct mail
telephone
fax and internet.
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Literacy
Literacy is the ability to make and communicate meaning fromand by the use of variety of socially contextual symbols.
The Literacy Development Council of Newfoundland and
Labrador defines this term in the following: Literacy not onlyinvolves competency in reading and writing, but goes beyondthis to include the critical and effective use of these inpeoples lives, and the use of language (oral and written) forall purposes.
Simply put, literacy is the ability to encode and decodesymbols and synthesize and analyze messages.
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To look is one thing,To see what you look at is another,
-- Taoist
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Media Literacy
Media Literacy is a 21st century approach to education.
Media literacy is concerned with helping mediaconsumers develop
an informed and critical understanding of the nature of massmedia
the techniques used by them
and the impact of these techniques.
It helps us understand how the media work
how they produce meaning
how they are organized
how they construct reality
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Media literacy also aims to provide students with theability to create media products.(Media Literacy Resource Guide, Ministry of Education Ontario)
It provides a framework to Access
Analyze
Evaluate
and create messages in a variety of forms from print to
video to the Internet.
Media Literacy
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MEDIA LITERACY
DEFINED BY MEDIA SCHOLARS-
ADAMS AND HAMM (2001)- Literacy may be
thought of as the ability to create personal meaning
from the visual and verbal symbols we take in
everyday from television, advertising, film, and
digital media. It is more than inviting students to
simply decode information. They must be critical
thinkers who can understand and produce in the
media culture swirling around them.
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SILVERBATT AND ELICEIRI (1997)- Media
literacy is a critical-thinking skill that enables
audiences to decipher the information that
they receive through the channels of mass
communications and empowers them to
develop independent judgements about
media content.
MEDIA LITERACY
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CORE CONCEPTS OF MEDIA LITERACY
All media messages are constructed
Messages are constructed using certain techniques
Media have social, commercial and or political implications
Audiences negotiate meaning
Media contain ideological & value messages
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Relevance of Media Literacy
Democratic processes:
Political leaders have discovered the influence of
the media.
Those who use the media will get their wayregardless of public policy or personal integrity.
As citizens, we need to analyse media messagesmore critically.
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Relevance of Media Literacy
Media saturation:
From Television
pop music
Radio Newspapers
Magazines
Computers
the internet
and video games
we are exposed to more mass media messages inone day than our grandparents were in a month.
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Relevance of Media Literacy
The manufacture and management ofinformation:
Most governments and businesses have public relations(PR) departments, whose purpose is to get the "goodnews" about them out into the public consciousness.
Many succeed so well that much of what is reported as
"news" in fact comes directly from PR departments andpress releases.
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Relevance of Media Literacy
The growing privatization of information:
The world economy is fast becoming an information
economy, with information a commodity to be bought andsold.
A danger exists that new classes of
"information-rich"
"information-poor" people
This may result in the information-poor unable to affordthe information they need to better their lives.
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Relevance of Media Literacy
Media influence:
The media sell "audience consciousness.
They try to predispose people not just to buy certaincomputers, juice or books, but to simply buy.
They shape perceptions, beliefs and attitudes.
Generations of the future will need to understand how themass media influence society
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UNDERSTANDING THE
WORKINGS OF THE MEDIA
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CRITICAL FRAMEWORK FOR MEDIA
LITERACY (CURRICULUM MODEL)
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Critical Thinking Questions for Media Literacy
Who produced and/or paid for the message?
What is the purpose of the message?
Who is the target audience ?
What techniques are used to both attract attention and
increase believability?
What lifestyles are promoted and why?
Does the message contain bias or stereotypes?
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Reality
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Media literate people understand that media are constructed
to convey ideas, information and news from someone else's
perspective.
They understand that specific techniques are used to create
emotional effects.
They can identify those techniques and their intended and
actual effects.
They are aware that the media benefit some people, but
leave others out.
They can (pose and sometimes answer) questions about who
benefits, who is left out, and why.
Conclusion
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Conclusion
Media literate people seek alternative sources of information
and entertainment.
Media literate people use the media for their own advantage
and enjoyment. Media literate people know how to act, rather than being
acted upon.
In this way, media literate people are better citizens.
Source: Pat Kipping. "Media Literacy - An Important Strategy
for Building Peace," Peace Magazine. Toronto, ON, Canada.
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THANK YOU!