media literacy 101 frank baker media educator [email protected] media literacy clearinghouse ...

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Media literacy Media literacy 101 101 Frank Baker Frank Baker media educator media educator [email protected] [email protected] Media Literacy Clearinghouse Media Literacy Clearinghouse http:// http:// medialit.med.sc.edu medialit.med.sc.edu Berkeley County Reading and Writing Institutes Berkeley County Reading and Writing Institutes

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Media literacy 101Media literacy 101

Frank BakerFrank Baker

media educatormedia educator

[email protected]@aol.com

Media Literacy ClearinghouseMedia Literacy Clearinghouse

http://medialit.med.sc.eduhttp://medialit.med.sc.edu

Berkeley County Reading and Writing InstitutesBerkeley County Reading and Writing Institutes

Media literacy 101Media literacy 101

“ “It would be a breach of our duties as It would be a breach of our duties as teachers for us to ignore the rhetorical teachers for us to ignore the rhetorical power of visual forms of media in power of visual forms of media in combination with text and sound…the combination with text and sound…the critical media literacy we need to teach critical media literacy we need to teach must include evaluation of these must include evaluation of these media, lest our students fail to see, media, lest our students fail to see, understand, and learn to harness understand, and learn to harness the persuasive power of visual media.”the persuasive power of visual media.”

NCTE Resolution on Visual/Media LiteracyNCTE Resolution on Visual/Media Literacy

Media literacy 101Media literacy 101

Media literacy 101Media literacy 101

““Our students are growing up in a Our students are growing up in a world saturated with media world saturated with media messages…yet, they messages…yet, they (and their (and their teachers)teachers) receive little or no receive little or no training in the skills of analyzing or training in the skills of analyzing or re-evaluating these messages, re-evaluating these messages, many of which make use of many of which make use of language, moving images, music, 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 101Media literacy 101

American Association of School LibrariesAmerican Association of School Libraries International Reading AssociationInternational Reading Association Natl Board of Professional Teaching Natl Board of Professional Teaching

StandardsStandards National Council for Teachers of EnglishNational Council for Teachers of English National Middle Schools AssociationNational Middle Schools Association Partnership for 21Partnership for 21stst Century Skills Century Skills White House Office of National Drug White House Office of National Drug

Control PolicyControl Policy

Media literacy 101Media literacy 101

What is media literacy?What is media literacy?

OROR

Why should your students become Why should your students become media literate?media literate?

Media literacy 101Media literacy 101 Media literacy is concerned with helping Media literacy is concerned with helping

students develop an informed and critical students develop an informed and critical understanding of the nature of mass media, the understanding of the nature of mass media, the techniquestechniques used by them, and the used by them, and the impact of impact of these techniquesthese 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 how the media understanding and enjoyment of how the media work, how they work, how they produce meaningproduce meaning, how they are , how they are organized, and how they organized, and how they construct realityconstruct reality. Media . Media literacy also aims to provide students with the literacy also aims to provide students with the ability to create media products. ability to create media products.  (Source: Media Literacy Resource Guide, (Source: Media Literacy Resource Guide,

Ministry of Education Ontario, 1997) Ministry of Education Ontario, 1997)

What media literacy is:What media literacy is:

Media literacy in SC ELAMedia literacy in SC ELA

ElementaryElementary MiddleMiddle High SchoolHigh SchoolRecognize Recognize details, setting, details, setting, characters and characters and cause and effect cause and effect in material from in material from nonprint sourcesnonprint sources

Demonstrate Demonstrate the ability to the ability to distinguish distinguish between fact between fact and opinion, to and opinion, to compare and compare and contrast info contrast info and ideas, and and ideas, and make inferences make inferences in regard to in regard to what is viewedwhat is viewed

Analyze Analyze nonprint sources nonprint sources for accuracy, for accuracy, bias, intent and bias, intent and purposepurpose

Media literacy 101Media literacy 101

"If video is how we are "If video is how we are communicating and communicating and persuading in this new persuading in this new century, why aren't more century, why aren't more students writing students writing screenplays as part of screenplays as part of their schoolwork?“their schoolwork?“ Heidi Hayes JacobHeidi Hayes Jacob

Core ConceptsCore Concepts

All media are constructedAll media are constructed Media are constructed using unique Media are constructed using unique

languages with their own set of ruleslanguages with their own 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 Literacy www.medialit.orgSource: Center for Media Literacy www.medialit.org

All media are All media are constructedconstructed

What is this?What is this?

No, this is a PHOTOGRAPH of a horse.No, this is a PHOTOGRAPH of a horse.

Media are constructed Media are constructed using unique languages using unique languages

with their own set of ruleswith their own set of rules

Language of filmLanguage of filmCameraCameraLightsLightsSound/MusicSound/MusicSetsSetsEditingEditing

Media convey values and Media convey values and points-of-viewpoints-of-view

Audiences negotiate Audiences negotiate meaningmeaning

Media = Power + ProfitMedia = Power + Profit

Big 5 MediaBig 5 Media

FOX (News Corp) FOX (News Corp) NBC (GE) NBC (GE) CBS (Viacom) CBS (Viacom) ABC (Disney)ABC (Disney)

CNN (AOL/Time Warner)CNN (AOL/Time Warner)

What are the implications/ramifications if only 5 What are the implications/ramifications if only 5 companies control magazines, newspapers, TV, companies control magazines, newspapers, TV, radio, newspapers, Internet, film, etc.?radio, newspapers, Internet, film, etc.?

Advertiser~AudienceAdvertiser~Audience

This programThis program

is brought tois brought to

you by theyou by the

sponsor.sponsor.

You areYou arebrought tobrought tothe sponsorthe sponsorby the by the program.program.

Critical thinking questionsCritical thinking questions

Who produces/pays for media?Who produces/pays for media? For what purpose(s) was it made?For what purpose(s) was it made? For which ‘target audience(s)’?For which ‘target audience(s)’? What What techniquestechniques does the messenger does the messenger

use to attract attention?use to attract attention? Who or what is omitted and why?Who or what is omitted and why? How do we know what it means?How do we know what it means? Does it contain bias or stereotypes?Does it contain bias or stereotypes?

TechniquesTechniques

TechniquesTechniques

TechniquesTechniques

TechniquesTechniques

TechniquesTechniques

TechniquesTechniques

The box of Oreos was not in the original NBC “Friends:”The box of Oreos was not in the original NBC “Friends:”it was placed there virtually for DVD/syndication exposureit was placed there virtually for DVD/syndication exposure

TechniquesTechniques

well known well known casecase

of the digitalof the digital

creation of a creation of a magazine cover magazine cover

featuring afeaturing a woman who does woman who does

not existnot exist

Body ImageBody Image

The subjective concept of one's The subjective concept of one's physical appearance based on self-physical appearance based on self-observation and reactions of others. observation and reactions of others. (American (American Heritage)Heritage)

Body Image- StudiesBody Image- Studies

Researchers at Brigham and Women's Researchers at Brigham and Women's Hospital in Boston found that the more Hospital in Boston found that the more adolescent and pre-adolescent girls adolescent and pre-adolescent girls read fashion magazines, the more read fashion magazines, the more likely they were to diet and to feel likely they were to diet and to feel unhappy about their bodies.unhappy about their bodies. (USA Today 1/18/2006) (USA Today 1/18/2006)

Body Image- StatisticsBody Image- Statistics

69% of teens read a 69% of teens read a magazine in a typical magazine in a typical dayday

Real TeensReal Teens: : A Contemporary Snapshot of Youth A Contemporary Snapshot of Youth CultureCulture ( by George Barna ) ( by George Barna )

Body Image- StatisticsBody Image- Statistics 42% of 1st-3rd grade girls want to be thinner 42% of 1st-3rd grade girls want to be thinner 45% of boys and girls in grades 3-6 want to be thinner 45% of boys and girls in grades 3-6 want to be thinner 37% have already dieted 37% have already dieted 6.9% score in the Eating Disorder range 6.9% score in the Eating Disorder range 51% of 9-10 year old girls feel better about selves when 51% of 9-10 year old girls feel better about selves when

dieting dieting 9% of 9 year old have vomited to lose weight 9% of 9 year old have vomited to lose weight 81% of 10 year olds are afraid of being fat 81% of 10 year olds are afraid of being fat 53% of 13 year old girls are unhappy with their bodies 53% of 13 year old girls are unhappy with their bodies 78% of 18 year old girls are unhappy with their bodies 78% of 18 year old girls are unhappy with their bodies The #1 wish of girls 11-17 years old is to lose weight The #1 wish of girls 11-17 years old is to lose weight

source: source: Body Wars: Making Peace with Women's Bodies Body Wars: Making Peace with Women's Bodies by by Margo Maine, Ph.D.Margo Maine, Ph.D.

Body Image- StudiesBody Image- Studies

"....unrealistically thin young women "....unrealistically thin young women are often used in advertisements for are often used in advertisements for everything from soft drinks to cars..... everything from soft drinks to cars..... previous research has already shown previous research has already shown that such advertising contributes to that such advertising contributes to negative body images among young negative body images among young girls and women." girls and women." (UK News story, Aug. 31, 2005)(UK News story, Aug. 31, 2005)

Body Image- StudiesBody Image- Studies

Males impacted: Males impacted: "Action figures present subtle "Action figures present subtle messages of unrealistic role messages of unrealistic role models of well-sculpted, heavily models of well-sculpted, heavily muscled, 'perfect' bodies that muscled, 'perfect' bodies that little boys see as their role little boys see as their role models.“models.“ Sondra Kronberg, director and co-founder of Eating Sondra Kronberg, director and co-founder of Eating

Disorder Associates Treatment & Referral CentersDisorder Associates Treatment & Referral Centers

Body Image- StudiesBody Image- Studies

According to statistics posted by the National According to statistics posted by the National Institute on Media and the Family, by age 13,  Institute on Media and the Family, by age 13,  some some 53 percent of American girls are 53 percent of American girls are unhappy with their bodiesunhappy with their bodies; that figure grows to ; that figure grows to 78 percent78 percent by the time girls reach 17. In  by the time girls reach 17. In another study on fifth graders, 10-year-old another study on fifth graders, 10-year-old girls and boys told researchers they were girls and boys told researchers they were dissatisfied with their own bodies after dissatisfied with their own bodies after watching a music video by Britney Spears or a watching a music video by Britney Spears or a clip from the TV show clip from the TV show FriendsFriends. And adolescent . And adolescent girls who viewed commercials depicting girls who viewed commercials depicting unrealistically thin models felt "less confident, unrealistically thin models felt "less confident, more angry, and more dissatisfied with their more angry, and more dissatisfied with their weight and appearance."weight and appearance."

Body Image: Body Image: Are things changing?Are things changing?

New Dove Ad CampaignNew Dove Ad Campaign

Just My Size AdJust My Size Ad

Body Image-ResourcesBody Image-Resources

www.jeankilbourne.comwww.jeankilbourne.com

Other ResourcesOther Resources

CDC produced curriculumCDC produced curriculumhttp://www.cdc.gov/tobacco/mediashrp.htmhttp://www.cdc.gov/tobacco/mediashrp.htm

Media Sharp:Media Sharp:Analyzing Alcohol &Analyzing Alcohol &Tobacco MessagesTobacco Messages