CHAPTER 2MEDIA LITERACY

APPROACHNUR SYAFIQAH BT MOHD ROSLAN (163030)TUAN NOR AZANI BT SYED MUSTAFA (164943)NORADAWIAH BT BADRUL HISHAM (162582)NUR SABRINA ZAFIRAN BT MOHD JAMIL (161885)NURIAH FADHILAH BT AZMAL (165305)NURUL HUSNA BT SAFINI (162688)HASNAA KRAMUTALLY (164397)

What is Media Literacy?

Hasnaa Kramutally164397

What is Media Literacy?• The most used definition of Media Literacy was arrived

in1992.– It states that media literacy is "the ability to access, analyse,

evaluate, and create media in a variety of forms.“• Added to this definition, increasing its detail and specificity.

– For instance, the Centre for Media Literacy modified the statement for its Media Lit Kit as follows:

"Media Literacy is a 21st century approach to education. It provides a framework to access, analyse, evaluate and create messages in a variety

of forms – from print to video to the Internet. Media literacy 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.”

THE IMPORTANCE OF MEDIA LITERACY

• Better be able to understand the complex messages they receive from the media.

• Media literacy skills are included in the educational standards.

• An effective and engaging way to apply critical thinking skills.

What Media Literacy Can Do?• Develop critical thinking skills• Understand how media messages shape our culture and

society• Identify target marketing strategies• Recognize what the media maker wants us to believe or do • Name the techniques of persuasion used • Recognize bias, spin, misinformation, and lies • Discover the parts of the story that are not being told • Evaluate media messages based on our own experiences,

skills, beliefs, and values • Create and distribute media messages• Advocate for a changed media system

The Three Building Blocks forMedia Literacy

Tuan Nor Azani Syed Mustafa164943

3 Building Blocks of Media Literacy

• Personal Locus• Knowledge Structures• Skills

Model By James Potter

Personal Locus

• Goals shaped information processing task by determined what to filter and what to ignore.

• The more you aware of goals, the more you can direct to information processing seeking. But, if your locus is weak, the media will control over the information processing.

• Media literacy is a process not a product.

• Locus operates in two ways:• Conscious – you are aware of your opinions

and you exercise your will in making decisions.

• Unconscious – decisions are made out of your control

• In both modes, knowledge structures can get formed and elaborated.

Knowledge Structures• Collections of skills/facts that help us perform certain

tasks.• Knowledge structure is sets of organized information

in a person’s memory.• It occurs naturally or spontaneously, and must be built

carefully.• Information is piecemeal, • knowledge is structured, knowledge is about ordering

and context of information.• Knowledge structures provide the context we use

when trying to make sense of new media messages.

• There are five strong knowledge structure areas: Media effects Media content Media industries The real world The self

• Knowledge structures are important for : People to be aware during the information – processing tasks. People will be able to make better decision when seeking, working

and constructing the information to serve their goal.

Skills• Skills important to media literacy and works as tools to

structure the knowledge.• Skills that important for media literacy are:

Analysis - breaking down a message into meaningful elements.

Evaluation - judging the value of an element; the judgment is made by comparing a message element to some standard.

Grouping - determining which elements are alike in some way; determining how a group of elements is different from other groups of elements.

Induction - inferring a pattern across a small set of elements, then generalizing the pattern to all elements in the set.

Deduction - using general principles to explain particulars.

Synthesis - assembling elements into a new structure.Abstraction - creating a brief, clear, and accurate

description capturing the essence of a message in a small number of words than the message itself.

Media LiteracyDefinitions

NOR ADAWIAH BT BADRUL HISHAM 162582

DEFINITION OF MEDIA LITERACY

A set of perspectives that we actively use to expose ourselves to the mass media to interpret

the meaning of the messages we encounter.

• Perspectives are built from knowledge structures.

• Knowledge structures are built from skills, information and personal locus.

Media Literacy is Multidimensional

* Your media literacy perspective needs to include information from all these 4 domains.

Media Literacy Is a Continuum, Not a Category

The Development of Media Literacy

Nur Sabrina Zafiran Binti Mohd Jamil161885

Media Literacy as a Continuum:the stages – Development of Media Literacy

In gaining control over the meaning process, people are positioned along the continuum according to:-

The lowest 3 levels

Acquiring Fundamentalscharacteristics

• Learn the existence of human being, physical object.

• Able to recognize that different things serve different functions.

• Recognize shapes, color, movement etc.

Language Acquisition

• Recognize speech sounds & attach meaning to them.

• Able to produce speech sounds.• Orient to visual and audio media.• React to music/sounds.• Imitate certain character / movements.

Narrative Acquisition

• Develop understanding of differences:-Fiction vs non-fiction.Ads vs entertainment.Real vs imaginary.Understand how to connect plot elements

by:time sequencing/ motive-action-consequences

Developing Skepticism (ages 5-9 years)

• Discount claims made in ads.• Sharpen differences. Eg: like vs dislike.• Make fun of certain character. Eg: cartoon.

Intensive Development

• Motivated to seek out information.• Develop a detailed set of information (eg:

politics/sports).• High awareness on usefulness of information.

Experiential Exploring

• Seek out different forms of content and narratives.

• Focus on searching for surprises (emotion/ moral/aesthetic reactions)

Critical Appreciation

• People is known as “CONNOISSEURS” of the media.

• Why? Because they seek out better message (cognitively, aesthetically, morally)

• Accept messages on their own term.• Develop broad and detailed understanding.• Able to make subtle comparisons.• Able to judge the weaknesses & strengths of a

message.

Social Responsibility

• Characterized by people having critical appreciation of all kinds of media messages.

• Perspective: external rather than internal• Build a multidimensional perspective based on

the analyzed media landscape.

• Recognize that an individual decision could affect society.

• Recognize an individual can make a constructive impact on society.

Summary

• CA & SR are overlapping stages in a fluid process.

• As they offered more purposes of illustration instead of being definitive, fixed position.

• You are never static in the continuum.• You move up and down, depending on:-

• Moving up a stage requires a conscious effort.• More energy are use to apply higher level

skills.• Strongly motivated = higher stage.

ADVANTAGES OF DEVELOPING A HIGHER DEGREE OF MEDIA

LITERACYNURUL HUSNA BINTI SAFINI

162688

ADVANTAGES OF DEVELOPING A HIGHER DEGREE OF MEDIA

LITERACY

1. Appetite for Wider Variety of Media Messages

2. More Self-Programming of Mental Codes

3. More Control Over Media

Appetite for Wider Variety of Media Messages

• The media have programmed people to believe that they have choices when in fact the degree of choice is greatly limited.

• The media literacy perspective asks you to be more adventurous and explore a wider range of messages that are highly useful and expand your exposure repertoire.

More Self-Programming of Mental Codes

• To empower individuals to control media programming.

• To show people how to shift control from the media to themselves.

More Control Over Media

• Media’s business goals and your personal goals are the same, it is a win-win situation.

• The media literacy perspective helps you to recognize divergence of goals and take alternative steps.

• Media messages as tools to reach your own goals.

NURIAH FADHILAH BINTI AZMAL

165305

KEY CONCEPTS FOR MEDIA LITERACY

THE PROGRESSION OF EDUCATIONAL MEDIA IN

MALAYSIA

NUR SYAFIQAH MOHD ROSLAN163030

What Is Educational Media?

• A type of media that is used to educate people.

• An instructional media.• Eg.:

– Computer programs, television shows and radio broadcasts.

The Early Years - 1970’s

• The Educational Technology Division was created to support educational technology– formerly known as the Educational Media Service

(EMS) • The existing of Audio Visual Unit in the Ministry

of Education and a Schools Radio Service in the Ministry of Information and Broadcasting.

• Educational Television(ETV) service was created as a permanent basis.

IntegratedIntegrated& &

FormForm

TYPES OF EDUCATIONAL MEDIA

INTERNET

• The Internet serves as an effective medium for collaborative and co-cooperative e-learning in Malaysia, allowing interaction between government and educators and learners.

RADIO• Audio is considered rudimentary- BUT, it is in

increasing demand through the resurrection of FM radio over the past years.

• Radio Audience Measurement (RAM) Malaysia, 2011– an average of 15.6 million radio listeners in Peninsular

Malaysia tuning in each week in 2011.• Radio broadcasting is favorably utilized because:

– The wide audience reach – Relatively low cost.

• Many Malaysia FM radio stations serve as educational channels – Eg.: Era.fm (motivational talk)

EDUCATIONAL TV• To facilitate the process of learning and teaching. • Opened up many new possibilities in the conventional classroom,

as well as for self-learning and distance learning. • ASTRO, together with the Ministry of Education, has launched

ASTRO TUTOR TV – WHY?– have been made available to all government schools since July 2011.

• 2010 : ASTRO TUTOR TV was launched:– Three million viewership, – It offers UPSR , PMR and SPM revision programs.

• Feedback are encouraging, thus, ASTRO and MoE – – expand the channel by focusing on reviews for major public exams.

• http://www.astro.com.my/tutortv/

• March 2008- EDUWEBTV was introduced, – A video-based interactive educational portal that aims

to develop contemporary learning methods through creative information and communication technology.

• 8 channels on the EDUWEBTV portal: – news, academic, documentary, interview, curriculum,

interactive, live and guidance.

• http://www.eduwebtv.com/index.php

VIRTUAL UNIVERSITIES

• Virtual universities are being established in Malaysia.

• These universities function as:– teaching hubs to deliver education through e-

learning methodologies like the Internet, teleconferencing and web-based courseware.

– Other facilities and features:-• digital libraries, • online discussions and forums, • online counseling

Malaysia Education Online (MEdO),

• April 2011: Malaysia Education Online (MEdO)– an online portal for all e-learning courses– Purpose: to expand international distance

learning.– Eg.: LMS-UPM

MEdO

MALAYSIA AS A REGIONAL HUB

• The evolution of technological media infusion:– into the Malaysian education system is systematic

and planned, and aims to provide quality, accessible and equal education to every Malaysian.

• Malaysia aspires to be a regional education hub by 2020– Embarked on dynamic initiatives to raise the

standard of education.