Young people and media What is media literacy? 3. Media education approaches

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1 Media Education: Today You Will Learn About: 1. Young people and media 2. What is media literacy? 3. Media education approaches The ABC s of Brands The ABC s of Brands Corporate branding is just one aspect of media to which we are exposed. We are familiar with branding from an early age. Babies as young as six months can form mental images of corporate logos and mascots. Brand loyalties can be established as early as age two, and by the time children head off to school most can recognize hundreds of brand logos. Young People and Media Young People and Media Media are powerful forces in the lives of youth. Media messages help shape their perceptions. access the Net from home have their own connected computer have MP3 players have webcams Cell phones 1

2 Young People and Media MESSAGE BOARDS Chat rooms interactivity E-zines Camera cell phones In children the digital learn media new technologies environment, effortlessly, children have multi-tasking access to through information a complex and entertainment mix of sound, from graphics, around text the world. and images. They have become managers, creators and distributors of information. Young People and Media While many adults struggle with new technologies, teens and children embrace them, learning intuitively or from their peers. BLOGS Webcams Instant messaging messaging The Web MP3s Multi-player videogames Personal Web sites They multi-task effortlessly through the complex mix of sound, graphics, text and images. Young People and Media As children interact with media they absorb knowledge about the world, themselves and others. Young people need to develop knowledge, values, critical thinking, communication and information management skills. In other words, they need media literacy skills. Media literacy is: the ability to access, analyze, evaluate and produce media the process of becoming active, rather than passive, consumers of media Media literacy can include being able to : Recognize bias and stereotyping. Read between the lines of junk food advertising Differentiate between media violence and real world violence. Differentiate between entertainment and marketing 2

3 Question the connections between entertainment and self-image Question the connections between entertainment and self-image being able to: Understand how news is constructed Produce media texts for civic engagement Media Education The process of teaching and learning about media. While media literacy is the outcome the knowledge and skills learners acquire. Source: Media Education: Literacy, Learning and Contemporary Culture (David Buckingham) Media education includes: 1. Learning hands-on production techniques 2. Recognizing how elements of a specific medium convey meaning 3. Thinking critically about media issues and media influences Source: Ontario Media Literacy Resource Guide 3

4 Media Education in Canada Who can teach media literacy? You can! Canada is a world leader in media education, In 1988, Ontario became the first educational jurisdiction in the world to mandate media literacy as part of the English curriculum. By 1999, media education was a mandated part of ELA curriculum across Canada. 1 The topic of media is energizing and engaging for students. Who can teach media literacy? You can! 2 Because media is a shared experience, teachers and students can find common ground. Who can teach media literacy? You can! 3 Media literacy isn t about having the right answers; it s about asking the right questions. Who is the audience for a media production and why? From whose perspective is a story being told? How do the elements affect what we see, hear or read? How might different audiences interpret the same production? Whose interests are being served? Who can teach media literacy? You can! 4 Media literacy outcomes (expectations) are in the core curriculums of every province and territory, from K-12. Who can teach media literacy? You can! 5 Media education is multidisciplinary and can be integrated across several subject areas. 4

5 Most media educators use Key concepts of media literacy provide a theoretical base for all media literacy programs and give teachers a common language and framework for discussion. Media are constructions Media products are created with a purpose and from a perspective using forms and techniques. Media literacy deconstructs media products, exploring factors and decisions on how they were made. Audiences negotiate meaning We all bring our own experience to media we encounter. Media literacy helps us understand how individual factors affect interpretation. Media have commercial implications Media industries belong to a powerful network of corporations that exert influence on content and distribution. Values and ideological messages underpin all media Media convey messages about values, power and authority. Each medium has a unique aesthetic form Each type of media has its own grammar and elements that shape reality in a unique way. 5

6 denotation connotation codes values genre commodity intertextuality MEANINGS Audience culture gender textual competence psychology social function Audience codes & practises finance control distribution technology ownership legality Source: K-12DRAFT Toronto District School Board What kind of text is it? In what ways does this media text tell a story? Does it follow a formula? What are the conventions used? What type or category of story is it? What are the characters like? Are there any stereotypes? What values are being promoted? How is this done? Whose point of view do the values represent? Are my values represented? Why or why not? 6

7 Audience Audience Who is the target audience for this media text? How can I tell? How and why does this media text appeal to its target audience? How does this media text appeal to me? What things do I like and dislike about it? In what different ways do people use or consume this media text? How would I change the media text to make it more enjoyable? Who produced this media text, and for what purpose? How can I influence the production of this kind of media? How is this text distributed or sold to the public? Who profits? How was the text made? What production techniques are used? What rules and laws affect the media text? How could I create a similar media text? The media studies triangle can be applied to a wide variety of media texts, from a simple running shoe advertisement to more complex texts, such as a televised political debate or a shopping mall. Audience 7

8 Media Education in Action Discussions and projects related to media lend themselves to many key learning objectives and outcomes: watching listening reflecting writing organizing ideas expressing opinions engaging socially and politically developing critical thinking skills. Start young Many of the topics that media education addresses are central to healthy development and can be addressed starting in the primary grades. English Language Arts and Language Arts have much in common, such as the study of aesthetics, the examination of genres and the use of language and symbols. Social Studies Topics can include media representation, the role of media in promoting cultural identity and issues related to the use of the Internet for research. Health and Personal Development Media-related topics can include junk food advertising, alcohol and tobacco use, sexuality and body image, media violence, diversity and gender representation. 8

9 Family Studies Students can compare television s construction of family to families in the real world. Technology ICT topics can include search and assessment skills, electronic privacy, plagiarism and the cultural, economic and social impacts of technology. Global Studies and Civics In A Civics Global class Studies, can students examine can the connections explore the between representation media and politics of developing including the countries following: news discussions media and about how spin ; sensational stories can fuel the perspective that people in developing nations media styles are helpless of politicians; victims. and media ownership and political reporting. The Arts Visual Arts: Media text as an art form, journalistic communication, and digital manipulation and special effects. Music: Value messages, representation and celebrity culture in popular music, and how the business side influences which artist is hot. Multicultural and anti-racism programs Students can learn how stereotypes function in popular culture, the conditions that give rise to them and how these portrayals can influence our perceptions. Alternative learning Media education can also provide a new doorway to learning for students who don t normally excel in school. 9

10 Keep it positive Avoid moralizing A great way to get to know the media your students are interacting with is to start the school year with a quick class survey. My Favourites Mike JessieW. Magazine: unknown bop, j-14 Book: Calvin Sweet & 16Hobbes Movie: Speed Thirteen TV Show: Cops 7th Heaven, & Simpsons The OC Toy: Laser My little pointer teddy bear Game: Grand The Sims Theft 2 Auto Music Artist/Group: Green Kelly Clarkson Day Song: Holiday Smells Like & American Teen Spirit Idiot Brand: unknown Converse, etnies Food: Pizza and sugar Interests: Transportation Music Aspirations: Hobbies: Airline Devin owner Aspirations: Lawyer Familiarize yourself with youth media On television In the community music channels entertainment programs sports cartoons music and video stores vintage and fashion stores comic book stores malls Take advantage of teachable moments in the news. When an event grabs the attention of the news media, bring it, and all the excitement and debate surrounding it, into the classroom to analyze and deconstruct. Online instant messaging technology social networking sites file-sharing sites and programs children favourite Web sites Commercialization in education The hallways and classrooms of our schools can also provide teachable moment opportunities. Logo-free day Commercialism walk-through Use annual events and celebrations to highlight specific media issues Earth Day: Buy Nothing Day: TV-Turnoff Week: Examine how environmental issues are promoted or are absent in mainstream media Raise awareness of the impact of mass consumerism on global culture and the environment A jumping-off point for students to log and examine their own TV viewing habits Special Occasions: The start of the school year, Christmas and graduation can provide opportunities to address consumption and consumerism 10

11 Creating content gives students insights into the decisions and the process of media production. Educate students about the mechanisms in place through which they can make formal complaints or speak out in support of good-quality media. Students can challenge negative youth stereotypes in the media by promoting more positive and balanced portrayals. Parents are important partners Learn more about media Familiarize yourself with your child s media Talk to teachers and parent councils Invite media professionals Organize a parent workshop 11