Creating Media Smart Students: Media Literacy for 21 st C Learning Frank W. Baker Media Literacy Clearinghouse Part 1 October 8, 2009

Shift in Learning

Source: © Ministry of Education, Wellington, New Zealand.

What is media literacy?

Media Literacy is.. “….the ability to access, analyze, interpret and create media (communication) in a variety of forms” Source: 1992 Aspen Institute definition

Analyze Media Analyze Media Understand both how and why media messages are constructed, and for what purposes Understand both how and why media messages are constructed, and for what purposes Examine how individuals interpret messages differently, how values and points of view are included or excluded, and how media can influence beliefs and behaviors Examine how individuals interpret messages differently, how values and points of view are included or excluded, and how media can influence beliefs and behaviors Apply a fundamental understanding of the ethical/legal issues surrounding the access and use of media Apply a fundamental understanding of the ethical/legal issues surrounding the access and use of media Create Media Products Create Media Products Understand and utilize the most appropriate media creation tools, characteristics and conventions Understand and utilize the most appropriate media creation tools, characteristics and conventions Understand and effectively utilize the most appropriate expressions and interpretations in diverse, multi-cultural environments Understand and effectively utilize the most appropriate expressions and interpretations in diverse, multi-cultural environments

Media Literacy is.. “.. concerned with helping students develop an informed and critical understanding of the nature of mass media, the techniques used by them, and the impact of these techniques. More specifically, it is education that aims to increase the students' understanding and enjoyment of how the media work, how they produce meaning, how they are organized, and how they construct reality. Media literacy also aims to provide students with the ability to create media products.” “.. concerned with helping students develop an informed and critical understanding of the nature of mass media, the techniques used by them, and the impact of these techniques. More specifically, it is education that aims to increase the students' understanding and enjoyment of how the media work, how they produce meaning, how they are organized, and how they construct reality. Media literacy also aims to provide students with the ability to create media products.” Media Literacy Resource Guide, Ministry of Education Ontario, 1997

Media literacy… “….empowers people to be both critical thinkers and creative producers of an increasingly wide range of messages using image, language, and sound. It is the skillful application of literacy skills to media and technology messages. As communication technologies transform society, they impact our understanding of ourselves, our communities, and our diverse cultures, making media literacy an essential life skill for the 21st century.” “….empowers people to be both critical thinkers and creative producers of an increasingly wide range of messages using image, language, and sound. It is the skillful application of literacy skills to media and technology messages. As communication technologies transform society, they impact our understanding of ourselves, our communities, and our diverse cultures, making media literacy an essential life skill for the 21st century.”

Media Literacy ANALYSISPRODUCTION MEDIA LITERACY

Information, Communications Technology, and Media Literacy (draft) 4. Evaluate information critically and competently Grade 7 Explain media techniques used to convey the message Grades 9-12 Analyze and evaluate media techniques used to convey the message

Media Literacy: Missouri The effective media participant can demonstrate… 22. the effects of the various types of electronic audio and visual media, including television, radio, the telephone, the Internet, computers, electronic conferencing and film, on media consumers; and 23. the ability to identify and use skills necessary for competent participation in communication across various types of electronic audio and visual media. (169, Appendix E of DESE Language Arts Issues and Practices)

Media Literacy: Missouri Communication Arts Grades 5-8 Grades 5-8 recognize different viewpoints, biases and propaganda; distinguish between fact and fiction; determine relevance of information to purpose and audience recognize different viewpoints, biases and propaganda; distinguish between fact and fiction; determine relevance of information to purpose and audience analyze and evaluate print and non-print advertising analyze and evaluate print and non-print advertising

Media Literacy: Missouri Social Studies Evaluate the accuracy of information and the reliability of its sources Evaluate the accuracy of information and the reliability of its sources

Media Literacy: Missouri Health/Prevention K-4 a. interpret how the media can influence a consumer’s decisions K-4 a. interpret how the media can influence a consumer’s decisions 5-8 a. use critical thinking skills to analyze marketing and advertising techniques 5-8 a. use critical thinking skills to analyze marketing and advertising techniques 9-12 a. analyze the factors that influence dietary choices including lifestyle, ethnicity, family, media and advertising 9-12 a. analyze the factors that influence dietary choices including lifestyle, ethnicity, family, media and advertising

Media Literacy: Core Concepts Core ConceptsCore Concepts All media are constructions All media are constructions Media are languages with their own set of rules Media are languages with their own set of rules Media convey values and points-of- view Media convey values and points-of- view Audiences negotiate meaning Audiences negotiate meaning Media: power and profit Media: power and profit

Media Literacy’s Critical Thinking Questions Who created the message and why? Who created the message and why? Who is the audience for the message? Who is the audience for the message? What is its purpose? What is its purpose? How is it sent/received? How is it sent/received? What techniques are used to gain attention; increase believability? What techniques are used to gain attention; increase believability?techniques Who or what is omitted and why? Who or what is omitted and why? Who benefits? Who benefits? Where can I go to get more information? Where can I go to get more information?

My Approach Visual Advertising Moving Image Literacy (TV & Film)

Looking at Images VISUAL LITERACY VISUAL LITERACY VISUAL LITERACY VISUAL LITERACY

Activity

Analyze and evaluate print and non-print advertising

Languages of Television (& film) Cameras Cameras Lights Lights Sound (including music) Sound (including music) Editing (aka post production) Editing (aka post production) Set design Set design Actors: expressions; wardrobe Actors: expressions; wardrobe

Analyze and evaluate print and non-print advertising

Script-writing

Activity