Media Literacy in Higher Education: University students of Advertising and Public Relations at the University of Alicante and their YouTube Experience.

Slides:

Advertisements

Similar presentations

Karl Donert, National Teaching Fellow HERODOT Project coordinator HERODOT: Benchmarking Geography.

Advertisements

When Students Can’t Read…

Academic Cultures Moira Peelo, Lancaster University.

Action Research Not traditional educational research often research tests theory not practical Teacher research in classrooms and/or schools/districts.

While You Were Out: How Students are Transforming Information and What it Means for Publishing Kate Wittenberg The Electronic Publishing Initiative at.

YouTube for Business: Online Marketing for Any Business Author: Michael Miller.

Middle Years Programme

I nsightersEducation.com ALL RIGHTS RESERVED WELCOME! What questions do you have? Dr. Faith Rogow I nsightersEducation.com Digital & Media Literacy: Practical.

Reading The Media: One of the 21 st Century Literacy Skills Frank Baker media educator Media Literacy Clearinghouse

Advertising & Event Management (MGT-520). ADVERTISING AND EVENT MANAGEMENT M R. A BID S AEED (Assistant Professor) Department of Management Sciences COMSATS.

Budapest, Hungary. About the building… A refurbished old villa.

CALIFORNIA DEPARTMENT OF EDUCATION Tom Torlakson, State Superintendent of Public Instruction Common Core State Standards AB 250 and the Professional Learning.

The Cultural Contexts of Teaching and Learning Stuart Greene Associate Professor of English Director of Education, Schooling, and Society Co-founder of.

What is Media Literacy? The ability to access, analyze, create, evaluate and act using all forms of communication. The ability to access, analyze, create,

Intel® Education K-12 Resources Our aim is to promote excellence in Mathematics and how this can be used with technology in order.

Life-Long Learning at the Technion: Students' Perceptions about Distance Education and their Learning Experiences Rania Hussein-Farraj, Miri Barak and.

The Big Six Theory Information Literacy

Rationale for CI 2300 Teaching and Learning in the Digital Age.

Factors Affecting the Innovation- Decision Process to Adopt Online Graduate Degree Program in Thailand (IEC2014) Siripen Pumahapinyo (1) Praweenya Suwannatthachote.

Standards and Guidelines for Quality Assurance in the European

St. Petersburg, 28 May 2013 Dr. Barbara Schultz-Jones Director, School Library Program Media Literacy: The Role of the School Library.

What is Copyright? What is Fair Use? Educational Use of Copyright Material Misunderstanding of Copyright Laws and Fair Use Media literacy education goals.

ICT TEACHERS` COMPETENCIES FOR THE KNOWLEDGE SOCIETY

MATHS ACTION PLAN MATHS DA TOOBA HIGH SCHOOL GRADE 10.

Youth 2.0: meeting the digital challenge Brian O’Neill, Dublin Institute of Technology ‘Screenagers’ NYCI Conference, Nov 23rd, 2012.

.  In alignment with the National Educational Technology goals, our vision of Educational Technology is one where:  All students and educators have.

LECTURER OF THE 2010 FIRST-YEAR STUDENT: How can the lecturer help? February 2010.

Media Literacy in Secondary Schools A State of Affairs in Flanders and the Brussels Capital Region Katie Goeman Bram Pynoo.

Principles of Assessment

Chapter 4 Evaluating and Creating Interactive and Content- Based Assessment.

Home, school & community partnerships Leadership & co-ordination Strategies & targets Monitoring & assessment Classroom teaching strategies Professional.

Presenters: Hlengiwe & Mathapelo 02 July Agenda 1. Introduction 2. Adobe Youth Voices 3. Goals for youth media 4. Programme Impacts 5. Integration.

Communication Degree Program Outcomes

Writing Across the Curriculum (WAC) at Sojourner Douglass College Faculty and Staff Session One Saturday, November 9, 2013.

Tweets on Deck Moving beyond traditional models of sports coverage Avery Holton, Ph.D. Student, University of Texas at Austin

Creating Media Smart Students: Media Literacy for 21 st C Learning Frank W. Baker Media Literacy Clearinghouse

Health literacy and our right to information we can understand 21 September 2012 Rosemary Knight Health systems and organisations Health.

Blended and Flipped Learning Models for International and Multidisciplinary Graduate Program on Language Education in Teaching, Coaching and Training Careers.

“Films & Blogs: An authentic approach to improve the writing skill - An intercultural project-based framework in the Senior High State School” Kosmas Vlachos.

Using Media As A Catalyst for Writing Frank W. Baker media educator Media Literacy Clearinghouse

Information literacy Using VIKO at NTNU and St. Olav’s Hospital Karen Johanne Buset NTNU Library, Trondheim, Norway

Media Literacy: It’s About Freedom! Tessa Jolls, President Center for Media Literacy.

INDUSTRIAL MEDIA & SOCIAL MEDIA What are they and why is literacy important?

Liberating Learning with Online Tools: Wikispaces Max Echevarría.

Exploring Evidence.

21 st century skills Presented By Amber Muzammil Jannat Asif.

What is Media Literacy? Professor Kennedy. What is Media? Today's information and entertainment technologies communicate to us through a powerful combination.

 Media literacy changes what it means to be literate within the 21 st century.  Literacy is not just known as a “book culture” anymore.  Media literacy.

MEDIA LITERACY MEDIA LITERACY. “In communications, media (singular medium) are the storage and transmission channels or tools used to store and deliver.

EVALUATION QUESTION 3 What kind of media institution might distribute your media product and why? The Driver Myles Ahwal.

WISER: Teaching Information literacy This session will give an overview of the key concepts and models of information literacy as an important transferable.

Google Earth INTEGRATING GLOBAL THINKING. Why Use Virtual Tours? Flexible Tool: History, Science, Math, English, etc. An Interactive Way to Explore Supports.

Charlie Robinson Charlie

Network for New Science/Math Teachers December 10, 2009 Lexington, KY Brought to you by University of Kentucky Partnership Institute for Math & Science.

Instructional Rounds: Fall 2015 Debrief A Collaborative Approach to Improving Teaching & Learning City, Elmore, Fiarman, and Teitel. Instructional Rounds.

Office of Service Quality

Moving from Information Literacy to Media Literacy

Educational Technology and Science Teaching. Reading Assignment Chapter 13 in Teaching Science to Every Child: Using Culture as a Starting Point.

Teaching and Learning Online What Makes Sense When Moving Courses Online.

Issues in Teaching EDU Session 1 The Conceptual Understanding of What You are Teaching.

D RAFT OF F RAMEWORK OF C OLLABORATION A CTIVITIES “SEAEDUNET 2.0: D IGITAL -A GE T EACHING AND L EARNING M ODEL ”

Multiple literacy Standards for the 21st-Century learner

Scaling up EBPs and HLPs

Media Literacy – Discussion Forum

Media Literacy: It’s About Freedom!

Competency Assessment

NJCU College of Education

Common Core State Standards AB 250 and the Professional Learning Modules Phil Lafontaine, Director Professional Learning and Support Division.

Presentation transcript:

Media Literacy in Higher Education: University students of Advertising and Public Relations at the University of Alicante and their YouTube Experience Dolores Alemany, Alejandra Hernández, Concepción Campillo University of Alicante Department of Communication and Social Psychology

What exactly is MEDIA LITERACY? Media literacy is “the ability to access, analyze, evaluate and communicate messages in a variety of forms” 1992 Aspen Media Literacy Leadership Institute Media Literacy was included in the U.S. educational agenda. (early 1990s) The concept of media literacy has been extended from its traditional focus on print and audiovisual media to encompass the Internet and other new media

Teaching about the media should be distinguished from teaching with media When teaching about the media, the medium and the message are both examined We can analyze and criticize advertising and promotional culture effectively from the same media techniques, which are attractive for students and familiar to them.

To be media literate…...is to have an informed and critical understanding of the nature, techniques and impact of the mass media as well as the ability to create media products. Media literacy also aims at providing students with the ability to create media products (Media Literacy Resource Guide, Ministry of Education, Ontario, 1997)

YouTube shows itself as... the world’s largest used generated content video system which has found a permanent place in university students’ everyday lives

What do professors think about new technologies and possible educational uses of YouTube? A questionnaire was produced with the help of GoogleDocs. Do you think new technologies help you create more open, flexible and participative contexts for teaching and learning processes? 97% of the interviewed professors answered YES 83% of them agreed with the statement that YouTube helps energize/dynamize their classrooms.

Can YouTube be used as an educational tool? There was a bit of discrepancy between average (3 marking - 28%) and top (5 marking - 38%) as to the professors’ consideration of YouTube as an educational tool, which means they do not fully agree (100%) with it.

University Students’ YouTube habits (and expectations) Another Googledocs questionnaire was produced and distributed online to students. 56% of the students were less than 22 years old 66% watch YouTube every day (within that percentage, 27% said that they watched YouTube several times during the same day)

University Students’ YouTube habits (and expectations) A lot of university students these days expect information to be presented in a flashy, entertaining way. They are used to uploading material (74% said they had ever uploaded some YouTube material). Within this percentage, 29% were not videos related to academic purposes.

Locating and Cataloguing the YouTube production by the students of the degree of Advertising and Public Relations at the University of Alicante

344 YouTube pieces have been uploaded by students of this degree (just one video by a professor and two videos by professionals) The keywords used to search for the audiovisual creations were the following: Publicidad UA, Creatividad UA, Realización UA, Narrativa UA and Relaciones Públicas UA The oldest video uploaded by students dates back to 23rd November From the 344 YouTube videos registered for our study, 290 were part of strictly academic tasks set by teachers of different subjects of the degree. One of the finest YouTube pieces they elaborated was a lipdub with interactive ending shot last 26th November 2010 depicting the fictional world of TV advert characters a student of advertising meets

Some final reflections YouTube offers many opportunities for promotion. Getting YouTube traffic should become core content for students in the degree of Advertising and Public Relations to understand present communication strategies of both private companies and public institutions. Improving the standards and quality of educational audiovisual material generated in the classrooms is part of media literacy good practice in higher education contexts. The importance of sharing this material so as not to lose their locations in YouTube became of paramount interest as the research developed. Short term actions should be taken to protect this particular audiovisual patrimony.