1. Definition What is Media Literacy? Framework to access, analyze, evaluate and create messages in a variety of forms Builds understanding of media’s role in society Shapes inquiry skills Shapes self-expression necessary for citizens of a democracy. Framework to access, analyze, evaluate and create messages in a variety of forms Builds understanding of media’s role in society Shapes inquiry skills Shapes self-expression necessary for citizens of a democracy. Media Literacy is a 21 st century approach to education.

2. Awareness Analysis Reflection Action Awareness Analysis Reflection Action Media Literacy Empowerment Spiral

4. 1. All media messages are constructed. 2. Media messages are constructed using a creative language with its own rules. 3. Different people experience the same message differently. 4. Media have embedded values and points of view 5. Media messages are constructed to gain profit and/or power. 1. All media messages are constructed. 2. Media messages are constructed using a creative language with its own rules. 3. Different people experience the same message differently. 4. Media have embedded values and points of view 5. Media messages are constructed to gain profit and/or power. Media Literacy Five Core Concepts

5. 1. Who created this message? 2. What techniques are used to attract my attention? 3. How might different people understand this message differently from me? 4. What lifestyles, values, and points of view are represented in or omitted from this message? 5. Why was this message sent? 1. Who created this message? 2. What techniques are used to attract my attention? 3. How might different people understand this message differently from me? 4. What lifestyles, values, and points of view are represented in or omitted from this message? 5. Why was this message sent? Media Literacy Five Key Questions

6. 1. Who created this message? 2. What techniques are used to attract my attention? 3. How might different people understand this message differently from me? 4. What lifestyles, values, and points of view are represented in or omitted from this message? 5. Why was this message sent?

7. Media = kids’ other “school Media = visual, right hemisphere, mosaic, and impressionistic. Visual = profound influence. The left brain classroom promotes and nurtures hard work and long term goals. Mass media “classroom” promotes consumption, instant gratification, and impulse (necessary motivators of a consumer culture). Media = kids’ other “school Media = visual, right hemisphere, mosaic, and impressionistic. Visual = profound influence. The left brain classroom promotes and nurtures hard work and long term goals. Mass media “classroom” promotes consumption, instant gratification, and impulse (necessary motivators of a consumer culture). Media Literacy Media and the Classroom

8. Clergy/Parents/School eat Sexual abstinence or safety Looks are not important it’s what’s on the inside Dangers of alcohol and tobacco Be responsible citizens Clergy/Parents/School eat Sexual abstinence or safety Looks are not important it’s what’s on the inside Dangers of alcohol and tobacco Be responsible citizens Media Fast food with prizes Sexual gratification no consequences no responsibilities How we look is more important than who we are Consume these to be cool, macho, sexy Emphasize image over issues in politics Media Fast food with prizes Sexual gratification no consequences no responsibilities How we look is more important than who we are Consume these to be cool, macho, sexy Emphasize image over issues in politics Media Literacy Mixed Messages

9. Average American watches over 4 hours of television per day 56% of children ages 8-16 have a TV in their bedroom The average American child sees 200,000 violent acts on TV by age 18 The average American youth spends 900 hours in school & 1,023 hours watching TV every year The average American sees 2 million TV commercials by age 65 Average American watches over 4 hours of television per day 56% of children ages 8-16 have a TV in their bedroom The average American child sees 200,000 violent acts on TV by age 18 The average American youth spends 900 hours in school & 1,023 hours watching TV every year The average American sees 2 million TV commercials by age 65 Media Literacy 10 Reasons Why Media Education Matters

10. 45% of parents say that if they have something important to do, they are likely to use the TV to occupy their child Children spend a daily average of 4 hours and 40 minutes in front of a screen - 2.5 of which are spent watching TV 97% of American children ages 6 & under own products based on characters from TV shows or movies Children ages 2-7 watch television alone and unsupervised 81% of the time Nearly 3 out of 4 teens say the portrayal of sex on TV influences the sexual behavior of kids their age. 1 out of 4 admits is influences their own behavior 45% of parents say that if they have something important to do, they are likely to use the TV to occupy their child Children spend a daily average of 4 hours and 40 minutes in front of a screen - 2.5 of which are spent watching TV 97% of American children ages 6 & under own products based on characters from TV shows or movies Children ages 2-7 watch television alone and unsupervised 81% of the time Nearly 3 out of 4 teens say the portrayal of sex on TV influences the sexual behavior of kids their age. 1 out of 4 admits is influences their own behavior Media Literacy 10 Reasons Why Media Education Matters

11. Deconstruct the Ad