1. Mass-media controls our lives more then ever before
But we don‘t know more about it today then at the time it startet to gain power!

2. technical details remain with a few
we don‘t know why certain report make the news
we don‘t know anything about the working process in news-agencies
we don‘t know how information is distributed on the internet

3. statistics 300.000 newspapers worldwide 30.000 radio-stations
3.000 TV-stations
400 Mio. people are surfing the internet – figures rising!

4. What does this mean? we are controlled by media
without media we would have no information other than our very own proximity
media informs, entertains and controls all of us
„Out of TV, out of mind.“

5. All these so called facts are simply absorbed by us, nobody questions them
Who is the one to citicise?
The consumer!?????
We were never taught to!
society of mass-communication
all we know about the world ist what we get from the media

6. Media is an instrument of communication and power
elections are won by the media not the officials
society‘s most powerful instrument is TV
what role the internet will play in future

7. compare radio needed 38 years tv 13 years internet only 4 years
to reach 50 Mio. people worldwide

8. The influence by media
Choose a different route if you happen to hear about a traffic jam
Put on a warm coat if the weather channel forecasts a chilly day
A politician owns illegal shares, or sexually harassed women, he will have a hard time during elections or exactly the opposite.

9. Without mass media this information would not influence our choices
To talk about public opinion today equals media opinion
Reality equals media reality
Media creates reality!

10. Are we really the victims of media?
Media educationalists think that we are hardly able to differentiate between reality and media reality
But why is there no fundamental media education in Austrian schools???
There is a cry for competent media – consumer but not supported

11. This task is up to our schools
Point out the pros and cons of mass media
Make them aware of technical details
Teach them how to select, differentiate and structure their own needs concerning mass media
The most important task of media ecucation should be to make clear that media does not represent reality

12. This „reality“ does not exist
Media only represents a small part of it
Every media consumer should know that it is the journalist who chooses which part we receive

13. Example: September, 11th
The day the world trade center was target of a terror attack
A tragedy – but a feast for media!
Reality was constructed
Only 3 minutes after the first attack CNN was broadcasting live from NY
What is there to report objectively???
Nothing but assumptions!!

14. CNN was reporting live only 15 minutes after the first attack and millions of people witnesses those horrid scenes which they thought to be reality.
Even the Austrian TV was on air for 48 hours to report, CNN for 4 days!

15. What followed this so called „reality“ were assumptions, „who is the blame“ possible culprits, speculations, threats of retaliation
We watched people jump out of the upper floor windows until they banned the scenes.
Too tragic, too brutal to show

16. Media does not represent reality – it can not – it doesn‘t want to!

17. The way of information It takes 3 steps to create an article
First there is the idea
Followed by the research
Then the journalist writes the article and shapes it.

18. Research is fundamental for journalistic work
We distinguish
Active research: is about answering questions with the help of people or documents. Part of that are routine calls and interviews, for example with the police or fire-fighters,..
Passive research: the editing office is being informed from the outside through calls or the supply with material or documents

19. Details appointments: in most cases those are press-conferences
agency-reports: not all news will be part of the program, but in most cases they are the basis for further research
archive: is there for you to witness what happened to a story you did some time ago

20. informants: calls, letters, contacts, local editiors can be really useful sources of information

21. The choose
After research you have to choose, because not everything the journalist knows by now is fit to be printed or put on air
It depends on the time available and the broadcast medium

22. Journalistic selection-principle
proximity: not only describes the proximity of location, but also how it affects the listener or reader
benefit: how a report can be of service for society. News you can use!
news: is secondary to the above

23. Headline news in radio or TV don‘t leave a lot of possibilities to go on
you make an announcement
write an article
do a report

24. Very important for radio and TV
you have to create attention
the contents must be easily understandable

25. Basic ruling – media education
media education is not a subject on it‘s own
it should be integrated with other subjects like music, arts and German
Media education acts like a mediator in the lives of students. Life at school and life outside of school

26. The basic ruling „media education“ has set the foundation for that in Austrian schools
concerning the importance of media in areas such as profession, leisure and education
it analyses the contents and functions of media

27. The entire subject of media-education is subdivided in the following
media-didactics: is about functions and effects of media on learning and teaching processes -> it‘s all about education through media
media-education: how we use media in a critical and reflexive way -> this is education about media

28. The goal of media education is to use media maturely!
to be able to use all the technical opportunities
to be able to select, differentiate and structure
to be able to use all for the individual benefit

29. To be mature about media is also a way how to
deal with communication in general and the ability to use it as a tool
pupils also have to learn to see media as an economical factor and to comprehend mass media as an institution
and they have to learn how to create media by their own.

30. To sum it all up
the goal of media education is to educate people who are able to communicate and judge – to be exact to live in a society where people are critical towards media and are able to handle those tools positively

31. A critical consumer should be able to
understand
judge
distinguish between what media has to offer.

32. The future should be a society of people who do not uncriticaly think that what we hear and see in the media is reality.