1. Critical Media Literacy Ketevan Barkhudanashvili June, 2013

2.  we live in a media age; young people today receive nearly all their information through popular culture - mass communication, through complex combinations of text, images and sounds. Media no longer just influence our culture. They ARE our culture. a set of skills essential for survival in today's society;

3. To become media literate… not to memorize facts or statistics; BUT to learn to raise the right questions; Len Masterman: "critical autonomy" or the ability to think for oneself.

4. Media Literacy is…? … the ability to access, analyze, evaluate and create media messages in a variety of forms…. Media literacy builds an understanding of the role of media in society as well as essential skills of inquiry and self-expression necessary for citizens of a democracy….. Media literacy, therefore, is about helping students become competent, critical and literate in all media forms so that they control the interpretation of what they see or hear rather than letting the interpretation control them.

5. Media literate youth are able… to decode the complex messages we receive from media; understand how these media messages are constructed, and discover how they create meaning – usually in ways hidden beneath the surface. can also create their own media

6. We see and hear ads everywhere we go; on TV, on the radio, computer, in the streets, on the walls, billboards, signs, newspapers, magazines in the windows…; We receive hundreds of them every day; The images stay in our brain subconsciously;

7. Media triangle The media triangle is a student-friendly approach to understanding the key concepts of media literacy. Students analyze media texts using prompts organized around the three arms of the triangle. Each arm can be simplified down into the following questions:

8. Three arms of triangle MEDIA TEXT: What meaning is being conveyed? AUDIENCE: To whom is the meaning being conveyed? PRODUCTION: How and why is the meaning being conveyed?

9. The Media triangle can be used to Analyze (TEXT) In what ways does this media text tell a story? Whose point of view is shown? (AUDIENCE) Who is the target audience of this media text? How do you know who the target audience is? (PRODUCTION) What has the creator done to grab your attention? What does the creator want the audience to think, feel, or do after consuming this media text?Production

10. As well as to Produce… (TEXT) In what ways might my media text tell a story? From what point of view will I tell my story? (AUDIENCE) To whom do I want to target this media text? What do I know about my target audience? (PRODUCTION) What will I do to grab my audience's attention? What do I want my audience to think, feel, or do after consuming my media text?

11. Lesson plan Ask st.to speak about their favorite ads. What made it so memorable? Tell the students that they are going to watch a commercial. Students watch the video and answer the questions: What is the purpose of the advertisements? Who is the intended audience? What meaning is it constructing? What was that grabbed your attention? What messages is this ad sending?

12. Then divide the students into threes, they watch the video and Have students re-view the commercial. This time, assign students to triads. Within each triad, have one student assigned to each of the MEDIA TEXT, AUDIENCE, and PRODUCTION arms of the media triangle for analysis While students view the commercial for the second time, have them record their ideas in preparation for discussions - first with students assigned to the same arm of the media triangle, and then a second with the members of their triad.

13. Triad discussions should focus on how information gained from analysis along the three arms influences the overall meaning that is conveyed and interpreted by the commercial. Consolidation After having had triad discussions, have students watch the commercial for a third and final time. This final view serves as a consolidation of learning for students. They can put all of the pieces of information together and see how concepts from around the media triangle fit together to construct meaning. Students should then be encouraged to ask further questions for clarification and understanding

14. Thank you for your attention