Learning Alphabets

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Learning Alphabets

• When we learn we begin with

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The ABCs of Brands
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Media are powerful forces in the lives of youth.
Media messages help shape their perceptions.
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Camera cell phones
message boards
interactivity
E-zines
Chat rooms
In the digital media environment, kids have
access to information and entertainment from
around the world.
Kids learn new technologies effortlessly,
multi-tasking through a complex mix of sound,
graphics, text and images. They have become
managers, creators and distributors of
information.
Multi-player videogames
BLOGS
MP3s
Webcams
email
Instant messaging
The Web
Text messaging
Personal Web sites
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As kids interact with media they absorb knowledge
about the world, themselves and others.
Young people need to develop knowledge, values,
critical thinking, communication and information
management skills.
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Media literacy is

• the ability to access, analyze, evaluate and
  produce media

• the process of becoming active, rather than
  passive, consumers of media

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Recognize bias and stereotyping.
Differentiate between media violence and real
world violence.
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Read between the lines of junk food advertising
Differentiate between entertainment and marketing
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Question the connections between entertainment
and self-image
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Understand how news is constructed
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Media education includes

• Learning hands-on production techniques
• Recognizing how elements of a specific medium
  convey meaning
• Thinking critically about media issues and media
  influences

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Key concepts of media literacy provide a base for
all media literacy programs and give us common
language and framework.
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Media are constructions
Media products are created with a purpose and
from a perspective using forms and techniques.
Media literacy deconstructs media products,
exploring factors and decisions on how they were
made.
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Media ConstructionSimple Example
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Audiences negotiate meaning
We all bring our own experience to media we
encounter.
Media literacy helps us understand how individual
factors affect interpretation.
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Media have commercial implications
Media industries belong to a powerful network of
corporations that exert influence on content and
distribution.
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Values and ideological messages underpin all media
Media convey messages about values, power and
authority.
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Each medium has a unique aesthetic form
Each type of media has its own grammar and
elements that shape reality in a unique way.
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Media Education in Action
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Start young
Many of the topics that media education addresses
are central to healthy development and can be
addressed starting in the primary grades.
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Keep it positive
Avoid moralizing
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A great way to get to know the media your
students are interacting with is to start the
school year with a quick class survey.
My Favourites Sayali (9 years)
Magazine Tinkle Book Magic Tree
House Movie Tarra Rum Pum TV Show MAD, Art
Attack Toy My little dog Game Carmen San
Diego Music Artist/Group Indi Pop Song
Mitwa Brand Barbie, Pepsi Food
Pizza Interests Music Hobbies
Drawing Aspirations Writer / Scientist
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Familiarize yourself with youth media
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Take advantage of teachable moments in the
news. When an event grabs the attention of the
news media, bring it, and all the excitement and
debate surrounding it, into the classroom to
analyze and deconstruct.
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Use/ create annual events and celebrations to
highlight specific media issues

• Earth Day Examine how environmental issues are
  promoted or are absent in mainstream media
• Buy Nothing Day Raise awareness of the impact of
  mass consumerism on global culture and the
  environment
• TV-Turnoff Week A jumping-off point for
  students to log and examine their own TV
  viewing habits
• Special Occasions The start of the school year,
  Diwali and birthdays can provide opportunities
  to address consumption and consumerism

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Creating content gives students insights into the
decisions and the process of media production.
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Students can challenge negative youth stereotypes
in the media by promoting more positive and
balanced portrayals.
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Parents are important partners

• Learn more about media
• Familiarize yourself with your childs media
• Talk to teachers and parent councils
• Invite media professionals
• Organize a parent workshop

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THANK YOU

• Radha Misra Michelle Vaz
• Department of Communication Media for Children
• SNDT College of Home Science, Pune