Media Literacy

1
Media Literacy
Frank W. Baker media educatorMedia Literacy
Clearinghousehttp//www.frankwbaker.com
2
Best Practices Workshops

• December 6 (elementary)
• December 7 (secondary)
• Columbia
• Brooklyn Baptist Church Conference Ctr.
• Registration SDE Website

3
(No Transcript)
4
(No Transcript)
5

• Students "spend lots of time chatting, looking
  at pop culture web sites, and downloading MP3s,
  but they don't deal with critical evaluation of
  information."
  Donald Leu, lead researcher UConn News
  Story Study Aims To Improve Internet Literacy

Donald LeuUniversity of Conn.Teaching With The
Internet K-12 New Literacies forNew Times
6

• Movies, advertisements, and all other visual
  media are tools teachers need to use and media we
  must master if we are to maintain our credibility
  in the coming years.Jim Burke, fromThe
  English Teachers Companion

7
Multi-modal literacies (NCTE)

• From an early age, students are very
  sophisticated readers and producers of
  multi-modal work. They can be helped to
  understand how these works make meaning, how they
  are based on conventions, and how they are
  created for and respond to specific communities
  or audiences. 2005 Declaration,
  NCTE Executive Committee

8
Media literacy 101

• It would be a breach of our duties as teachers
  for us to ignore the rhetorical power of visual
  forms of media in combination with text and
  soundthe critical media literacy we need to
  teach must include evaluation of these media,
  lest our students fail to see, understand, and
  learn to harness the persuasive power of visual
  media. NCTE Resolution on
  Visual/Media Literacy

9
(No Transcript)
10
Media lit in SC Teaching Standards
ENGLISH SOCIAL STUDIES HEALTH
CommunicationVIEWINGDemonstrate the ability to analyze and evaluate the effectiveness of the techniques used in non-print sources for a particular audience. PropagandaMass mediaEconomicsthe influence of advertising on consumer choices Food SelectionBody Image Alcohol tobacco advertising andmarketing techniques
11
Endorsing media literacy

• American Association of School
  LibrariansAnnenberg Public Policy
  CenterCarnegie Commission on Adolescent
  DevelopmentCenter for Substance Abuse
  Prevention International Reading
  Association National Board for Professional
  Teaching StandardsNational Council for Teachers
  of English National Council for the Social
  Studies National Middle School
  Association National PTANorth Central Regional
  Educational Laboratory (NcREL)Office of National
  Drug Control PolicyPartnership for 21st Century
  Skills

12
SC ELA Standards Viewing

• Every day, students come in contact with
  media and technology. The challenge is to help
  them make sense of it all and respond personally,
  critically, and creatively.The inclusion of
  viewing recognizes the powerful force of visual
  media in the 21st century. ..

13
SC ELA Standards Viewing

• ..Teachers must be comfortable with
  integrating viewing into instruction. This can be
  achieved by teaching, for example, how to read a
  photograph, the techniques of persuasion in
  advertising, the language of film,
  criticaltelevision viewing skills,
  information/technology literacy and more.

14
Generation M
multi-taskers
15
What are they doing on line?

• 87 of U.S. teens between 12 and 17 years of age
  use the Internet just 66 of adults do so
• 81 of teen Internet users play games online
• 76 get news online
• 51 of teen Internet users say they go online on
  a daily basis
• 43 have made purchases online and
• 31 use the Internet to get health info

Source Teens and Technology Youth Are Leading
the Transition to a Fully Wired and Mobile
Nation (2005) "Life Online Teens and
Technology and the World to Come," (2006)
16

• Our students are growing up in a world
  saturated with media messagesyet, they (and
  their teachers) receive little or no training in
  the skills of analyzing or re-evaluating these
  messages, many of which make use of language,
  moving images, music, sound effects.
  R.Hobbs, Journal Adult Adolescent Literacy,
  February 2004

17

• While more young people have access to the
  Internet and other media than any generation in
  history, they do not necessarily possess the
  ethics, the intellectual skills, or the
  predisposition to critically analyze and evaluate
  . these technologies or the information they
  encounter. Good hand/eye co-ordination and the
  ability to multitask are not substitutes for
  critical thinking.
  Dr. David Considine, Appalachian State Univ.

18
Writing activity

• What is media literacy?

video
19
Defining media literacy

• Media literacy is concerned with helping
  students develop an informed and critical
  understanding of the nature of mass media, the
  techniques used by them, and the impact of these
  techniques. More specifically, it is education
  that aims to increase the students' understanding
  and enjoyment of how the media work, how they
  produce meaning, how they are organized, and how
  they construct reality. Media literacy also aims
  to provide students with the ability to create
  media products.  Media Literacy
  Resource Guide, Ministry of Education Ontario,
  1997

20
Media literacy key concepts

• All media are constructed
• Media use unique languages
• Media convey values and points of view
• Audiences negotiate meaning
• Media power and profit
• 
  
  Source Center for Media Literacy

21
All media are constructions
of reality
22
Media literacys rules

• Media are constructed using unique languages with
  their own set of rules

Language of Instant MessagingBRB be right
backHW homeworkTTYL talk to you laterLOL
laughing out loud
23
Media literacys rules

• Media convey values and points of view

24
Media literacys rules

• Audiences negotiate meaning

25
Media literacys rules

• Media power profit

FOX (News Corp) NBC (NBC/Universal)CBS
ABC (Disney)CNN (AOL/Time Warner)VIACOM
26
Critical inquiry asking questions

• Who produced/created the message?
• For what purpose was it produced?
• Who is the target audience?
• What techniques are used to attract attention
  increase believability?

27
Techniques
28
Techniques
29
Techniques

• Katie Couric slimmed for CBS promo

30
Techniques
31
Techniques

• How do you know this is a fake website?

32
Product placement techniques
33
Critical inquiry asking questions

• Who or what is left out why?
• Who benefits from the message being communicated
  in this way?
• What lifestyle is promoted?
• How do you know what it means?
• Where can you go to verify the info?

34

• Lets take a look at some images

35
Teaching in the 21st century

•   "If video is how we are communicating and
  persuading in this new century, why aren't more
  students writing screenplays as part of their
  schoolwork?"

Heidi Hayes JacobApril 2004
36
The languages of TV Film

• Cameras
• a) Movement b) positioning c) use of lens
• Lights
• Audio (includes music, sound effects)
• Editing (post production special effects)
• Set design
• Actors wardrobes expressions

37
Examples

• Cell phone ad script
• Toy ad writing activities
• Politics Bush Kerry
• Film
• Because of Winn Dixie Tuck Everlasting
• To Kill A Mockingbird

38
Contact info

• Frank Baker
• Fbaker1346_at_aol.com
• Media Literacy Clearinghouse
• http//www.frankwbaker.com