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Frank W. Baker media educator
Media Literacy Clearinghousehttp://www.frankwbaker.com
Media Literacy
“Best Practices” Workshops
December 6 (elementary)
December 7 (secondary)
Columbia
Brooklyn Baptist Church Conference Ctr.
Registration: SDE Website
Students "spend lots of time Students "spend lots of time chatting, looking at pop culture chatting, looking at pop culture web sites, and downloading web sites, and downloading MP3s, but they don't deal with MP3s, but they don't deal with critical evaluation of critical evaluation of information."information."
Donald Leu, lead researcher UConnDonald Leu, lead researcher UConn News Story: News Story: Study Aims To Improve Internet Study Aims To Improve Internet LiteracyLiteracy
Donald LeuDonald LeuUniversity of Conn.University of Conn.Teaching With The Teaching With The
Internet K-12: Internet K-12: New Literacies forNew Literacies for
New TimesNew Times
“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 Teacher’s Companion
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
Media literacy 101
“ “It would be a breach of our duties as It would be a breach of our duties as teachers for us to ignore the rhetorical teachers for us to ignore the rhetorical power of visual forms of media in power of visual forms of media in combination with text and sound…the combination with text and sound…the critical media literacy we need to teach critical media literacy we need to teach must include evaluation of these media, must include evaluation of these media, lest our students fail to see, understand, lest our students fail to see, understand, and learn to harness and learn to harness the persuasive power of visual media.” the persuasive power of visual media.”
NCTE Resolution on Visual/Media LiteracyNCTE Resolution on Visual/Media Literacy
Media lit in SC Teaching Standards
ENGLISH SOCIAL STUDIES
HEALTH
Communication:Communication:VIEWINGVIEWING
Demonstrate the Demonstrate the ability to analyze and ability to analyze and evaluate the evaluate the effectiveness of the effectiveness of the techniques used in techniques used in non-print sources for non-print sources for a particular audience.a particular audience.
PropagandaPropaganda
Mass mediaMass media
EconomicsEconomicsthe influence of the influence of advertising on advertising on
consumer choicesconsumer choices
Food SelectionFood Selection
Body ImageBody Image
Alcohol & tobacco Alcohol & tobacco advertising andadvertising andmarketing techniquesmarketing techniques
Endorsing media literacy American Association of School LibrariansAmerican Association of School Librarians
Annenberg Public Policy CenterAnnenberg Public Policy CenterCarnegie Commission on Adolescent DevelopmentCarnegie Commission on Adolescent DevelopmentCenter for Substance Abuse Prevention Center for Substance Abuse Prevention International Reading Association International Reading Association National Board for Professional Teaching StandardsNational Board for Professional Teaching StandardsNational Council for Teachers of English National Council for Teachers of English National Council for the Social Studies National Council for the Social Studies National Middle School Association National Middle School Association National PTANational PTANorth Central Regional Educational Laboratory North Central Regional Educational Laboratory (NcREL)(NcREL)Office of National Drug Control PolicyOffice of National Drug Control PolicyPartnership for 21st Century SkillsPartnership for 21st Century Skills
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. ..”
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.”
Generation M
multi-taskersmulti-taskers
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)
“Our students are growing up in a world saturated with media messages…yet, 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
“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.
Writing activity
What is media literacy?
video
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
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
All media are constructions of reality
Media literacy’s rules
Media are constructed using unique languages with their own set of rules
Language of Instant Messaging
BRB= be right backHW= homeworkTTYL= talk to you laterLOL= laughing out loud
Media literacy’s rules
Media convey values and points of view
Media literacy’s rules
Audiences negotiate meaning
Media literacy’s rules
Media= power & profit
FOX (News Corp) FOX (News Corp) NBC (NBC/Universal)NBC (NBC/Universal)CBS CBS ABC (Disney)ABC (Disney)CNN (AOL/Time Warner)CNN (AOL/Time Warner)VIACOMVIACOM
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?
Techniques
Techniques
Techniques
Katie Couric “slimmed” for CBS promo
Techniques
Techniques
How do you know this is a fake website?
Product placement techniques
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?
Let’s take a look at some images
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 Jacob
April 2004
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
Examples
Cell phone ad script
Toy ad writing activities
Politics Bush Kerry
Film:
Because of Winn Dixie Tuck Everlasting
To Kill A Mockingbird
