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An introduction to digital and media literacy in substance abuse prevention by Renee Hobbs and Brian Primack
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4th Annual Media Literacy Seminar
Presented by Renee HobbsTemple University
Digital and Media Literacy for the Information Age
Presented by Renee HobbsTemple University
Media Literacy Definition
Media literacy is a 21st century approach to education that
provides a framework to access, analyze, evaluate and create
messages in a variety of forms. It 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.
--Center for Media Literacy
Media and the Cultural Environment
Media is part of the cultural environment that affects healthy development:
• Self-Awareness & Acceptance• Growth & Development• Body Knowledge and Care• Personal and Social
Relationships• Strategies for Healthy Living
http://mediaeducationlab.com
Media Literacy is a Life Skill
Nutrition
Media Literacy is a Life Skill
Nutrition Substance Abuse
Media Literacy is a Life Skill
Nutrition Substance Abuse Stereotypes
Media Literacy is a Life Skill
Sexuality
Media Literacy is a Life Skill
Sexuality Aggression
Media Literacy is a Life Skill
Sexuality Aggression Online SocialResponsibility
http://medialiteracyguide.org
Front MatterPA State StandardsLesson 1: Positive and Negative Messages in the MediaLesson 3: Advertising by the NumbersLesson 4: Deconstructing an Advertisement
Captain Morgan Rum
The company spent $14.5 million to advertise Captain Morgan rum in 2005 on television, magazines, radio, newspaper, and the Internet.
Analyze an Alcohol Ad
1. Color & Design
How is color used to attract your attention?
What kinds of technologies wereused to construct this message?
2. Language
“The Captain was here.Don’t drink until you’re 21. Captain’s orders.”
What comes to mind when you seethese words and phrases?
What feelings do you experiencewhen looking at the picture?
3. Relationships
What inferences (educated guesses) can you make about the people pictured in this ad?
What kind of relationship do you think they have?
4. Subtext
The ad suggests a meaning. It doesn’t state the meaning directly.
What are some possible messages that the advertiser wants you to think or feel after viewing this ad?
4. Subtext
I can’t wait to be 21 so I can drink alcohol.
4. Subtext
I can’t wait to be 21 so I can drink alcohol.
A girl who drinks alcohol will dress and act in a sexual way.
4. Subtext
I can’t wait to be 21 so I can drink alcohol.
A girl who drinks alcohol will dress and act in a sexual way.
Girls who drink alcohol are attractive and fun to be with.
4. Subtext
I can’t wait to be 21 so I can drink alcohol.
A girl who drinks alcohol will dress and act in a sexual way.
Girls who drink alcohol are attractive and fun to be with.
What is accurate or inaccurate about these subtext messages?
What is true and falseabout these
subtext messages?
Captain Morgan Deconstructed1. Color & DesignRed is a big contrast with the dark colors of the outdoor, nighttime setting.
The drawn cartoon character and cartoon-like boots contrast with the realistic photograph.
2. Language The slogan is used on many Captain Morgan ads– it’sfamiliar to people.
The phrase, “Don’t drink untilyou’re 21” makes drinking seemlike an adult activity. But the girl depicted in the photo looks like a teen.
3. RelationshipsThe Captain looksinterested in the girl. She’s the center of attention.
4. Subtext•You’ll get attention if you drink alcohol.
•You can dress and actoutrageously if you drink alcohol.
5. AccuracyWhen people drink, they can do stupid things to make themselves the center of attention – in a very negative and dangerous way.
CREATE A POSTER
DISCUSS AND ANALYZE a media textCOMPOSE using full sentences to analyze
using some of the key concepts and critical questions
CREATE a poster to share your analysis with the group
DISPLAY your poster and receive feedback on your ideas
RULES FOR COMPLETING YOUR POSTER
A TITLEFIVE COMPLETE SENTENCES ARE READABLE
FROM 3 FT DISTANCEAD PLACED IN CENTER OF POSTERVISUAL DESIGN ELEMENTS ALL MEMBERS OF THE TEAM CONTRIBUTE
LEARNING TARGETS
I can brainstorm and share ideas in a collaborative team I can critically analyze a media message using concepts
including: author, purpose, point of view, stereotypes, color & design techniques, language, relationships, subtext, and accuracy
I can compose effective sentences to convey critical analysis
I can create an attractive slide that gives the viewer an “aha!” experience
ACCESS
Digital and Media Literacy
ACCESS
ANALYZE
Digital and Media Literacy
ACCESS
ANALYZE
CREATE
Digital and Media Literacy
ACCESS
ANALYZE
CREATE
REFLECT
Digital and Media Literacy
ACCESS
ANALYZE
CREATE
ACT
REFLECT
Digital and Media Literacy
Authors & Audiences
Messages & Meanings
Representations & Realities
Promoting Critical Thinking
Key Concepts of Media Literacy① All media messages are constructed.② Each medium has different characteristics,
strengths and a unique “language” of construction.③ All media messages contain embedded
values and points of view.④ People use their individual skills, beliefs,
and experiences to construct their own meanings from messages.
⑤ Media messages must be considered within a social, political and economic context.
⑥ Media and media messages can influence beliefs, attitudes, values, behaviors and the democratic process.
Media Literacy is an Expanded
Conceptualization of Literacy
SPEAKING -- LISTENING
READING – WRITING
CRITICAL VIEWING – MEDIA COMPOSITION