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+ Introduction to Media Literacy Renee Hobbs Temple University Media Education Lab Philadelphia PA

Introduction to Media Literacy

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Dr. Renee Hobbs introduces the key concepts of media literacy in relation to substance abuse prevention.

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Page 1: Introduction to Media Literacy

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Introduction to Media Literacy Renee Hobbs

Temple University Media Education Lab Philadelphia PA

Page 2: Introduction to Media Literacy

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What is Media Literacy?

Using Tools &

Technology Resources

Well

Critical Analysis, Reflection

& Ethics

Teamwork&

Problem-Solving

Creativity &

Expression

Page 3: Introduction to Media Literacy

+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

Page 4: Introduction to Media Literacy

+Media Literacy is a Life Skill

Media is part of the cultural environment and as such, it affects healthy development:

Self-Awareness & Acceptance

Growth & Development

Body Knowledge and Care

Personal and Social Relationships

Strategies for Healthy Living

Page 5: Introduction to Media Literacy

Building Analysis and Critical Thinking Skills

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http://mediaeducationlab.com

Page 7: Introduction to Media Literacy

+Media Literacy is a Life Skill

Nutrition

Page 8: Introduction to Media Literacy

+Media Literacy is a Life Skill

NutritionSubstance

Abuse

Page 9: Introduction to Media Literacy

+Media Literacy is a Life Skill

NutritionSubstance

AbuseStereotypes

Page 10: Introduction to Media Literacy

+Media Literacy is a Life Skill

Sexuality

Page 11: Introduction to Media Literacy

+Media Literacy is a Life Skill

Sexuality Aggression

Page 12: Introduction to Media Literacy

+Media Literacy is a Life Skill

Sexuality AggressionOnline SocialResponsibility

Page 13: Introduction to Media Literacy

+Promoting Habits of Inquiry

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+Key Concepts of Media Literacy

① 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 influences beliefs, attitudes, values, behaviors and the democratic process.

Page 15: Introduction to Media Literacy

+ Media Literacy is an Expanded Conceptualization of Literacy

Page 16: Introduction to Media Literacy

Media literacy can be applied to all the K-12 subject areas:

English Language Arts Social Studies/Government History Science Health Technology Art/Music/Drama

Multidisciplinary Perspectives in Media & Technology in Education

Page 17: Introduction to Media Literacy

John DeweyPaolo FreireLev VygotskyRudolf ArnheimNeil PostmanStuart HallNorbert WeinerMarshall McLuhan

Multidisciplinary Perspectives in Media & Technology in Education

Page 18: Introduction to Media Literacy

Integrating ML Across the Curriculum

1. Teaching With Media & Technology2. Making Connections with Out-of-School Literacies3. Developing Information Access & Research Skills4. Strengthening Message Analysis Skills5. Composing Messages using Multimedia6. Exploring Media Issues in Society7. Sharing Ideas and Taking Action

Page 19: Introduction to Media Literacy

Integrating ML Across the Curriculum

1. Teaching With Media & Technology2. Making Connections with Out-of-School Literacies3. Developing Information Access & Research Skills4. Strengthening Message Analysis Skills5. Composing Messages using Multimedia6. Exploring Media Issues in Society7. Sharing Ideas and Taking Action

Page 20: Introduction to Media Literacy
Page 21: Introduction to Media Literacy

Captain Morgan Rum

The company spent $14.5 million to advertise Captain Morgan rum in 2005 on television, magazines, radio, newspaper, and the Internet.

Page 22: Introduction to Media Literacy

Analyze an Alcohol Ad

1. Color & Design

How is color used to attract your attention?

What kinds of technologies wereused to construct this message?

Page 23: Introduction to Media Literacy

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?

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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?

Page 25: Introduction to Media Literacy

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?

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4. Subtext

I can’t wait to be 21 so I can drink alcohol.

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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.

Page 28: Introduction to Media Literacy

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.

Page 29: Introduction to Media Literacy

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?

Page 30: Introduction to Media Literacy

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 act

outrageously 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.

Page 31: Introduction to Media Literacy

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

Page 32: Introduction to Media Literacy

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

Page 33: Introduction to Media Literacy

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

Page 34: Introduction to Media Literacy

Integrating ML Across the Curriculum

1. Teaching With Media & Technology2. Making Connections with Out-of-School Literacies3. Developing Information Access & Research Skills4. Strengthening Message Analysis Skills5. Composing Messages using Multimedia6. Exploring Media Issues in Society7. Sharing Ideas and Taking Action

Page 35: Introduction to Media Literacy

Promoting Habits of Inquiry

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CONTACT:

Renee HobbsTemple UniversityMedia Education LabPhiladelphia PA 19122Email: [email protected]

Phone: (215) 204-4291Web: http://mediaeducationlab.com

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The Power of Youth Media Production

Page 38: Introduction to Media Literacy

Integrating ML Across the Curriculum

1. Teaching With Media & Technology2. Making Connections with Out-of-School Literacies3. Developing Information Access & Research Skills4. Strengthening Message Analysis Skills5. Composing Messages using Multimedia6. Exploring Media Issues in Society7. Sharing Ideas and Taking Action