Introduction to Media Literacy

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

Using Tools & Technology Resources
Well
Critical
Analysis, Reflection &
Ethics
Teamwork
&
Problem-
Solving
Creativity
&
Expression
What is 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

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

Building Analysis and Critical Thinking Skills

http://mediaeducationlab.com

Nutrition

Nutrition
Substance Abuse

Nutrition
Substance Abuse
Stereotypes

Sexuality

Sexuality
Aggression

Sexuality
Aggression
Online Social
Responsibility

Promoting Habits of Inquiry

Key Concepts of Media Literacy
All media messages are constructed.
Each medium has different characteristics, strengths and a unique “language” of construction.
All media messages contain embedded values and points of view.
People use their individual skills, beliefs, and experiences to construct their own meanings from messages.
Media messages must be considered within a social, political and economic context.
Media and media messages can influences beliefs, attitudes, values, behaviors and the democratic process.

Media Literacy is an Expanded Conceptualization of Literacy

Multidisciplinary Perspectives in Media & Technology in Education
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
John Dewey
Paolo Freire
Lev Vygotsky
Rudolf Arnheim
Neil Postman
Stuart Hall
Norbert Weiner
Marshall McLuhan

Integrating ML Across the Curriculum
1. Teaching With Media & Technology
2. Making Connections with Out-of-School Literacies
3. Developing Information Access & Research Skills
4. Strengthening Message Analysis Skills
5. Composing Messages using Multimedia
6. Exploring Media Issues in Society
7. Sharing Ideas and Taking Action

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 were
used 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 see
these words and phrases?
What feelings do you experience
when 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
A girl who drinks alcohol will dress and act in a sexual way.

4. Subtext
Girls who drink alcohol are attractive and fun to be with.

4. Subtext
Girls who drink alcohol are attractive and fun to be with.
What is accurate or inaccurate about these subtext messages?
What is true and false
about these
subtext messages?

Captain Morgan Deconstructed
1. Color & Design
Red is a big contrast with the dark colors of the outdoor, nighttime setting.
3. Relationships
The Captain looks
interested in the girl.
She’s the center of
attention.
The drawn cartoon character and cartoon-like boots contrast with the realistic photograph.
4. Subtext
You’ll get attention if
you drink alcohol.
You can dress and act
outrageously if you drink alcohol.
2. Language
The slogan is used on many
Captain Morgan ads– it’s
familiar to people.
5. Accuracy
When people drink, they can do stupid things to make themselves the center of attention – in a very negative and dangerous way.
The phrase, “Don’t drink until
you’re 21” makes drinking seem
like an adult activity. But the girl depicted in the photo looks like a teen.

Create a POSTER
Discuss and analyze a media text
Compose 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 Title
Five complete Sentences ARE READABLE FROM 3 FT DISTANCE
Ad PLACED IN CENTER OF POSTER
VISUAL 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

Promoting Habits of Inquiry

CONTACT:
Renee Hobbs
Temple University
Media Education Lab
Philadelphia PA 19122
Email: renee.hobbs@temple.edu
Phone: (215) 204-4291
Web: http://mediaeducationlab.com

The Power of Youth Media Production

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Introduction to Media Literacy

by Renee Hobbs on Mar 27, 2010

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Introduction to Media Literacy — Presentation Transcript