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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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Introduction to Media Literacy

  1. 1. Introduction to Media Literacy <br />Renee Hobbs<br />Temple University Media Education Lab <br />Philadelphia PA <br />
  2. 2. Using Tools & Technology Resources<br />Well<br />Critical <br />Analysis, Reflection & <br />Ethics<br />Teamwork<br />& <br />Problem-<br />Solving<br />Creativity <br />& <br />Expression<br />What is Media Literacy?<br />
  3. 3. Media Literacy Definition<br />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.<br />--Center for Media Literacy<br />
  4. 4. Media Literacy is a Life Skill<br />Media is part of the cultural environment and as such, it affects healthy development: <br />Self-Awareness & Acceptance<br />Growth & Development<br />Body Knowledge and Care<br />Personal and Social Relationships<br />Strategies for Healthy Living<br />
  5. 5. Building Analysis and Critical Thinking Skills <br />
  6. 6. http://mediaeducationlab.com<br />
  7. 7. Media Literacy is a Life Skill<br />Nutrition<br />
  8. 8. Media Literacy is a Life Skill<br />Nutrition<br />Substance Abuse<br />
  9. 9. Media Literacy is a Life Skill<br />Nutrition<br />Substance Abuse<br />Stereotypes<br />
  10. 10. Media Literacy is a Life Skill<br />Sexuality<br />
  11. 11. Media Literacy is a Life Skill<br />Sexuality<br />Aggression<br />
  12. 12. Media Literacy is a Life Skill<br />Sexuality<br />Aggression<br />Online Social<br />Responsibility<br />
  13. 13. Promoting Habits of Inquiry<br />
  14. 14. Key Concepts of Media Literacy<br />All media messages are constructed.<br /> Each medium has different characteristics, strengths and a unique “language” of construction.<br /> All media messages contain embedded values and points of view.<br /> People use their individual skills, beliefs, and experiences to construct their own meanings from messages.<br /> Media messages must be considered within a social, political and economic context. <br /> Media and media messages can influences beliefs, attitudes, values, behaviors and the democratic process.<br />
  15. 15. Media Literacy is an Expanded Conceptualization of Literacy<br />
  16. 16. Multidisciplinary Perspectives in Media & Technology in Education<br />Media literacy can be applied to all the K-12 subject areas:<br /><ul><li> English Language Arts
  17. 17. Social Studies/Government
  18. 18. History
  19. 19. Science
  20. 20. Health
  21. 21. Technology
  22. 22. Art/Music/Drama </li></li></ul><li>Multidisciplinary Perspectives in Media & Technology in Education<br />John Dewey<br />Paolo Freire<br />Lev Vygotsky<br />Rudolf Arnheim<br />Neil Postman<br />Stuart Hall<br />Norbert Weiner<br />Marshall McLuhan<br />
  23. 23. Integrating ML Across the Curriculum<br />1. Teaching With Media & Technology<br />2. Making Connections with Out-of-School Literacies<br />3. Developing Information Access & Research Skills<br />4. Strengthening Message Analysis Skills<br />5. Composing Messages using Multimedia<br />6. Exploring Media Issues in Society<br />7. Sharing Ideas and Taking Action<br />
  24. 24. Integrating ML Across the Curriculum<br />1. Teaching With Media & Technology<br />2. Making Connections with Out-of-School Literacies<br />3. Developing Information Access & Research Skills<br />4. Strengthening Message Analysis Skills<br />5. Composing Messages using Multimedia<br />6. Exploring Media Issues in Society<br />7. Sharing Ideas and Taking Action<br />
  25. 25.
  26. 26. Captain Morgan Rum<br />The company spent $14.5 million to advertise Captain Morgan rum in 2005 on television, magazines, radio, newspaper, and the Internet.<br />
  27. 27. Analyze an Alcohol Ad<br />1. Color & Design<br />How is color used to attract your <br />attention?<br />What kinds of technologies were<br />used to construct this message?<br />
  28. 28. 2. Language<br />“The Captain was here.<br />Don’t drink until you’re 21. <br />Captain’s orders.”<br />What comes to mind when you see<br />these words and phrases?<br />What feelings do you experience<br />when looking at the picture?<br />
  29. 29. 3. Relationships<br />What inferences (educated guesses) can you make about the people pictured in this ad?<br />What kind of relationship do you think they have?<br />
  30. 30. 4. Subtext<br />The ad suggests a meaning. It doesn’t state the meaning directly. <br />What are some possible messages that the advertiser wants you to think or feel after viewing this ad? <br />
  31. 31. 4. Subtext<br />I can’t wait to be 21 so I can drink alcohol.<br />
  32. 32. 4. Subtext<br />I can’t wait to be 21 so I can drink alcohol.<br />A girl who drinks alcohol will dress and act in a sexual way.<br />
  33. 33. 4. Subtext<br />I can’t wait to be 21 so I can drink alcohol.<br />A girl who drinks alcohol will dress and act in a sexual way.<br />Girls who drink alcohol are attractive and fun to be with.<br />
  34. 34. 4. Subtext<br />I can’t wait to be 21 so I can drink alcohol.<br />A girl who drinks alcohol will dress and act in a sexual way.<br />Girls who drink alcohol are attractive and fun to be with.<br />What is accurate or inaccurate about these subtext messages?<br />What is true and false<br />about these <br />subtext messages?<br />
  35. 35. Captain Morgan Deconstructed<br />1. Color & Design<br />Red is a big contrast with the dark colors of the outdoor, nighttime setting.<br />3. Relationships<br />The Captain looks<br />interested in the girl. <br />She’s the center of <br />attention.<br />The drawn cartoon character and cartoon-like boots contrast with the realistic photograph.<br />4. Subtext<br /><ul><li>You’ll get attention if </li></ul>you drink alcohol.<br /><ul><li>You can dress and act</li></ul>outrageously if you drink alcohol.<br />2. Language <br />The slogan is used on many <br />Captain Morgan ads– it’s<br />familiar to people.<br />5. Accuracy<br />When people drink, they can do stupid things to make themselves the center of attention – in a very negative and dangerous way.<br />The phrase, “Don’t drink until<br />you’re 21” makes drinking seem<br />like an adult activity. But the girl depicted in the photo looks like a teen. <br />
  36. 36. Create a POSTER<br /><ul><li>Discuss and analyze a media text
  37. 37. Compose using full sentences to analyze using some of the key concepts and critical questions
  38. 38. CREATE a poster to share your analysis with the group
  39. 39. Display your poster and receive feedback on your ideas</li></li></ul><li>RULES for COMPLETING YOUR POSTER<br /><ul><li>A Title
  40. 40. Five complete Sentences ARE READABLE FROM 3 FT DISTANCE
  41. 41. Ad PLACED IN CENTER OF POSTER
  42. 42. VISUAL DESIGN ELEMENTS
  43. 43. All members of the team contribute</li></li></ul><li>Learning TARGETS<br /><ul><li> I can brainstorm and share ideas in a collaborative team
  44. 44. I can critically analyze a media message using concepts including: author, purpose, point of view, stereotypes, color & design techniques, language, relationships, subtext, and accuracy
  45. 45. I can compose effective sentences to convey critical analysis
  46. 46. I can create an attractive slide that gives the viewer an “aha!” experience</li></li></ul><li>Integrating ML Across the Curriculum<br />1. Teaching With Media & Technology<br />2. Making Connections with Out-of-School Literacies<br />3. Developing Information Access & Research Skills<br />4. Strengthening Message Analysis Skills<br />5. Composing Messages using Multimedia<br />6. Exploring Media Issues in Society<br />7. Sharing Ideas and Taking Action<br />
  47. 47. Promoting Habits of Inquiry<br />
  48. 48. CONTACT: <br />Renee Hobbs<br />Temple University<br />Media Education Lab<br />Philadelphia PA 19122<br />Email: renee.hobbs@temple.edu<br />Phone: (215) 204-4291<br />Web: http://mediaeducationlab.com<br />
  49. 49. The Power of Youth Media Production <br />
  50. 50. Integrating ML Across the Curriculum<br />1. Teaching With Media & Technology<br />2. Making Connections with Out-of-School Literacies<br />3. Developing Information Access & Research Skills<br />4. Strengthening Message Analysis Skills<br />5. Composing Messages using Multimedia<br />6. Exploring Media Issues in Society<br />7. Sharing Ideas and Taking Action<br />

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