Media literacy involves understanding how mass media works to influence audiences and understanding the messages they convey. Literacy is linked to accessing print media but radio expanded reach to non-literate audiences. While literacy rates in developed nations are near universal, only 65% of Indians are literate. Media literacy teaches critical analysis of techniques used in media and how they construct reality beyond direct experience, aiming to make passive consumption more active and critical. It empowers citizens to challenge commercial media structures.
Performance as address the interface between folks and the rulersAlexander Decker
This document discusses communication in indigenous societies through oral performances. It argues that performances like Oramfe and Igbaghare served important communicative functions by allowing ordinary people to air criticisms of authorities and governance without fear of reprisal. These performances fulfilled roles of promoting culture, educating people, and regenerating society through application of social criticisms. The document examines concepts of communication, literacy, and how indigenous oral performances interface between rulers and the people in a way that is similar to the watchdog role of modern media.
New media gave people an alternate spaces and ways to articulate and express creating a virtual global village of sorts. This article describes the state of affairs from 2006/7.
The document discusses the impact of the internet on global communication. It notes that the convergence of computing and telecommunications has revolutionized international information exchange. The internet emerged from US military research in the 1960s and its development exploded with the establishment of the World Wide Web in 1989. The internet allows for instantaneous and inexpensive exchange of text, sound, and pictures globally through email, social media, video conferencing and more. This has significantly impacted business communication, intercultural communication, interpersonal communication, social networking, and political communication worldwide.
By Dr. Javanshir Gadimov, Asst. Prof. at Zirve University. International Communication, types of communication and global communication. verbal and non-verbal communication, mass media, public opinion, political communication, democracy, Global Digital Telecommunication.
What is Electronic Media? (Introduction)
For detailed lectures with Urdu/Hindi explanation, subscribe to my YouTube channel.
https://www.youtube.com/channel/UCvmyC56ovZ8vIspsFMwkBgA
You can also follow us on Instagram, TikTok & Facebook via-@learnwithsamii
Napster allowed users to share MP3 files without permission or payment in the late 1990s. It had around 70 million users worldwide and disrupted the music industry's business model by giving consumers access to music without paying fees. This violated copyright laws and led to legal battles with music companies. While Napster argued it increased overall consumer well-being, critics said it amounted to theft and hurt music producers' control over distribution. The typical Napster user was younger, between their early 20s, primarily college students and adolescent males.
The Competing Narratives of Digital & Media LiteracyRenee Hobbs
Renee Hobbs explores the history of media literacy in an address to the Media Ecology Association upon receiving the Neil Postman Lifetime Achievement Award for Public Intellectual Activity.
the role of mass media in the life of societyNely Kay
The document discusses how information and mass media have become increasingly important in modern life, with sources like television, newspapers, magazines, websites, and mobile phones now ubiquitous. It notes that most people get their information from these seven main types of mass media. The widespread availability of information through mass media can impact society both positively by spreading news and entertainment, but also negatively by causing unrest or panic if the information is misleading.
Performance as address the interface between folks and the rulersAlexander Decker
This document discusses communication in indigenous societies through oral performances. It argues that performances like Oramfe and Igbaghare served important communicative functions by allowing ordinary people to air criticisms of authorities and governance without fear of reprisal. These performances fulfilled roles of promoting culture, educating people, and regenerating society through application of social criticisms. The document examines concepts of communication, literacy, and how indigenous oral performances interface between rulers and the people in a way that is similar to the watchdog role of modern media.
New media gave people an alternate spaces and ways to articulate and express creating a virtual global village of sorts. This article describes the state of affairs from 2006/7.
The document discusses the impact of the internet on global communication. It notes that the convergence of computing and telecommunications has revolutionized international information exchange. The internet emerged from US military research in the 1960s and its development exploded with the establishment of the World Wide Web in 1989. The internet allows for instantaneous and inexpensive exchange of text, sound, and pictures globally through email, social media, video conferencing and more. This has significantly impacted business communication, intercultural communication, interpersonal communication, social networking, and political communication worldwide.
By Dr. Javanshir Gadimov, Asst. Prof. at Zirve University. International Communication, types of communication and global communication. verbal and non-verbal communication, mass media, public opinion, political communication, democracy, Global Digital Telecommunication.
What is Electronic Media? (Introduction)
For detailed lectures with Urdu/Hindi explanation, subscribe to my YouTube channel.
https://www.youtube.com/channel/UCvmyC56ovZ8vIspsFMwkBgA
You can also follow us on Instagram, TikTok & Facebook via-@learnwithsamii
Napster allowed users to share MP3 files without permission or payment in the late 1990s. It had around 70 million users worldwide and disrupted the music industry's business model by giving consumers access to music without paying fees. This violated copyright laws and led to legal battles with music companies. While Napster argued it increased overall consumer well-being, critics said it amounted to theft and hurt music producers' control over distribution. The typical Napster user was younger, between their early 20s, primarily college students and adolescent males.
The Competing Narratives of Digital & Media LiteracyRenee Hobbs
Renee Hobbs explores the history of media literacy in an address to the Media Ecology Association upon receiving the Neil Postman Lifetime Achievement Award for Public Intellectual Activity.
the role of mass media in the life of societyNely Kay
The document discusses how information and mass media have become increasingly important in modern life, with sources like television, newspapers, magazines, websites, and mobile phones now ubiquitous. It notes that most people get their information from these seven main types of mass media. The widespread availability of information through mass media can impact society both positively by spreading news and entertainment, but also negatively by causing unrest or panic if the information is misleading.
The document discusses international communication. It defines communication as the exchange of information, ideas, thoughts, feelings and emotions. International communication occurs across borders and is used to communicate beyond national boundaries. It involves government to government, business to business, and people to people interactions at a global level. The historical context discusses how communication evolved from smoke signals, shouting, clay tablets, and developed with technologies like the telegraph, radio, television and internet. Key tools of international communication include cultural exchange, mass media, news agencies, and news channels. Actors, technology, and modes of production are elements, while its scope includes promoting understanding and influencing policies across political, social, cultural, economic and military spheres.
This document discusses international communication. It defines communication and international communication, noting that international communication refers to communication across borders. It then discusses some of the historical context of communication methods, from using fire and smoke signals to the development of technologies like the telegraph, radio, television, and internet. The document outlines some tools of international communication, including mass media like newspapers, magazines, radio, TV, and internet. It also discusses cultural communication, news agencies, and news channels. Finally, it discusses some elements and importance of international communication, highlighting how it can help resolve global conflicts and promote mutual understanding.
Springeneration.eu - Overview of resultsVille Tapio
The document summarizes the results of an online survey called "Springeneration" that gathered ideas from people in the Middle East and North Africa about how to build partnerships between Europe and Arab countries. Over 70,000 people participated in the survey, identifying 6 main themes: education, cultural exchange, youth empowerment, economic cooperation, human rights, and democracy development. According to the survey results, education reforms and cultural exchange programs were seen as the most important areas for cooperation, while economic issues and human rights caused the most disagreement among respondents.
International communication involves the exchange of information between entities in different countries. It can occur between governments, businesses, and individuals. Some key aspects of international communication discussed in the document include:
1) Mass media platforms like newspapers, magazines, radio, television, and the internet are commonly used to share information across borders. News agencies also operate globally to report international news.
2) Elements that shape international communication are the actors involved like governments and non-state organizations, the technologies used, a country's economic mode of production, and its communication policies.
3) The scope of international communication encompasses political, social, economic, cultural, and military topics, and it plays an important role in resolving global conflicts and
Finquelievich, feldman and fischnaller, public policies for multilingual educ...Susana Finquelievich
This document discusses linguistic and cultural diversity in Latin America and efforts to support indigenous languages in cyberspace. It notes that indigenous populations in Latin America were dramatically reduced by war and disease following the European conquest. While some research has been done on indigenous languages in cyberspace, more development, attention and support is needed. It then provides examples of indigenous languages spoken in different Latin American countries and policies supporting indigenous languages and intercultural bilingual education. The document calls for more bottom-up initiatives and constructive dialogue between governments and indigenous communities to better support multilingual education and digital preservation of indigenous cultures.
The document discusses different types of mass media, including print media like newspapers and magazines, broadcast media like television and radio, and new digital media like the internet and social networks. It notes that mass media aims to reach a wide public audience and provides information on political, social and pop culture topics. Key platforms of mass media are identified as newspapers, magazines, radio, television and the internet.
Empowering Language Minorities through Technology: Which Way to Go?eLearning Papers
Author: Melinda Dooly
The term ‘Information Age’ has been applied to the current era we now live in, based on the fact that technology and Internet are continuously changing the way people work, learn, spend their leisure time and interact with one another.
This presentation discusses the context of global communication. It defines global communication as sharing information among nations through various means like speaking, writing, and technology. After the Cold War, the role of global communication changed due to technological advancements and international relations. The Internet now allows for effective communication through tools like email and social media. Global communication works to connect, share, and mobilize across geographic, political, economic, social, and cultural boundaries.
This document provides an overview of a lesson on access to information. The lesson objectives are to understand access to information as a human rights issue, how it supports democratic governance and poverty reduction efforts. It will also discuss UNDP's approach, which focuses on enhancing both the supply of and demand for information, and specific programming areas. The topics within the lesson will cover trends, concepts and issues relating to access to information and how it can strengthen development processes.
Karen Kasold: Media Globalization And Inequalitymerlyna
The document discusses several topics related to media globalization and inequality, including how mass media can damage public discourse, the rise of perception management techniques, debates around new international information orders, threats to a global public sphere, and issues of market-driven media and ensuring access to communication for all. It examines the power of elites over media institutions and outlines principles in the People's Communication Charter to transform global communications and protect rights.
Ten years of research about digital media and disadvantaged families in AustinJoana Tadeu
This document summarizes the key findings from 10 years of research on digital media use among disadvantaged families in Austin, Texas. The researcher conducted interviews with immigrant families from 1999-2010 to understand how digital technology influences social mobility. The study found that family background and neighborhood context significantly impact digital access and skills. While the city has tried to reduce divides, many minorities still lack opportunities due to historical segregation. Younger generations are more engaged with digital media but remain tied to their ethnic communities through online and diaspora networks.
Abstract: Identity means to display ourselves how we want others to perceive us. How people construct their identities has been an important concern. Because, identity is an important mode of lifestyle. Language has been in close relationship with identity. Role of language in maintenance of identity has been obvious in many renowned works. The Present study investigated the role of language in constructing ethnic identity and data interpretation revealed the need and importance of language for maintenance of identity.
Keywords: Identity, maintenance, language, ethnic group, researchers.
Broadcast Ownership: The ongoing struggle for equal access by women and minor...Dr. Aitza Haddad Nuñez
This study takes a critical empirical approach to examine an ongoing struggle by women and racial minorities to own broadcast radio and television companies in United States. The study focuses on a recent ownership report published by the Federal Communications Commission (FCC) in spring 2014 to illustrate the status of the women and minorities’ ownership as a way of advancing the argument that policy reform is long overdue. In short, the present analysis of the Spring 2014 FCC Ownership Report aims to provide a clearer and broader picture of who owns the media, and according to communication theories and discourse analysis, the creation of language and knowledge. The goal is to become a starting point of an in-depth exploration of why is the current media not serving the unique set of needs, claims, and values of all groups in a society.
The document is the 2013 K to 12 Curriculum Guide for English in the Philippines. It outlines the philosophy, rationale, guiding principles and framework for teaching English from grades 1 to 10. The curriculum is designed to develop students' communicative competence and literacy skills through engaging with texts using both meaning and accuracy. It also discusses the context of teaching Generation Z, who are digital natives comfortable with technology but have reduced attention spans. The overall goal is to produce graduates who can effectively interact with others, learn other subjects, and be successful in their chosen careers through application of language skills and conventions.
Zimbabwe has for a long time been characterised by varied and skewed levels of literacy across her regions. This scenario has left some regions more advantaged and developed than others. Binga District in Matabeleland North, mainly habited by the Tonga speaking people has been one such community where underdevelopment has been tied to the low levels of literacy. It is in this light that this study therefore aimed to investigate the role of Tonga Language and Culture Committee (TOLACCO), Roman Catholic and Community leadership in the promotion of literacy in Binga Community of Zimbabwe. Data was collected from the TOLACCO, Roman Catholic Parishioners, District Administrator, Councillors and the community leaders who included two Chiefs and their Headman. Structured interview schedule and questionnaire were used in data collection. The results revealed that low literacy level tied to the cultural beliefs of the baTonga people has hindered human resources and infrastructure development within Binga. One Chief bemoaned the situation where pupils at primary school were being taught not in their mother language and some teachers from outside the region predominantly Ndebele and Shona speaking were not interested in learning the Tonga language. There is urgent need to upscale the production of teaching and learning material in Chitonga at both primary and secondary school levels. The results amplified the need for a multi-stakeholder approach in the promotion of high literacy levels in community development.
This document discusses adapting the EU Kids Online questionnaire for use with deprived children in Portugal. It summarizes the challenges of translating a questionnaire about children's internet use across 25 European countries. It then discusses adapting the questionnaire for use with children who access the internet at Digital Inclusion Centers, which are part of a public policy program for social inclusion in Portugal. Finally, it provides context about the socioeconomic situation of children in Portugal and the challenges faced by disadvantaged groups.
41503117 Intercultural Communication Annotated Resource ListJen W
This annotated resource list summarizes resources for intercultural communication across various professions. It includes 1) resources on general culture and communication, 2) resources tailored for specific professions like law, healthcare, and domestic violence work, and 3) web resources and cross-cultural training organizations. One of the most highly recommended resources is a guidebook on designing intercultural communication training programs that outlines assessing needs, developing content, and evaluating programs.
The document discusses ozone depletion and the importance of the ozone layer. It describes how CFCs released into the atmosphere were depleting the stratospheric ozone layer. The ozone layer protects life on Earth by absorbing harmful ultraviolet radiation from the sun. CFCs were initially widely used but are now known to release chlorine atoms that destroy ozone molecules. The consequences of ozone layer depletion include increased UV radiation reaching the Earth's surface, which can harm humans through higher rates of skin cancer and cataracts, and harm ecosystems and food supplies. International agreements like the Montreal Protocol have led to bans on CFCs and their replacement with more ozone-friendly substances to help restore the ozone layer
Bjmc i, met, unit-i, media & social changeRai University
1. The document discusses the role of media in influencing social change through reporting on important stories and scandals that impacted people's lives. It provides examples like the Watergate scandal that led to Nixon's resignation, and the TV show Kaun Banega Crorepati that showed Indians it was possible to become rich.
2. The media acts as a watchdog on those in power by investigating corruption and exposing wrongdoings, as was seen during the Watergate scandal where journalists Woodward and Bernstein uncovered Nixon's involvement in the cover up.
3. The Watergate scandal unfolded between 1972-1974, beginning with the burglary of the Democratic Party headquarters in the Watergate building. Investigations eventually revealed tapes of
The document discusses the need for electoral reforms in India. It notes that the current electoral process alienates decent citizens from politics due to the need to resort to dishonest methods to get elected and survive in office. While electoral verdicts broadly reflect shifts in public opinion, the use of money, muscle power, and criminal activity gives certain candidates an unfair advantage. This has resulted in most major parties nominating "winnable" candidates lacking in ability and integrity. Competent people are discouraged from entering politics, weakening governance and harming democracy. Reforms are needed to encourage honest citizens to participate and ensure elections are fair.
The document discusses international communication. It defines communication as the exchange of information, ideas, thoughts, feelings and emotions. International communication occurs across borders and is used to communicate beyond national boundaries. It involves government to government, business to business, and people to people interactions at a global level. The historical context discusses how communication evolved from smoke signals, shouting, clay tablets, and developed with technologies like the telegraph, radio, television and internet. Key tools of international communication include cultural exchange, mass media, news agencies, and news channels. Actors, technology, and modes of production are elements, while its scope includes promoting understanding and influencing policies across political, social, cultural, economic and military spheres.
This document discusses international communication. It defines communication and international communication, noting that international communication refers to communication across borders. It then discusses some of the historical context of communication methods, from using fire and smoke signals to the development of technologies like the telegraph, radio, television, and internet. The document outlines some tools of international communication, including mass media like newspapers, magazines, radio, TV, and internet. It also discusses cultural communication, news agencies, and news channels. Finally, it discusses some elements and importance of international communication, highlighting how it can help resolve global conflicts and promote mutual understanding.
Springeneration.eu - Overview of resultsVille Tapio
The document summarizes the results of an online survey called "Springeneration" that gathered ideas from people in the Middle East and North Africa about how to build partnerships between Europe and Arab countries. Over 70,000 people participated in the survey, identifying 6 main themes: education, cultural exchange, youth empowerment, economic cooperation, human rights, and democracy development. According to the survey results, education reforms and cultural exchange programs were seen as the most important areas for cooperation, while economic issues and human rights caused the most disagreement among respondents.
International communication involves the exchange of information between entities in different countries. It can occur between governments, businesses, and individuals. Some key aspects of international communication discussed in the document include:
1) Mass media platforms like newspapers, magazines, radio, television, and the internet are commonly used to share information across borders. News agencies also operate globally to report international news.
2) Elements that shape international communication are the actors involved like governments and non-state organizations, the technologies used, a country's economic mode of production, and its communication policies.
3) The scope of international communication encompasses political, social, economic, cultural, and military topics, and it plays an important role in resolving global conflicts and
Finquelievich, feldman and fischnaller, public policies for multilingual educ...Susana Finquelievich
This document discusses linguistic and cultural diversity in Latin America and efforts to support indigenous languages in cyberspace. It notes that indigenous populations in Latin America were dramatically reduced by war and disease following the European conquest. While some research has been done on indigenous languages in cyberspace, more development, attention and support is needed. It then provides examples of indigenous languages spoken in different Latin American countries and policies supporting indigenous languages and intercultural bilingual education. The document calls for more bottom-up initiatives and constructive dialogue between governments and indigenous communities to better support multilingual education and digital preservation of indigenous cultures.
The document discusses different types of mass media, including print media like newspapers and magazines, broadcast media like television and radio, and new digital media like the internet and social networks. It notes that mass media aims to reach a wide public audience and provides information on political, social and pop culture topics. Key platforms of mass media are identified as newspapers, magazines, radio, television and the internet.
Empowering Language Minorities through Technology: Which Way to Go?eLearning Papers
Author: Melinda Dooly
The term ‘Information Age’ has been applied to the current era we now live in, based on the fact that technology and Internet are continuously changing the way people work, learn, spend their leisure time and interact with one another.
This presentation discusses the context of global communication. It defines global communication as sharing information among nations through various means like speaking, writing, and technology. After the Cold War, the role of global communication changed due to technological advancements and international relations. The Internet now allows for effective communication through tools like email and social media. Global communication works to connect, share, and mobilize across geographic, political, economic, social, and cultural boundaries.
This document provides an overview of a lesson on access to information. The lesson objectives are to understand access to information as a human rights issue, how it supports democratic governance and poverty reduction efforts. It will also discuss UNDP's approach, which focuses on enhancing both the supply of and demand for information, and specific programming areas. The topics within the lesson will cover trends, concepts and issues relating to access to information and how it can strengthen development processes.
Karen Kasold: Media Globalization And Inequalitymerlyna
The document discusses several topics related to media globalization and inequality, including how mass media can damage public discourse, the rise of perception management techniques, debates around new international information orders, threats to a global public sphere, and issues of market-driven media and ensuring access to communication for all. It examines the power of elites over media institutions and outlines principles in the People's Communication Charter to transform global communications and protect rights.
Ten years of research about digital media and disadvantaged families in AustinJoana Tadeu
This document summarizes the key findings from 10 years of research on digital media use among disadvantaged families in Austin, Texas. The researcher conducted interviews with immigrant families from 1999-2010 to understand how digital technology influences social mobility. The study found that family background and neighborhood context significantly impact digital access and skills. While the city has tried to reduce divides, many minorities still lack opportunities due to historical segregation. Younger generations are more engaged with digital media but remain tied to their ethnic communities through online and diaspora networks.
Abstract: Identity means to display ourselves how we want others to perceive us. How people construct their identities has been an important concern. Because, identity is an important mode of lifestyle. Language has been in close relationship with identity. Role of language in maintenance of identity has been obvious in many renowned works. The Present study investigated the role of language in constructing ethnic identity and data interpretation revealed the need and importance of language for maintenance of identity.
Keywords: Identity, maintenance, language, ethnic group, researchers.
Broadcast Ownership: The ongoing struggle for equal access by women and minor...Dr. Aitza Haddad Nuñez
This study takes a critical empirical approach to examine an ongoing struggle by women and racial minorities to own broadcast radio and television companies in United States. The study focuses on a recent ownership report published by the Federal Communications Commission (FCC) in spring 2014 to illustrate the status of the women and minorities’ ownership as a way of advancing the argument that policy reform is long overdue. In short, the present analysis of the Spring 2014 FCC Ownership Report aims to provide a clearer and broader picture of who owns the media, and according to communication theories and discourse analysis, the creation of language and knowledge. The goal is to become a starting point of an in-depth exploration of why is the current media not serving the unique set of needs, claims, and values of all groups in a society.
The document is the 2013 K to 12 Curriculum Guide for English in the Philippines. It outlines the philosophy, rationale, guiding principles and framework for teaching English from grades 1 to 10. The curriculum is designed to develop students' communicative competence and literacy skills through engaging with texts using both meaning and accuracy. It also discusses the context of teaching Generation Z, who are digital natives comfortable with technology but have reduced attention spans. The overall goal is to produce graduates who can effectively interact with others, learn other subjects, and be successful in their chosen careers through application of language skills and conventions.
Zimbabwe has for a long time been characterised by varied and skewed levels of literacy across her regions. This scenario has left some regions more advantaged and developed than others. Binga District in Matabeleland North, mainly habited by the Tonga speaking people has been one such community where underdevelopment has been tied to the low levels of literacy. It is in this light that this study therefore aimed to investigate the role of Tonga Language and Culture Committee (TOLACCO), Roman Catholic and Community leadership in the promotion of literacy in Binga Community of Zimbabwe. Data was collected from the TOLACCO, Roman Catholic Parishioners, District Administrator, Councillors and the community leaders who included two Chiefs and their Headman. Structured interview schedule and questionnaire were used in data collection. The results revealed that low literacy level tied to the cultural beliefs of the baTonga people has hindered human resources and infrastructure development within Binga. One Chief bemoaned the situation where pupils at primary school were being taught not in their mother language and some teachers from outside the region predominantly Ndebele and Shona speaking were not interested in learning the Tonga language. There is urgent need to upscale the production of teaching and learning material in Chitonga at both primary and secondary school levels. The results amplified the need for a multi-stakeholder approach in the promotion of high literacy levels in community development.
This document discusses adapting the EU Kids Online questionnaire for use with deprived children in Portugal. It summarizes the challenges of translating a questionnaire about children's internet use across 25 European countries. It then discusses adapting the questionnaire for use with children who access the internet at Digital Inclusion Centers, which are part of a public policy program for social inclusion in Portugal. Finally, it provides context about the socioeconomic situation of children in Portugal and the challenges faced by disadvantaged groups.
41503117 Intercultural Communication Annotated Resource ListJen W
This annotated resource list summarizes resources for intercultural communication across various professions. It includes 1) resources on general culture and communication, 2) resources tailored for specific professions like law, healthcare, and domestic violence work, and 3) web resources and cross-cultural training organizations. One of the most highly recommended resources is a guidebook on designing intercultural communication training programs that outlines assessing needs, developing content, and evaluating programs.
The document discusses ozone depletion and the importance of the ozone layer. It describes how CFCs released into the atmosphere were depleting the stratospheric ozone layer. The ozone layer protects life on Earth by absorbing harmful ultraviolet radiation from the sun. CFCs were initially widely used but are now known to release chlorine atoms that destroy ozone molecules. The consequences of ozone layer depletion include increased UV radiation reaching the Earth's surface, which can harm humans through higher rates of skin cancer and cataracts, and harm ecosystems and food supplies. International agreements like the Montreal Protocol have led to bans on CFCs and their replacement with more ozone-friendly substances to help restore the ozone layer
Bjmc i, met, unit-i, media & social changeRai University
1. The document discusses the role of media in influencing social change through reporting on important stories and scandals that impacted people's lives. It provides examples like the Watergate scandal that led to Nixon's resignation, and the TV show Kaun Banega Crorepati that showed Indians it was possible to become rich.
2. The media acts as a watchdog on those in power by investigating corruption and exposing wrongdoings, as was seen during the Watergate scandal where journalists Woodward and Bernstein uncovered Nixon's involvement in the cover up.
3. The Watergate scandal unfolded between 1972-1974, beginning with the burglary of the Democratic Party headquarters in the Watergate building. Investigations eventually revealed tapes of
The document discusses the need for electoral reforms in India. It notes that the current electoral process alienates decent citizens from politics due to the need to resort to dishonest methods to get elected and survive in office. While electoral verdicts broadly reflect shifts in public opinion, the use of money, muscle power, and criminal activity gives certain candidates an unfair advantage. This has resulted in most major parties nominating "winnable" candidates lacking in ability and integrity. Competent people are discouraged from entering politics, weakening governance and harming democracy. Reforms are needed to encourage honest citizens to participate and ensure elections are fair.
Bjmc i, igp, unit-iii, center state relationshipRai University
1. The Indian Constitution provides for a federal system with a central government and state governments, similar to the US. However, it also allows the central government to assume extraordinary powers over states during emergencies.
2. During emergencies, the central government can take on the powers of state governments and administrations. It can also issue directions to states on how to exercise executive powers.
3. The central government has significant influence and control over state governments and administrations. It can impose president's rule over states and remove state governments. Governors are also appointed by the central government.
BSc(Agriculture)_Elementary Mathematics_Semster-I_Part-IIRai University
BSc(Agriculture)_Elementary Mathematics_Semster-I
Unit-I Basics of Algebra-I
Unit-II Basics of Algebra-II
Unit-III Determinant and Matrices
Unit-IV Basics of Angle, Triangle and Lines
Unit-V Complex Number
Bjmc i, dcm,unit-ii, radio jornalism- how did it startRai University
This document provides a history of the development of radio journalism. It describes some of the early pioneers and inventions that laid the groundwork, including Edison's phonograph, Marconi's improvements to wireless communication in the late 1800s, and early radio broadcasts by Fessenden and others in the early 1900s. It then discusses how radio started to become more commercial and widespread in the 1920s, as big companies like RCA and Westinghouse got involved, more stations were established, and improved radio receivers became widely available and affordable to the mass public.
Bdft ii, fashion movement, fcpr, unit-i,ii,iiiRai University
The document discusses different theories of fashion movement - trickle-down theory, trickle-up theory, and trickle-across theory. It also outlines the stages of the fashion cycle: introduction, rise, peak, decline, and obsolescence. Key points include that fashion trends originate among either higher or lower socioeconomic groups and spread across groups; and that all styles rotate through the stages of the fashion cycle as they gain and lose popularity over time.
Llb i choi u ii history of constitution 1600-1947Rai University
The document discusses the constitutional history of India from 1858 to 1947. It was prepared by Professor Nita Solanki and references two sources on the topic - The Constitution of India by Bakshi P.M. and Indian legal & Constitutional History by Gandhi B.M.
The document discusses disaster management and its key components: preparedness, response, recovery, and prevention. It defines a disaster as a natural or manmade event causing widespread human and economic loss. Disaster preparedness involves measures to help communities cope with disasters, such as community education, warning systems, and mock drills. Disaster response aims to minimize effects during and immediately after a disaster through implementing plans, medical assistance, shelter, and search and rescue. Disaster recovery supports reconstruction of infrastructure and restoration of well-being through counseling, rebuilding damaged areas, and financial support. Prevention and mitigation measures aim to reduce incidence and severity of disasters by restricting habitation in risk zones and building disaster-resistant infrastructure.
Diploma_Semester-II_Advanced Mathematics_Definite IntegrationRai University
This document discusses definite integration from a course on advanced mathematics. It defines definite integration, lists elementary properties of definite integrals including basic formulas and properties involving multiple integrals. It also covers standard properties related to inequalities and the mean value theorem. Examples are provided to demonstrate evaluating definite integrals of basic functions between limits using properties and formulas. The document concludes with exercises asking to evaluate definite integrals of various functions.
The document discusses the concept of environment and environmental laws in India. It defines environment as encompassing land, water, air and all living creatures. It notes that the Indian constitution mandates the state to protect and improve the environment. Several key acts are discussed including the Environment Protection Act of 1986, Water and Air Pollution Acts, Wildlife Protection Act and the Forest Conservation Act. The document provides an overview of India's legal framework for environmental protection.
Llb i choi u iii introduction to indian constitutionRai University
The Indian Constitution was created after independence from Britain in 1947. It was influenced by several other constitutions from around the world, including the British parliamentary system, U.S. concepts of judicial independence and fundamental rights, Canada's federal system, and Germany's emergency provisions. The constitution was drafted over three years by a committee chaired by Dr. B.R. Ambedkar. It was adopted on November 26, 1949 and enacted on January 26, 1950, establishing India as a sovereign, socialist, secular, democratic republic with concepts of justice, liberty, equality and fraternity according to the preamble.
Bdft ii, drafting & pattern making, unit-i, standard measurementRai University
This document provides information about standardizing body measurements for clothing sizes in different countries and systems. It discusses the importance of measurement surveys, but notes they are costly due to the large number of subjects needed. Various scanning and imaging techniques have been developed to collect 3D body measurement data. Conversions of images to measurements can have difficulties identifying landmarks and accounting for a body's changing state. Both public and private research is conducted to develop standardized sizing systems, but data is not always publicly available. The document then provides details on specific women's, men's, and children's sizing standards and dimensions from sources like ASTM and historical US sizing charts.
This document discusses factors that affect business planning and forecasting. It outlines both internal and external assumptions that planners must consider, including forecasts about demand, policies, and customer attitudes. Key factors in the general business environment that influence planning are political stability, government control and policies, population trends, price levels, technological changes, and international situations. Planners must also account for the availability of production factors like labor, materials, capital, and business location. Effective planning requires forecasting sales, capital investments, basic policies, material supplies, business development, and assessing employee abilities to develop alternative plans based on strengths, weaknesses, opportunities, and threats.
This document provides an overview of management concepts including definitions, functions, approaches, theorists, and levels. It defines management as the acts of getting people together to accomplish goals and objectives using planning, organizing, staffing, leading, and controlling. The four main functions of management are identified as planning, organizing, leading, and controlling. Classical and modern approaches to management thought are described including scientific management by Taylor and administrative management principles by Fayol. Management hierarchy and skills required at different levels are also summarized.
This document discusses how globalization and advances in technology and transportation have led to increased cultural integration and homogenization around the world. It describes how mainstream Western media like CNN and Hollywood films promote Western ideas and values globally. While globalization allows for more cultural exchange, it also threatens local cultures and languages as developing countries adjust their policies and cultures are eroded. The internet and social media in particular have accelerated this process by facilitating the spread of Western cultural production and connecting people globally in Marshall McLuhan's "global village".
week 7 Challenges in virtual world.pptxJOANESIERAS1
This document discusses current challenges in media literacy education. It covers topics such as how learning is changing due to increased mediation; the history of media education concerns around commercialization of children's media and impacts on learning; evolving conceptions of literacy to include multimodal meanings; key concepts for analyzing media like production, texts, reception; characteristics of new media environments; and changes to young people's media experiences and culture. It concludes with seven challenges facing media education around issues like participation versus protection, linking literacies, connecting to human rights, and realizing democratic goals.
Mil and intercultural dialogue course outline (basic) latestRaúl Olmedo Burgos
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Folk Media is the only channel of Mass Communication which,
represents “PEOPLE” and “THEIR TRADITIONS”. Get to learn about its origin, Advantages and disadvantages in present time being from a journalists' point of view.
The document discusses how Rupantar, a development organization in Bangladesh, uses traditional cultural forms like pot songs, folk drama, and popular publications for development communication and non-formal education in communities. It describes how these forms are rooted in local culture and use colloquial language to effectively impart messages on issues like women's empowerment, disaster preparedness, and livelihoods to millions of people annually, including those who are illiterate. Rupantar adapts these forms to incorporate modern topics while maintaining their grassroots appeal, flexibility, and ability to satisfy needs for self-expression.
This document discusses how media has influenced the globalization of culture through five stages of development: oral communication, script, printing press, electronic media, and digital media. It analyzes how different forms of media drive manifestations of global integration and the dynamics between local and global cultural production. Local cultures are not static but rather accommodate and assimilate global cultures due to increased contact through various media like television, radio, and now social media. The outcomes of these cultural interactions and influences are cultural differentialism, convergence, and hybridity as local cultures adapt to global influences while maintaining their own uniqueness.
The document summarizes key concepts from Lecture 7 including discussions of functionalist and conflict theories on the role of education. It also covers the history of communication technologies from oral cultures to the modern digital age. Theories of media include the hypodermic model, interpretive model, functionalism, pluralism, and conflict theory. Debates discussed media representations, ownership, and the capacity of media to shape public opinions and their relationship with sources of power.
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The document discusses the role of media in nation building. It defines media and nation, and explains that media serves as a link between people by propagating information through various electronic and print means. Media is considered the fourth pillar of democracy along with the legislature, executive, and judiciary. The document also outlines how media can change knowledge, behavior, attitudes and emotions. It argues that media plays an important role in nation building by acting as a mirror of society and reporting on national and international affairs. Finally, it states that media should be positive, informative, creative, motivating, and entertaining in order to sustain growth and eliminate issues in society.
This document summarizes Kent Wilkinson's lecture on social scientific and interpretive traditions in international communication research. It discusses two main traditions - effects research that focuses on how messages elicit responses, and political economy/interpretation research prevalent in Europe. It also outlines three paradigms in development communication - modernization, dependency, and alternative approaches emphasizing local participation. The document contrasts social scientific and humanistic approaches to theory and research.
MIL for Teachers Module 01: Citizenship, Freedom of Expression and Informatio...PEDAGOGY.IR
This module introduces media and information literacy (MIL) as an important prerequisite for harnessing information and communication technologies and participating fully in public, economic, and social life. It discusses how MIL helps citizens engage critically with media and information providers to understand their role in democracy and governance. The module aims to help teachers understand key concepts of MIL and develop skills to integrate MIL into primary and secondary curricula, focusing on critical thinking, self-expression, and participation. It explores questions around the functions of media and information and why MIL is important for informed citizenship, lifelong learning, and more.
We call a medium a “mass medium” if it meets the following two requirements. “First, it must reach many people. Second, it requires the use of some technological device, located between source and destination”
(Whetmore, 1985, pp.6-7)
To understand mass media better, it is necessary to brief the evolution of media. In pre-agricultural societies, most people lived in small groups as hunters and gatherers. These people depended on the spoken word, rather than written language, to transmit their message, for they did not have well developed alphabets or systems of writing. Agricultural societies are more settled and more complex than pre-agricultural societies, so people created written language for easier and wider communication.
1. The document discusses different types of media including print media like books, newspapers and magazines; film/cinema; broadcast media like radio and television; video games; and the internet.
2. It explains that each media type has its own characteristics but they also influence each other, such as radio paving the way for television and the internet allowing for convergence across different media.
3. The key points are that media utilizes mass communication, different types of media reflect and influence culture in different ways, and newer media incorporate aspects of older media while also transforming how people access information.
Paper no.15 mass media and communicationchauhan hetal
Mass communication involves transmitting information to a large audience through mass media such as television, newspapers, radio, and the internet. It differs from interpersonal communication which involves smaller groups. Mass communication relies on technology to disseminate messages to anonymous, heterogeneous audiences. The study of mass communication examines how the content of these messages can influence attitudes, opinions, and behaviors. Key developments in mass media history include the printing press and innovations like film, the internet, and social media which have expanded the reach of mass communication.
The document discusses the role of various media in the educational process. It describes print media like newspapers, magazines, and books which provide information and help people learn languages. Electronic media discussed include radio, television, internet, and films. Radio plays a role through talk shows and community radio stations. Television provides informal education through various educational programs. The internet expands access to online learning, libraries, and interactions with peers. Films help teach about different cultures and societies while also conveying moral lessons. Overall, media has become integrated into daily life and plays a dominant role in shaping personalities and understanding the world through both formal and informal education.
the notion of the public sphere is at the center of participatory approaches to democracy. the public sphere is the arena where citizens come together, exchange opinions regarding public affairs, discuss, deliberate, and eventually form public opinion. This arena can be a specific place where citizens gather (for example,
a town hall meeting), but it can also be a communication infrastructure through which citizens send and receive information and opinions. the public sphere is a central aspect of good governance. Without a func- tioning and democratic public sphere, government officials cannot be held accountable for their actions, and citizens will not be able to assert any influence over political decisions.
This document discusses the evolution of mass communication from early oral traditions to current digital technologies. It outlines five phases of communication development and describes how each new technology built upon previous ones. It also summarizes two approaches to understanding mass media: the linear model which views it as a straight line from sender to receiver, and the cultural model which recognizes that audiences give diverse meanings to messages. Finally, it advocates developing media literacy using a five-step critical process of description, analysis, interpretation, evaluation, and engagement.
The document discusses the influence of mass media on people's perceptions and understandings. It notes that while people may receive the same message from mass media, they can interpret and understand it differently based on their own experiences and knowledge. Mass media cannot totally control people's decisions and opinions due to these individual differences in comprehension. The document argues that relying too heavily on mass media alone could be dangerous, as people need to think critically about the messages they receive.
Ethnic Identity and Media Perception:A Study of Gujjar Community in Kashmirpaperpublications3
Abstract: The interplay between media and its audiences creates a wide spectrum of inferences and perceptions in order to understand the self and the world at large from an entirely new perceptive. The use of media is influenced by a number of factors including social, cultural and economic backgrounds. Thus different forms of media may be available to different audiences with varying levels of usage. People who are socio-culturally or economically developed have different media needs than of those who are marginalized. This requires constant effort through research to study the audience’s negotiations with mass media.
This research paper explores the media usage and its negotiation in the lives of a marginalized group. The group which forms the basis of study is constituted of a tribal community popularly known as Gujjars, located among the hilly terrain areas on the out skirts of Srinagar city and present a perfect universe for study. The study infers how population of Gujjar Community read; respond to the various means and modes of information and communication.
Similar to Bjmc i, met, unit-i,i, met, unit-ii, media and literacy (20)
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The document discusses various types of retailers including specialty stores, department stores, supermarkets, convenience stores, and discount stores. It then covers marketing decisions for retailers related to target markets, product assortment, store services, pricing, promotion, and store location. The document also discusses wholesaling, including the functions of wholesalers, types of wholesalers, and marketing decisions faced by wholesalers.
This document discusses marketing channels and channel management. It defines marketing channels as sets of interdependent organizations that make a product available for use. Channels perform important functions like information gathering, stimulating purchases, negotiating prices, ordering, financing inventory, storage, and payment. Channel design considers customer expectations, objectives, constraints, alternatives that are evaluated. Channel management includes selecting, training, motivating, and evaluating channel members. Channels are dynamic and can involve vertical, horizontal, and multi-channel systems. Conflicts between channels must be managed to balance cooperation and competition.
The document discusses integrated marketing communication and its various elements. It defines integrated marketing communication as combining different communication modes like advertising, sales promotion, public relations, personal selling, and direct marketing to provide a complete communication portfolio to audiences. It also discusses the communication process and how each element of the marketing mix communicates to customers. The document provides details on the key components of an integrated marketing communication mix and how it can be used to build brand equity.
Pricing is a key element in determining the profitability and success of a business. The price must be set correctly - if too high, demand may decrease and the product may be priced out of the market, but if too low, revenue may not cover costs. Pricing strategies should consider the product lifecycle stage, costs, competitors, and demand factors. Common pricing methods include penetration pricing for new products, market skimming for premium products, value pricing based on perceived worth, and cost-plus pricing which adds a markup to costs. Price affects demand through price elasticity, with elastic demand more sensitive to price changes.
The document discusses various aspects of branding such as definitions of a brand, brand positioning, brand name selection, brand sponsorship, brand development strategies like line extensions and brand extensions, challenges in branding, importance of packaging, labeling, and universal product codes. It provides examples of well-known brands and analyzes their branding strategies. The key points covered are creating emotional value for customers, building relationships and loyalty, using brands to project aspirational lifestyles and values to command premium prices.
This document outlines the key stages in the new product development (NPD) process. It begins with generating ideas for new products, which can come from internal or external sources. Ideas are then screened using criteria like market size and development costs. Successful concepts are developed and test marketed to customers. If testing goes well, the product proceeds to commercialization with a full market launch. The NPD process helps companies focus their resources on projects most likely to be rewarding and brings new products to market more quickly. It describes common challenges in NPD like defining specifications and managing resources and timelines, and how to overcome them through planning and cross-functional involvement.
A product is an item offered for sale that can be physical or virtual. It has a life cycle and may need to be adapted over time to remain relevant. A product needs to serve a purpose, function well, and be effectively communicated to users. It also requires a name to help it stand out.
A product hierarchy has multiple levels from core needs down to specific items. These include the need, product family, class, line, type, and item or stock keeping unit.
Products go through a life cycle with stages of development, introduction, growth, maturity, and decline. Marketing strategies must adapt to each stage such as heavy promotion and price changes in introduction and maturity.
This document discusses barriers between marketing researchers and managerial decision makers. It identifies three types of barriers: behavioral, process, and organizational. Specific behavioral barriers discussed include confirmatory bias, the difficulty balancing creativity and data, and the newcomer syndrome. Process barriers include unsuccessful problem definition and research rigidity. Organizational barriers include misuse of information asymmetries. The document also discusses ethical issues in marketing research such as deceptive practices, invasion of privacy, and breaches of confidentiality.
The document discusses best practices for organizing, writing, and presenting a marketing research report. It provides guidance on structuring the report with appropriate headings, formatting the introduction and conclusion/recommendation sections, effectively utilizing visuals like tables and graphs, and tips for an ethical and impactful oral presentation of the findings. The goal is to clearly communicate the research results and insights to the client to inform their decision-making.
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Bjmc i, met, unit-i,i, met, unit-ii, media and literacy
1. Media and literacy
There are two ways of looking at media and literacy. The first
way is to examine the relation between knowledge of the
printed word or literacy and media and the second is the
awareness among media audiences of the way that the various
media work. First we shall discuss the link between literacy and
mass media.
Literacy and Mass Media
Of the four kinds of modern media that we are familiar with –
print, radio, television and internet – at least two require
knowledge of the printed word or literacy. If a message is in the
printed form then the communication loop remains incomplete
till the person or people for whom it is intended are actually
able to read the message and grasp its meaning.
But simply knowledge of the written word could not be
adequate. There had to exist a common language. There is not
much point in distributing pamphlets written in Hindi to
readers who only have knowledge of the English printed word.
In the United Kingdom, English has taken on the role of this
common language though at the cost of local languages like
Welsh or Irish or Gaelic or Celtic. (Did the United Kingdom
lose culturally by this?). In the United States it was again
English that became the common language since the first
immigrants were from England. Later migrants from Europe
had to learn English in the US to become citizens of this very
large country. Thus Italians, Germans, Poles and Russians all
had to learn English to get along in the US. Our neighbour
Bangladesh has been organised as a nation around its common
language – Bengali – as distinct from Urdu that was spoken
mainly in the Western wing of Pakistan before that country
broke up. Language thus proved to be a barrier that religion
(Islam) was unable to cross.
India is a country that has many languages and dialects. Though
Sanskrit is a language that is used all over the country it remains
confined to a very small priestly and now scholarly class and its
position is somewhat like Latin in Europe. But there are other
languages that are used by substantial numbers of people. The
leading language is Hindi that is spoken by more than 400
million people spread over Rajasthan, Uttar Pradesh, Bihar and
Madhya Pradesh. Other languages spoken by large numbers of
people include Bengali, Punjabi, Urdu, Telugu, Marathi, Tamil
and Malyalam. Of course, the language that is widely known by
the elite all over the country is English. Compare this with
Mandarin Chinese which is spoken by nearly a billion people.
Compulsory education was enforced in the countries of the
West in the late 19th and early 20th centuries so that by the second
half of the 20th century they had achieved virtually universal
literacy. They had realised the importance of education in
industry which involved communication of messages among
large numbers of people. India, however lagged behind in this
respect and despite efforts by the government over the past 50
years literacy rate has reached just 65 per cent. This means that 35
per cent of Indians are illiterate. In numbers this would be
about 350 million which is the largest number of illiterates in
2. any country of the world.
But this still leaves a stupendous 650 million literate people out
of which a large number must be reading periodical literature
like dailies, weeklies, fortnightlies, monthlies and quarterlies. If
we glance at the circulation figures of newspapers and the way
they have been growing over the years we can immediately
notice the link between literacy rates and readership. Of course
we must assume that 5 people read each copy of a newspaper or
other periodical on an average. So the numbers given here have
to be multiplied by 5 to get at the actual readership.
As far as radio is concerned, its arrival in the early decades of the
20th century opened up a whole new vista for mass communication.
The vital difference between print and radio was that
unlike in the case of the former it was not necessary to be
literate in order to receive messages from radio. Messages from
radio are heard. So a non-literate person can also form part of
the audience of a radio programme. Suddenly, here was a means
available of communicating on a mass scale without the
requirement of the audience being literate. A means of reaching
out with a single message to large numbers at once. This
property was sought to be utilised by the Indian government in
popularising messages relating to social reform and promoting
agriculture among a population that largely illiterate – about 70
per cent. The exclusive use of All India Radio for pro-government
and pro-ruling party broadcasts particularly during the
Emergency years before TV had been popularised drew
vociferous protests from the opposition about misuse of
official media.
Media Literacy
The new kind of media (radio and television) have therefore
have introduced a new kind of literacy – media literacy. Literacy
in the traditional sense meant the ability to read and write the
symbols of language. Media literacy, on the other hand, is an
ability to “effectively efficiently” and interpret the messages.
Defining Media Literacy
A number of definitions have been given for media literacy: the
first comes from Canada, where media literacy has been taught
for more than a decade. “Media literacy is the ability to understand
and evaluate all the symbol systems of a society.”
The second definition was proposed last December at the
Aspen Institute as the ability to “access, analyze, evaluate and
produce communications in a diversity of forms.”
This is a third:
“Media literacy is concerned with helping students develop an
informed and critical understanding of the nature of the mass
media, the techniques used by them, and the impact of these techniques. More specifically, it is education that aims to
increase
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.”
Why Media Literacy?
media dominate our political and cultural lives.
almost all information beyond direct experience is “mediated.”
media provide powerful models for values and behavior.
3. media influence us without our being aware (McCluhan’s “the
environment is invisible”).
media literacy can increase our enjoyment of media.
ML can Make a Passive Relationship Active
Citizens for Media Literacy places special emphasis on number
6. The one-way flow of information from corporate-owned
and sponsored media reduce citizens to mere consumers.
Citizens have rare opportunities to reverse that one-directional
information flow, and those opportunities result in little more
than “sound bites” or bumper-sticker sloganeering.
In short, modern media culture presents us with a paradox:
despite the unprecedented power of information technologies,
our political discourse has been steadily and inexorably reduced
to the carefully manufactured sound-bites of political spindoctors
and other cultural/political elites.
Cultural authority is often invested in these voices because they
have learned to look and sound the part, and because they have
a finely-honed sense of the acceptable parameters of discourse,
which in the corridors of power is called “the conventional
wisdom.” Any ideas or discourse outside these parameters are
deemed irrelevant and forced to the margins, where they
eventually appear in obscure journals, on an occasional talkradio
program, or on the Internet.
Media literacy, as envisioned and practiced by Citizens for Media
Literacy, seeks to empower citizenship, transform a passive
relationship to the media into an active, critically- engaged force
to challenge the traditions and structures of a privatized,
commercial media culture in order to find new avenues of
citizen speech and discourse.
For example, in the years leading up to the passage of the 1934
Communications Act, which “legalized” the privatization of
public media, a bi-partisan consensus led by none other than
Herbert Hoover endorsed a plan that would have allocated 25
percent of the broadcast spectrum to “non-profit” voices such
as schools, colleges, churches, unions, co-ops.
At the eleventh hour, however, the forces of privatization
(namely, American Telephone and Telegraph and Radio
Corporation of America) scuttled the Hatfield-Wagner amendment.
The resulting Communications Act provided only a tip
of the hat to democratic culture by specifying that broadcast
license holders must “serve the public interest, convenience and
necessity.”
Sixty-nine years later we have before us the sorry evidence of
how effective that democratic-sounding language has been.
The Harvard Institute endorsed the goal of media literacy to
empower citizenship. In addition, much of the discussion
centered on how ML could be taught through existing “critical
skills” curricula, rather than being exiled to the margins as just
another curriculum “add on.”
Renee Hobbs, director of the Harvard Institute, called media
literacy “the turn-key that opens the door to new ways of
teaching and learning.” She listed seven benefits of teaching
media literacy that go right to the heart of what it is to be an
educated person in the post-modern world:
appreciation of and tolerance for complexity
4. to make effective choices in a media-saturated environment.
sensitivity to and respect for multiple points of view
skillfully construct and disseminate messages
to be part of a valued, respected, functioning team and
community
to make effective use of family, community and cultural
networks
to set meaningful personal goals for the future.
The institute also zeroed-in on some key ML concepts. One of
the most important is that “media literacy” or “media education”
is not teaching “through” media; it is teaching “about”
media. This is an extremely critical distinction, especially at a
time when school boards are jumping on the computers-in-theschools
bandwagon. Knowing how to deliver information
more efficiently is certainly a worthy goal, but this effort doesn’t
in and of itself lead to critical thinking and all the “habits of
mind” which is associated with being well-educated.
Teaching “about” media opens the door to engaging people
where they live: in the media-saturated world. They can explore
issues such as how media shape attitudes and values, how
media shape political and social institutions, and how to decode
and resist persuasion and propaganda techniques in both print
and broadcast media.
As one institute participant stated: media literacy can help
students “deconstruct and reveal the seams in what appear to be
seamless extensions of reality.”
Another key concept dealt with media economics. Modern mass
media do not exist to deliver information to people; they exist
to deliver demographic audiences to advertisers. From this
perspective, the old saw that “This program is brought to you
by . . .” is a lie.
It would be more accurate to say that “We are brought to the
sponsor by the program.” Once this epistemological shift is
made, media analysis is pushed beyond a kind of narrow
textual criticism (e.g. deconstructing and critiquing how a film or
commercial are made) to exploring the larger questions of
media economics and ownership, mythmaking, cultural
hegemony, the pacification of publics, the economics of gender
and ethnic stereotyping, the selling of high- consumption
lifestyles, consumerism versus citizenship, the value of citizen
speech versus corporate speech, etc.
This is only a brief summary of a seven-day, 10-12 hour a day,
experience, but I hope it whets the appetite for more discussion. Wally Bowen
Executive director
Citizens for Media Literacy
Asheville, N.C.
Source: Citizens for Media Literacy
Media literacy consists of the following characteristics:
1. An awareness of the impact of media: just like the print
media electronic media too has an impact on human life
which anyone can ignore at his own peril. We run the risk of
getting carried along by the change induced by the media
rather than understanding it. Help citizens evaluate the
quality of the news they receive and express their views so
5. that their voices may be heard.
2. An understanding of the process of mass communication –
how the media limit or enhance messages, the rights, duties
and obligations of the media industries and effective forms
of feedback
3. Understanding ways of analysing the media messages: we
must be aware of the techniques used by media to project
meanings. The relation between the placing of a news items
or photographs in a newspaper page and its importance or
film and video conventions like camera angles and lighting.
Unless we understand this we fail to appreciate the intention
of the media persons and thus fall into the trap of reacting
exactly as the creator of he programme wanted us to.
4. An understanding of the media as a purveyor and shaper of
culture. There is no doubt that the messages we get in the
media have a deep impact on our perception of our culture.
In other words, a small group of people or the
conglomerates that own the media groups also have a great
control on the version of culture that gains currency among
the people.
5. To understand the ethical and moral obligations of media
practitioners so that they can be assessed. It means an
awareness of the legal and ethical boundaries within which
the media professionals must function. The coverage of the
Clinton-Monica Levinsky affair for instance raised a number
of questions about the extent to which the media should go
in intruding into the privacy of public figures.
Media literacy, in other words helps those who receive messages
from it to interpret it correctly rather than be carried away by the
message itself.
“Media literacy is concerned with helping students develop an
informed and critical understanding of the nature of the mass
media, the techniques used by them, and the impact of these
techniques. More specifically, it is education that aims to increase
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.”
Basic Processes of Literacy: Access,
Analyze, Evaluate and Communicate
The four processes which constitute the new vision of literacy
provide a powerful frame in which to consider how people
develop skills in using language and other forms of symbolic
expression. For example, the ability to access messages connects
with those enabling skills which include decoding symbols and
building broad vocabularies. It also includes those skills related
to the locating, organizing and retrieving of information from a
variety of sources. Access also includes the ability to use the
tools of technology, including video technology, computers and
various on-line services. Access skills are often labeled as
information literacy, or more recently, “driver training for the
information superhighway.”
The ability to analyze messages connects with those interpretive
comprehension skills which include the ability to make use of
categories, concepts or ideas; determine the genre of a work;
6. make inferences about cause and effect; consider the specific
strategies and techniques which are used to construct the work;
and identify the author’s purpose and point of view. At the
secondary level, the ability to analyze messages also may include
a recognition of the historical, political, economic or aesthetic
contexts in which messages are created and consumed.
The ability to evaluate messages concerns those judgments
about the relevance and value of the meaning of messages for
the reader, including making use of prior knowledge to
interpret a work; predicting a further outcome or a logical
conclusion; identifying values in a message; and appreciating the
aesthetic quality of a work. Although the skills of analysis and
evaluation are frequently conflated by practitioners of media
literacy, it is important to recognize that analysis skills depend
upon the ability to grasp and make effective use of conceptual
knowledge which is outside the student’s own perspective,
while evaluation skills make use of the student’s existing world
view, knowledge, attitudes and values.
The ability to communicate messages is at the heart of the
traditional meaning of literacy, and the skills of writing and
speaking have been highly valued by educators. In the last
twenty years, writing has come to approach the primacy that
reading has gained in the language arts hierarchy. Communication
skills are diverse and, to some extent, media-specific.
General skills include the ability to understand the audience
with whom one is communicating; the effective use of symbols
to convey meaning; the ability to organize a sequence of ideas,
and the ability to capture and hold the attention and interest of
the message receiver. Media-specific production skills for video
include learning to make effective choices in framing and points
of view; learning to use visual and auditory symbolism; and
learning how to manipulate time and space effectively through
editing.
Expanding the Concept of“Text”
While the four concepts provide a new frame for thinking about
the processes involved when people create and share messages,
what makes the new vision of literacy so powerful is the
application of these skills to messages in a variety of forms. At
present, reading/language arts educators focus on literature as
the core of the K-8 curriculum: the short story, poetry, drama
and nonfiction are claimed to be ideal because they “motivate
learning with appeal to universal feelings and needs... classic
literature speaks most eloquently to readers and writers”
(California State Board of Education, 1986, p. 7). But they also may seem disconnected and remote from the
experiences of students who, because of television, are “escorted
across the globe even before they have permission to
cross the street” (Meyrowitz, 1985, p. 238). Critics have claimed
that, too often, a literature-based reading/language arts
program “ignores the life experience, the history and the
language practice of students” (Freire and Macedo, 1987, p. 146),
and that when literary materials are used primarily as vehicles for
exercises in comprehension and vocabulary development,
students may become alienated from the processes of reading
and writing in a range of contexts.
In the past, educators have been comfortable to disenfranchise
7. and overlook present-day cultural products, especially television,
even though many works of literature which are now considered
classic or traditional began their life as popular works
designed for mass audiences (Beach, 1992). But just as scholars
and critics have engaged in heated controversy about what texts
are appropriate study objects to be included in the canon of
essential literary works (Gless & Herrnstein Smith, 1992), these
debates are filtering into changes in the curriculum.
Many educators have discovered that the analysis of contemporary
media can build skills that transfer to students’ work with
the written word. When educators permit and encourage the
study of contemporary media products in classrooms, students
develop skills which alter and reshape their relationship to
media products. Nehamas (1992) explains that “[s]erious
watching ... disarms many of the criticisms commonly raised
about television.” More important, analysis of media texts
helps students gain interest in writing and speaking, and helps
nurture students’ natural curiosity and motivation. Consider a
story presented by Lauren Axelrod (cited in White, 1993a), a
high school teacher in Houston, Texas:
I used media literacy concepts to get my low-achievement
students to tackle Conrad’s Heart of Darkness and T.S. Eliot’s
The Wasteland. I started with an extensive analysis of the
Francis Ford Coppola film, Apocalypse Now, and we discussed
the film’s narrative structure, mood, point of view, rhythm and
character development. Then a team of students read Conrad
while another team read Eliot. We then applied the same
concepts to the short story and poem in group discussion and
writing exercises. Finally, students created a videotape which
compared and contrasted the three works with each other. I saw
students turn on to literature in a way I never saw them engage
with anything in the classroom.
Media education exists as an increasingly vital component of
elementary education in Great Britain, Canada, Australia, Spain
and other nations. In Great Britain, the mandate includes media
education as a strand within the National Standards developed
in English, where students are required to study the ways in
which media products convey meanings in a range of media
texts (Alvarado & Boyd-Barrett, 1992; Bazalgette, 1992; Brown,
1991; Buckingham, 1991; Lusted, 1991; Masterman, 1985).
While still controversial among those who favor a more
traditional and narrow view of ‘culture,’ scholarly work in media
pedagogy has grown widely, and consensus is growing about
the set of concepts, skills and learning environments which help
most strengthen students’ ability to access, analyze, evaluate and
communicate messages in many forms.
The New Vision
Current approaches to reading/language arts often make use of
a laundry list of concepts which inform the work of teachers
and students in a classroom. Such lists are the result of adding
new paradigms for learning upon older models. Layer by layer,
the models now used in reading/language arts have become
cumbersome and unwieldy (Hawthorne, 1992). Hawthorne
writes, “The scope of English heightens the individuality of
curricular patterns...Teachers are left to wave the various
8. components into a coherent pattern for themselves and their
students” (p. 116). But a simple and powerful new definition
of literacy, as proposed in this report, makes it possible to
identify the most important processes, concepts and skills for
K-12 instruction and makes use of these with a wide variety of
message forms, from folktales to commercials, from historical
fiction to newspaper photography.
Media literacy incorporates the theoretical traditions of
semiotics, literary criticism, communication theory, research on
arts education and language development. Although the
conceptual principles of the new vision of literacy have taken
many forms for various curriculum writers in Great Britain,
Canada, Australia and the United States, the author identifies
the following ideas as critical components of all programs:
All messages are constructions. Print messages are created by an
author who selects the ideas and words to convey meanings.
Images are created by a photographer who makes similar
selections, and television programs are created by a group of
people, led by a producer, who make choices about each image
and word used from among many possible options. The
construction of messages requires careful thinking, creativity and
organizational skills. Knowing how messages are constructed
helps the reader appreciate the artistry involved and helps better
interpret the meaning of a work.
Messages are representations of social reality. Messages have a
relationship to the lived experiences of individuals in many
cultures. Even when a message is imaginary, hypothetical or
fantastic, it represents social reality, defined as perceptions about
the contemporary world which are shared among individuals.
Messages also represent the social realities of times and places
far removed, and help us make sense of the past, present and
future. People need the ability to judge the accuracy of particular
messages which may or may not reflect social reality.
Individuals negotiate meaning by interacting with messages.
The meaning of a message is found in the act of interpretation.
Each reader or viewer uses prior knowledge and experience in
the process of reading or critical viewing. A skillful reader or
viewer examines many different stylistic features of the text and
pays careful attention to the context in which the message occurs
in the process of interpretation. Different individuals can find
quality and beauty in various texts.
Messages have economic, political, social and aesthetic purposes.
People create and share messages for many reasons, but making
money is one of the most important reasons why message
making is so important in modern culture. Many messages produced in our culture have an economic purpose of some
sort. When authors have political purposes, they use a message
to gain power or authority over others. When authors have
social purposes, they use a message to present ideas about how
people could or should behave, think or feel. When authors
have aesthetic purposes, they use a message to experiment with
different kinds of symbolic forms and ideas. Understanding
how messages operate in terms of their economic, political,
social and aesthetic purposes helps readers better understand
the context of a work.
Each form of communication has unique characteristics. An
9. author makes choices about which kinds of media are most
appropriate to convey a particular message. Television news has
characteristics which favor messages which are immediate and
visual, while news photographs have characteristics which favor
messages which have an emotional component. When writing,
an author must carefully choose the most effective genre in
which to work since an essay, a memo, a short story or a poem
can all be effective forms depending on the purpose, audience
and content of the message. Being a good communicator
means knowing which formats, genres and media to use in a wide variety of situations.
References-
1. Baran and Davis; Mass Communication Theory; (2000); Thomas-Wadsworth
2. Fiske; Introduction to Communication Studies; (1982)
3. Infante, Rance and Womack; Building Communication Theory, 2nd edition; (1993);
4. Berger; Media Analysis Techniques