This document discusses the importance of media literacy education. It provides definitions of media literacy, visual literacy, and transliteracy as the ability to read, write, and interact across various platforms and media. It notes that while media saturated our environment, students are not being equipped with critical thinking skills to navigate it. The document advocates for media literacy instruction across disciplines and calls on educators to acknowledge digital and media literacy as key skills. It explores how to teach media literacy through analyzing images, advertising, and moving images.

1. Media LiteracyMedia Literacy
Frank W. BakerFrank W. Baker
media ed consultantmedia ed consultant
fbaker1346@aol.comfbaker1346@aol.com
Twitter @fbakerTwitter @fbaker
June 19, 2013

3. ““Visual media areVisual media are
redefining what itredefining what it
means to developmeans to develop
the tools ofthe tools of
literacy toliteracy to
understand aunderstand a
changing world…”changing world…”

4. 77% of educators believe developing students’ literacy is77% of educators believe developing students’ literacy is
one of the most important parts of their jobone of the most important parts of their job
Source: Remodeling Literacy Learning: Making Room for What Works

5. ““Today’s students are not beingToday’s students are not being
equipped with the criticalequipped with the critical
thinking and analysis skills theythinking and analysis skills they
need to successfully navigate ourneed to successfully navigate our
media-saturated environment.”media-saturated environment.”
Source: http://thebluereview.org/teaching-media-literacy/

8. TEXTTEXT
LITERACYLITERACY

9. TEXTTEXT
LITERACYLITERACY
more than words on a pagemore than words on a page

10. Rethinking What Reading MeansRethinking What Reading Means
In the 21st CenturyIn the 21st Century

11. It’s called TransliteracyIt’s called Transliteracy

12. TransliteracyTransliteracy
““ the ability to read, write andthe ability to read, write and
interact across a range of platforms,interact across a range of platforms,
tools and media from signing andtools and media from signing and
orality through handwriting, print,orality through handwriting, print,
TV, radio and film, to digital socialTV, radio and film, to digital social
networks.”networks.”
www.transliteracy.com

13. Critical ChallengeCritical Challenge
“Faculty training still“Faculty training still
does not acknowledgedoes not acknowledge
the fact thatthe fact that digitaldigital
media literacymedia literacy
continues its rise incontinues its rise in
importance as a keyimportance as a key
skill in every disciplineskill in every discipline
and profession.”and profession.”
http://www.nmc.org/news/2013-horizonk12-interim-results

15. www.p21.org

16. Who is responsible forWho is responsible for
teaching media literacy?teaching media literacy?

17. What is “media literacy”?What is “media literacy”?

18. ANALYSIS + PRODUCTIONANALYSIS + PRODUCTION
Video

19.  collaborationcollaboration
 communicationcommunication
 responsibilityresponsibility
 independenceindependence
 confidenceconfidence
 teamworkteamwork
 support youth voicessupport youth voices
 share w/ audiencesshare w/ audiences
 critical thinking/critical thinking/
problem solvingproblem solving
 creativity/innovationcreativity/innovation
 communicationcommunication
 collaborationcollaboration
Student Benefits of Media ArtsStudent Benefits of Media Arts
Source:
http://www.p21.org
Source:
http://digitalis.nwp.org/resource/2556

20. Source:Source: Media Literacy Resource Guide, Ministry of Education Ontario, 1997Media Literacy Resource Guide, Ministry of Education Ontario, 1997
““ Media literacy is concerned with helpingMedia literacy is concerned with helping
students develop an informed and criticalstudents develop an informed and critical
understanding of the nature of mass media,understanding of the nature of mass media,
thethe techniquestechniques used by them, and theused by them, and the
impact of these techniques.impact of these techniques.
More specifically, it is education that aims toMore specifically, it is education that aims to
increase the students' understanding andincrease the students' understanding and
enjoyment ofenjoyment of how the media work, howhow the media work, how
they produce meaning, how they arethey produce meaning, how they are
organized,organized, andand how they constructhow they construct
realityreality..
Media literacy also aims to provide studentsMedia literacy also aims to provide students
with the ability towith the ability to create media productscreate media products. ". "

22. http://www.slideshare.net/reneehobbs/digital-natives-or-digitally-naive-lessons-in-digital-and-media-literacy

23. Our World is MORE VisualOur World is MORE Visual

24. TelevisionTelevision
(now available via more media/tech)(now available via more media/tech)

25. The MoviesThe Movies

26. Students Make, Take, ShareStudents Make, Take, Share
Photos/VideosPhotos/Videos
83% of American teens take pictures with their cell phones (Pew)

27. Social Media-Increasingly VisualSocial Media-Increasingly Visual

28. Even Our Phones are VisualEven Our Phones are Visual

29. Challenges/OpportunitiesChallenges/Opportunities
#1 Students view media passively#1 Students view media passively
#2 If it’s on a screen, they tend to#2 If it’s on a screen, they tend to
believe itbelieve it
#3 Most educators have not been#3 Most educators have not been
trained in media literacy educationtrained in media literacy education
#4 Textbooks ignore media as texts;#4 Textbooks ignore media as texts;
most libraries contain few resourcesmost libraries contain few resources

30. ““ images … haveimages … have
the potential tothe potential to
communicatecommunicate
at least asat least as
efficiently andefficiently and
effectively aseffectively as
printed wordsprinted words
alone.”alone.”

31. ““Most of us are bombarded byMost of us are bombarded by
persuasive imagery whilepersuasive imagery while not exactlynot exactly
schooled in visual literacyschooled in visual literacy a lot ofa lot of
this messaging skips right past thethis messaging skips right past the
messaging filter and goes directlymessaging filter and goes directly
into our heads.”into our heads.”
Bag New NotesBag New Notes
a blog about visual literacy & newsa blog about visual literacy & news

32. (ELA)

34. SocialSocial
StudiesStudies
HealthHealth ArtArt
Mass mediaMass media
PropagandaPropaganda
Media/politicsMedia/politics
PrimaryPrimary
sourcessources
(images)(images)
ATODATOD
advertising &advertising &
marketingmarketing
techniquestechniques
Visual literacyVisual literacy

35. What is “close reading”?What is “close reading”?

36. What is “close reading”?What is “close reading”?
Detective
(asking questions)=
Emphasis: observation, evidence

39. What is “close reading”?What is “close reading”?
 When close reading a media text,When close reading a media text,
you deconstruct (take apart) the textyou deconstruct (take apart) the text
byby analyzinganalyzing the way differentthe way different
elementselements are used to createare used to create
meaning.meaning.
 In order to “close read” a text, it isIn order to “close read” a text, it is
necessary to understand thenecessary to understand the
particularparticular media languagemedia language used.used.

40. Media LanguageMedia Language
Media language encompasses allMedia language encompasses all the waysthe ways
in which media text is constructedin which media text is constructed toto
communicate with an audience, throughcommunicate with an audience, through
verbal, visual, aural languageverbal, visual, aural language
(e.g. lighting, layout, shots, typography,(e.g. lighting, layout, shots, typography,
images, sound).images, sound).
Source: http://www.nzqa.govt.nz/nqfdocs/ncea-resource/achievements/2011/as90277.pdf

41. Frank Baker’s ApproachFrank Baker’s Approach
Visual LiteracyVisual Literacy (reading images)(reading images)
Advertising LiteracyAdvertising Literacy (reading ads)(reading ads)
Moving Image LiteracyMoving Image Literacy
(reading(reading
video/film)video/film)

42. Visual LiteracyVisual Literacy

43. Arts advocates have echoed this
recommendation, emphasizing the idea that
visual literacy is a component of overall
literacy, and that responding thoughtfully
and critically to a painting, film, or
performance hones the same skills of
analysis and interpretation that are
strengthened by the close reading of a
text. (Zuckerman, 2012; Munson, 2012).
Source: The Arts & Common Core

44. entire chapter onentire chapter on
visual literacy available onlinevisual literacy available online
http://www.iste.org/images/excerpts/MEDLIT-excerpt.pdf

46. Visual LiteracyVisual Literacy
 Grade 6Grade 6
Analyze in detail how a key individual, event, orAnalyze in detail how a key individual, event, or
idea is introduced,idea is introduced, illustratedillustrated, and elaborated in a, and elaborated in a
texttext
 Grade 9-10Grade 9-10
Analyze the representation of a subject or a keyAnalyze the representation of a subject or a key
scene in two differentscene in two different artistic mediumsartistic mediums, including, including
what is emphasized or absent in each treatmentwhat is emphasized or absent in each treatment

48. Visual LiteracyVisual Literacy

49. ““Teachers must value,Teachers must value,
draw attention to, anddraw attention to, and
explore illustrationsexplore illustrations
and artistic devicesand artistic devices
illustrators utilize toillustrators utilize to
facilitate visualfacilitate visual
literacy ….”literacy ….”
Source: Picture This: Visual Literacy as a Pathway to Character Understanding,
Reading Teacher, November 2012

50. http://tinyurl.com/8542cyc
From: Critical Thinking, Reading, and Writing: A Brief Guide to Argument

51. http://www.quebecpress.com/pmcodes/fop.pdf

52. Jack & The Beanstalk

53. “Migrant Mother” by Dorothea Lange

54. “Picturing America”
Teacher Guide
“Migrant Mother” by Dorothea Lange

55. “Mount Williamson (CA)” by Ansel Adams

56. Investigating ImagesInvestigating Images

60. ““Polioptics: The Art and Science of How We ArePolioptics: The Art and Science of How We Are
Influenced By Image and Imagemakers”Influenced By Image and Imagemakers”
by Josh Kingby Josh King
http://www.polioptics.com/

61. ActivityActivity
1.1. Each group receives an imageEach group receives an image
2.2. Using theUsing the Photo Analysis WorksheetPhoto Analysis Worksheet,,
complete it in the allotted timecomplete it in the allotted time
3. Be prepared to3. Be prepared to share your observationsshare your observations
if/when Frank calls on youif/when Frank calls on you
link to images

63. Graphic NovelsGraphic Novels

65. Questions/BreakQuestions/Break

66. AdvertisingAdvertising

69. http://www.youtube.com/watch?v=sookW2_DTvQ

71. Photo taggingPhoto tagging
(in-image ads)(in-image ads)

72. How many products can you
identify based on ONE letter?

74. AdvertisingAdvertising
College and Career Readiness Anchor Standards for Reading
“Delineate and evaluate the argument and specific
claims in a text, including the validity of the
reasoning as well as the relevance and sufficiency
of the evidence.”
Speaking & Listening Standards (Grade 8)
“Analyze the purpose of information presented
in diverse media and formats (e.g., visually,
quantitatively, orally) and evaluate the motives
(e.g., social, commercial, political) behind
its presentation.”

75. Encouraging students toEncouraging students to
think like advertisersthink like advertisers
 Who is my audience? (demographic)Who is my audience? (demographic)
 What media do they attend to?What media do they attend to?
 How do I get my product/service inHow do I get my product/service in
front of their eyes?front of their eyes?
 What design technique will beWhat design technique will be
appealing, attractive and persuasive?appealing, attractive and persuasive?
 What high profile person or event canWhat high profile person or event can
I associate with? (Super Bowl)I associate with? (Super Bowl)
 What’s the best way to reach them?What’s the best way to reach them?
 How can I get them to commit (buy)?How can I get them to commit (buy)?

76. What ads promise…What ads promise…
 HealthHealth
 WealthWealth
 LoveLove
 HappinessHappiness
 SecuritySecurity
 EscapeEscape
 RelaxationRelaxation
 CoolCool
 FriendshipFriendship
 WarmthWarmth
 SafetySafety
 AdventureAdventure
 CompanionshipCompanionship
 EntertainmentEntertainment
 SavingsSavings
 ComfortComfort

81. How to “read” an adHow to “read” an ad

82. Source: Children’s
Media Project

83. Source: Children’s
Media Project

84. How to “read” an adHow to “read” an ad
Frank’s Recommended ApproachFrank’s Recommended Approach
 Read every word on the pageRead every word on the page
 Make note of any unknown wordsMake note of any unknown words
or phrasesor phrases
 Make a list of every imageMake a list of every image
 Consider: layout, design, colorConsider: layout, design, color

86.  SloganSlogan
 NarrativeNarrative
 ColorColor
 POVPOV
 PowerPower
 Techniques ofTechniques of
persuasionpersuasion
 LayoutLayout
 SubtextSubtext
 EyeEye
MovementMovement

89.  WhoWho createdcreated
the ad?the ad?
 What is theWhat is the
purposepurpose??
 WhatWhat
techniquestechniques
grab yourgrab your
attention?attention?
 What isWhat is
omittedomitted??
 Who is theWho is the
audienceaudience??
 WhereWhere was thewas the
ad published?ad published?

90. Ad Topics for InstructionAd Topics for Instruction
 AdvergamingAdvergaming
 AlcoholAlcohol
 CelebrityCelebrity
 CosmeticsCosmetics
 Credit CardsCredit Cards
 DietingDieting (weight loss)(weight loss)
 Junk FoodJunk Food
 MoviesMovies (Oscars)(Oscars)
 ParodyParody
 PoliticsPolitics
 Prescription DrugsPrescription Drugs
 Product PlacementProduct Placement
 PSAPSA
 Sexual MessagesSexual Messages
 SportsSports (Super Bowl)(Super Bowl)
 Tobacco productsTobacco products
 ToysToys

91. VoiceThreadVoiceThread
Source:Source: http://ed.voicethread.com/share/663006/http://ed.voicethread.com/share/663006/

92. CommercialsCommercials
Cell Phone CommercialCell Phone Commercial
First, Close your eyes and listen.First, Close your eyes and listen.
After, write down everything youAfter, write down everything you
heard.heard.

93. This is included in one of my on-line lesson plans.

95. Pre Viewing QuestionsPre Viewing Questions
1. What is the location?1. What is the location?
2. What time of day?2. What time of day?
3. What role does the3. What role does the
music play?music play?
4. Notice expressions4. Notice expressions
of the customer/cashierof the customer/cashier
5. What is omitted?5. What is omitted?
6. What is implied?6. What is implied?
VISAVISA
CHECKCARDCHECKCARD
ADAD

96. BREAKBREAK

97. Moving ImagesMoving Images

98. PSA ProductionPSA Production

99. Film is related to..Film is related to..
TheatreTheatre PaintingPainting LiteratureLiterature
settingsetting
designdesign
lightinglighting
costumecostume
voicevoice
music/sfxmusic/sfx
lineline
compositioncomposition
shapeshape
texturetexture
lightlight
colorcolor
rhythmrhythm
scale/proportionscale/proportion
illusion ofillusion of
space/depth/unityspace/depth/unity
narrativenarrative
charactercharacter
settingsetting
symbolismsymbolism
metaphormetaphor
Source: Flicks Studying Film As Text

100. Film is related to STEM….Film is related to STEM….

101. Art of AnimationArt of Animation

102. The Language(s) of FilmThe Language(s) of Film
tools & techniques which imply meaningtools & techniques which imply meaning

103. The Language(s) of FilmThe Language(s) of Film
tools & techniques which imply meaningtools & techniques which imply meaning
 CamerasCameras
 LightsLights
 AudioAudio
 Post-production (editing, sfx, etc)Post-production (editing, sfx, etc)
 Set designSet design
 Actors: expressions; body language;Actors: expressions; body language;
costume; makeupcostume; makeup

104. Language of FilmLanguage of Film Academy Awards CategoryAcademy Awards Category
Cameras; LightsCameras; Lights Cinematography; DirectingCinematography; Directing
AudioAudio Music; Sound Editing; Sound MixingMusic; Sound Editing; Sound Mixing
Set DesignSet Design Production DesignProduction Design
Post ProductionPost Production Film Editing; Visual EffectsFilm Editing; Visual Effects
ActorsActors Best Actor, Best ActressBest Actor, Best Actress
Supporting Actor; Supporting ActressSupporting Actor; Supporting Actress
Costume Design; Makeup &Costume Design; Makeup &
HairstylingHairstyling

105. “Anna Karenina”
Oscar for Costume Design
“Life of Pi”
Oscars for Cinematography/
Visual Effects/Directing
“Les Misérables”
Oscars: Makeup,Hairstyle/Sound Mixing
“Zero Dark Thirty”/”Skyfall”
Oscars: Sound Editing

106. Your Favorite Film?Your Favorite Film?
 Spend a few minutes writing aSpend a few minutes writing a
paragraph about a memorable sceneparagraph about a memorable scene
from your favorite filmfrom your favorite film
 Be prepared to shareBe prepared to share

107. “To Kill A Mockingbird,” (Universal, 1962)

109. Questions Students Should ConsiderQuestions Students Should Consider
 What is theWhat is the purposepurpose of the film and how is itof the film and how is it
structured to suit this purpose?structured to suit this purpose?
 WhatWhat devicesdevices are used to engage the audience?are used to engage the audience?
 What do you think theWhat do you think the central character(s)central character(s) isis
feeling at key points and how has the filmmakerfeeling at key points and how has the filmmaker
shown the audience their point of view?shown the audience their point of view?
 What is theWhat is the settingsetting and why do you think theand why do you think the
filmmaker chose it?filmmaker chose it?
 What do you think isWhat do you think is the messagethe message of the film andof the film and
how has it been communicated?how has it been communicated?
 How does theHow does the soundtrack affectsoundtrack affect your viewing ofyour viewing of
certain sequences in the film?certain sequences in the film?

110. CC.7.R.L.7 Integration of Knowledge & IdeasCC.7.R.L.7 Integration of Knowledge & Ideas
 Compare and contrast a story, drama, or poemCompare and contrast a story, drama, or poem
to its audio, filmed, staged, or multimediato its audio, filmed, staged, or multimedia
version,version, analyzing the effects ofanalyzing the effects of
techniquestechniques unique to each medium (e.g.,unique to each medium (e.g.,
lighting, sound, color, or camera focuslighting, sound, color, or camera focus
and anglesand angles in a film).in a film).
CC.8.R.L.7 Integration of Knowledge & IdeasCC.8.R.L.7 Integration of Knowledge & Ideas
 Analyze the extent to which a filmed or liveAnalyze the extent to which a filmed or live
production of a story or drama stays faithful toproduction of a story or drama stays faithful to
or departs from the text or script,or departs from the text or script, evaluatingevaluating
the choice made by the directorthe choice made by the director or actorsor actors..

111. Lesson Plan: Creating A Floor PlanLesson Plan: Creating A Floor Plan
for "To Kill A Mockingbird"for "To Kill A Mockingbird"
Courtroom SceneCourtroom Scene
http://www.frankwbaker.com/tkam_lesson_plan_floor_plan

114. How to “read” a filmHow to “read” a film
Close reading involvesClose reading involves
“deconstructing” the text and in film“deconstructing” the text and in film
that means understanding filmthat means understanding film
terminology.terminology.

116. sound, camera angle, design, editing

117. the way language is used: both written and spoken

118. are like codes within the narrative

119. Beginning, middle and end

120. protagonist, antagonist, heroine, authoritative, helper, mentor

121. opposing forces (theory)

122. Roger Ebert, film critic
advocated
frame analysis

123. “Casablanca” (1942)

125. ActivityActivity

127. How Films CommunicateHow Films Communicate

128. How Films CommunicateHow Films Communicate
Costumes
Expressions
Lighting
Camera Angles

130. Rule-of-thirds
Camera Focus Color Symbolism
Lighting
“To Kill A Mockingbird”
“Citizen Kane” “Pleasantville” “The Wizard of Oz”

131. Great Gatsby: CostumesGreat Gatsby: Costumes

133. May 17, 2013

135. In what ways does the directorIn what ways does the director
make the scene appear authentic?make the scene appear authentic?

137. Movies As History?Movies As History?

138. Adaptations:Adaptations:
From Page to ScreenFrom Page to Screen

141. Group 1Group 1
Storyboard from POV of store managerStoryboard from POV of store manager
Group 2Group 2
Storyboard from POV of Opal (girl)Storyboard from POV of Opal (girl)
Group 3Group 3
Storyboard from POV of the dogStoryboard from POV of the dog

142. Grocery Store SceneGrocery Store Scene

144. www.frankwbaker.com/dvd_project

145. From the DVD: Harry Potter & The Order of the Phoenix

146. BREAKBREAK

147. Recommended TextsRecommended Texts

148. Free Disney iBookFree Disney iBook

149. ResourcesResources
www.movieclips.comwww.movieclips.com Working HollywoodWorking Hollywood

150. ResourcesResources
http://www.techlearning.com/Default.aspx?tabid=67&entryid=5715

151. ResourcesResources
Streaming Video Clips for Teaching About Media
www.frankwbaker.com/streaming_mlwww.frankwbaker.com/streaming_ml
Apps For Teaching Media
www.frankwbaker.com/online_interactive_ml_resources.htmwww.frankwbaker.com/online_interactive_ml_resources.htm

153. Media LiteracyMedia Literacy
Frank W. BakerFrank W. Baker
media ed consultantmedia ed consultant
fbaker1346@aol.comfbaker1346@aol.com
Twitter @fbakerTwitter @fbaker
June 19, 2013