media literacy

Moving Beyond in Media Education: Integrating New

Media Literacy from Process to Product

Melda N. YildizWilliam Paterson University

[email protected]

mailto:[email protected]

04/08/23 William Paterson University-- medialiteracyproject.blogspot.com/

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http://www.ncrel.org/

http://www.ncrel.org/


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• Learn about computers

• Learn from computers

• Learn with computers

• Create with new media and technologies


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Vocabulary average of a 14-year-old dropped from 25,000 words in 1950s to only 10,000 words in 1999.

“Numbers.” Time Magazine 155, no 6 (Feb 14, 2000); 25

Vocabulary Average for 14-Year-Old

25,000

10,000

0

5,000

10,000

15,000

20,000

25,000

30,000

Year

Nu

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er o

f Vo

cab

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VocabularyRate

VocabularyRate

25,000 10,000

1950 1999


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Vocabulary average of a 14-year-old dropped from 25,000 words in 1950s to only 10,000 words in 1999.

“Numbers.” Time Magazine 155, no 6 (Feb 14, 2000); 25

Vocabulary Average for 14-Year-Old

25,000

10,000

0

5,000

10,000

15,000

20,000

25,000

30,000

Year

Nu

mb

er o

f Vo

cab

ula

ry

VocabularyRate

VocabularyRate

25,000 10,000

1950 1999

http://www.tolerance.org/storybooks/mouse/index.html


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The trouble…is that we have taken our democracy for granted; we have

thought and acted as if our forefathers had founded it once and for all. We

have forgotten that it has to be enacted anew in every generation.

John Dewey


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Media Literacy

• The ability to access, analyze, evaluate, and communicate media messages in a variety of forms.

The Aspen Institute, 1989


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Learn one thing!Language Arts Literacy

• STANDARD 3.5 (VIEWING AND MEDIA LITERACY) ALL STUDENTS WILL ACCESS, VIEW, EVALUATE, AND RESPOND TO PRINT, NONPRINT, AND ELECTRONIC TEXTS AND RESOURCES.

• http://www.state.nj.us/njded/cccs/s3_lal.htm#35

http://www.state.nj.us/njded/cccs/s3_lal.htm#Slide%2035


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As we enter the twenty first century, it is essential that the schools be places that help students better understand the complex, symbol-rich culture in which they live in.

A new vision of literacy is essential if educators are serious about the broad goals of education: preparing students to function as informed and effective citizens in a democratic society; preparing students to realize personal fulfillment; and preparing students to function effectively in a rapidly changing world that demands new, multiple literacies.

Renee Hobbs, 1997


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It is no longer enough to simply read and write. Students must also become literate in the understanding of visual images. Our children must learn how to spot a stereotype, isolate a social cliché and distinguish facts from propaganda, analysis from banter, important news from coverage.

Ernest Boyer


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Media Education is both essential to the exercising of our democratic rights and a necessary safeguard against the worst excesses of media manipulation for political purposes.

Len Masterman


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• I cdnuolt blveiee taht I cluod aulaclty uesdnatnrdwaht I was rdanieg. The phaonmneal pweor of the hmuan mnid Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer inwaht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae.

• The rset can be a taotl mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Amzanig huh? yaeh and I awlyas thought slpeling was ipmorantt.


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President Bush's Cabinet

• http://www.whitehouse.gov/government/cabinet.html

http://www.whitehouse.gov/government/cabinet.html

http://www.whitehouse.gov/government/cabinet.html


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Media Literacy Quiz from

• http://www.griid.org/pdfs/medialit-exercise-01.pdf

• http://www.griid.org/pdfs/medialit-exercise-04.pdf

http://www.griid.org/pdfs/medialit-exercise-01.pdf





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• AYT? • SUP? • Notin U?• G/G• POS

• Are you there?• What's up?• Nothing how about

you?• Gotto go• Parent over shoulder


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Dealing with Interactivity not TIME

• Everquest.com • http://www.station.sony.com/everquest/

• Ebay.com• http://www.ebay.com/

http://www.station.sony.com/everquest/

http://www.ebay.com/




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Why Study Media?

• Media Saturation• Media Influence• Manufacture and Management of Information• Media Democracy/ Critical Autonomy• Increasing Importance & Emphasis• Privatization of Information• Educating for the future


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Principles of Media Literacy

Media construct reality

Media use identifiable techniques

Media have commercial interests

Media presents ideologies

New media creates new languages, new audiovisual grammars and new ways of using language


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Reasons using new mediaProvides: • Access-- Liberate teachers and students from

textbook format. Provide alternative resources- Teachers and students will be able to research through online resources.

• Global Point of View-- Students and teachers will participate online discussion groups, weblogs, wikis, and listservs.

• New tools for classrooms– Students and teachers will be able to produce media presentations, learning objects, interactive teaching material.


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Course has three main parts• De-construct: (Read Media) Media Literacy

Activities (deconstructing webpages, news, advertisement, and newspapers; POV (point of view) exercise, etc.)

• Research: (Use Media) Information Literacy (Library Skills, researching internet resources, etc.)

• Construct: (Write Media) Media Production (Create an oral history project, video documentary, website, webquest, weblog, and multimedia presentation)


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Media are symbolic systems; not simply reflection of reality which must be accepted, but with languages which need to be actively read, and interrogated.

Len Masterman


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The aim is to develop an awareness about print and the newer technologies of communications so that we can orchestrate them, …. And get the best out of each in the educational process.

Without understanding of media languages and grammars, we cannot hope to achieve a contemporary awareness of the world in which we live.

Marshall McLuhan


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Girls, Girls, Girls: Mc Donald’s CommercialProduction Notes: Fast Food for Thought by Jason Simon

USA 1986, video, 28:00 min PublisherVideo Date Bank


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Grammar and Language of Media

• Color• Sound• Lyrics• Setting• Lights• Editing• Characters

• …


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Girls, Girls, Girls: Mc Donald’s Commercial

Production Notes: Fast Food for Thought by Jason Simon • You want more than a book, you want a funky look • Because that’s part of being a girl• Some guys are dreams, sometimes you want to scream• Look at now and watch out world• You’ve got a sense of fun, you’ve found your space and• McDonald is your kind of place• Funny how you feel, seems to show on your face• You’ve heard the latest rumors, you are expressing your views and• Rock and Roll is the music you choose• Glad you are girl right down to your shoes• It’s a good time … for this Great Taste of McDonald


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Main Questions

• Who produces it? Originator, creator, or author

• Who are the stories intended for? Target Audience

• What is missing?

• Whose point of view is being presented?


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Circle of Life


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Mickey Mouse Monopoly

• http://www.mediaed.org/videos/CommercialismPoliticsAndMedia/MickeyMouseMonopoly

http://www.mediaed.org/videos/CommercialismPoliticsAndMedia/MickeyMouseMonopoly




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Yeh- Shen: A Cinderella

Story From China


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Construction of Meaning

Sign

ExperienceMeaning

Construction

Time/ era

Context/ place


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The factors that create meaning• The meaning of signs or representations

is dependent on social, cultural, and historical contexts– Time/ era you live in– Context/ place it occurs– Previous personal and cultural experience– The physical appearance


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The discipline studying everything which can be used in order to lie, …. Semiotics is concerned with everything that can be taken as a sign. A sign is everything which can be taken as significantly substituting for something else.

Umberto Eco


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Statistics

• In political Washington, Statistics are weapons of war. That’s why they get manipulated, massaged, and twisted until any connection to reality is strictly coincidental.

Peter Carlson


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The Truth but not the Whole

Truth

0102030405060708090

100

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

EastWestNorth


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020406080

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EastWestNorth

0102030405060708090

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EastWestNorth


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The V Sign


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V for Victory

Winston Churchill

gives the victory sign

at a political rally,

Liverpool, 1951


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The "V" for victory that Winston Churchill used (with the palm facing outward, same as the American sign for "peace"), when the palm is reversed, it means something else... If a person used two fingers to order two beers in a British pub.. it has insulting connotations…


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# 2the two fingers in a 1st grade math class may refer to the number "two"


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OK (okay) vs. 0K (zero kilobyte)


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This sign might mean

• "OK" in the United States

• "money" in Japan

• "sex" in Mexico

• "homosexual" in Ethiopia

• an obscenity in Brazil

• “Zero” in Southern France


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James Mangan, 1981Learning through pictures

Yogi Bear

Tsimshian Bear


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Marguerite de Valois Queen Margot

1553-1615


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Advantages of semiotics• Allows us to break down a message into its

component parts and examine them separately and in relationship to one another.

• Allows us to look for patterns across different forms of communication.

• Helps us understand how our cultural and social conventions relate to the communication we create and consume.

• Helps us get beyond “the obvious,” which may not be all that obvious after all.


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com•mu•ta•tion•

Pronunciation: (kom"yu-tA'shun), • 1. the act of substituting one thing for another;

substitution; exchange. 2. the substitution of one kind of payment for another. 3. Also called commuta'tion test". Ling.the technique, esp. in phonological analysis, of substituting one linguistic item for another while keeping the surrounding elements constant, used as a means of determining the constituent units in a sequence and their contrasts with other units.


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Corporate Flag


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L.A. Times Photographer Fired Over Altered Image

• http://www.poynter.org/resource/28082/asdf.swf

• http://www.poynter.org/content/content_view.asp?id=28082&sid=29

http://www.poynter.org/resource/28082/asdf.swf

http://www.poynter.org/resource/28082/asdf.swf

http://www.poynter.org/content/content_view.asp?id=28082&sid=29

http://www.poynter.org/content/content_view.asp?id=28082&sid=29


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How to Teach Media Literacy


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• Video (TV) is helping or hurting education?

• Can school video production efforts compete with commercial endeavors?

• Are teachers using video effectively?• Can students learn anything from

planning or producing their own videos? (Valmont 1995, p.1)


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In schools, Media (video) production is considered to be time consuming

• Reasons not to have production in the curriculum. Lack of:– equipment– technical knowledge to be able to use the

equipment– support department– interest– time allocated in the curriculum


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Media (video) production is considered to be time consuming

• Reasons not to have production in the curriculum. Lack of:– equipment– technical knowledge to be able to use the

equipment– support department– interest– time allocated in the curriculum


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Production is crucial because• Students need variety ways to present their

ideas. • Different learning styles demands different

ways to present a project besides essays. (Gardner, 1993)

• Teaches Media Literacy skills• Gives students different perspectives and point

of view to look at the world/ surroundings- Multiculturalism


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Bloom's Taxonomy and Critical Thinking The goal is to go beyond Knowledge/ Comprehension

Knowledgerecall

List fact Worksheet

Chart Oral recitationReceive

Comprehension

understand

Report Review Summary

DiscussionRespond

Application use, practice Map Model Interview

Diagram IllustrationValue

Analysis dissect, generalize

Graph Survey

Questionnaire

Research Plan

Organize

Synthesiscreate, combine

Role Play Mural

Video Production

Newspaper

Story Advertisement

Produce

Evaluationappraise, value

Panel Discussion

Editorial Debate Mock Trial Book Review

Judge


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"I learned how to deconstruct commercials, how to use the camera equipment, and how to create a public service announcement. Most importantly, I experienced that every message can be interpreted differently. Depending on the era, personal experience, each sign makes different meaning to different people.Prior to taking this course, I simply watched a commercial at face value. I never really looked at the details or asked myself what target audience the advertising company was aiming for. Since class, I have been a commercial-analyzing junkie. I look at the color scheme, the logo, the endorser (if there is one), choice of music, and the intended target audience.”


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“I am happy to have met you,

because you have given me

much more to think about than

just the content of this class.

… More than learning video

production, this course gave

me the chance to reflect on my

own viewing habits and I

learned something about

myself.”


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A democratic civilization will save itself only if it makes the language of the image into a stimulus for critical reflection, not an invitation to hypnosis.

Umberto Eco (l979)


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Teacher’s Role• Education must begin with the

solution of the teacher-student contradiction, by reconciling the poles of the contradiction so that both are simultaneously teachers and students.

Paulo Freire


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• Media Production is an essential component in education

• Teachers education needs to include media production techniques and pedagogy

• Media Literacy skills are important component for multicultural education

media literacy

Technology

target audience

media literacy

fast food

len masterman

vocabulary

dropped from25

umberto eco

support department