media literacy: educating the 21 st century learner
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Richard Hodges, Head Librarian Thomas Nelson Community College–Williamsburg, Virginia. Media Literacy: educating the 21 st century learner. Students are bombarded with ever increasing amounts of information in various formats. - PowerPoint PPT PresentationTRANSCRIPT
MEDIA LITERACY: EDUCATING THE 21ST CENTURY LEARNER
Richard Hodges, Head LibrarianThomas Nelson Community College–Williamsburg, Virginia
WHY MEDIA LITERACY? Students are bombarded with ever
increasing amounts of information in various formats.
Much of this information is “designed” or “constructed” to promote various products, ideas or values.
As we become greater consumers of information we must become smarter consumers.
WHAT IS MEDIA LITERACY? “Media literacy has been defined as a
framework to guide the access, analysis, evaluation and creation of messages in a variety of forms, including print, video, images, and web-based media.”
“Media literacy entails articulating the role of media in society and developing the inquiry and communication skills necessary for functioning effectively as citizens of a democracy “
(Center for Media Literacyhttp://www.medialit.org/).
WHY MEDIA LITERACY? Media & Medium
Includes - TV, Internet, cell phone, print, moving and still images, billboards, video, radio, mass mailer, fliers, posters, etc….
Many feel a person, living in a city, is exposed to anywhere from 3,000 to 5,000 ads per day
It is vital students become Literate at deciphering these ads
WHY MEDIA LITERACY? Requires active inquiry and critical
thinking about the messages we receive and create.
Includes various forms of media, including print, photo, video and video games.
Develops informed, reflective and engaged participants.
“Core Concepts” National Association of Media Literacy Education, 2012
MEDIA LITERACY: CORE CONCEPTS All media messages are “constructed” Different people experience the same
media message differently. Media have embedded values and
points of view. Most media messages are organized to
gain profit and/or power“Five Core Concepts” Center for Media Literacy, 2011
FRAMEWORK FOR 21ST CENTURY LEARNING
Financial, economic and business literacy
Civic literacy Health literacy Environmental
literacy Information literacy Media literacy Technology literacy
Partnership for 21st Century Learninghttp://www.p21.org/storage/documents/1.__p21_framework_2-pager.pdf
Transliteracy
BASIS ALL media messages are “constructed
reality” promoting an idea, lifestyle or product
Students need to be able to decipher media messages
Using as guidelines: ACRL Information Literacy Standards ACRL Visual Literacy Standards NAMLE Core Concepts
BACKGROUND ON TNCC MEDIA LITERACY PROJECT
Premise: Media Literacy education complements Information Literacy education, and is vital for 21st century learners
Purpose: To help students become more aware of the “constructed” world of media & advertising
Content Delivery: Working in groups to discuss, analyze, and create various forms of media
Outcomes and assessment: Students will be required to create their own ads, using original and existing content (i.e.mashup)
TNCC MEDIA LITERACY PROJECT Testing: project driven with focus on a set
criteria. Example: ad creation from original or existing content
Online modules: intent is to make Media Literacy accessible to both face-to-face and online audiences
User survey: Primary purpose would be to determine effectiveness of content and knowledge students take away
TNCC MEDIA LITERACY PROJECT
Sample Module: Political Advertising
POLITICAL ADVERTISING
"The idea that you can merchandise candidates for high office like breakfast cereal
is the ultimate indignity to the democratic process.“
-Democratic presidential candidate Adlai Stevenson, 1956 http://www.livingroomcandidate.org/
POLITICAL ADVERTISING According to Gallup 60% of Americans
perceive the news media to be biased. 47% believe it is too liberal 13% believe it is too conservative
Sept. 22, 2011 – “Majority in U.S. Continues to Distrust the Media, Perceive Bias” http://www.gallup.com/poll/149624/majority-continue-distrust-media-perceive-bias.aspx
LYNDON JOHNSON’S “DAISY AD” (1964)Questions:I. What is its purpose?II. Who is it aimed at?III. Who created it?IV. What values,
lifestyles, or points of view are being depicted or omitted?
“Five key questions”, Center for Media Literacy, 2012
POLITICAL ADVERTISEMENT Author? Purpose? Target audience? Effectiveness? Reinforce values or stereotypes?
CURRENT POLITICAL AD Author? Purpose? Target audience? Effectiveness? Reinforce values or stereotypes?
http://www.youtube.com/watch?v=tyFaWhygzjQ
CURRENT POLITICAL AD Author? Purpose? Target audience? Effectiveness? Reinforce values or stereotypes?
http://www.youtube.com/watch?v=jSVi45vfA6o
CONCLUSION Other modules:
Internet Print media Radio Billboards
SOMETHING TO CONSIDER $130 billion spent on advertising last
year. This is equal to $6 for every man, woman and child in the United States.
Dr. John S. CaputoDepartment of Communication Arts
Gonzaga UniversitySpokane, WA
THANK YOU!!!
Richard Hodges, Head LibrarianHistoric Triangle Campus
Thomas Nelson Community CollegeWilliamsburg, Virginia