What is Media Literacy?

Media literacy is the ability to sift through and analyze the messages that inform, entertain and sell to us every day. It's the ability to bring critical thinking skills to bear on all media— from music videos and Web environments to product placement in films and virtual displays on NHL hockey boards. It's about asking pertinent questions about what's there, and noticing what's not there. And it's the instinct to question what lies behind media productions— the motives, the money, the values and the ownership— and to be aware of how these factors influence content.

Jane Tallim

What is Media Literacy?

. . . media education isn't about having the right answers—it's about asking the right questions.

Jane Tallim

What is Media Literacy?

Media literacy is an overall term that incorporates three stages of a continuum leading to media empowerment:

The first stage is simply becoming aware of the importance of managing one's media "diet”

The second stage is learning specific skills of critical viewing

The third stage goes behind the frame to explore deeper issues. Who produces the media we experience—and for what purpose? Who profits? Who loses? And who decides?

Elizabeth Thoman

What is Media Literacy?

To be literate today, people must be able to:

decode, understand, evaluate and write through, and with, all forms of media

read, evaluate and create text, images and sounds, or any combination of these elements.

Why is this important to you?

We live in a mediated society.

We are exposed to more mass media messages in one day than our grandparents were in a month.

Media has become the storyteller of our generation: these stories tell us about who we are, what we believe, and what we want to be.

Being media literate is part of being an educated citizen.

Why is this important to you?

Many of you are teachers.

Teachers help prepare students for life in society.

Media education teaches critical thinking skills.

Media literacy is relevant to, and can be incorporated into, every content area.

Being media literate is part of being an educated citizen.

Why is this important to you?

Many of you will be designing and producing media:

The messages you create will influence people.

The choices you make determine the truth you tell.

The choices you make reflect a specific value system.

Your choices will result in messages that speak to some people, while marginalizing others.

5 Key Concepts

1. All media messages are constructed.

5 Key Concepts

2. Media messages are constructed using a creative language with its own rules.

Images

Text

Logos

Fonts

Grabbers

Layout

5 Key Concepts

3. Different people experience the same messages differently.

5 Key Concepts

4. Media have embedded values and points of view.

5 Key Concepts

5. Media messages are constructed to gain profit and/or power.

5 Key Questions

Concept 1:

All media messages are constructed.

Question 1:

Who created this message?

5 Key Questions

Concept 2:

Media messages are constructed using a creative language with its own rules.

Question 2:

What techniques are used to attract my attention?

5 Key Questions

Concept 3:

Different people experience the same messages differently.

Question 3:

How might different people understand this message differently from me?

5 Key Questions

Concept 4:

Media have embedded values and points of view.

Question 4:

What lifestyles, values, and points of view are represented in or omitted from this message?

5 Key Questions

Concept 5:

Media messages are constructed to gain profit and/or power.

Question 5:

Why was this message sent?

Inquiry

http://www.freepress.net/ownership/chart/main

http://www.cjr.org/resources/

http://www.journalismjobs.com/ownership.cfm

http://www.nowfoundation.org/issues/communications/tv/mediacontrol.html

http://stateofthemedia.org/media-ownership/

http://mic.com/articles/71255/10-corporations-control-almost-everything-you-buy-this-chart-shows-how