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Introduction to Media Literacy Renee Hobbs

Temple University Media Education Lab Philadelphia PA

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What is Media Literacy?

Using Tools &

Technology Resources

Well

Critical Analysis, Reflection

& Ethics

Teamwork&

Problem-Solving

Creativity &

Expression

+Media Literacy Definition

Media literacy is a 21st century approach to

education that provides a framework to

access, analyze, evaluate and create

messages in a variety of forms. It builds an

understanding of the role of media in

society as well as essential skills of inquiry

and self-expression necessary for citizens of

a democracy.

--Center for Media Literacy

+Media Literacy is a Life Skill

Media is part of the cultural environment and as such, it affects healthy development:

Self-Awareness & Acceptance

Growth & Development

Body Knowledge and Care

Personal and Social Relationships

Strategies for Healthy Living

Building Analysis and Critical Thinking Skills

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http://mediaeducationlab.com

+Media Literacy is a Life Skill

Nutrition

+Media Literacy is a Life Skill

NutritionSubstance

Abuse

+Media Literacy is a Life Skill

NutritionSubstance

AbuseStereotypes

+Media Literacy is a Life Skill

Sexuality

+Media Literacy is a Life Skill

Sexuality Aggression

+Media Literacy is a Life Skill

Sexuality AggressionOnline SocialResponsibility

+Promoting Habits of Inquiry

+Key Concepts of Media Literacy

① All media messages are constructed.② Each medium has different

characteristics, strengths and a unique “language” of construction.

③ All media messages contain embedded values and points of view.

④ People use their individual skills, beliefs, and experiences to construct their own meanings from messages.

⑤ Media messages must be considered within a social, political and economic context.

⑥ Media and media messages can influences beliefs, attitudes, values, behaviors and the democratic process.

+ Media Literacy is an Expanded Conceptualization of Literacy

Media literacy can be applied to all the K-12 subject areas:

English Language Arts Social Studies/Government History Science Health Technology Art/Music/Drama

Multidisciplinary Perspectives in Media & Technology in Education

John DeweyPaolo FreireLev VygotskyRudolf ArnheimNeil PostmanStuart HallNorbert WeinerMarshall McLuhan

Multidisciplinary Perspectives in Media & Technology in Education

Integrating ML Across the Curriculum

1. Teaching With Media & Technology2. Making Connections with Out-of-School Literacies3. Developing Information Access & Research Skills4. Strengthening Message Analysis Skills5. Composing Messages using Multimedia6. Exploring Media Issues in Society7. Sharing Ideas and Taking Action

Integrating ML Across the Curriculum

1. Teaching With Media & Technology2. Making Connections with Out-of-School Literacies3. Developing Information Access & Research Skills4. Strengthening Message Analysis Skills5. Composing Messages using Multimedia6. Exploring Media Issues in Society7. Sharing Ideas and Taking Action

Captain Morgan Rum

The company spent $14.5 million to advertise Captain Morgan rum in 2005 on television, magazines, radio, newspaper, and the Internet.

Analyze an Alcohol Ad

1. Color & Design

How is color used to attract your attention?

What kinds of technologies wereused to construct this message?

2. Language

“The Captain was here.Don’t drink until you’re 21. Captain’s orders.”

What comes to mind when you seethese words and phrases?

What feelings do you experiencewhen looking at the picture?

3. Relationships

What inferences (educated guesses) can you make about the people pictured in this ad?

What kind of relationship do you think they have?

4. Subtext

The ad suggests a meaning. It doesn’t state the meaning directly.

What are some possible messages that the advertiser wants you to think or feel after viewing this ad?

4. Subtext

I can’t wait to be 21 so I can drink alcohol.

4. Subtext

I can’t wait to be 21 so I can drink alcohol.

A girl who drinks alcohol will dress and act in a sexual way.

4. Subtext

I can’t wait to be 21 so I can drink alcohol.

A girl who drinks alcohol will dress and act in a sexual way.

Girls who drink alcohol are attractive and fun to be with.

4. Subtext

I can’t wait to be 21 so I can drink alcohol.

A girl who drinks alcohol will dress and act in a sexual way.

Girls who drink alcohol are attractive and fun to be with.

What is accurate or inaccurate about these subtext messages?

What is true and falseabout these

subtext messages?

Captain Morgan Deconstructed1. Color & DesignRed is a big contrast with the dark colors of the outdoor, nighttime setting.

The drawn cartoon character and cartoon-like boots contrast with the realistic photograph.

2. Language The slogan is used on many Captain Morgan ads– it’sfamiliar to people.

The phrase, “Don’t drink untilyou’re 21” makes drinking seemlike an adult activity. But the girl depicted in the photo looks like a teen.

3. RelationshipsThe Captain looksinterested in the girl. She’s the center of attention.

4. Subtext• You’ll get attention if you drink alcohol.

• You can dress and act

outrageously if you drink alcohol.

5. AccuracyWhen people drink, they can do stupid things to make themselves the center of attention – in a very negative and dangerous way.

CREATE A POSTER

DISCUSS AND ANALYZE a media textCOMPOSE using full sentences to analyze

using some of the key concepts and critical questions

CREATE a poster to share your analysis with the group

DISPLAY your poster and receive feedback on your ideas

RULES FOR COMPLETING YOUR POSTER

A TITLEFIVE COMPLETE SENTENCES ARE READABLE

FROM 3 FT DISTANCEAD PLACED IN CENTER OF POSTERVISUAL DESIGN ELEMENTS ALL MEMBERS OF THE TEAM CONTRIBUTE

LEARNING TARGETS

I can brainstorm and share ideas in a collaborative team

I can critically analyze a media message using concepts including: author, purpose, point of view, stereotypes, color & design techniques, language, relationships, subtext, and accuracy

I can compose effective sentences to convey critical analysis

I can create an attractive slide that gives the viewer an “aha!” experience

Integrating ML Across the Curriculum

1. Teaching With Media & Technology2. Making Connections with Out-of-School Literacies3. Developing Information Access & Research Skills4. Strengthening Message Analysis Skills5. Composing Messages using Multimedia6. Exploring Media Issues in Society7. Sharing Ideas and Taking Action

Promoting Habits of Inquiry

CONTACT:

Renee HobbsTemple UniversityMedia Education LabPhiladelphia PA 19122Email: renee.hobbs@temple.edu

Phone: (215) 204-4291Web: http://mediaeducationlab.com

The Power of Youth Media Production

Integrating ML Across the Curriculum

1. Teaching With Media & Technology2. Making Connections with Out-of-School Literacies3. Developing Information Access & Research Skills4. Strengthening Message Analysis Skills5. Composing Messages using Multimedia6. Exploring Media Issues in Society7. Sharing Ideas and Taking Action