media literacy |A framework to access, analyze, evaluate, create and participate with messages in a variety of forms 

The consumer embryo begins to develop during the first year The consumer embryo begins to develop during the first year of existence. Children begin their consumer journey in infancy. of existence. Children begin their consumer journey in infancy. And they certainly deserve consideration as consumers at that And they certainly deserve consideration as consumers at that time. time.

~James U. McNeal, Pioneering Youth Marketer~James U. McNeal, Pioneering Youth Marketer

44% of a 2-4 year olds have a TV in 44% of a 2-4 year olds have a TV in their bedroomtheir bedroom

30% of all infants 30% of all infants and toddlers (under and toddlers (under

the age of 2) the age of 2) have a TV have a TV

in their in their bedroombedroom

In a typical day, 0 to 1-year-olds spend more than twice as much time watching television and DVDs (53 minutes) as they do reading or being read to (23 minutes).

And some young children have already begun media multitasking—23 percent of 5- to 8-year-olds use more than one medium “most” or “some” of the time.

How many hours per day do How many hours per day do American youth spend in front American youth spend in front

of an electronic screen?of an electronic screen?

7.5 hours per day7.5 hours per dayThat is over 30% of the day!That is over 30% of the day!

Because some of that time includes several electronics at once, they actually manage to cram 10 hours and 45 minutes worth of media into

the 7 hours and 38 minutes actually spent per day

Most people spend more than half of their waking day consuming media

9%

19%

34%

Live TV

Time-shifted TV (DVR)

Video gamesComputer

Mobile device

DVDs

90% of media 90% of media consumption is consumption is screen-basedscreen-based

What percentage of teens What percentage of teens own some type of wireless own some type of wireless

device?device?

88%of teens have a cell phone

73%of teens have smartphones

30%have “basic”cell phones

By age 18 the average U.S. By age 18 the average U.S. Child’s TV viewing has Child’s TV viewing has

included 40,000 of these?included 40,000 of these?

Murders |Murders |8,000 of these were seen bythe end of elementary school,as well as 92,000 other acts of violence.

In the TOP 20 shows among In the TOP 20 shows among teenage viewers, the average teenage viewers, the average

number of scenes per hour with number of scenes per hour with sexual content is?sexual content is?

That is approximately one every seven minutes That is approximately one every seven minutes and DOES NOT include and DOES NOT include

the sexual content in advertising.the sexual content in advertising.

7 Scenes per hour7 Scenes per hour

By the time a person is By the time a person is 65 years old, that person 65 years old, that person will have spent 9 years will have spent 9 years

watching TV. watching TV. American teens watch, on average, American teens watch, on average,

20 hours of TV a week20 hours of TV a week2-5 year olds watch 35 hours/week2-5 year olds watch 35 hours/week6-11 year olds watch 28 hours/week6-11 year olds watch 28 hours/week

Hours per year the average American youth spends in school: 900 hours Hours per year the average American youth spends in school: 900 hours Hours per year the average American youth watches television: 1,500 Hours per year the average American youth watches television: 1,500

By the time a person By the time a person becomes 55 years of age becomes 55 years of age

they will have spent 3 years they will have spent 3 years of their lives doing this?of their lives doing this?

Watching commercialsWatching commercials

Excessive TV viewing Excessive TV viewing has been linked to…has been linked to…

ObesityObesity

66% of American families 66% of American families regularly watch TV while regularly watch TV while

eating dinner.eating dinner.

Kids 8-12-years old see an average Kids 8-12-years old see an average of 21 food ads a day--more than of 21 food ads a day--more than

7,600 a year-- 7,600 a year-- most of which are for candy and most of which are for candy and snacks (34%), cereal (28%), and snacks (34%), cereal (28%), and

fast food (10%).fast food (10%).

Americans are Americans are confronted by more confronted by more than than 5,0005,000 selling selling messages per daymessages per day

--Wizard of AdsWizard of Ads, Roy H. Williams, Roy H. Williams

50% of 9-to-17-year-olds visit web sites they see 50% of 9-to-17-year-olds visit web sites they see on TV even as they continue to watchon TV even as they continue to watch

How many times will the How many times will the average teen ask a parent for average teen ask a parent for

products they’ve seen products they’ve seen advertised before the parents advertised before the parents

give in?give in?

3 times!3 times!$205 billion a year is $205 billion a year is

spent by companies in spent by companies in order to get order to get youyou to buy! to buy!

What percentage of What percentage of Americans get their news Americans get their news

from a physical newspaper from a physical newspaper on a typical day?on a typical day?

Most Americans get their Most Americans get their political information from…political information from…

59%59%

21%21%

9%9% 6%

The News is Meant to The News is Meant to Inform?Inform?

15%Weather &

Traffic

54%Crime, Disaster & War

30%Advertising

1%Public Service

Announcements

Five Key Five Key Questions & Questions &

ConceptsConcepts

Who Who created this created this message?message?

All media messages are constructed.

WhatWhat techniquetechniques are used s are used to attract to attract

my my attention?attention?

Media messages are constructed using a creative language with its

own rules.

HowHow might might different different people understand this people understand this

message message differently from differently from meme??

Different people experience the same message differently.

WHATWHAT lifestyles, values, and points of lifestyles, values, and points of view are represented in or omitted from view are represented in or omitted from

this message?this message?

Media have embedded values and points of view.

WhyWhy was this was this message message

sent?sent?

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

Persuasion TechniquesPersuasion Techniques

Logical Appeal: Persuading by Logical Appeal: Persuading by using information, facts, statistics, charts, using information, facts, statistics, charts, graphs, maps, etc.graphs, maps, etc.

Credibility Appeal: Persuading by Credibility Appeal: Persuading by showing where one’s information came showing where one’s information came from or by using an expert or testimonialfrom or by using an expert or testimonial

Emotional Appeal: Persuading by Emotional Appeal: Persuading by appealing to one’s emotionsappealing to one’s emotions

Knowing one’s Knowing one’s audience and targeting them audience and targeting them

Logos – Logos –

Ethos – Ethos –

Pathos – Pathos –

Audience Awareness – Audience Awareness –