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Assessing the Impact: TVbyGirls Media Literacy Program

Beth McGuire ReeMay 16th 2007

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Media’s Presence

Most kids watch 3-5 hours of TV a day Nearly 70% have internet access at

home

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Issue: Media’s Influence

How can we lessen the impact of media’s negative influence on youth?

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Media Literacy

Ability to interpret media messages

Ability to think critically

Ability to analyze media content

Proactive vs. passive approach

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Growth in Media Literacy Education

Relatively new to schools No national standards Effectiveness is questioned

Also offered by a number of non-profit extracurricular programs Girl Scouts NEDA Go Girls! Local programs like YWCA

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Local Response: TVbyGirls

Started in 2001 by local filmmakers with a particular interest in the power of media

2-4 hour workshops and camp sessions focused on media literacy

Select girls are further engaged through mentorship and learning applied media skills

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Problem: Need Evidence of Impact

Affirm workshop format Guide future content Ensure it is making a difference Improve grant seeking

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Research Question

Do the TVbyGirls workshops have a lasting impact on the media literacy skills of the program participants?

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Methodology

Mailed survey sent to 146 previous program participants

Questionnaire consisted of 15 questions, most on effectiveness of program

Respondents incented with chance to win $100 Target gift card

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Results

44 of 146 responded

30% response rate

Response limited due to availability and accuracy of contact information

Over half of the respondents are in high school

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Results: Critical Thinking

“I became more aware of how women and girls are shown in the media.”

81% agree/strongly agree

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Results: Critical Thinking

“I think more about the media because of what I learned from TVbyGirls.”

68% agree/strongly agree

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Results: Critical Thinking

“I am able to tell the difference between realistic and stereotypical images of women in the media.”

95% agree/strongly agree

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Results: Cultural differences

54% agree “I learned more about different cultures.”

28% disagreed/strongly disagree 18% unsure

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Results: Personal Change

“I felt more confident about myself.” 68% agree/strongly agree

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Results: Personal Change

“I would recommend TVbyGirls to my friends.” 81% agree/strongly agree

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Results: Media Education

77% already receiving media literacy education in school and elsewhere

82% want to receive more media literacy education from TVbyGirls

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Results: Media Education How would you like to receive more

information about the media from TVbyGirls?

9%

18%

27%

32%

32%

50%Additional Workshops

Email Updates

Website

Mailed Newsletter

Not Interested

Other

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Results: Lasting Impact

“I still think about the things I learned from TVbyGirls.”

82% agree/strongly agree

“I feel the information has been valuable.”

86% agree/strongly agree

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Results

Do the TVbyGirls workshops have a lasting impact on the media literacy skills of its participants?

YES

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Key Observations

Program has been successful

Girls still think about what they learned

They continue to identify stereotypes and unrealistic images

Want to learn more from TVbyGirls

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Recommendations

Continue to look for ways to optimize cultural relevancy

Work with schools to minimize duplication and differentiate TVbyGirls

Provide more workshops and online information

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Questions?

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“TVbyGirls had an extremely positive effect on me, it will be a part of me for the rest of my life.” -- Respondent