Media literacy Media literacy

CHS 438CHS 438

Lecture 6Lecture 6

Dr. Ebtisam FetohyDr. Ebtisam Fetohy

Media LiteracyMedia Literacy The ability to access, analyze, and produce The ability to access, analyze, and produce

information:information: Teaching about message analysis, such as Teaching about message analysis, such as

persuasion techniquespersuasion techniques Teaching about producing messages, and Teaching about producing messages, and

developing campaignsdeveloping campaigns Shows promise for teaching youth to resist Shows promise for teaching youth to resist

messages that encourage use of alcohol and messages that encourage use of alcohol and tobacco for exampletobacco for example

Not an environmental strategyNot an environmental strategy

Media literacy Media literacy والكتابة القراءة والكتابة معرفة القراءة معرفةاالعالميةاالعالميةIt is defined as It is defined as the ability to access, analyze, the ability to access, analyze,

evaluate, and produce media messages. evaluate, and produce media messages. Much of the media literacy (ML) work deals with Much of the media literacy (ML) work deals with

laying out laying out يعرضيعرض specific exercisesspecific exercisesتمارينتمارين , school , school health educators and other teachers can use to health educators and other teachers can use to incorporate ML into health education. incorporate ML into health education.

(ML) work suggests that through media literacy (ML) work suggests that through media literacy students can learn to evaluate critically students can learn to evaluate critically بانتقادبانتقادthe the health messages in various media outletshealth messages in various media outletsوسائلوسائل . .

Once students realize how the media to Once students realize how the media to packagepackage رزم- رزم-جمع messages, they will be more messages, they will be more جمعaware of: aware of:

• What to look for and What to look for and • How to interpret what they see and hear. How to interpret what they see and hear.

Media literacyMedia literacyThe pervasiveness The pervasiveness تغلغلتغلغلof the mass media of the mass media

creates a seeminglycreates a seemingly يبدو ما يبدو على ما endless endless علىflowflowتدفقتدفق of information. of information.

Contained in the flow are various forms of Contained in the flow are various forms of health information. health information.

Consumers of the media are at the Consumers of the media are at the mercymercy رحمة رحمة تحت خاصةخاصةof the respectiveof the respective تحتmedia outletsmedia outletsوسائلوسائل to provide them with to provide them with the most current and accurate information the most current and accurate information possible. possible.

Media literacyMedia literacy

Although the health community recognizes Although the health community recognizes the power of the mass media to the power of the mass media to disseminate information aboutdisseminate information about: :

• Health risks and Health risks and • Prevention measures, unfortunately, the Prevention measures, unfortunately, the

purposes of the two entities purposes of the two entities كياناتكياناتare not are not the same. the same.

Media literacyMedia literacyo As a result, the public is not always As a result, the public is not always

informed of:informed of: • Possible health risks or Possible health risks or • Preventive measures; Preventive measures; o Not allNot all healthhealth messagesmessages are are easily easily

understoodunderstood, and, ando Some messagesSome messages contain: contain: • MisleadingMisleading مضللةمضللة or or • FalseFalse information information

Media literacyMedia literacyThe recognition of the:The recognition of the: • Mass media’s dissemination power Mass media’s dissemination power as well as the as well as the • Potential dangers of: Potential dangers of: Sending inaccurate information or Sending inaccurate information or Omitting vital informationOmitting vital information spawned spawned شجعتشجعت an an

efforteffort by the: by the: o Office of Disease Prevention and Health Office of Disease Prevention and Health

Promotion, Promotion, o National Cancer Institute, and National Cancer Institute, and o Office for Substance Abuse Prevention to:Office for Substance Abuse Prevention to:• Examine how the mass media and Examine how the mass media and • Health community could work together more Health community could work together more

effectivelyeffectively

Media literacyMedia literacyThe subsequent The subsequent الالحقالالحقreport, report, Mass Media Mass Media

and Health: Opportunities for Improving the and Health: Opportunities for Improving the Nation’s HealthNation’s Health (U.S. Department of Health (U.S. Department of Health and Human Services, 1998), revealed and Human Services, 1998), revealed a number of areas that needed a number of areas that needed كشفتكشفتattention. attention. These includedThese included: :

• Using all facets Using all facets أوجهأوجهof the media to of the media to develop health messages, develop health messages,

• Improving the communication skills of those Improving the communication skills of those in public health, and in public health, and

• Teaching individuals how to interpret health Teaching individuals how to interpret health information in the media.information in the media.

Media literacyMedia literacyWhile all of the recommendations are vital to While all of the recommendations are vital to

the effective dissemination of health the effective dissemination of health information, information, the final recommendationthe final recommendation::

To educate the public about how to To educate the public about how to interpret health messages in the media-is interpret health messages in the media-is more closely associated with the focus of more closely associated with the focus of ML work. ML work.

After reading the recommendations of the After reading the recommendations of the investigatorsinvestigatorsمحققونمحققون , it is apparent that , it is apparent that their concerns can be addressed through their concerns can be addressed through the concept of media literacy. the concept of media literacy.

Media literacyMedia literacy

M L is concerned with helping students M L is concerned with helping students develop: develop:

• An informed An informed مطلعمطلعand critical and critical understanding of theunderstanding of the::

1.1. Nature of the mass media, Nature of the mass media,

2.2. Techniques used by them, and Techniques used by them, and

3.3. Impact of these techniques. Impact of these techniques.

Media literacyMedia literacy• More specifically, it is education that aims More specifically, it is education that aims

to:to:

A.A. Increase students’ understanding andIncrease students’ understanding and

B.B. Enjoyment of:Enjoyment of:

1.1. How the media work, How the media work,

2.2. How they produce meaning, How they produce meaning,

3.3. How they are organized, and How they are organized, and

4.4. How they construct reality. How they construct reality.

C.C. M L also aims to provide students with the M L also aims to provide students with the ability to create media products.ability to create media products.

Media literacyMedia literacyThis definition of media literacy focuses This definition of media literacy focuses

primarily on children/students, which is in primarily on children/students, which is in accord with the recommendations outlinedaccord with the recommendations outlined in in the governmental report. the governmental report.

• It is vital to teach younger consumers of theIt is vital to teach younger consumers of the media media because theybecause they are the are the most vulnerablemost vulnerable to to media messagesmedia messages; ; althougalthough, h, it is importantit is important for adults, too.for adults, too.

• ML work will review the relevant literature ML work will review the relevant literature dealing with media literacy& health dealing with media literacy& health messages& explore the relationship between messages& explore the relationship between media literacy& health information. media literacy& health information.

• Much of ML work will deal with laying Much of ML work will deal with laying outoutعرضعرض specific exercises,specific exercises, school health school health educators and other teachers can use to educators and other teachers can use to incorporate media literacy into health incorporate media literacy into health education related to the most important education related to the most important health risks facing children and adolescents. health risks facing children and adolescents.

The ultimate goal of the ML workThe ultimate goal of the ML work is to:is to: Add another dimension to the media literacy Add another dimension to the media literacy

concept and concept and Provide evidence for a method of education Provide evidence for a method of education

that will satisfy the recommendations made that will satisfy the recommendations made in the governmental report, in the governmental report, Mass Media and Mass Media and Health: Opportunities for Improving the Health: Opportunities for Improving the Nation’s Health.Nation’s Health.

MEDIA LITERACY AND HOW IT WORKSMEDIA LITERACY AND HOW IT WORKS

Unfortunately, the media does not present its Unfortunately, the media does not present its messages in a neutralmessages in a neutralمحايدمحايد and value-free and value-free way; it shapes and distortsway; it shapes and distortsتحرفتحرف reality.reality.

This poses a problem for societyThis poses a problem for society: : Individuals, especially students, are unable Individuals, especially students, are unable

to distinguish between genuineto distinguish between genuineاألصليةاألصلية and and questionablequestionable فيها فيها مشكوك messages sent by messages sent by مشكوكthe media. the media.

MEDIA LITERACY AND HOW IT WORKS/2MEDIA LITERACY AND HOW IT WORKS/2

For e.g., media has encouraged For e.g., media has encouraged responsible responsible sexual behavior by showing Dr. Doug Ross sexual behavior by showing Dr. Doug Ross giving condoms to a teenage girlgiving condoms to a teenage girl who who was livingwas living on the streeton the street, but it also depicted, but it also depictedصورصور irresponsibleirresponsible مبالي مبالي ال sexual behavior when it sexual behavior when it الwas revealed that Dr. Peter Benton got his was revealed that Dr. Peter Benton got his girlfriend pregnant. girlfriend pregnant.

In order to handle these mixed messages young In order to handle these mixed messages young people must be taught to be people must be taught to be responsibleresponsible consumersconsumers of the media. But of the media. But whowho is going to do is going to do the the teachingteaching? The logical choice is ? The logical choice is Nation's Nation's educators. educators.

MEDIA LITERACY AND HOW IT WORKS/3MEDIA LITERACY AND HOW IT WORKS/3

Several researchers have called for the Several researchers have called for the inclusioninclusionإدراجإدراج of media education (of media education (ME)ME) within within existing school curricula. existing school curricula.

• They argue that They argue that MEME makes students critically makes students critically aware of what they aware of what they seesee, , hearhear, and , and readread. .

• Television/video/film viewing and magazine Television/video/film viewing and magazine reading are no longer ways to pass the time.reading are no longer ways to pass the time.

• They are learning opportunities. Students They are learning opportunities. Students analyzeanalyze and and critiquecritiqueينتقدينتقد messages and messages and determinedetermine how they how they could becould be said said betterbetter or or differentlydifferently. .

MEDIA LITERACY AND HOW IT WORKS/4MEDIA LITERACY AND HOW IT WORKS/4

M EM E also gives groups of students the also gives groups of students the opportunity to work together toward a opportunity to work together toward a common goal. common goal.

o In the process they learn about In the process they learn about responsibility,responsibility, cooperationcooperation, and , and problem problem solvingsolving. .

o No matter what they do in life, they will No matter what they do in life, they will always encounter situations that require always encounter situations that require these skills. these skills.

o In addition, students In addition, students identifyidentify their their strengthsstrengths and and weaknessesweaknesses, develop , develop varied varied interestsinterests, and , and accept new challengesaccept new challenges. .

MEDIA LITERACY and HEALTH EDUCATIONMEDIA LITERACY and HEALTH EDUCATION

Much of the early Much of the early MLML literature focused on the literature focused on the call call نداءنداء for including for including MLML within the existing within the existing school curricula. school curricula.

Attention was given to:Attention was given to: • Defining media literacy skills and Defining media literacy skills and • GarneringGarneringتكديستكديس support for the movement. support for the movement. In the years since the movement began, In the years since the movement began,

leaders within the movement have been able leaders within the movement have been able to: to:

1.1. Agree on a Agree on a basicbasic, more comprehensive , more comprehensive definition of media literacydefinition of media literacy as well as as well as

2.2. Identify fundamental objectives. Identify fundamental objectives.

According to the Aspen Institute’s Report of the According to the Aspen Institute’s Report of the National Leadership Conference on ML, National Leadership Conference on ML, a a media literate personmedia literate person--and everyone should --and everyone should have the opportunity to become one who can: have the opportunity to become one who can:

• DecodeDecodeيترجميترجم , , • Evaluate , Evaluate , • Analyze and Analyze and • Produce both print and electronic media. Produce both print and electronic media. The fundamental objective of media literacyThe fundamental objective of media literacy is is

critical critical النقديالنقدي autonomyautonomy الذاتي الذاتي الحكم in in الحكمrelationship to all media.relationship to all media.

Emphases in media literacy training range Emphases in media literacy training range widely, includingwidely, including: :

• InformedInformedالمطلعالمطلع citizenship, citizenship, • Aesthetic Aesthetic الجماليالجماليappreciation appreciation التقديرالتقديرand and

expression,expression,• Social advocacySocial advocacy , , • Self-esteemSelf-esteemاحتراماحترام , and , and • Consumer competenceConsumer competenceقدرةقدرة ..

As the media literacy movement continues As the media literacy movement continues to grow, its range of emphases is to grow, its range of emphases is expanding. expanding.

Traditionally, the literature rarely has Traditionally, the literature rarely has separated health issues from the more separated health issues from the more common areas of focus like:common areas of focus like:

• Advertising and Advertising and • Violence. Violence. However, more recent literature has given:However, more recent literature has given:• Health education and Health education and • Health crisesHealth crisesأزماتأزمات their due their due حقهمحقهم..

ChangeChange......

Media literacy is essential Media literacy is essential ToTo : : Understand the changes underwayUnderstand the changes underwayالجاريةالجارية Master Master االتقاناالتقانthe changes underwaythe changes underway

It’s broader than academic notionsIt’s broader than academic notions :of media literacy:of media literacyاالفكاراالفكار

Media awarenessMedia awareness Affects industry, public authoritiesAffects industry, public authorities ...Not just young people...Not just young people

Copyright Copyright الطبع الطبع حقوق حقوقpre-convergence pre-convergence التقارب التقارب قبل قبل

In the past: wholesaleIn the past: wholesale بالجملة بالجملة البيع -self-, self , البيعenforcingenforcing ذاتي ذاتي فرض فرض

Consumer/citizen/possibilities Consumer/citizen/possibilities were limited were limitedامكانياتامكانيات

Linear continuity Linear continuity الخطية الخطية االستمرارية - -19701970االستمرارية19901990ss

Copyright in the Information Age Copyright in the Information Age عصر عصرالمعلوماتالمعلومات

Now: retailNow: retail بالمفرد بالمفرد البيع البيع Consumer/citizen/reader has a vast Consumer/citizen/reader has a vast

playground:playground: File copyingFile copying IndexIndexدليلدليل , search, search TransformationTransformationالتحويلالتحويل , own content, own content Software-driven Software-driven برامج برامج قيادة stores etc, stores etc ,قيادة

OverallOverallعموماعموما , loss of control, loss of control Newspapers can no longer set editorial Newspapers can no longer set editorial

التحريرية التحريرية االعمال : :agendasagendas االعمال• clickstream priority.clickstream priority.

Entry barriers are lowEntry barriers are low Many new entrantsMany new entrantsالمشتركينالمشتركين Even network operators are Even network operators are

underminedunderminedمقوضونمقوضون :: Skype calls on mobile netsSkype calls on mobile nets

Only a few exceptions...Only a few exceptions...

InnovationInnovationابداعابداع – – a problem for incumbentsa problem for incumbents اصحاب اصحاب

المناصبالمناصب Vacuum tubes Vacuum tubes األنابيباألنابيب to transistorsto transistors Start-ups’ advantageStart-ups’ advantage Disruptive changeDisruptive change المعرقل المعرقل التغيير التغيير ““creative destructioncreative destruction التغيير التغيير دمار ”” دمار Public interestPublic interestالمصلحةالمصلحة makes itmakes it

harder for cultural industries to changeharder for cultural industries to change

Creative responsesCreative responses Artists are changing their business modelsArtists are changing their business models

E.g., musicians: performanceE.g., musicians: performance IntermediariesIntermediariesالوسطاءالوسطاء find it harder to find it harder to

changechange Need to recruit new intermediariesNeed to recruit new intermediaries

E.g., (internet services producers) ISPs, new E.g., (internet services producers) ISPs, new web playersweb players

Media literacy is an opportunity to increase Media literacy is an opportunity to increase awareness and respect for creativityawareness and respect for creativity

Sanctions Sanctions العقوباتالعقوبات have natural limitshave natural limits

Product placementProduct placementدعايةدعاية Public authorities - not just industry - need to Public authorities - not just industry - need to

be mindful be mindful منتبهةمنتبهةof change.of change. Product placement already Product placement already

pervasivepervasive االنتشار االنتشار واسعة واسعة ...Revenue possibilities...Revenue possibilities دخل دخل امكانيات امكانيات Audiences have changed, more media Audiences have changed, more media

literate, with wider choicesliterate, with wider choices Audiovisual media source (AVMS) Audiovisual media source (AVMS)

provides transparency and supports provides transparency and supports choice.choice.

Media literacyMedia literacy Controlling media consumption isn’t an Controlling media consumption isn’t an

option!option! EmpowermentEmpowermentالتخويلالتخويل helps consumers tohelps consumers to::

Choose wisely Choose wisely Deal with advertsDeal with adverts Use audiovisual heritageUse audiovisual heritageالتراثالتراث Investment in valuesInvestment in values

Commission Commission اللجنةاللجنةoffers leadershipoffers leadership

Its aim: a more evenIts aim: a more evenمستويةمستوية approach to approach to media literacy across the communitymedia literacy across the community..

Progress to date with this new policyProgress to date with this new policy 2007 Communication sets out 2007 Communication sets out

approachapproach اتصال اجهزة اتصال يعرض اجهزة يعرض StudiesStudies Recommendation 2009, audiovisual media Recommendation 2009, audiovisual media

source (AVMS) reportingsource (AVMS) reporting

ConclusionConclusion“Walk hand in hand “Walk hand in hand بالتعاونبالتعاونwith with

change”change” Copyright model must be “fit for purpose” in a Copyright model must be “fit for purpose” in a

changed situationchanged situation Acceptance Acceptance قبولقبولby media-literate consumers is by media-literate consumers is

keykey Balanced approach Balanced approach متوازنة متوازنة نظرة on onنظرة

sanctionssanctionsالعقوباتالعقوبات Product placementProduct placement

Public authorities’ awareness of change must Public authorities’ awareness of change must evolveevolveيتطوريتطور

Media literacyMedia literacy• Commission counts Commission counts تعتمدتعتمدon Media Source (MS) on Media Source (MS)

supportsupport