Media literacy In The Media literacy In The Social Studies Classroom:Social Studies Classroom:

Applying 21Applying 21stst Century CenturyLiteracy & InquiryLiteracy & Inquiry

Frank W. BakerFrank W. Baker

Media educatorMedia educator

fbaker1346@aol.comfbaker1346@aol.com

Influence of imagesInfluence of images

“ “Still photos and TV images are Still photos and TV images are what sway people…..at the end what sway people…..at the end of the day, people retain very of the day, people retain very simple images in their minds simple images in their minds when they’re not really engaged when they’re not really engaged or focused on an issue.”or focused on an issue.”

Jane ArrafJane Arraf, former CNN Bureau Chief, former CNN Bureau Chief

What’s really importantWhat’s really important

Nearly 77% of Nearly 77% of those polled those polled could name each could name each of the Seven of the Seven DwarfsDwarfs

Only 24% could Only 24% could name 2 of the 9 name 2 of the 9 US Supreme US Supreme Court judgesCourt judges

Zogby Poll Week of August 12, 2006

New media & politicsNew media & politics

User-driven community sites User-driven community sites (MySpace; FaceBook; You Tube) are (MySpace; FaceBook; You Tube) are to this year's races what blogs were to this year's races what blogs were to campaigns two years ago. They to campaigns two years ago. They are not replacements for traditional are not replacements for traditional staples like TV ads and direct staples like TV ads and direct mailings, but they offer the latest mailings, but they offer the latest venues for campaigns to reach venues for campaigns to reach younger voters and mobilize them to younger voters and mobilize them to volunteer. volunteer. Source AP News Story August 20Source AP News Story August 20

Media literacy In The Social Studies Media literacy In The Social Studies Classroom: Applying 21Classroom: Applying 21stst Century Century

Literacy & InquiryLiteracy & Inquiry

What do we want studentsWhat do we want students

to know about the media?to know about the media?

Media literacy In The Social Studies Media literacy In The Social Studies Classroom: Applying 21Classroom: Applying 21stst Century Century

Literacy & InquiryLiteracy & Inquiry 87% of U.S. teens between 87% of U.S. teens between

12 and 17 years of age use 12 and 17 years of age use the Internet; the Internet;

81% of teen Internet users 81% of teen Internet users play games online;play games online;

76% get news online76% get news online;; 51% of teen Internet users 51% of teen Internet users

say they go online on a say they go online on a daily basis; daily basis;

43% have made purchases 43% have made purchases online; and online; and

31% use the Internet to get 31% use the Internet to get health infohealth info

Media LiteracyMedia Literacy

“ “Our Founding Fathers understood that Our Founding Fathers understood that a democratic republic could not survive a democratic republic could not survive without an informed and participatory without an informed and participatory citizenry….It is essential in our citizenry….It is essential in our citizenship role to view critically, citizenship role to view critically, analyze ask powerful questions and analyze ask powerful questions and draw our own conclusions. Media draw our own conclusions. Media literacy, then, is essential to the literacy, then, is essential to the citizenship role.”citizenship role.”

Denee MattioliDenee Mattioli, , past president, past president, NCSSNCSS

Ideas for integrating media Ideas for integrating media literacy in social studiesliteracy in social studies

Analyzing editorial cartoonsAnalyzing editorial cartoons Examining historical photographsExamining historical photographs Studying past/present propagandaStudying past/present propaganda Understanding bias/stereotypesUnderstanding bias/stereotypes History of American broadcastingHistory of American broadcasting Understanding US communications Understanding US communications

policypolicy Analyzing political advertisingAnalyzing political advertising

Media literacyMedia literacy

Draft your own definition of what Draft your own definition of what

““media literacy” means..media literacy” means..

Media LiteracyMedia Literacy Media literacy is concerned with helping Media literacy is concerned with helping

students develop an informed and critical students develop an informed and critical understanding of the nature of mass understanding of the nature of mass media, media, the techniques used by them, the techniques used by them, and the impact of these techniquesand the impact of these techniques. . More specifically, it is education that aims More specifically, it is education that aims to increase the students' to increase the students' understanding understanding and enjoyment of how the media work, and enjoyment of how the media work, how they produce meaning, how they how they produce meaning, how they are organized, and how they construct are organized, and how they construct realityreality. Media literacy also aims to . Media literacy also aims to provide students with the ability to provide students with the ability to create media productscreate media products..  

ML in SC SS StandardsML in SC SS Standards

Grade 5Grade 5: the significance of pop culture and : the significance of pop culture and mass mediamass media

Grade 7Grade 7: : the role of TV satellitesthe role of TV satellites, computers, , computers, and the Internet; the role of and the Internet; the role of propagandapropaganda in influencing the US to enter WWIin influencing the US to enter WWI

Grade 8Grade 8: the rise of: the rise of mass media mass media..... .....

Grade 9Grade 9: emergence of the : emergence of the consumer cultureconsumer culture

EconomicsEconomics: the : the influence of advertisinginfluence of advertising on on consumer choicesconsumer choices

Framework for studying mediaFramework for studying media

Media Media agenciesagencies: : who communicates & whywho communicates & why

Media Media categoriescategories: : what type of text (genres)what type of text (genres)

Media Media technologiestechnologies: : how it is produced?how it is produced?

Media Media languageslanguages: : meaningsmeanings

Media Media audiencesaudiences: : who receives itwho receives it

Media Media representationsrepresentations: : how is it presentedhow is it presented

Core Concepts of MLCore Concepts of ML

All media are constructedAll media are constructed Media use unique languages with their Media use unique languages with their

own set of rulesown set of rules Media convey values and points-of-Media convey values and points-of-

viewview Audiences negotiate meaningAudiences negotiate meaning Media = power + profitMedia = power + profit

Source: Center for Media LiteracySource: Center for Media Literacy

All media are All media are constructedconstructed

ExampleExample

Media use unique languagesMedia use unique languages

Language of filmLanguage of filmCamera workCamera workLighting Lighting Editing Editing

SetsSetsSound/musicSound/music

Costumes Costumes ExpressionsExpressions

Media convey values & Media convey values & points-of-viewpoints-of-view

Audiences negotiate meaningAudiences negotiate meaning

ABC (Disney)ABC (Disney)CNN (AOL/Time Warner)CNN (AOL/Time Warner)

CBS CBS FOX (News Corp) FOX (News Corp)

NBC (NBC/Universal) NBC (NBC/Universal) VIACOMVIACOM

Media= Power + ProfitMedia= Power + Profit

Critical InquiryCritical Inquiry Who created/paid for the message?Who created/paid for the message? Why was it produced? (purpose)Why was it produced? (purpose) For whom? (target audience)For whom? (target audience) What What techniquestechniques are used? are used? What lifestyles are promoted?What lifestyles are promoted? Who benefits?Who benefits? What does it mean?What does it mean? Who/what might be omitted and why?Who/what might be omitted and why? Does it contain bias/stereotypes?Does it contain bias/stereotypes?

One of the casualties of war is truthOne of the casualties of war is truth

Author unknownAuthor unknown

Reuters Recalls Altered PhotoReuters Recalls Altered Photo& Fires the Photographer& Fires the Photographer

PhotoShop OriginalPhotoShop Original

Edward R. MurrowEdward R. Murrowin the classroomin the classroom

Political AdvertisingPolitical Advertising

Research shows (voters) get more Research shows (voters) get more information on the issues from information on the issues from political ads on TV spots than they political ads on TV spots than they get from TV news or the debatesget from TV news or the debates

Ads= Votes + MoneyAds= Votes + Money

Presidential Campaign TV Ad Spending, Presidential Campaign TV Ad Spending, 20042004

Ads= MoneyAds= Money

Political advertising is on the rise, Political advertising is on the rise, according to a report issued from according to a report issued from BIA Financial Network. Experts BIA Financial Network. Experts predict about $22.2 billion will predict about $22.2 billion will come from political ad revenue, come from political ad revenue, an increase of 7-percent.an increase of 7-percent.

Language of TVLanguage of TV

CamerasCameras LightingLighting Set DesignSet Design Sound & MusicSound & Music Editing ( post production)Editing ( post production) Makeup, Wardrobe, ExpressionsMakeup, Wardrobe, Expressions

Let’s watch some ads:Let’s watch some ads:

Focus for viewing:Focus for viewing:Setting Target audienceSetting Target audience

Unspinning the adsUnspinning the ads

www.factcheck.orgwww.factcheck.org

TV Market SizesTV Market Sizes

139. Wilmington NC139. Wilmington NC

115. Augusta, GA115. Augusta, GA

107. Florence/Myrtle Beach107. Florence/Myrtle Beach

101. Charleston101. Charleston

97. Savannah GA (Hilton Head)97. Savannah GA (Hilton Head)

83. Columbia83. Columbia

35. Greenville/Spartanburg/Asheville NC35. Greenville/Spartanburg/Asheville NC

27. Charlotte NC/Rock Hill27. Charlotte NC/Rock Hill

Newspaper ActivityNewspaper Activity

Each group gets a newspaperEach group gets a newspaper Using TV news script format, Using TV news script format,

write a 30 second news promotionwrite a 30 second news promotion using:using:1 international news story1 international news story1 national news story1 national news story1 regional or local news story1 regional or local news story1 weather or sports 1 weather or sports

Media literacy In The Social Media literacy In The Social Studies Classroom:Studies Classroom:

Applying 21Applying 21stst Century CenturyLiteracy & InquiryLiteracy & Inquiry

Frank W. BakerFrank W. Baker

Media educatorMedia educator

fbaker1346@aol.comfbaker1346@aol.com