Media Literacy

Teaching Students to be Media Smart Your presenter today is:

Larry Moore, KET Education ConsultantNorth Central Regionlmoore@ket.orgVoice Mail: 1-800-432-095Regional Office: (502) 875-9002

No paper needed for this presentation! Go to my Wiki at:http://lmooreketresources.wikispaces.comGoals of This TrainingTo provide a working definition for what media literacy is and is not To emphasize the importance of teaching media literacy To look at strands across the curriculum that media literacy methods can be used to teachTo give educators tools in the form of resources, methods, and activities to teach both de-production and production phases of media literacy

Goals of This TrainingTo present these key ideas about critical analysis of the media:1. Five key concepts of media literacy2. Five key questions for deconstruction and construction3. Important Things to Know about Media4. The Storyteller model of asking questions5. Connections to Digital Citizenship6. Connections between visual media and the writing process7. The two-strand process of inquiry8. Advertising and persuasion techniques

What is Media Literacy?Media literacy is a 21st century approach to education. It provides a framework to access, analyze, evaluate, and create messages in a variety of forms, from print to video, to the Internet. Media literacy 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. from the MediaLit Kit 2000 Center for Media Literacy, www.medialit.org

21st Century Skills = Media Literacy.the word literacy suggests a complex of skills, including analysis, evaluation, synthesis, and application. Merely teaching reading and writing is no longer sufficientfrom Janet Murray, Contemporary Literacy: Essential Skills for the 21st Century Multimedia Schools, Mar-April 2003

Why Teach Media Literacy?We are moving into a time when the image will become more important than the object itself, when appearance will be preferredto reality, and it will be ever harderto know the truth. Oliver Wendell Holmes

Why Teach Media Literacy?George Lucashttp://www.edutopia.org/media-literacy-skills-videoMedia Literacy and Digital CitizenshipMedia literacy addresses several of the key concepts of Digital Citizenship (Ribble/Bailey) being taught in so many schools today especially:Digital CommerceDigital LiteracyDigital Rights and ResponsibilitiesDigital Health and Wellness

And Now A Word From MIT!

http://newmedialiteracies.org/

The Inquiry ProcessThe teaching approach that best suits the media literacy classroom includes:Analysis/deconstruction/decodingProduction/construction/creating writing

What Media Literacy Is Not Media bashing is NOT media literacy, however media literacy sometimes involves criticizing the media.

Merely producing media is NOT media literacy, although media literacy should include media production.

Just teaching with videos, CD-ROMS , websites or other mediated content is NOT media literacy; one must also teach about media.

What Media Literacy Is Not Simply looking for political agendas, stereotypes or misrepresentations is NOT media literacy; there should also be an exploration of the systems making them appear normal.

Looking at a media message or experience from just one perspective is NOT media literacy because media should be examined from multiple positions.

Media literacy does NOT mean don't watch; it means watch carefully, think critically.Dr. Faith Rogow Excerpt from MediaLit Kit Teacher Leaders Orientation Guide (c) 2002 Center for Media Literacy, www.medialit.org

Essential Questions for Teachers

Am I trying to tell the students what the message is? Or am I giving students the skills to determine what they think the message(s) might be? Have I let students know that I am open to accepting their interpretation, as long as it is well substantiated, or have I conveyed the message that my interpretation is the only correct view? 3. At the end of the lesson, are students likely to be more analytical? Or more cynical? with thanks to Faith Rogow, Ph.D.from Media Lit. Kit

What does the National Council for Teachers of English say about teaching media literacy in the classroom?

"Media literacy refers to composing, comprehending, interpreting, analyzing, and appreciating the language and texts of...both print and nonprint. The use of media presupposes an expanded definition of 'text'...print media texts include books, magazines, and newspapers. Nonprint media include photography, recordings, radio, film, television, videotape, video games, computers, the performing arts, and virtual reality...constantly interact...(and) all (are) to be experienced, appreciated, and analyzed and created by students. " (Source: NCTE, Commission on Media, Carole Cox, 1994, p.13)

What does the National Council for Social Studies say about the importance or relevance of media/media literacy?

Denee Mattioli, 2003-2004 NCSS president, says, Our Founding Fathers understood that a democratic republic could not survive without an informed and participatory citizenry.It is essential in our citizenship role to view critically, analyze, ask powerful questions, and draw our own conclusions. Media literacy, then, is essential to the citizenship role.

Social Studies Curriculum Connection Examples

KET EncycloMedia Videos PBS Teacher Sourcehttp://www.pbs.org/teachers

The American Museum of the Moving Image http://livingroomcandidate.movingimage.us

Media Literacy and the Arts

http://www.medialit.org/reading_room/casestudy/wrap_THEORY_impact.htmlhttp://www.ket.org/circusstory/Five Key Concepts of Media Literacy1. All media are constructed2. Media messages are constructed using a creative language all their own.3. Different people experience the same media message differently4. Media have embedded values and points of view5. Most media messages are constructed to gain profit and/or power.

from the MediaLit Kit 2000 Center for Media Literacy, www.medialit.org

Newspapers/ ads/ posters

Books/magazinesRadio

TV/Movies

Internet

Video games

What are Media? Media are tools for communicating!

Different types of media share information differently. Different types of media are stronger at sharing some kinds of information and weaker at sharing other kinds of information

Important Things To Know about Media1. All media even TV shows, movies, and ads start as WRITING.

2. All media are constructed (built or put together).3. The people who make media first choose the Purpose and Audience for the media they make

4. Each form of media uses its own language or methods to tell stories.

2. All Media Is a Construction!Important Things To Know about Media5. The methods used to tell stories in different media shape the messages they tell.6. Media tells us some people, ideas, or things are better/more important than others.7. Its important to look at what is left out of the story

Purposes of MediaMedia can have several purposes: To persuade viewers to buy things (products) or accept certain ideas to inform or teachto entertain express a point of view

Who is the Audience?Producers target certainAudiences when producing their media. They look at theaudiences: Background AgeEducationLikes/ Dislikes

Its a Jungle!Media is about Telling Stories!5. What values and points of view are seen in this story?6. What is left out of the story?7. How might different people understand this story differently depending on their point of view (audience)?

Media is about Telling Stories!1. Who is the storyteller?2. What is the storyteller trying to say?3. Why is the storyteller telling this story? (purpose)4. What methods does the storyteller use to tell the story?

Lets look at audience and purposein another form of media!

What are the purposes of a cereal box?Who is the audience for the cereal box?What kinds of information are shared here?What is being advertised?

Dont Buy It: www.pbskids.org/dontbuyit

CMLs Five Key Questions: Deconstruction

National Association for Media Literacy Key Questions

CMLs Five Key Questions: Construction

Manipulating Images

The belief that "the camera never lies" betrays the fact that someone chose what, when, where, why, and how to photograph. Every step a photographer makes in taking a picture involves subjective choices, from the camera angle (looking up, looking down, eye level) to the framing (what to include and what to leave out) to the moment of exposure (when to shoot and when to wait). A photograph is always a decontextualized representation of reality recorded by a human being who makes conscious and even unconscious choices based on his or her cultural upbringing, experiences and biases. From The Camera Always Lies: Breaking the Myth of Objectivity Jeff Share, 2002-2003 Center for Media Literacy

Construction of A Photo ImageParts of A StoryTV and movie stories start as writtenstories (scripts) and have the same parts such as:TitleCharactersSettingPlotProblems and solutions (conflict)

Video Media is created in three stages:Pre-Production ProductionPost - Production

Script Example Video

EST. Shot -of school building

Med. Shot- Student host pointing at building

WS. Shot Student walks through doorMed. 2 shot- Host and school director

CU- Directors face as he is talking

EST. Shot- Scriptwriters office with her at her computer Audio

V.O- Welcome to the ACME School of Production

Lets go inside and take a tour!

Music

This is the schools director, Mr. DoeWhat are you going to show us today?

Well I thought we would start by talking with our scriptwriter, Ms. Smith.

Director Well hello Ms. Smith! We have a visitor with us, Mr. Host

Sample Storyboard

The veterinarian will take a blood sampleShe will use a special needle to take the sampleShe will check the sample under a microscopeTelling Your Story VisuallyAn Example

Soldier JackShot Abbreviations(ECU) Extreme Close-up Shot(CU) Close-up Shot(Med) Medium Shot(WS) Wide Shot(POV) Point of View Shot(EST) Establishing Shot

Shot Purposes Close-up shots- tell what characters look like, show emotions, point out detailsMedium shots- create comfortable talking distanceWide Shots- Show setting or action.

Other Production MethodsPoint of View (POV) shot lets viewer see through a characters eyes High or low angle shots make characters or objects look big/small, weak or strong Transitions (dissolves, cuts, computer animation) connect shots and control pacing

Audio Track Parts TalkingSound effectsMusicNatural sound

Parts and Purposes of the Audio Track Talking- Narration and actors dialogue tell story, show emotionsSound effects- replace missing ambient sound, create action, fantasy, sci-fi sound environmentsMusic- creates continuity, sets mood, identifies characters through theme, foreshadows eventsNatural sound- Makes studio locations and CGI generated scenes seem natural, creates continuity in edited pieces, sets mood

10:445:44Post-ProductionThe best pieces of video and audio are picked and put in the right order.The video pieces are edited together.Graphics (words on screen) and computer effects are created and edited in.The audio track is edited with sound effects, music, and natural sounds placed where needed.

The Magic of VideoEditingGraphicsLighting Foley work Special EffectsAnimationMake-up

Whats The Big Deal About Advertising?

Advertising Techniques (Production)Close-up Makes product look bigger.Angles Make product or person look more or less important.LightingMakes product look pretty,scary, exciting, etc.Sound EffectsMake product seem more fun or exciting.Music/jingleSets mood and helps you remember product.Makeup/Using makeup or styling tricks to food styling change the look of a person or productStereotypesMay use stereotypes to quickly identifycharacter types in ad

Product PlacementPRODUCT PLACEMENT is when an advertiser pays a TV show or movie producer to place their product in the movie or program. This be as small as an actor holding the product so the logo is seen (such as a soda can or cell phone) or as big as a whole portion of the script being used to talk about the product in some way.

Advertising Techniques(Persuasion Techniques)Testimonial - Regular Joe person like you Superstar- Person you want to be like uses product (Sports/ movie star)Using emotions: Fear, funny, longingBandwagon StatisticsFact vs. OpinionPublic GoodSense AppealWord games (generalities, weasel words)

Advertising Techniques(Specifically For Toys)Show lots of stuff you dont get with the toy Show the toy doing things its not likely to do when you play with it Show toys bigger than they actually are Cut out the boring parts of playing with the toy Sell a fantasy world thats more exciting than the toy

(From Zillions.org website)Marketing A Movie (and everything else!)MovieRestaurant Advertising(Kids Meals)ToysWebsites /magazine adsGrocery Ads

Video Games

Taking Apart a Commercial1. What music or sound effects were used?2. How were written words (graphics) used ?3. What emotions are used to persuade you? 4. What needs did the ad say the product would meet?5. What persuasion techniques did you see being used? (See persuasion tech. list)6. Did the ad make you want to buy the product?

Show Me the MoneyWho Pays for TV shows? You do!TV networks pay producers for the programs they create.The networks get their money to pay for the programs by promising advertisers high numbers of people will watch the show. So the networks are getting paid to deliver you as the audience to watch ads and hopefully buy their products.

AdvertisingYou Are the One They Want!Young people are seen as advertisersmost important audience. Why?You have your own moneyYou influence your parents spendingThey feel if they can get you to buy from them now, youll develop brand loyalty.

Stereotypes in the MediaIn your small group, take a few minutes to brainstorm what a scientist looks like.Be prepared to share your list of ideas.

Using Stereotypical CharactersStereotypical characters are often used to quickly tell the viewer who the good guys and bad guys are or for funny or scary effect.

Using Stereotypical CharactersStereotypes can be about either misrepresentation/ under-representation or both

Part of Media Literacy is examining how we use media daily!

Use Habits and Program Formats How much time do I use media?Does it affect my health?Does it affect my relationships?Does it affect my buying choices?

Shows peoples emotions and internal dialogue to create empathy with others and their situations Demonstrates abstract concepts and processes visually through a variety of effects Can improve literacy skills in native and other languages Exposes children to the outside world by showing other cultures, the world of nature, scientific, medical, and historical knowledge/ discoveries Shows children examples of our political process and that of other countries Enhances career awareness Can inspire children to become a positive force in the world

Positive Effects of Some Forms of Media Exposure on Children

Possible Negative Effects of Some Forms of Media Exposure on Children Weight Issues- due to sedentary media habits, food advertising, poor nutrition, distorted body imageFear- Caused by exposure to scary, violent, or horrific images either from realistic or fictional media productions Violence- Possible desensitization to violence, increased aggression, and viewing violence as a problem solving method Stereotypes- one dimensional representations of people or situations, lack of representation involving, race, culture, religion, etc. can lead to stereotypical judgments/ profiling behavior on part of viewer

Stereotypes in the MediaIn your small group, take a few minutes to brainstorm what a scientist looks like.Be prepared to share your list of ideas.

A Sample Media Literacy Assignment:Henry County Middle School Newscast Teaser AdvertisementSchool Newscast Teaser ad(Eg. Henry Co. Middle School )Looking at SatireUsed spoofs of Blair Witch and ERExplore question: Why do News Programs advertise?Examine styles/formats of programs being satirized(eg.cinema veritae)Write Scripts incorporating Persuasion Techniques Create ads using Persuasive Production Techniques KET Videos that Be Used to Teach Media Literacy ConceptsKET School Video ProjectMaking News Quiz Lizs Circus Story Hollywood HomeroomMaking Grimm MoviesA variety of KET Encyclomedia videos and clips

Some Media Literacy Resources Discovery Channel School. "Discovering Language Arts: Viewing (Grades 6-8). unitedstreaming: http://www.unitedstreaming.com/ Discovery Channel School. "Skills for Healthy Living: Analyzing Media Influences. unitedstreaming: http://www.unitedstreaming.com/AIMS Multimedia. "Truth About Body Image, The ."unitedstreaming: http://www.unitedstreaming.com/ Discovery Times Channel. "Campaign Essentials: Politics and the Media. unitedstreaming: http://www.unitedstreaming.com/Commission on Presidential Debates. "Techniques of Persuasion. unitedstreaming: http://www.unitedstreaming.com/ Discovery Times Channel. "Campaign Essentials: Politics and the Media."unitedstreaming: http://www.unitedstreaming.com/

Racial Stereotypes in the Media. Discovery Channel School. 2007. Discovery Education. 13 July 2009

Some Media Literacy Resources Lights, Camera, Language Arts! . Discovery Channel School. 2006.Discovery Education. 13 July 2009

Campaign Essentials: Politics and the Media. Discovery Times. 2004.Discovery Education. 13 July 2009

Discovery Education. "LIGHTS, CAMERA, EDUCATION! AFI K-12 Screen Education A: AFI K-12 Screen Education Process)."unitedstreaming: http://www.unitedstreaming.com

Discovering Language Arts: Grades 06-08: Viewing. Discovery Channel School. 2006. Discovery Education. 13 July 2009

Some Media Literacy Websites KET Video Multimedia Resources http://www.ket.org/education/video-mm-weblinks.htmCenter for Media Literacy http://www.medialit.org/Media Literacy Clearinghouse: http://medialit.med.sc.edu/The American Museum of the Moving Image http://livingroomcandidate.movingimage.usNational Association for Media Literacy Education http://www.namle.net/homeUnderstand Media - www.understandmedia.comPBS Teachers- http://www.pbs.org/teachers/media_lit/index.htmlDont Buy It: www.pbskids.org/dontbuyitProject New Media Literacieshttp://newmedialiteracies.org/

Resources UsedPrint ResourcesMediaLit KIT: A Framework for Learning and Teaching in a Media Age: Teacher/Leaders Orientation Guide

Parenting in A TV Age: A Media Literacy Workshop Kit on Children and Television

Dont Buy It! Teachers guide from website of same name at :www.pbskids.org/dontbuyit

www.zillions.org Behind the Scenes: Media Literacy Resource Kit created by TVOntario.

Creating Critical Viewers: A Partnership Between Schools and Television Professionals

Tips to Tame the Tube

Lizs Circus Story Website- www.ket.org/artstoolkit/drama/circusstory

Jo Cool/Jo fool- www.media-awareness.ca/english/special_initiatives/games/joecool_joefool/index.cfmResources UsedVideo ResourcesBuy Me That! A Kids Survival Guide to TV Advertising Other video resources are all available from KETs instructional resources line-up:Hollywood Homeroom

Tales From the Brothers Grimm

Making Grimm Movies

Many Voices

Making News Quiz

A Variety of KET EncycloMedia video clips