Media Literacy, SLIS 202, USC, February 24, 2014

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Information about Media Literacy, SLIS 202, USC, February 24, 2014

Published on February 25, 2014

Author: fbaker1346



Media Literacy, SLIS 202, USC, February 24, 2014

Media Literacy Frank W. Baker media education consultant Twitter @fbaker SLIS 202 Introduction to Information Literacy and Technology February 24, 2014

The words TEXT and LITERACY mean more than just “words on a page.”

Rethinking What Reading Means In the 21st Century In the last 24 hours, have you:  Sent a tweet/text/email?  Watched TV/movie on mobile?  Uploaded a photo/video?  Read news, magazine, book online?  Used e-tablet for entertainment?  Played a videogame?

21st Century Core Ready Literacies 1. Informational literacy 2. Media & visual literacy 3. Pearson, Oct. 2012 4. Global, cultural & historical literacy Network literacy

Future Work Skills 2020

#1 Critical Challenge “Digital media literacy continues it rise in importance as a key skill in every discipline and profession.”

Digital Media Literacy      Access: to comprehend and make sense of all kinds of texts; use technology tools well; gather information independently. Analyze: to ask good questions; evaluate the quality and value of messages; explore context in meaningful ways. Compose: to use multiple modes of expression; reach authentic audiences; manipulate content and form in relation to purpose. Reflect: includes activating multi-personal thinking, predict consequences and use hypothetical reasoning and examine issues of power and responsibility. Act: connect the classroom to the world, strengthen leadership and collaboration, develop integrity and accountability. Hobbs, 2012

Who is responsible for teaching media literacy? Cable in the Classroom, 2006

“Millennials are open to manipulation and misinformation” online. It remains important to teach students strategies to “compare, contrast, critique and analyze texts.” SOURCE: David Considine, Julie Horton and Gary Moorman, “Teaching and Reading the Millennial Generation through Media Literacy”, Journal of Adolescent & Adult Literacy, 52 (2009), 471-481.

DePaul University's Nichole Pinkard quoted in USA Today “Just as schools have always pushed teens to read critically and pick apart authors' arguments, educators must now teach kids how to consume media critically and, ideally, to produce it.”

Media Literacy in Common Core ELA Standards (CCS) “To be ready for college, workforce training, and life in a technological society, students need the ability to gather, comprehend, evaluate, synthesize, and report on information and ideas, to conduct original research in order to answer questions or solve problems, and to analyze and create a high volume and extensive range of print and nonprint texts in media forms old and new. The need to conduct research and to produce and consume media is embedded into every aspect of today’s curriculum. In like fashion, research and media skills and understandings are embedded throughout…” Source: CCS Introduction

Media Literacy in SC Standards Social Studies rise of mass media propaganda media & politics Art Health visual literacy body image photography food choices media arts sexual messages media literacy alcohol & tobacco marketing

What is media literacy?

MEDIA Radio Television Film Video Videogames Newspapers Magazines Books Advertising LITERACY the ability to read, write, comprehend what one consumes

“Media literacy is concerned with helping students develop an informed and critical understanding of the nature of mass media, the techniques used by them, and the impact of these techniques. More specifically, it is education that aims to increase the students' understanding and enjoyment of how the media work, how they produce meaning, how they are organized, and how they construct reality. Media literacy also aims to provide students with the ability to create media products.” Source: Ontario Ministry of Education

What media literacy is:          a set of skills, knowledge, & abilities an awareness of personal media habits an understanding of how media works (production; economics) an appreciation of media’s power/influence the ability to discern; critically question/view understanding how meaning is created in media healthy skepticism access to media ability to produce & create media


An approach to teaching media literacy Visual Literacy Advertising Literacy Moving Image Literacy

Visual Literacy

Advertising “Movies, advertisements, and all other visual media are tools teachers need to use and media we must master if we are to maintain our credibility in the coming years.”

What’s It Like to Think As An Advertiser?       Who is the audience for my product? What techniques will I use to get their attention? (design; repetition, etc.) What medium will attract best? What person or event can I associate with (e.g. celebrity/ Super Bowl game) What does my audience know about my product? How can I get them to purchase?

How to READ an ad  Read every word on the page  Make a list of every image  Notice the layout, design, colors, etc.

Slogan  Action; story  Color  POV  Power  Techniques of persuasion  Layout  Subtext  Eye Movement 

      Who created the ad? What is the ad’s purpose? What techniques grab my attention? What is omitted? Who is the audience? Where was the ad published?

Advertising (nonprint) Language of moving images       Cameras Lights Sound (includes music) Set design Editing (aka post production) Actors: makeup; wardrobe; body language; expressions

Heidi Hayes Jacobs "If video is how we are communicating and persuading in this new century, why aren't more students writing screenplays as part of their schoolwork?"

Advertising Literacy (go to ARTOPIA)

Moving Images


Opening to KING

The Process of Filmmaking Screenplay Storyboards Production

From Novel to Film

To Kill A Mockingbird

Media Literacy Frank W. Baker

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