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1
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