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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
[email protected]@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
[email protected]@aol.com