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Canadian Association of Media Education Organizations

Media Education: Make it Happen!

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This workshop is part of the Media Education: Make It Happen! program, a series of free resources to help educators understand and facilitate media literacy in their classrooms. The program consists of a booklet, PowerPoint workshop, and a facilitator's guide with handouts.

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Page 1: Media Education: Make it Happen!

Canadian Association of Media Education Organizations

Page 2: Media Education: Make it Happen!

© 2006 Media Awareness Network

Canadian Association of Media Education Organizations

Page 3: Media Education: Make it Happen!

© 2006 Media Awareness Network

Media Education: Make It Happen!

1. Young people and media

2. What is media literacy?

4. Media education in action:

a) Course connectionsb) Ready, set, go

3. Media education approaches

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© 2006 Media Awareness Network

The ABC’s of Brands

Page 5: Media Education: Make it Happen!

Young People and Media

© 2006 Media Awareness Network

Media messages help shape their perceptions.

Media are powerful forces in the lives of youth.

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Young People and Media

© 2006 Media Awareness Network

• 75% watch TV daily

• 48% have their own TV

• 42% watch several videos each week

• 60% play video games each day

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Young People and Media

© 2006 Media Awareness Network

• 94% access the Net from home

• 41% have MP3 players

• 22% have webcams

• 37% have their own connected computer

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Young People and Media

© 2006 Media Awareness Network

The WebText messaging

Camera cell phones

interactivity

Multi-player videogames

message boards

BLOGSWebcams

Personal Web sites

MP3s

E-zines

emailInstant messaging

Chat rooms

In the digital media environment, kids have access to information and entertainment from around the world.Kids learn new technologies effortlessly, multi-tasking through a complex mix of sound, graphics, text and images.

They have become managers, creators and distributors of information.

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Young People and Media

© 2006 Media Awareness Network

Young people need to develop knowledge, values, critical thinking, communication and information management skills.

As kids interact with media they absorb knowledge about the world, themselves and others.

Page 10: Media Education: Make it Happen!

What is Media Literacy?

© 2006 Media Awareness Network

• the ability to access, analyze, evaluate and produce media

• the process of becoming active, rather than passive, consumers of media

Media literacy is:

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What is Media Literacy?

© 2006 Media Awareness Network

Recognize bias and stereotyping.

Differentiate between media violence and real world violence.

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What is Media Literacy?

© 2006 Media Awareness Network

Read “between the lines” of junk food advertising

Differentiate between entertainment and marketing

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What is Media Literacy?

© 2006 Media Awareness Network

Question the connections between entertainment

and self-image

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What is Media Literacy?

© 2006 Media Awareness Network

Understand how news is constructed

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What is Media Literacy?

© 2006 Media Awareness Network

Produce media texts for civic engagement

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Media Education Approaches

© 2006 Media Awareness Network

“ The process of teaching and learning about media. While media literacy is the outcome – the knowledge and skills learners acquire.”

(David Buckingham)

Media Education

Source: Media Education: Literacy, Learning and Contemporary Culture

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Media Education Approaches

© 2006 Media Awareness Network

1. Learning hands-on production techniques

2. Recognizing how elements of a specific medium convey meaning

3. Thinking critically about media issues and media influences

Source: Ontario Media Literacy Resource Guide

Media education includes:

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Media Education Approaches

© 2006 Media Awareness Network

Canada is a world leader in media education,

• In 1988, Ontario became the first educational jurisdiction in the world to mandate media literacy as part of the English curriculum.

• By 1999, media education was a mandated part of ELA curriculum across Canada.

Media Education in Canada

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Media Education Approaches

© 2006 Media Awareness Network

Who can teach media literacy? You can!

The topic of media is energizing and engaging for students.

1

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Media Education Approaches

© 2006 Media Awareness Network

Who can teach media literacy? You can!

2 Because media is a shared experience, teachers and students can find common ground.

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Media Education Approaches

© 2006 Media Awareness Network

Who can teach media literacy? You can!

3 Media literacy isn’t about having the right answers; it’s about asking the right questions.

• Who is the audience for a media production and why?

• From whose perspective is a story being told?

• How do the elements affect what we see, hear or read?

• How might different audiences interpret the same production?

• Whose interests are being served?

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Media Education Approaches

© 2006 Media Awareness Network

Who can teach media literacy? You can!

4 Media literacy outcomes (expectations) are in the core curriculums of every province and territory, from K-12.

Page 23: Media Education: Make it Happen!

Media Education Approaches

© 2006 Media Awareness Network

Who can teach media literacy? You can!

5 Media education is multidisciplinary and can be integrated across several subject areas.

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Media Education Approaches

© 2006 Media Awareness Network

Key concepts of media literacy provide a theoretical base for all

media literacy programs and give teachers a common language and

framework for discussion.

Source: Association for Media Literacy

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Media Education Approaches

© 2006 Media Awareness Network

Media are constructions

Media products are created with a purpose and from a perspective using forms and techniques.

Media literacy deconstructs media products, exploring factors and decisions on how they were made.

Source: Ontario Media Literacy Resource Guide

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Media Education Approaches

© 2006 Media Awareness Network

Audiences negotiate meaning

We all bring our own experience to media we encounter.

Media literacy helps us understand how individual factors affect

interpretation.

Source: Ontario Media Literacy Resource Guide

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Media Education Approaches

© 2006 Media Awareness Network

Media have commercial implications

Media industries belong to a powerful network of corporations that exert influence on content and distribution.

Source: Ontario Media Literacy Resource Guide

Page 28: Media Education: Make it Happen!

Media Education Approaches

© 2006 Media Awareness Network

Values and ideological messages underpin all media

Media convey messages about values, power and authority.

Source: Ontario Media Literacy Resource Guide

Page 29: Media Education: Make it Happen!

Media Education Approaches

© 2006 Media Awareness Network

Each medium has a unique aesthetic form

Each type of media has its own grammar and elements that shape reality in a unique way.

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© 2006 Media Awareness Network

MEANINGS

Source: Media Studies K-12 DRAFT © Toronto District School Board

Media Studies Triangle

• technology

Production

• codes & practises• finance

• control • ownership• distribution • legality

AudienceText

• denotation• connotation

• commodity

• codes

• genre

• values

• intertextuality

• psychology• textual competence

• gender• culture

• social function

Page 31: Media Education: Make it Happen!

Media Education Approaches

© 2006 Media Awareness Network

Audience

Text

Production

Media Studies Triangle

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Media Education Approaches

Media Studies Triangle Text

© 2006 Media Awareness Network

• What kind of text is it?

• In what ways does this media text tell a story?

• What type or category of story is it?

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Media Education Approaches

Media Studies Triangle Text

© 2006 Media Awareness Network

• Does it follow a formula?

• What are the conventions used?

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Media Education Approaches

Media Studies Triangle Text

© 2006 Media Awareness Network

• What are the characters like? Are there any stereotypes?

• What values are being promoted?

• How is this done?

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Media Education Approaches

Media Studies Triangle Text

© 2006 Media Awareness Network

• Whose point of view do the values represent?

• Are my values represented?

• Why or why not?

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Media Education Approaches

Media Studies Triangle Audience

© 2006 Media Awareness Network

• Who is the target audience for this media text?

• How can I tell?

• How and why does this media text appeal to its target audience?

• How does this media text appeal to me?

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Media Education Approaches

Media Studies Triangle Audience

© 2006 Media Awareness Network

• What things do I like and dislike about it?

• In what different ways do people use or consume this media text?

• How would I change the media text to make it more enjoyable?

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Media Education Approaches

Media Studies Triangle Production

© 2006 Media Awareness Network

• Who produced this media text, and for what purpose?

• How can I influence the production of this kind of media?

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Media Education Approaches

Media Studies Triangle Production

© 2006 Media Awareness Network

• How is this text distributed or sold to the public? Who profits?

• How was the text made?

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Media Education Approaches

Media Studies Triangle Production

© 2006 Media Awareness Network

• What production techniques are used?

• What rules and laws affect the media text?

• How could I create a similar media text?

Page 41: Media Education: Make it Happen!

Media Education Approaches

© 2006 Media Awareness Network

The media studies triangle can be applied to a wide variety of media texts, from a simple running shoe advertisement to

more complex texts, such as a televised political debate or a shopping mall.

Audience

Text

Production

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© 2006 Media Awareness Network

Media Education in Action

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Media Education in Action: Course Connections

© 2006 Media Awareness Network

Discussions and projects related to media lend themselves to many key learning objectives and outcomes:

• watching • listening • reflecting • writing • organizing ideas • expressing opinions • engaging socially and politically• developing critical thinking skills.

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Media Education in Action: Course Connections

© 2006 Media Awareness Network

Start young

Many of the topics that media education addresses are central to healthy

development and can be addressed starting in the primary grades.

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Media Education in Action: Course Connections

© 2006 Media Awareness Network

Media Studies and Language Arts have much in common, such as the study of aesthetics, the examination of genres and the use of language and symbols.

English Language Arts

Page 46: Media Education: Make it Happen!

Media Education in Action: Course Connections

© 2006 Media Awareness Network

Social Studies

Topics can include media representation, the role of

media in promoting cultural identity and issues related to

the use of the Internet for research.

Page 47: Media Education: Make it Happen!

Media Education in Action: Course Connections

© 2006 Media Awareness Network

Health and Personal Development

Media-related topics can include junk food advertising, alcohol and tobacco use, sexuality and body image, media violence, diversity and gender representation.

Page 48: Media Education: Make it Happen!

Media Education in Action: Course Connections

© 2006 Media Awareness Network

Family Studies

Students can compare television’s construction of family to families in the real world.

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Media Education in Action: Course Connections

© 2006 Media Awareness Network

Technology

ICT topics can include search and assessment skills, electronic privacy, plagiarism and the cultural, economic and social impacts of technology.

Page 50: Media Education: Make it Happen!

Media Education in Action: Course Connections

© 2006 Media Awareness Network

Global Studies and Civics

In Global Studies, students can explore the representation of developing countries in news media and how sensational stories can fuel the perspective that people in developing nations are helpless victims.

A Civics class can examine the connections between media and politics including the following:

• discussions about “spin”;

• media styles of politicians; and

• media ownership and political reporting.

Page 51: Media Education: Make it Happen!

Media Education in Action: Course Connections

© 2006 Media Awareness Network

The Arts

Visual Arts: Media text as an art form, journalistic communication, and digital manipulation and special effects.

Music: Value messages, representation and celebrity culture in popular music,and how the business side influences which artist is hot.

Page 52: Media Education: Make it Happen!

Media Education in Action: Course Connections

© 2006 Media Awareness Network

Multicultural and anti-racism programs

Students can learn how stereotypes function in popular culture, the conditions that give rise to them and how these portrayals can influence our perceptions.

Page 53: Media Education: Make it Happen!

Media Education in Action: Course Connections

© 2006 Media Awareness Network

Media education can also provide a new doorway to learning for students who don’t normally excel in school.

Alternative learning

Page 54: Media Education: Make it Happen!

Media Education in Action: Ready, set, go

© 2006 Media Awareness Network

Avoid moralizing

Keep it positive

Page 55: Media Education: Make it Happen!

Media Education in Action: Ready, set, go

© 2006 Media Awareness Network

My Favourites – Mike W. Magazine: unknownBook: Calvin & HobbesMovie: SpeedTV Show: Cops & SimpsonsToy: Laser pointerGame: Grand Theft AutoMusic Artist/Group: Green DaySong: Holiday & American IdiotBrand: unknownFood: Pizza and sugarInterests: TransportationAspirations: Airline owner

Magazine: bop, j-14Book: Sweet 16Movie: ThirteenTV Show: 7th Heaven, The OCToy: My little teddy bearGame: The Sims 2Music Artist/Group: Kelly ClarksonSong: Smells Like Teen SpiritBrand: Converse, etniesFood: PizzaInterests: MusicHobbies: Devin Aspirations: Lawyer

A great way to get to know the media your students are interacting with is to start the school year with a quick class survey.

My Favourites – Jessie

Page 56: Media Education: Make it Happen!

Media Education in Action: Ready, set, go

© 2006 Media Awareness Network

Familiarize yourself with youth media

On television • music channels • entertainment programs • sports • cartoons

In the community • music and video stores• vintage and fashion stores• comic book stores • malls

Online • instant messaging technology• social networking sites • file-sharing sites and programs• kids’ favourite Web sites

Page 57: Media Education: Make it Happen!

Media Education in Action: Ready, set, go

© 2006 Media Awareness Network

Take advantage of “teachable moments” in the news. When an event grabs the

attention of the news media, bring it, and all the excitement and debate surrounding

it, into the classroom to analyze and deconstruct.

Page 58: Media Education: Make it Happen!

Media Education in Action: Ready, set, go

© 2006 Media Awareness Network

Commercialization in education

The hallways and classrooms of our schools can also provide teachable moment opportunities.

• Logo-free day

• Commercialism walk-through

Page 59: Media Education: Make it Happen!

Media Education in Action: Ready, set, go

© 2006 Media Awareness Network

Use annual events and celebrations to highlight specific media issues

• Earth Day: Examine how environmental issues are promoted or are absent in mainstream media

• Buy Nothing Day: Raise awareness of the impact of mass consumerism on global culture and the environment

• TV-Turnoff Week: A jumping-off point for students to log and examine their own TV viewing habits

• Special Occasions: The start of the school year, Christmas and graduation can provide opportunities toaddress consumption and consumerism

Page 60: Media Education: Make it Happen!

Media Education in Action: Ready, set, go

© 2006 Media Awareness Network

Creating content gives students insights into the decisions and the process of media production.

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Media Education in Action: Ready, set, go

© 2006 Media Awareness Network

Educate students about the mechanisms in place

through which they can make formal complaints or

speak out in support of good-quality media.

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Media Education in Action: Ready, set, go

© 2006 Media Awareness Network

Students can challenge negative youth stereotypes in the media by promoting more

positive and balanced portrayals.

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Media Education in Action: Ready, set, go

© 2006 Media Awareness Network

Parents are important partners

• Learn more about media

• Familiarize yourself with your child’s media

• Talk to teachers and parent councils

• Invite media professionals

• Organize a parent workshop

Page 64: Media Education: Make it Happen!

Media Education in Action: Ready, set, go

© 2006 Media Awareness Network

How teachers can get involved and learn more

Join your provincial media education association.

To learn more about media education, visit the following Web sites:

• Media Awareness Network, www.media-awareness.ca

• Association for Media Literacy, www.aml.ca

• Concerned Children's Advertisers, www.cca-kids.ca

Page 65: Media Education: Make it Happen!

© 2006 Media Awareness Network

For more information, contact:

Media Awareness Networkwww.media-awareness.ca

[email protected]

This workshop has been produced by