Media Now Kit 1972

Diane Quaglia Beltran, Ed Crane, Jonathan Friesem

COM 520 Media Studies Seminar

Media Education Lab

Media EffectsTV Sets per Households

1946 0.5%

1956 55%

1960 87%

Robert Finch,

1970 secretary of HEW

DeFleur, M.L., & Sandra Ball-Rokeach, S. (1989). Theories of Mass Communication, (5th ed). New York, NY: Long­man.

1972 Context

• Consumers culture

• Spiro Agnew speech

ProblemTeacher expectations

No program or materials available

Curtis, R. (1973). Introductory Brochure for Media now. Red Oak, IA: SILRC.

John Dewey

(1938)

Experience and

Education

TheoreticalFramework

Pedagogy - The

Activity

Experiential learning

• Reading

• Looking/Viewing

• Producing

• Listening

• Speaking

• Writing

Active Participating

•Individual

•Pair

•Group

TheoreticalFramework

Bloom, B.S., Engelhart, M.D., Furst, E.J.,

Hill, W.H. & Krathwohl, D.R. (1956).

Taxonomy of Educational Objectives: The

Classification of Educational Goals:

Handbook I:

Cognitive Domain

Educational Objectives

The Skills

Bloom Taxonomy

Knowledge

Comprehension

Application

Analysis

Synthesis

Evaluation

Cognitive Domain

Knowledge

Comprehension

Application

Analysis

Synthesis

Evaluationhttp://www.nwlink.com/~donclark/hrd/bloom.html

Marshal McLuhan

(1964)

Understanding Media:

The Extension of Man

(1970)

Education in the Electronic Age

TheoreticalFramework

Content Knowledge

The Outcomes

MediumType Hot Medium Cold Medium

Visual Cinema(16mm,8mm)

Sharp photography

TV

Cartoon

Sound Radio

Audio Recording

Live Music

Print Journal

Human Direct Communication

Development • Ron Curtis

• Bill Hohlfeld

• Southwest Iowa

Learning Resource Center

Purpose

to increase:

• Knowledge

• Skills

• Attitudes toward media

Curtis, R. (1975). A Call for New Literacy. Red Oak, IA: SILRC.

Attitude Toward Media

Rational

Media

Analysis

Evaluation

Synthesis

Activity OutcomeSkills

Curtis, R. (1976). A Call for New Literacy. Red Oak, IA: SILRC.

Pedagogy

Learning by Doing

Curtis, R. (1976). A Call for New Literacy. Red Oak, IA: SILRC.

Hodgkinson, A.W. (1970). An Investigation into the Practice of Screen Education.

Washington, DC: Office of Education (DHEW). Bureau of Research.

Curtis, R. (No date). Script for Media Now Presentation. Red Oak, IA: SILRC.

Pedagogy Self contain learning modules

Collaborative Learning

Individual Learning

Attitude Toward Media

Pedagogy

Media

AnalysisEvaluation

SynthesisMedia

Production

Activity OutcomeSkills

Curtis, R. (1976). A Call for New Literacy. Red Oak, IA: SILRC.

Media Now Kit Ron Curtis & Bill Hohlfeld (1972) Southwest Iowa Learning Resource Center

Media Now Kit Ron Curtis & Bill Hohlfeld (1972) Southwest Iowa Learning Resource Center

Research Questions

Did the kit meet the purpose of the

curriculum?

• Knowledge

• Skills

• Attitudes toward media

Method

Jonathan Friesem

SamplePurposive sample

• One box out of three

• 15 modules out of 50

• Content of the box

• Instructions (not real activity)

Content Analysis

Divide into four variables

Cataloged

Digitized

Analyzed

Interviewed

• Variable 1: Experiential Learning (Dewey)

• Variable 2: Active Participation

• Variable 3: Cognitive Domain (Bloom)

• Variable 4: Medium (McLuhan)

Content Analysis

Variable 1: Experiential learning

• Reading

• Looking/Viewing

• Producing

• Listening

• Speaking

• Writing

Content Analysis

• Individual

• Pair

• Group

Content AnalysisVariable 2: Active Participation

Knowledge

Comprehension

Application

Analysis

Synthesis

Evaluation

Content AnalysisVariable 3: Cognitive Domain

Type Hot Medium Cold Medium

Visual Cinema(16mm,8mm)

Sharp photography

TV

Cartoon

Sound Radio

Audio Recording

Live Music

Print Journal

Human Direct Communication

Content Analysis

Type

Visual

Sound

Print

Human

Variable 4: Medium

•Variable 1: Experiential Learning (6)

•Variable 2: Active Participation (3)

•Variable 3: Cognitive Domain (6)

•Variable 4: Medium (4)

Content Analysis

• Analyzing twice

• Current vs. what was available back

then

Procedure

Procedure • Data cataloging

• Data digitizing

Procedure

• Data analyzing

Procedure

Procedure • Interview

• Conference call with

Bill, Ron, Jill, and Liz

Limitations • Time (two weeks)

• Resources (staff, money, equipment)

• Preliminary research

ValidityTriangulation:

• Interview

• Historic Document

• Promotional Materials

• Research Papers

Reliability • Inter-Reviewer Reliability

• Should we test students learning?

Findings

Read 14 93.3%

Look/View 10 66.6%

Produce 10 66.6%

Listen 10 66.6%

Speaking 3 20%

Writing 9 60%

Variable 1: Experiential Learning

Findings

Individual 10(12) 66.6%

Pair 1(2) 13.3%

Group 1(2) 13.3%

Variable 1: Active Participation

Variable 2: Cognitive Domain

Knowledge 5 33.3%

Comprehension 12 80%

Application 11 73.3%

Analysis 10 66.6%

Synthesis 9 60%

Evaluation 10 66.6%

Findings

Variable 3: Medium

• Print 15 100%

• Visual 14 93.3%

• Sound 6 40%

• Direct Com 4 26.6%

Findings

Discussion

Ed Crane

Research Questions

Did the kit meet the purpose of the

curriculum?

• Knowledge

• Skills

• attitudes toward media

Experiential Learning

Read 14 93.3%

Look/View 10 66.6%

Produce 10 66.6%

Listen 10 66.6%

Speaking 3 20%

Writing 9 60%

Active Participation

Individual 10(12) 66.6%

Pair 1(2) 13.3%

Group 1(2) 13.3%

Tension

between the

collaborative purpose

& engagement

Discussion

Knowledge 5 33.3%

Comprehension 12 80%

Application 11 73.3%

Analysis 10 66.6%

Synthesis 9 60%

Evaluation 10 66.6%

Cognitive domain

• Print 15 100%

• Visual 14 93.3%

• Sound 6 40%

• Direct Com 4 26.6%

Medium

Medium Type Hot Medium Cold Medium

Visual Cinema (16mm, 8mm)

Sharp photography

TV

Cartoon

Sound Radio

Audio Recording

Live Music

Print Journal

Human Direct Communication

Attitude Toward Media

Media

Analysis

Evaluation

Synthesis

Media

Production

Activity OutcomeSkills

Conclusion

60%

66.6%

66.6%

66.6%

Application

73.3%

80%Comprehension

Significance • Media awareness

• Media analysis

• Better citizens

• Historical perspective

• Media literacy practice

• Media consumption

is increasing

Significance

Media Now 1972 Website 2014

Future Research

How can Media Now support

digital media literacy education?

Current Theoretical Framework

Michael Serazio

(2013)

Your Ad Here:

The cool sale of guerrilla marketing

Experiential Learning (Serazio)

• Reading

• Looking/Viewing

• Producing

• Listening

• Speaking

• Writing

• Search

• Share

Henry Jenkins

(2006) Confronting the Challenges of Participatory Culture: Media Education for the 21st Century

(2006)

Convergence Culture

Current Theoretical Framework

Cognitive Domain (Jenkins)

Knowledge

Comprehension

Application

Analysis

Synthesis

EvaluationPlay

Performance

Simulation

Appropriation

Multitasking

Distributed Cognition

Collective Intelligence

Judgment

Transmedia Navigation

Networking

Negotiation

Douglas Rushkoff

(2013)

Present Shock

(2010)

Program or Be Programed

Current Theoretical Framework

Variable 3: Medium (Rushkoff)

Type Warm Medium Cold Medium

Visual Cinema (16mm,8mm)

Sharp photography

TV

Cartoon

Sound Radio

Audio Recording

Live Music

Print Journal

Human Direct Communication

Digital App Social Network

Website, Blog, Video Video Games

Incorporating digital

Variable 1: Experiential Learning (Dewey-Serazio)

Variable 2: Active Participation (Dewey-Serazio)

Variable 3: Cognitive Domain (Bloom-Jenkins)

Variable 4: Medium (McLuhn-Rushkoff)

Media Now Revised

Curriculum

Media Now Kit 1972 2014

Diane Quaglia Beltran, Ed Crane, Jonathan Friesem

Media Education Lab

Media Now