Media Literacy Real- Group Four

8/8/2019 Media Literacy Real- Group Four

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MEDIA LITERACY: UNDERSTANDING

THE WORKINGS OF THE MEDIA

BY:

GROUP 4


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GROUP MEMBERS

Olufemi Ojo

Jadesola Osiberu

Oreofe Adefuye Nefi Wole-Abu

Oluwakemi Akindoju

Nonye Amah

Soji Omosehin


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DEFINITION OF TERMS


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Media

Media are communication channels through which

News

Entertainment

Education

And promotional messages are disseminated.

Media includes broadcasting and narrowcasting medium such as

newspapers

Magazines

T.V

radio billboards

direct mail

telephone

fax and internet.


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Literacy

Literacy is the ability to make and communicate meaning fromand by the use of variety of socially contextual symbols.

The Literacy Development Council of Newfoundland and

Labrador defines this term in the following: Literacy not onlyinvolves competency in reading and writing, but goes beyondthis to include the critical and effective use of these inpeoples lives, and the use of language (oral and written) forall purposes.

Simply put, literacy is the ability to encode and decodesymbols and synthesize and analyze messages.


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To look is one thing,To see what you look at is another,

-- Taoist


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Media Literacy

Media Literacy is a 21st century approach to education.

Media literacy is concerned with helping mediaconsumers develop

an informed and critical understanding of the nature of massmedia

the techniques used by them

and the impact of these techniques.

It helps us understand how the media work

how they produce meaning

how they are organized

how they construct reality


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Media literacy also aims to provide students with theability to create media products.(Media Literacy Resource Guide, Ministry of Education Ontario)

It provides a framework to Access

Analyze

Evaluate

and create messages in a variety of forms from print to

video to the Internet.

Media Literacy


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MEDIA LITERACY

DEFINED BY MEDIA SCHOLARS-

ADAMS AND HAMM (2001)- Literacy may be

thought of as the ability to create personal meaning

from the visual and verbal symbols we take in

everyday from television, advertising, film, and

digital media. It is more than inviting students to

simply decode information. They must be critical

thinkers who can understand and produce in the

media culture swirling around them.


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SILVERBATT AND ELICEIRI (1997)- Media

literacy is a critical-thinking skill that enables

audiences to decipher the information that

they receive through the channels of mass

communications and empowers them to

develop independent judgements about

media content.

MEDIA LITERACY


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CORE CONCEPTS OF MEDIA LITERACY

All media messages are constructed

Messages are constructed using certain techniques

Media have social, commercial and or political implications

Audiences negotiate meaning

Media contain ideological & value messages


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Relevance of Media Literacy

Democratic processes:

Political leaders have discovered the influence of

the media.

Those who use the media will get their wayregardless of public policy or personal integrity.

As citizens, we need to analyse media messagesmore critically.


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Media saturation:

From Television

pop music

Radio Newspapers

Magazines

Computers

the internet

and video games

we are exposed to more mass media messages inone day than our grandparents were in a month.


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The manufacture and management ofinformation:

Most governments and businesses have public relations(PR) departments, whose purpose is to get the "goodnews" about them out into the public consciousness.

Many succeed so well that much of what is reported as

"news" in fact comes directly from PR departments andpress releases.


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The growing privatization of information:

The world economy is fast becoming an information

economy, with information a commodity to be bought andsold.

A danger exists that new classes of

"information-rich"

"information-poor" people

This may result in the information-poor unable to affordthe information they need to better their lives.


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Media influence:

The media sell "audience consciousness.

They try to predispose people not just to buy certaincomputers, juice or books, but to simply buy.

They shape perceptions, beliefs and attitudes.

Generations of the future will need to understand how themass media influence society


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UNDERSTANDING THE

WORKINGS OF THE MEDIA


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CRITICAL FRAMEWORK FOR MEDIA

LITERACY (CURRICULUM MODEL)


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Critical Thinking Questions for Media Literacy

Who produced and/or paid for the message?

What is the purpose of the message?

Who is the target audience ?

What techniques are used to both attract attention and

increase believability?

What lifestyles are promoted and why?

Does the message contain bias or stereotypes?


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Reality


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Media literate people understand that media are constructed

to convey ideas, information and news from someone else's

perspective.

They understand that specific techniques are used to create

emotional effects.

They can identify those techniques and their intended and

actual effects.

They are aware that the media benefit some people, but

leave others out.

They can (pose and sometimes answer) questions about who

benefits, who is left out, and why.

Conclusion


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Conclusion

Media literate people seek alternative sources of information

and entertainment.

Media literate people use the media for their own advantage

and enjoyment. Media literate people know how to act, rather than being

acted upon.

In this way, media literate people are better citizens.

Source: Pat Kipping. "Media Literacy - An Important Strategy

for Building Peace," Peace Magazine. Toronto, ON, Canada.


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THANK YOU!

Media Literacy Real- Group Four

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