MEDIA ANALYSIS/LITERACY

Presented by :
Cielo Grace Y. Moranta
MAED-ENGLISH 1

ED ENG 106
Technology in Language Teaching
Dr. Mercelita J. Labial

WHAT IS MEDIA LITERACY?

1992 Aspen Media Literacy Leadership Institute:
the ability to access, analyze, evaluate and
create media in a variety of forms.
CML ( Center for Media Literacy) uses this expanded
definition:
Media Literacy is a 21st century approach to
education.
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 builds an understanding of the
role of media in society as well as essential skills

Media Literacy is..

is

about helping students become competent,

critical
and literate in all media forms so
that they control the interpretation of what they
see or hear rather than letting the
interpretation control them.

is not about memorizing facts or statistics

about the media, but rather learning to raise
the right questions about what you are
watching, reading or listening to. Len
Masterman, the acclaimed author of
Teaching the Media, calls it "critical
autonomy" or the ability to think for oneself

Without this fundamental ability, an

individual cannot have full dignity as a
human person or exercise citizenship in a
democratic society where to be a citizen is
to both understand and contribute to the
debates of the time.

MEDIA LITERACY FUNDAMENTALS

This section looks at the various aspects and
principles relating to media literacy. The
relationship between media literacy and
media education is also explored and tips are
provided for integrating media literacy into
the classroom in subjects across
thecurriculum.

Media Education

- is the process of learning media literacy

skills

to access media on a basic level,

to analyze it in a critical way based on
certain key concepts
to evaluate it based on that analysis and,
finally, to produce media oneself

More about Media Education

is the process through which individuals become media
literate able to critically understand the nature,
techniques and impacts of media messages
andproductions.

acknowledges and builds on the positive, creative and

pleasurable dimensions of popular culture.
incorporates production of media texts and critical
thinking about media to help us navigate through an
increasingly complex media landscape. (that
landscape includes not only traditional and digital
media, but also popular culture texts such as toys,
fads, fashion, shopping malls and theme parks.
Teachers dont have to be media experts to
incorporate media education in the classroom,
because it is all about askingquestions)

Todays challenges in media

education
to locate and evaluate the right
information for ones needs and to
synthesize what one finds into useful
knowledge or communication.

Media

literacy with critical thinking,

reflection and ethical behavior at its core is a
key part of what it means to be educated in
todaysworld.

Why teach Media Literacy?

encourages young people to question, evaluate, understand

and appreciate their multimedia culture.

brings the world into the classroom, giving immediacy and

relevance to traditional subjects such as History, English,
Health, Civics and the Creative Arts.

embodies and furthers current pedagogy, which emphasizes

student-centered learning, the recognition of multiple
intelligences, and the analysis and management rather than
just the simple storing ofinformation.

is grounded in the sound pedagogical approach of starting

learning where kids are at. The media music, comics,
television, video games, the Internet and even ads are a part
of life that all kids enjoy. Media create a shared environment
and are, therefore, catalysts forlearning.

 encourages young people to use multimedia tools creatively, a

strategy that contributes to understanding by doing and prepares
them for a workforce that increasingly demands the use of
sophisticated forms ofcommunication.
In a society concerned about growing youth apathy to the political
process, media education engages young people in real-world
issues. It helps young people to see themselves as active citizens
and potential contributors to publicdebate.
In a diverse and pluralistic society, the study of media helps youth
understand how media portrayals can influence how we view
different groups in society: it deepens young peoples understanding
of diversity, identity anddifference.
helps young peoples personal growth and social development by
exploring the connections between popular culture music, fashion,
television programming, movies and advertising and their
attitudes, lifestyle choices andself-image.
helps children critique media representation, teaching them to
distinguish between reality and fantasy as they compare media
violence and real-life violence, media heroes and real-life heroes, and

KEY CONCEPTS FOR

MEDIALITERACY
1. Media are construction media products are
created by individuals who make conscious and
unconscious choices about what to include, what to leave
out and how to present what is included
( Who created this media product?, What is its purpose?, what assumptions or
beliefs do its creators have that are reflected in the content?)

2. Audiences negotiatemeaning- the meaning of any

media product is not created solely by its producers but
is, instead, a collaboration between them and the
audience which means that different audiences can
take away different meanings from the same product.
( How might different people see this media product differently?, How does this
make you feel , based on how similar or different you are from the people
portrayed in the media product?)

3. Media have commercialimplications -most

media production is a business and must, therefore,
make a profit. In addition, media industries belong to
a powerful network of corporations that exert
influence on content and distribution. Questions of
ownership and control are central a relatively small
number of individuals control what we watch, read
and hear in the media.
( What is the commercial purpose of this media product?, How does this
influence the content and how its communicated? )

4. Media have social and politicalimplications

Media convey ideological messages about values,
power and authority. In media literacy, what or who is
absent may be more important than what or who is
included. As a result, media have great influence on
politics and on forming social change.

5. Each medium has a unique aestheticform

The content of media depends in part on the
nature of the medium. This includes the technical,
commercial and storytelling demands of each
medium: for instance, the interactive nature of
video games leads to different forms of storytelling
and different demands on media creators that
are found in film andTV.
(What techniques does the media product use to get your
attention and to communicate its message ?,In what ways are the
images in the media product manipulated through various
techniques (for example: lighting, makeup, camera angle, photo
manipulation)?, What are the expectations of the genre (for
example: print advertising, TV drama, music video) towards its
subject?)

Tips for Integrating Media Literacy in

theClassroom
1.

2.

3.

4.

5.

Exploit teachable
moments
Give students a
chance to create
media, not just
analyze it
Start and end with
the key concepts
Recognize that kids
and adults enjoy
media
Teach about media,
not just with media

6.

7.

8.

9.

10.

Make media education

about asking
questions, not learning
answers
Fight the perception
that It doesnt matter
Assess and evaluate
media literacy work
Let students bring their
own media to the table
Keep up-to-date with
media trends and
developments

Media Literacy across the

curriculum

Social Science

Science

Family Studies

Health and Physical

Education

Music

Law

Assessing and Evaluating media

Literacy Work

rubric -allows you

to assess work in
more than one way
and that makes
expectations clear
to students

framing - of the
expectations within
the rubric in terms
of the key concepts
of media literacy.

In general, media literacy work

can be evaluated in 3 ways:
1. Based on how well the student understands the key
concepts of media literacy and the specific concepts and
ideas being explored in the lesson or assignment.
2. Based on the depth and quality of the students
inquiry and analysis of the questions raised in the lesson
or assignment, as well as the students thoughtfulness in
identifying issues and questions to examine.
3. Based on how well the student applies specific
technical skills associated with either the medium being
studied (movies, TV, video games, etc.), the medium
used in the evaluation tool, or both.

References
http://mediasmarts.ca/digital-media-literacy/

general-information/digital-media-literacy-fu
ndamentals/media-literacy-fundamentals

http://www.restore.ac.uk/lboro/research/meth
ods/#sthash.k8ThfMRI.dpuf