Media literacy,
teaching standards
& health
Frank W. Baker
[email protected]
Media Literacy Clearinghouse
www.frankwbaker.com
SLIS 220, Wednesday March 25, 2009
Media literacy,
teaching standards & health
National Institutes
of Health, Yale
University and the
California Pacific
Medical Center
experts analyzed
173 studies
Media literacy,
teaching standards & health
The studies offered
strong evidence that
children who get more
media exposure are
more likely to become
obese, start smoking
and begin earlier
sexual activity than
those who spend less
time in front of a
screen….
Media literacy,
teaching standards & health
….studies also
indicated more
media exposure also
was linked to drug
and alcohol use and
poorer school
performance
Media literacy,
teaching standards & health
Recommendations:
1. teach kids to be
smart media users
2. lawmakers
should underwrite
media education
efforts
What do teaching standards
say about media & health?
SOUTH CAROLINA HEALTH ED
Standard 4
Analyze the influence of personal
beliefs, culture, media, technology
and other factors on health.
What is “media literacy”?
Take a few minutes to write
your own definition and then be
prepared to share.
Media Literacy
“….the ability to access, analyze,
interpret and produce media
(communication) in a variety of
ways”
Media Literacy
ANALYZE
Understand both how and
why media messages are
constructed, and for what
purposes
Examine how individuals
interpret messages differently,
how values and points of view
are included or excluded, and
how media can influence
beliefs and behaviors
Apply a fundamental
understanding of the
ethical/legal issues
surrounding the access/use of
media

CREATE
Understand and utilize the
most appropriate media
creation tools, characteristics
and conventions

Understand and effectively
utilize the most appropriate
expressions and
interpretations in diverse,
multi-cultural
environments

Media Literacy
“ is concerned with helping students
develop an informed and critical
understanding of the nature of mass
media, the techniques used by them,
and the impact of these techniques.
More specifically, it is education that
aims to increase the students'
understanding and enjoyment of
how the media work, how they produce
meaning, how they are organized, and
how they construct reality. Media literacy
also aims to provide students with the
ability to create media products. "
ML Core Concepts





All media are constructions
Media are languages with their own
sets of rules
Audiences negotiate meaning
Media convey values and points of view
Media: power (influence) & profit
Critical Thinking Questions






Who created/paid for the message?
What is the message’s purpose?
Who is the target audience?
What techniques are used to get
attention; make it believable?
Who/what is omitted and why?
Who benefits?
Visual Literacy
Let’s apply the critical thinking
questions to some images
Tobacco: Marketing & Advertising
Tobacco: How to Read An Ad
Colors
Ingredients
Slogans
Camera
Angles
Expressions
Surgeon
General’s
Warning
Text &
Sub-text
Story
Tobacco: How to Read An Ad
WORDS:
read all of the
words on the
page, even the
smallest font
IMAGES:
-what is the
location?
-what are the
people doing?
-describe their
expressions
-what colors
are used?
-what lifestyle
is conveyed?
TECHNIQUES OF
PERSUASION:
happiness
sex appeal
maturity
healthy
slim body
independence
social acceptance
coolness
romance
escape
relaxation
Activity
Spend a few minutes
studying your ad and be
prepared to share your
findings
Counter Advertising
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Media literacy, Teaching standards & health