Canadian Association

of Media Education
Organizations

Canadian Association
of Media Education
Organizations

2013 MediaSmarts

Media Education: Make It Happen!

1.

Young people and media

2.

What is media literacy?

3.

Media education approaches

4.

Media education in action:

a) Course connections
b) Ready, set, go

The ABCs of Brands

2014 MediaSmarts

Young People and Media

Media are powerful forces

in the lives of youth.
Media messages help
shape their perceptions.

2014 MediaSmarts

Young People and Media

Canadian 10- to 16-year-olds get 6:37 hours of

screen time per day:
television (2:39 hours)
computers (2:07 hours)
video games (1:51 hours)
(2009-10 HBSC)

2014 MediaSmarts

Young People and Media

99% can access the Net outside of school

68% access the Internet through
portable computers
49% own or have access to cell
phones
85% of Grade 11
students own their
own cell phones

2014 MediaSmarts

Young People and Media

Tweeting
Chat rooms

Selfies
Social networking

videos

In
Kids
thelearn
digital
new
media
technologies
environment,
easily,
kids
navigating
have access
through
to a
information
complex mixand
of sound,
entertainment
graphics,
from
textaround
and images.
the world.
They have become managers, creators and distributors of
information.

BLOGS

Webcams

email

Facetime
Text messaging

MP3s

Forums

Multiplayer
videogame
s

Personal Web sites

2014 MediaSmarts

Young People and Media

As kids interact with media they

absorb knowledge about the
world, themselves and others.

Young people need to develop knowledge,

values, critical thinking, communication and
information management skills.

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What is Media Literacy?

Media literacyis:
the ability to access, analyze,
evaluate and produce media
the process of becoming active,
rather than passive, consumers
of media

2014 MediaSmarts

What is Media Literacy?

Recognize bias
and stereotyping.

Differentiate between media

violence and real world
violence.

2014 MediaSmarts

What is Media Literacy?

Read between the lines of

junk food advertising

Differentiate between
entertainment and marketing

2014 MediaSmarts

What is Media Literacy?

Question the connections

between entertainment
and self-image

2014 MediaSmarts

What is Media Literacy?

Understand how news

is constructed

2014 MediaSmarts

What is Media Literacy?

Produce media texts for

civic engagement

2014 MediaSmarts

Media Education Approaches

Media Education
The process of teaching and learning about
media. While media literacy is the outcome
the knowledge and skills learners acquire.
(David Buckingham)
Source: Media Education: Literacy, Learning
and Contemporary Culture

2014 MediaSmarts

Media Education Approaches

Media education includes:

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

2014 MediaSmarts

Media Education Approaches

Media Education in Canada

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.

2014 MediaSmarts

Media Education Approaches

Who can teach media literacy? You can!

1

The topic of media is

energizing and engaging
for students.

2014 MediaSmarts

Media Education Approaches

Who can teach media literacy? You can!

2

Because media is a shared experience,

teachers and students can find
common ground.

2014 MediaSmarts

Media Education Approaches

Who can teach media literacy? You can!

3

Media literacy isnt about having the right answers;

its 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?

2014 MediaSmarts

Media Education Approaches

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.

2014 MediaSmarts

Media Education Approaches

Who can teach media literacy? You can!

5

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

2014 MediaSmarts

Media Education Approaches

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

http://mediasmarts.ca/media-literacy-101
2014 MediaSmarts

Media Education Approaches

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

2014 MediaSmarts

Media Education Approaches

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

2014 MediaSmarts

Media Education Approaches

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

2014 MediaSmarts

Media Education Approaches

Media have social and political

implications
Media convey messages about values,
power and authority.
Source: Ontario Media Literacy Resource Guide

2014 MediaSmarts

Media Education Approaches

Each medium has a unique

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

2014 MediaSmarts

Media Studies Triangle

Text
denotation
connotation
codes
values
genre

Audience

MEANINGS

culture
gender
textual competence
psychology
social function

commodity
intertextuality

Production
codes & practises
finance

control
distribution
technology

ownership
legality

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

2014 MediaSmarts

Media Education Approaches

Media Studies
Triangle

Text

Audience

Production

2014 MediaSmarts

Media Education Approaches

Media Studies
Triangle

Text

What kind of text is it?

In what ways does this media text
tell a story?
What type or category of story is it?

2014 MediaSmarts

Media Education Approaches

Media Studies
Triangle

Text

Does it follow a formula?

What are the conventions used?

2014 MediaSmarts

Media Education Approaches

Media Studies
Triangle

Text

What are the characters like?

Are there any stereotypes?
What values are being promoted?
How is this done?

2014 MediaSmarts

Media Education Approaches

Media Studies
Triangle

Text

Whose point of view do the

values represent?
Are my values represented?
Why or why not?

2014 MediaSmarts

Media Education Approaches

Media Studies
Triangle

Audience

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?
2014 MediaSmarts

Media Education Approaches

Media Studies
Triangle

Audience

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?

2014 MediaSmarts

Media Education Approaches

Media Studies
Triangle

Production

Who produced this media text,

and for what purpose?
How can I influence the production
of this kind of media?

2014 MediaSmarts

Media Education Approaches

Media Studies
Triangle

Production

How is this text distributed or sold

to the public?
Who profits?
How was the text made?

2014 MediaSmarts

Media Education Approaches

Media Studies
Triangle

Production

What production techniques are

used?
What rules and laws affect the
media text?
How could I create a similar media
text?

2014 MediaSmarts

Media Education Approaches

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.

Text

Audience

Production

2014 MediaSmarts

Media Education in Action

2014 MediaSmarts

Media Education in Action: Course Connections

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.

2014 MediaSmarts

Media Education in Action: Course Connections

Start young
Many of the topics that media education
addresses are central to healthy
development and can be addressed
starting in the primary grades.

2014 MediaSmarts

Media Education in Action: Course Connections

English Language Arts

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.

2014 MediaSmarts

Media Education in Action: Course Connections

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.

2014 MediaSmarts

Media Education in Action: Course Connections

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.

2014 MediaSmarts

Media Education in Action: Course Connections

Family Studies
Students can compare televisions
construction of family to families
in the real world.

2014 MediaSmarts

Media Education in Action: Course Connections

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

2014 MediaSmarts

Media Education in Action: Course Connections

Global Studies and Civics

A
In Civics
Globalclass
Studies,
can students
examine can
the connections
explore the between
media
representation
and politics
of developing
including the
countries
following:
in
news
media and
howspin;
sensational stories can
discussions
about
fuel the perspective that people in developing
nations
media styles
of politicians;
are helpless
victims. and
media ownership and political
reporting.

2014 MediaSmarts

Media Education in Action: Course Connections

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.

2014 MediaSmarts

Media Education in Action: Course Connections

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.

2014 MediaSmarts

Media Education in Action: Course Connections

Alternative learning
Media education can
also provide a new
doorway to learning for
students who dont
normally excel in school.

2014 MediaSmarts

Media Education in Action: Ready, set, go

Keep it positive

Avoid moralizing

2014 MediaSmarts

Media Education in Action: Ready, set, go

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
Mike W.
Magazine: unknown
Cosmo Girl
Book:
Hunger&Games
Calvin
Hobbes(series)
Movie:
Hunger Games: Catching Fire
Speed
TV Show:
Modern
Family
Cops
& Simpsons
Toy:
My little
teddy bear
Laser
pointer
Game:
Angry Birds
Grand
Theft Auto
Music Artist/Group: Rihanna
Green Day
Song:
What Does
the Fox Say?
Holiday
& American
Idiot
Brand:
Converse, Forever 21
unknown
Food:
Pizza and sugar
Interests:
Music
Transportation
Hobbies:
Devin
Aspirations: Airline
owner
Aspirations: Lawyer
2014 MediaSmarts

Media Education in Action: Ready, set, go

Familiarize yourself with media youth enjoy

General media

Online

television
music
movies
books and magazines

social networking
microblogging
video-sharing
favourite Web sites

In the Community

vintage and independent fashion stores

chain fashion stores
comic book stores
sports stores
coffee shops
movie theatres
2014 MediaSmarts

Media Education in Action: Ready, set, go

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.

2014 MediaSmarts

Media Education in Action: Ready, set, go

Commercialization in education
The hallways and classrooms of our schools can
also provide teachable moment opportunities.
Logo-free day
Commercialism
walk-through

2014 MediaSmarts

Media Education in Action: Ready, set, go

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

Screen-Free Week: A jumping-off point for students to log and

examine their own media habits
Special Occasions: The start of the school year, Christmas and
graduation can provide opportunities to
address consumption and consumerism
2014 MediaSmarts

Media Education in Action: Ready, set, go

Creating content gives students

insights into the decisions and the
process of media production.

2014 MediaSmarts

Media Education in Action: Ready, set, go

Educate students about the

mechanisms in place
through which they can
make formal complaints or
speak out in support of
good-quality media.

2014 MediaSmarts

Media Education in Action: Ready, set, go

Students can challenge negative youth

stereotypes in the media by promoting more
positive and balanced portrayals.

2014 MediaSmarts

Media Education in Action: Ready, set, go

Parents are important partners

Learn more about media
Familiarize yourself with your childs media
Talk to teachers and parent
councils
Invite media professionals
Organize a parent workshop

2014 MediaSmarts

Media Education in Action: Ready, set, go

How teachers can get involved and

learn more
Join your provincial or territorial media education
association.
To learn more about media education, visit the
following Web sites:
MediaSmarts,
mediasmarts.ca
Association for Media Literacy,
www.aml.ca

2014 MediaSmarts

This workshop has been produced by

For more information, contact:

MediaSmarts
mediasmarts.ca
1-800-896-3342
info@mediasmarts.ca

2014 MediaSmarts