Media Smart Be Adwise 2 An EvaluationJanuary 2007
EXECUTIVE SUMMARY1. ContextMedia Smart
is a UK-based media literacy initiative, aimed at primary school children. Itis a not-for-profit organization, which is funded by a range of corporate sponsors, and isadvised by an Expert Group including representatives from industry, media regulators,academia and formal education. The main focus of its work to date has been onadvertising. Its objective is to provide children with the critical tools to help themunderstand and interpret advertising, so that they are able to make informed choices ontheir own behalf.
Be Adwise 2
is the second set of teaching materials produced as part of the UK MediaSmart initiative. The materials were launched in late 2004, and have been sent onrequest free of charge to over 7000 UK primary schools. Developed with leading UKmedia literacy experts, the materials are designed for use with pupils at Key Stage 2(aged 7-11). They aim to support a range of curriculum areas, focusing particularly onLiteracy/English and Citizenship. They also support Personal, Social and HealthEducation (PSHE), Drama, Technology, Art and ICT education. The materials aim tobuild on children’s own experience of media, and encourage active learning through theuse of games, role plays, and practical media production tasks. The pack is organized inthree modules: an introduction to advertising; advertising aimed at children; and non-commercial advertising. Each module takes the form of a resource pack containingteacher's notes, curriculum information and lesson plans, photocopiable material forpupils, examples of real advertisements from a range of media, and an interactive DVDwith advertising clips and teaching materials.
The Centre for the Study of Children, Youth and Media
is a specialist research centrebased at the Institute of Education, London University, the UK’s leading graduate schoolof education. The Centre has a strong track record of research, consultancy andevaluation in the field of media literacy, and has undertaken projects funded by a widerange of organizations, including the UK government research councils, the EuropeanCommission and UNESCO. The Centre’s MA programme is the largest media literacytraining course in the world; and its staff have published widely in the field of mediaeducation.
The Centre for the Study of Children, Youth and Media was engaged by Media Smart inmid-2006 to undertake an independent, objective evaluation of its
Be Adwise 2
materials. The evaluation sought to address the following questions:
How and where are teachers using the materials?
How well do they connect with the existing curriculum?
Are the materials easy to use with different groups of children?
How do the materials relate to teachers’ own views on advertising and medialiteracy?
Do the materials help children to understand advertising better?