BUILDING AND ENHANCING NEW LITERACIES ACROSS

MODULE THE CURRICULUM

CHAPTER 6: Media Literacy

Objectives:
 Discuss the different types of media
 Acquire clear understanding of media literacy
 Identify the purpose of mass media

Media is the plural form of medium, which (broadly

speaking) describes any channel of communication.

This can include anything from printed paper to digital

data, and encompasses art, news, educational content
and numerous other forms of information. Digital media,
which makes up an increasingly vast portion of modern
communications, is comprised of intricately encoded
signals that are transmitted over various forms of
physical and virtual media, such as fiber optic cable and
computer networks.
It describes the various ways through which we
communicate in society.
Because it refers to all means of communication,
everything ranging from a telephone call to the evening
news on television can be called media.
All electronic or digital means and print or artistic
visuals used to send messages.
Media generally defined, is, ―the main means of mass
communication, esp. newspapers, radio and television
regarded collectively; the reporters, journalists, etc.,
working for organizations engaged in such communication.‖

Different types of media

Media can be broken down into two main
categories: broadcast and print. The Internet
has also emerged as a major player, as a
rapidly-growing number of people globally
get their news, movies, etc. online.

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1) Broadcasting:
The main sources of the broadcast are
television and radio. We can watch all
types of events which are happening on
earth. Usually, people are interested to
watch the news regarding spiritual,
politics, sports and so on.
Radio is also the source of
broadcasting we can hear all kinds of
news on it and also enjoy the music on
it through changing the channels.

Refers to radio and TV, which came onto the scene at the beginning and middle of the
20th century respectively. Most people still get their news from TV and radio broadcasts
– however, experts predict that it will not be long before online sources take over. Over
the past twenty years, cable news has grown in importance.

2) Print Media:
Print Media is also an important source of information. It includes Newspapers,
Magazines, and books, etc. We can update with the latest news via that print media
platforms. Includes all types of publications, including newspapers, journals, magazines,
books and reports.
It is the oldest type, and despite suffering since the emergence of the Internet, is still
used by a major proportion of the population.

3) Movies:
It is one of the oldest platforms of media and people went to the theaters to watch it but
know people can watch movies at home via safelight and cable in HD resolution.

4) Internet:
The Internet is one of the newest sources of media. The majority of the users prefer the
internet to watch news quickly. It is more fast and capable in compare to any other
source of media. Internet changes the world and connects the people also deliver the
users to keep in touch with the latest inventions and news.
The Internet also gives you a chance to express your ideas all over the globe.
Specifically websites and blogs – are rapidly emerging as viable and major channels of
communication as more and more people seek news, entertainment and educational
material online. Virtually every part of the Internet has become a medium of
communication – most free email services have little boxes that display ads and other
messages.

5) Games:
It is only grown in youth with high dimensions and more graphics. Games are the form
of electronic media devices. Now games are also available on mobile phones and
people are easily accessible to them.
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If you are looking to know more about it or want to get admission feel free to contact:
Stephen Hawking, a British theoretical physicist, cosmologist, author and Director of
Research at the Centre for Theoretical Cosmology within the University of Cambridge,
Once said: ―The media need superheroes in science just as in every sphere of life, but
there is really a continuous range of abilities with no clear dividing line.‖
Constant reliance on social media comes the risk of misinformation, fake news, and
disinformation.

This is where the need for media literacy comes in.

What is Media Literacy?

The ability to access, analyzes,

evaluate, and create media in a variety
of forms. Analyzes the who, what, and
why of radio, TV, print ads,
commercials, and movies.
Media literacy is the
ability to access, analyze, evaluate, crea
te, and act using all forms of
communication.

In its simplest terms, media literacy builds upon the foundation of traditional literacy and
offers new forms of reading and writing.
Media Literacy is the ability to:
 Decode media messages.
 Assess the influence of those messages on thoughts, feelings, and behaviors.
 Create media thoughtfully and conscientiously.

Media Literacy: Five Core Concepts

1. All media messages are constructed .Media texts are built just as surely as
buildings and highways are built. The key behind this concept is figuring out who
constructed the message, out of what materials and to what effect.
2. Media messages are constructed using a creative language with its own rules.
Each form of communication has its own creative language: scary music heightens fear,
camera close-ups convey intimacy, and big headlines signal significance.
Understanding the grammar, syntax and metaphor of media language helps us to be
less susceptible to manipulation.
3. Different people experience the same media message differently.
Audiences play a role in interpreting media messages because each audience member
brings to the message a unique set of life experiences. Differences in age, gender,
education and cultural upbringing will generate unique interpretations.
4. Media have embedded values and points of view.
Because they are constructed, media messages carry a subtext of who and what is
important — at least to the person or people creating the message.
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The choice of a character’s age, gender or race, the selection of a setting, and the
actions within the plot are just some of the ways that values become ―embedded‖ in a
television show, a movie or an advertisement.
5. Most media messages are organized to gain profit and/or power.
Much of the world’s media were developed as money-making enterprises.

Newspapers and magazines lay out their pages with ads first; the space remaining is
devoted to news. Likewise, commercials are part and parcel of most television
watching. Now, the Internet has become an international platform through which
groups or individuals can attempt to persuade.
By considering the core concepts behind every media message, you equip yourself
with an ability to analyze and interpret a message — and to accept or reject its
legitimacy.

8 Elements of Media Literacy

Critical Thinking
 Enables audience members to develop independent judgments about media
content. If we do not know why we watch/read/listen to something, we have
taken no responsibility for our choices.
Strategies for Analyzing
 If we make meaning, we must possess tools with which to make fit.
 Understanding strategy behind the placement of photos on a newspaper.
 Media Content that provides insight to our culture
 We know a culture and its people by the use of communication.
Development of Responsible Production Skills
 Many professions now employ some form of media
 To enhance presentations
Ethical and Moral obligations of media practitioners
 We must understand the media’s unofficial rules of operation in order to make
informed judgments about the performance of the media.
Ability to enjoy and appreciate media content
 Media literacy is not about always being suspicious of harmful effects
 We take college classes to enhance understanding and appreciation of novels
Understanding the Process of Mass Communication
 If we know the process, we can form expectations of how they can serve us

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Awareness of the impact of media on individual and society

 Printing press helped change the world and the people in it.
 Mass media do the same if we ignore the impact of media, we risk being caught
up and carried along by that change rather than controlling it.

Here are some of the benefits that media literacy can teach you:

Media literacy teaches you how to discern the

credibility of information. Knowing how to
determine the validity of each information that you
read online keeps you aware that there might be
other angles to a story, which helps you accept
other people’s beliefs and broadens your
perspective in the process.

With critical thinking, you are able to discern whether each information that you see
makes sense, why some information hasn’t been included, and what each idea
contains. You not only get to formulate your own ideas using the information you’ve
acquired, but also cite these ideas as examples to support your opinions.

Having the freedom of liking, commenting,

and sharing posts online also comes at a great
risk. Knowing the impact of each information that
can be produced online also means you are
responsible for whatever information you choose to
convey with other people, and if done wrong, false
information can spread fast.

From the billboards to the texts and the videos that

we see around us, media tend to promote our
culture in various ways. Films and TV shows tend
to reflect and shape their viewers’ consciousness
as well. And one gets to view or listen to music
online – an art form that also tends to reflect the

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culture it was originated from.

Surely you’ve seen motivational quotes online that

sound so relatable that chances are you’ve liked
and shared it to your Facebook at a first glance.
Or you’ve probably seen contests featuring your
friends on Facebook that ask for your likes
and shares.
It’s also how advertising works in order to gain
attention.

Each story and information that you see

everywhere you go has a side, but being familiar
with only one side gives you a smaller view of an
issue at hand. Knowing both sides of the story will
not only keep you neutral in issues but will also
help you stay aware of texts or images that are
meant to deceive its readers into picking sides,
such as fake news or propaganda messages.

Media involves getting to know what’s happening

in current affairs. Having a voice in social media
alone gives you the ability to actively engage in
public conversations.

Where positive and negative reactions in social media tend to affect the collective
opinions of other people regarding a certain issue. If done correctly, sending out a voice
or starting a movement through social media can also make an impact in government
affairs or make a similar change in the world.

In reality, each Facebook status or tweet that we compose is already a form of media.
You, in turn, are creating a piece of information that you’re willing to share, and each
post that you share on social media contains information that you are responsible for.
Overall, media literacy teaches you how to be more responsible with the information
that you see everywhere you go.
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Why Teach Media Literacy?

Here are nine good reasons:

1. Media literacy encourages young people to question, evaluate, understand and

appreciate their multimedia culture. It teaches them to become active, engaged
media consumers and users.
2. Media education brings the world into the classroom, giving immediacy and
relevance to traditional subjects such as History, English, Health, Civics and the
Creative Arts. It serves as a perfect bridge for subject integration and
interdisciplinary studies.
3. Media education 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 – of information.
4. Media education is grounded in the sound pedagogical approach of starting
learning where kids are at. Media education encourages young people to use
multimedia tools creatively.
5. 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
public debate.
6. 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 people’s understanding of diversity, identity and difference.
7. Media literacy helps young people’s personal growth and social development by
exploring the connections between popular culture – music, fashion, television
programming, movies and advertising – and their attitudes, lifestyle choices
and self-image.
8. Media literacy 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 media role models and
real-life roles and expectations.
9. With most Canadian students turning first to the Internet for research, media
education is an essential component of Information Communications Technology
education, assisting young people in developing critical thinking skills and
strategies for optimizing searches, evaluating and authenticating information and
examining issues of plagiarism and copyright.

Key Concepts for Media Literacy

Media educators base their teaching on key concepts for media literacy, which provide
an effective foundation for examining mass media and popular culture. These key
concepts act as filters that any media text has to go through in order for us to critically
respond.
1. Media are constructions

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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.
As a result of this, media products are never entirely accurate reflections of the real
world – even the most objective documentary filmmaker has to decide what footage to
use and what to cut, as well as where to put the camera – but we instinctively view
many media products as direct representations of what is real.
2. Audiences negotiate meaning
The meaning of any media product is not created solely by its producers but is, instead,
collaboration between them and the audience – which means that different audiences
can take away different meanings from the same product. Media literacy encourages us
to understand how individual factors, such as age, gender, race and
3. Media have commercial implications
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.
Tips for Integrating Media Literacy in the Classroom
Although media literacy is now a part of the official curricula of every province and
territory, it’s all too often left out or given cursory treatment in classrooms. This is the
result of a variety of factors, such as limited access to equipment, teachers’ lack of
confidence with the material, and especially the perception of media education as a
―frill‖ in an age of standardized testing and comprehensive curricula.
 Exploit “teachable moments”
When students have free time, take an opportunity to listen to what they’re talking
about. Most likely, it’s related to the media they watch, play and listen to! Breaking news
stories, blockbuster movies, and celebrity meltdowns are all great opportunities for
media analysis.
 Give students a chance to create media, not just analyze it
Although there’s more to media education than just creating media, this is a key part of
it: there’s no substitute for hands-on experience to help kids understand how things like
editing and music can influence the way a movie or TV show affects us emotionally.
Camera phones, storyboards and even magazine collages are all affordable and easy
options for bringing media production into your classroom.
 Start and end with the key concepts
It’s important not to take a negative approach to media education. Teach kids
that critiquing is not necessarily the same thing as criticizing and that we can identify
and talk about problematic issues in the media we love without losing our enjoyment of
them. Don’t forget to look at positive examples when discussing things like gender,
stereotyping and so on.
 Teach about media, not just with media

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It’s not enough to use media in your classroom unless students are
learning about media as well. Any time you’re using media in the classroom, look for a
media education opportunity: for instance, if you’re showing the movie version of a play
or book, have students analyze the differences between the two using the key concepts.

The importance of media literacy

By Kaiser Moffat

Media literacy, put simply, is the ability to identify different types of media and the
messages they are sending.
When we speak of media, it encompasses print media, such as newspapers,
magazines and posters, and theatrical presentations, tweets, radio broadcasts, etc.

Being able to understand these various forms of

information with an ability to make sense of what
is presented is key.
When we see an image on television or in a
magazine, what initially comes to our mind? We
make sense of what we see based on our own
judgment, as well as past experiences and
sometimes based on our worldview or outlook.

However, the images themselves can conjure or sway our thinking in a particular
direction. Therefore, we as the readers or viewers need to view the media objectively,
with the goal to find out or analyze what is being presented.
In a perfect world, both sides of every argument or depiction would be presented and
we would be able to make informed decisions based on the information we receive in
the media; however, most often people create media to influence you in one particular
way.

REFERENCE
https://yali.state.gov/media-literacy-five-core-concepts/
https://www.commonsensemedia.org/news-and-media-literacy/what-is-media-
literacy-and-why-is-it-important
https://mediasmarts.ca/digital-media-literacy/general-information/digital-media-
literacy-fundamentals/media-literacy-fundamentals
https://medium.com/@andrewmarkgibs/5-types-of-media-dbb40c02f5ec

VIDEO LINKS
https://youtu.be/oXf0F4GYzWQ
https://youtu.be/ZaMzYDe0taY
https://youtu.be/ZytDBvfNs_M

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