Media Literacy – A Compelling Curriculum Topic in Today’s Digital Age

There is little doubt that the issue of media education is becoming a compelling one for schools to consider. In fact, the concept is considered so important it has been dubbed media literacy by many experts.

For a succinct explanation of media literacy we turn to the web site, the Media Awareness Network, for the following definition.

“Media literacy is the ability to sift through and analyze the messages that inform, entertain and sell to us every day. It’s the ability to bring critical thinking skills to bear on all media— from music videos and Web environments to product placement in films and virtual displays on NHL hockey boards.”

To further understand the importance of media literacy, we turn to “Confronting Challenges of Contemporary Culture” from the MacArthur Foundation as referenced on the Alliance for a Media Literate America web site.

“Media change is affecting every aspect of our contemporary experience, and as a consequence, every school discipline needs to take responsibility for helping students to master the skills and knowledge they need to function in a hypermediated environment.”

A Hypermediated Environment Indeed

Consider the following statistics.

According to the Kaiser Family Foundation, in 2005 the average 8-18 year old in the United States spent about 6 1/2 hours consuming media in a typical day. Such consumption is aggregated and includes watching television and movies, and playing video games.

Specifically, when it comes to watching television, it is important to note that only 9% of U.S. households owned a television in 1950 according to the Television Bureau of Advertising. Today the American Academy of Pediatrics estimates that 68% of 8- to 18-year-olds have TVs in their bedrooms.

The same pediatric group also estimates that by the age of 18, the average American teenager will have spent roughly 25,000 hours in front of a television set. That number of hours is more than the same child will spend in the classroom. That also means that children spend more time watching television than they spend doing anything else except sleeping.

In addition to worrying about the sedentary nature of so much viewing, experts are concerned with the specific content children are exposed to. One specific concern is the level of violence children witness within the media they consume. A 1992 study by Huston et al indicates that by the age of 18, the average American teenager will have seen the equivalent of 200,000 violent acts and 40,000 murders.

In 2000, Nielsen Media Research indicated that MTV was the most recognized network among young adults ages 12 to 34. At the same time, a 1997 study by DuRant revealed that nearly one-fourth of all MTV videos portrayed overt acts of violence. The American Academy of Pediatrics goes even further stating that more than 50% of the videos on MTV involve violence. The academy also notes that more than 75% involve sexual imagery and that 80% combine violence with such sexual imagery, possibly suggesting violence against women.

Adding to the concerns about such violence is the increased attention to violent video game play. By 2005, the Kaiser Foundation indicated that 83% of 8- to 18-year-olds had a video game player in their home. A 2001 study by Anderson stipulates that 59% of fourth grade girls and 73% of fourth grade boys say that the majority of their favorite video games are violent.

A second area of concern to experts is of course the level of advertising children are exposed to by virtue of our hypermediated world. According to the web site JustThink.org, “the average person sees between 400 and 600 ads PER DAY – that is 40 million to 50 million by the time s/he is 60 years old.”

The site also notes that “one of every 11 commercials has a direct message about beauty.” That overt message is seen by many experts as the reason so many youngsters today have negative images of their personal appearance including body type.

Another key fact that demonstrates the power of advertising involves the use of tobacco. According to the Food and Drug Administration, the three most heavily advertised brands of cigarettes, MarlboroTM, CamelTM, and NewportTM, are the three brands chosen by 90% of all kids who smoke.

Web Sites Focused on Media Literacy

Fortunately, there are now a number of excellent web sites addressing this important notion. The aforementioned JustThink.org offers a wealth of material for educators interested in the topic. A very catchy video begins automatically upon reaching the site, a video that perhaps rhetorically asks the fundamental question regarding the topic of media literacy.

“ARE WE CREATING MEDIA? OR IS IT CREATING US?”

The site features a couple of provocatively entitled videos called Get Naked and CTRL+ALT+DELETE designed to get kids thinking about the hypermediated environment surrounding them. The site also offers some very interesting curricula ideas including Flipping the Script and Hidden Heroes. Virtually all of the statistics we quoted above come from this site’s Quick Facts page.

In addition, teachers can turn to sites like the Center for Media Literacy for curriculum materials. The CML MediaLit Kit™ Framework features the components of an inquiry-based media literacy program using the concepts and key questioning practices to be able to construct and deconstruct various media. The site also offers a wealth of links to many of the agencies noted above due to their interest in the topic of media literacy.

The site MediaLiteracy.com offers a number of materials including the ability to focus on web pages devoted to Advertising & Consumerism, Global Media Issues, Health & Behavior, Kids, Parents & Media, Making Media, Media Ecology, Representation, Religion & Media, and Visual & Aural Literacy. The site also offers a page devoted to free fact sheets, discussion guides and other media literacy materials.

MediaLiteracy.net is the site of Peter DeBenedittis, Ph.D.. Dr. DeBenedittis offers the following sub heading on his site, Media Literacy For Prevention, Critical Thinking, Self-Esteem. Such a slogan summarizes best the overall view of how powerful a hypermediated environment can be. The site also features a wealth of materials including links to some excellent documents, “Core Values: What Motivates Youth” and his own, “Seven Progressive Steps to Protect Children from the Harmful Effects of Media.”

PBS also offers a site devoted to the topic that includes a link for activity ideas to integrate media education into many aspects of the current school curriculum, including the arts, reading & language arts, social studies, math, science & technology, health & fitness, and early childhood education. Another page, “Don’t Buy It, Get Media Smart,” features some very interesting materials including the secrets behind being a magazine cover model.

A Compelling Topic
A quick visit through these sites certainly will get any classroom teacher’s creative juices flowing. In addition, those choosing to take a more in depth look at the statistical pages included will no doubt be convinced that the issue of media literacy has a place in their classroom.

We recognize that every school day is already filled with incredible curricula demands making the notion of media literacy a difficult one to find time for. However, with the aforementioned web sites as resources, there are plenty of opportunities for teachers to work this important topic into some of their current lesson plans.

Given the current statistics, teachers owe it to their students to find ways to bring media literacy to their respective classrooms.