Richard Hodges, Head Librarian
Thomas Nelson Community College–Williamsburg, Virginia
MEDIA LITERACY: EDUCATING THE 21ST
CENTURY LEARNER
WHY MEDIA LITERACY?
Students are bombarded with ever increasing
amounts of information in various formats.
 Much of this information is “designed” or
“constructed” to promote various products,
ideas or values.
 As we become greater consumers of
information we must become smarter
consumers.

WHAT IS MEDIA LITERACY?
“Media literacy has been defined as a framework
to guide the access, analysis, evaluation and
creation of messages in a variety of forms,
including print, video, images, and web-based
media.”
 “Media literacy entails articulating the role of
media in society and developing the inquiry and
communication skills necessary for functioning
effectively as citizens of a democracy “

(Center for Media Literacyhttp://www.medialit.org/).
WHY MEDIA LITERACY?

Media & Medium
 Includes
- TV, Internet, cell phone, print, moving and
still images, billboards, video, radio, mass mailer,
fliers, posters, etc….
Many feel a person, living in a city, is exposed
to anywhere from 3,000 to 5,000 ads per day
 It is vital students become Literate at
deciphering these ads

WHY MEDIA LITERACY?
Requires active inquiry and critical thinking
about the messages we receive and create.
 Includes various forms of media, including
print, photo, video and video games.
 Develops informed, reflective and engaged
participants.

“Core Concepts” National Association of Media Literacy Education, 2012
MEDIA LITERACY: CORE CONCEPTS
All media messages are “constructed”
 Different people experience the same media
message differently.
 Media have embedded values and points of
view.
 Most media messages are organized to gain
profit and/or power

“Five Core Concepts” Center for Media Literacy, 2011
FRAMEWORK FOR 21ST CENTURY LEARNING







Financial, economic
and business literacy
Civic literacy
Health literacy
Environmental literacy
Information literacy
Media literacy
Technology literacy
Transliteracy
Partnership for 21st Century Learning
http://www.p21.org/storage/documents/1.__p21_framework_2-pager.pdf
BASIS
ALL media messages are “constructed reality”
promoting an idea, lifestyle or product
 Students need to be able to decipher media
messages
 Using as guidelines:

 ACRL
Information Literacy Standards
 ACRL Visual Literacy Standards
 NAMLE Core Concepts
BACKGROUND ON TNCC MEDIA LITERACY
PROJECT
Premise: Media Literacy education complements
Information Literacy education, and is vital for 21st
century learners
 Purpose: To help students become more aware of
the “constructed” world of media & advertising
 Content Delivery: Working in groups to discuss,
analyze, and create various forms of media
 Outcomes and assessment: Students will be
required to create their own ads, using original and
existing content (i.e.mashup)

TNCC MEDIA LITERACY PROJECT
Testing: project driven with focus on a set criteria.
Example: ad creation from original or existing
content
 Online modules: intent is to make Media Literacy
accessible to both face-to-face and online
audiences
 User survey: Primary purpose would be to
determine effectiveness of content and knowledge
students take away

TNCC MEDIA LITERACY PROJECT
Sample Module: Political Advertising
POLITICAL ADVERTISING
"The idea that you can merchandise candidates for high
office like breakfast cereal is the ultimate indignity to the
democratic process.“
-Democratic presidential candidate Adlai Stevenson, 1956 http://www.livingroomcandidate.org/
POLITICAL ADVERTISING

According to Gallup 60% of Americans perceive
the news media to be biased.
 47%
believe it is too liberal
 13% believe it is too conservative
Sept. 22, 2011 – “Majority in U.S. Continues to Distrust the Media, Perceive Bias”
http://www.gallup.com/poll/149624/majority-continue-distrust-media-perceive-bias.aspx
LYNDON JOHNSON’S “DAISY AD” (1964)
Questions:
I.
What is its purpose?
II. Who is it aimed at?
III. Who created it?
IV. What values,
lifestyles, or points of
view are being
depicted or omitted?
“Five key questions”, Center for Media Literacy, 2012
POLITICAL ADVERTISEMENT
Author?
 Purpose?
 Target audience?
 Effectiveness?
 Reinforce values
or stereotypes?

CURRENT POLITICAL AD
Author?
 Purpose?
 Target audience?
 Effectiveness?
 Reinforce values
or stereotypes?

http://www.youtube.com/watch?v=tyFaWhygzjQ
CURRENT POLITICAL AD
Author?
 Purpose?
 Target audience?
 Effectiveness?
 Reinforce values
or stereotypes?

http://www.youtube.com/watch?v=jSVi45vfA6o
CONCLUSION

Other modules:
 Internet
 Print
media
 Radio
 Billboards
SOMETHING TO CONSIDER

$130 billion spent on advertising last year. This
is equal to $6 for every man, woman and child
in the United States.
Dr. John S. Caputo
Department of Communication Arts
Gonzaga University
Spokane, WA
THANK YOU!!!
Richard Hodges, Head Librarian
Historic Triangle Campus
Thomas Nelson Community College
Williamsburg, Virginia
hodgesr@tncc.edu