What is Media Literacy

what is media literacy mean well if you break down the two words media is descriptive of any form of communication that can be radio television computers billboards other advertising and literacy means to read or create so when you put those two together it's about how do we learn to critically read the media whether it's a book or radio station and then how do we also produce it so media literacy is not just about analyzing the media it's also about accessing it and creating media you know we live in the most mediated society in world history we spend 10 to 12 hours a day with media and so I think it makes sense to think about really think about in a sort of systemic and sustained way our relationship with media and if you sort of throw into the mix the fact that we you know consume as many as 3,000 discrete advertising messages a day you throw into the mix the fact that 90% of our children's media content is owned by one of six transnational corporations and their number one goal by law is to make money at the expense of all other social values or in terms of their priorities and I think we have a really interesting dilemma on our hands what do you do when you live in the midst of the most powerful media culture the world has ever known I think the most important response ought to be from all of us to teach people to be more critical not just media consumers but to be more powerful media producers as well a lot of media has a financial interest and that conflicts often with healthy behavior so I think really when people say you know well the media you know it's it's it's shameful what the media has become my response is look there's two trends one is the trend towards corporatism consolidation centralization the other trend is towards diversity localism independence embracing new media technologies to create new stories that the dominant status quo and these two trends are in opposition to one another in many ways and our job as parents our job as teachers our job is independent media makers as journalists as public health advocates our job is to maximize the effects of the second trend towards independence localism diversity and challenge as best we can the first trend which is the trend towards corporate power centralization consolidation above all else profit seeking above all else so there it is I mean that that's the way I sort of understand this emerging 21st century digital media landscape it's it's really a kind of a conflict or a conversation if you will between these two trends so there's our challenge and that's really what Acme is trying to do as an organization as a coalition is to bring to the table teachers students citizens media makers journalists public health advocates and have a conversation about how we do that how do we maximize the good in our media culture that the stuff we want to see happen and how do we minimize mitigate the impact of this you know corporate commercial onslaught

5 thoughts on “What is Media Literacy”

  1. well media is definitely controlling  90% of our lives and mind. It has a very manipulative role in our lives….because its now changing mind sets and influencing morals too, at the same time media-technology is a need for our literacy development and career making as well as economic growth…

  2. Excellent Video! If you like this, BEWARE OF IMAGES is a feature-length, animated documentary about the history of visual representation. The movie explores the intricate relationship between the technology, regulation and social effects of mass media. Its aim is to serve as an educational and entertaining media literacy tool that can be enjoyed by everyone. Type BEWARE OF IMAGES in the youtube search to learn more.

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