Transcript Document

Globalocal:
Media Literacy for
the Global Village
International Media Literacy
Research Forum, Inaugural Meeting
May 14-16, 2008
Tessa Jolls, President and CEO,
Center for Media Literacy
Globalocal:
Media Literacy for
the Global Village
© 2008, Barbara J. Walkosz, University of Colorado-Denver.
Tessa Jolls, Center for Media Literacy, Mary Ann Sund,
Director, Consortium for Media Literacy. © 2007, Center
for Media Literacy, Q/TIPS, used with permission from
Literacy for 21st Century, 2nd Edition.
All materials used with permission. All rights reserved.
Contact www.medialit.org for permission to reuse.
Globalocal: Media Literacy for the Global Village
Goals for Today
• Global/Local: relationships in the
Global Village
• Globalization of media
• The media as “superpeer” – youth
socialization
• A call for media literacy education
• An approach to media literacy
education: globalization at work
Globalocal: Media Literacy for the Global Village
Do we know our ABC’s?
Globalocal: Media Literacy for the Global Village
What have we learned?
• The global village is real and we live in it
• Engagement with media means having a
relationship with media and each other
• All media are educational
• All media are carefully manufactured
technology-driven products
• Media may be entertaining…but not “just
entertainment”
• Media content is everywhere…we need process
skills (analysis/critical thinking)
• Process skills take training and practice to learn
Globalocal: Media Literacy for the Global Village
The Global Village
H. Marshall McLuhan:
• Linking of electronic information would
create an interconnected global village
• Collapsing of space and time barriers
• Interacting and living on global scale
Globalocal: Media Literacy for the Global Village
Youth Today
• Average of 6.5 – 8
hours per day
interacting with
multimedia
• 93% of teens have been
online
• 63% have cellphones
• 55% belong to social
networking site
• 59% create content
• 57% watch YouTube
Globalocal: Media Literacy for the Global Village
Youth Today
SCREENAGERS
• Multimedia IS
their culture
• Read and “write” using
images, words and sounds
• World is instant global
network 24/7
-- DouglasRushkoff
“Playing the Future”
1996
Globalocal: Media Literacy for the Global Village
Shift from
local to global
Filtering of values, lifestyles and
points of view through parents
and other known adults in local
village
>
Global input on values,
lifestyles and points of view
with digital technology filters
Globalocal: Media Literacy for the Global Village
Digital Filtering
is Inadequate
• Discernment – judgment
• Volume of messages
• The local village is often
overwhelmed by the global
village: youth have more in
common with each other than
families
• Solutions wanted and needed
Globalocal: Media Literacy for the Global Village
Glocalization
“The interpretation
of the global and the
local resulting in
unique outcomes in
geographic areas” –
Ritzer, 2003
Globalocal: Media Literacy for the Global Village
Early Globalocal
(Video Clip)
Globalocal: Media Literacy for the Global Village
The World Upside Down
• Re-examine values, lifestyles, points of view
• What should be valued?
• What should be passed along?
• Education and empowerment for audiences to gain
understanding and agency
• Global media environment blends global and local
perspectives
Globalocal: Media Literacy for the Global Village
Glocalization of
Media
Local
Interprets
Global
>
Globalocal: Media Literacy for the Global Village
Glocalization of
Media
Global
Produces
Local
>
Globalocal: Media Literacy for the Global Village
Glocalization of
Media
Local
Becomes
Global
Globalocal: Media Literacy for the Global Village
Glocalization of
Media
Near yet far…
Globalocal: Media Literacy for the Global Village
Children are still
children…
Need
guidance…
Navigation
skills
Globalocal: Media Literacy for the Global Village
Age-old process
taught in new ways
Learn what was once a given
in local village, face-to-face:
• Questioning
• An internalized process for
discernment
• Critical autonomy in
decision-making in
accordance with
personal and social values
Globalocal: Media Literacy for the Global Village
Grassroots…
Early pioneers:
• E. Marshall McLuhan, Sister
Bede Sullivan, Fr. John
Culkin (1960’s – 1980’s)
• Second wave: early
conferences in Canada,
1990’s
Today:
• Global movement
Globalocal: Media Literacy for the Global Village
Media Literacy Skills
Content mastery no longer “king” of learning…
Now what’s needed is facility with:
accessing
analyzing
evaluating
responding and communicating
involving and participating
Globalocal: Media Literacy for the Global Village
Process Skills
“Most of what we have called formal education has
been intended to imprint on the human mind all of the
information that we might need for a lifetime. Education
is geared toward information storage.
“Today that is neither possible nor necessary. Rather,
humankind needs to be taught how to process
information that is stored through technology. Education
needs to be geared toward the handling of data rather
than the accumulation of data.” -- David Berlo, Communication
and Behavior, 1975
Globalocal: Media Literacy for the Global Village
Lifelong Media Relationship
• Efficient information
managers
• Wise consumers
• Responsible producers
• Active participants
Globalocal: Media Literacy for the Global Village
Media Literacy
More about education than it is
about media
“…expands literacy to include reading and writing
through the use of new and emerging
communication tools. It is learning that demands
the critical, independent and creative use of
information.” – Kathleen Tyner, Literacy in a Digital World:
Teaching and Learning in the Age of Information
Globalocal: Media Literacy for the Global Village
Media Literacy
Process skills:
• Not just a new subject to teach, but a new
way to teach all subjects
• Process skills apply to acquiring all
content knowledge
• Process skills are internalized through
practice over time
Globalocal: Media Literacy for the Global Village
What Media Literacy is NOT
• Media bashing is not media literacy
However, media literacy sometimes involves
criticizing the media
• Media production is not media literacy
Although media literacy should include media
production
• Teaching with media is not media literacy
One must also teach about media
• Media literacy does not mean “don’t watch”
It means “engage carefully, think critically”
Globalocal: Media Literacy for the Global Village
EMPOWERMENT
…through Education
Globalocal: Media Literacy for the Global Village
Common Characteristics: Media Literacy
1. Explores media relationships:
Changing the dynamics challenges the status quo
Text
Production
Source: Eddie Dick, Scottish Film Council, 1989
Audience
Globalocal: Media Literacy for the Global Village
Common Characteristics: Media Literacy
Rearrange this sentence to be more
accurate:
“This program is brought to you by
the sponsor.”
Globalocal: Media Literacy for the Global Village
Common Characteristics: Media Literacy
The “real” relationship:
YOU are brought to the sponsor by
this program.
Globalocal: Media Literacy for the Global Village
Common Characteristics: Media Literacy
The Power of the Audience
Changing the dynamics challenges the status quo
Text
Production
Source: Eddie Dick, Scottish Film Council, 1989
Audience
Globalocal: Media Literacy for the Global Village
Common Characteristics: Media Literacy
2. Focus on process skills, not content:
• Higher-order thinking skills, not
memorization of facts
• Lifelong learners
Globalocal: Media Literacy for the Global Village
Common Characteristics: Media Literacy
3. Deconstruction (analysis) and
construction (production) in any message
form:
• Visual
• Verbal
• Aural
Globalocal: Media Literacy for the Global Village
Common Characteristics: Media Literacy
4. Principle of Inquiry:
Asking questions!
Globalocal: Media Literacy for the Global Village
SKEPTICS!
Cynics and
“Pollyannas” assume…
Skeptics question
A methodology for
learning and teaching
critical thinking…
MEDIA LITERACY
Globalocal: Media Literacy for the Global Village
Practice Over
Time
Learning to tie shoes
or ride a bike or
swim:
Over and over again
Globalocal: Media Literacy for the Global Village
Teacher’s Role
• From a “sage on the
stage”…
To a “guide on the side”
• From a provider of content
knowledge …
To reinforcing process
skills for lifelong learning
Globalocal: Media Literacy for the Global Village
What is needed
for teaching
• Common
understanding/philosophy of
media literacy
• Quality pedagogical approach
linked to internationally
developed set of concepts based
on media studies
• Methodology for critical thinking:
analysis and production
• Common vocabulary for users
• Accessible tools and materials
ready to use
Globalocal: Media Literacy for the Global Village
What is needed for teaching
• Before you can teach…
First you must understand
• Teachers need to internalize
media literacy themselves before
they can teach
• Teachers need practice over
time to experiment with
changing their style
• Teachers need consistent
vocabulary and framework with
which to develop curriculum
Globalocal: Media Literacy for the Global Village
What is needed
for teaching
Five Core Concepts of
Media Literacy:
1.
All media messages are
constructed.
2.
Media messages are constructed
using a creative language with its
own rules.
• Canada uses eight
3.
Different people experience the
same media message differently.
• CML adapted for U.S. to
five
4.
Media have embedded values
and points of view.
5.
Most media messages are
organized to gain profit and/or
power.
Framework:
Core Concepts of Media
Literacy:
Based on media
studies/academic work
internationally
Globalocal: Media Literacy for the Global Village
Process of Inquiry for
Critical Thinking
• Teachers are called upon to
teach critical thinking but they
are not given guidance on
“how”
• Project SMARTArt: saw the
need for a “Toolkit” and
developed CML MediaLit Kit,
based on questioning media
• Questions are more engaging
for students
CML’s FIVE CORE CONCEPTS AND KEY QUESTIONS
Media Deconstruction/Construction Framework
CML’s Questions/TIPS (Q/TIPS)
© 2002-2007 Center for Media Literacy, www.medialit.org
Key Words
Deconstruction:
CML’s 5 Key Questions
(Consumer)
CML’s 5 Core Concepts
Construction:
CML’s 5 Key Questions
(Producer)
1
Authorship
Who created this
message?
All media messages are
constructed.
What am I authoring?
2
Format
What creative techniques
are used to attract my
attention?
Media messages are
constructed using a
creative language with its
own rules.
Does my message reflect understanding
in format, creativity and technology?
3
Audience
How might different
people understand this
message differently?
Different people
experience the same
media message differently.
Is my message engaging and compelling
for my target audience?
4
Content
What values, lifestyles
and points of view are
represented in or omitted
from this message?
Media have embedded
values and points of view.
Have I clearly and consistently framed
values, lifestyles and points of view in
my content?
5
Purpose
Why is this message
being sent?
Most media messages are
organized to gain profit
and/or power.
Have I communicated my purpose
effectively?
#
Globalocal: Media Literacy for the Global Village
Process of Inquiry for
Critical Thinking: Q/TIPS
Consumers: No control over content
Producers: Do control content
Interaction and interplay between the two
roles:
Personal and social power…
Personal and social responsibility
Globalocal: Media Literacy for the Global Village
Process of Inquiry for
Critical Thinking: Q/TIPS
Informs decision-making and behavior
Decision-making/action process
Note: though being media literate implies a
broader skill set than simply evaluating a media
product, evaluating a media product always
involves the skills of media literacy
Globalocal: Media Literacy for the Global Village
Empowerment Spiral:
Participation
Awareness…
Analysis…
Reflection…
Action…
Globalocal: Media Literacy for the Global Village
21st Century
Skills
World-wide
Demand
Globalocal: Media Literacy for the Global Village
The Spirit of the
Village
It is the spirit of the
local village that we
must pass along to
raise each and every
child. Media literacy
gives our children
the foundation they
need for life in the
global village.
Globalocal:
Media Literacy for the
Global Village
International Media Literacy
Research Forum,
Inaugural Meeting
May 14-16, 2008