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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.
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 VillageH. 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 TodaySCREENAGERS• 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
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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
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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
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Globalocal: Media Literacy for the Global Village
Early Globalocal
Globalocal: Media Literacy for the Global Village
(Video Clip)
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
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Globalocal: Media Literacy for the Global Village
Glocalization of Media
Global Produces Local
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Globalocal: Media Literacy for the Global Village
Glocalization of Media
Local Becomes Global
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Globalocal: Media Literacy for the Global Village
Glocalization of Media
Near yet far…
Globalocal: Media Literacy for the Global Village
Children are still children…
Needguidance…
Navigation skills
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Globalocal: Media Literacy for the Global Village
Globalocal: Media Literacy for the Global Village
Age-old processtaught 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
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
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Globalocal: Media Literacy for the Global Village
Media Literacy SkillsContent 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 LiteracyProcess 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
Globalocal: Media Literacy for the Global Village
1. Explores media relationships:Changing the dynamics challenges the status quo
Text
Production AudienceSource: Eddie Dick, Scottish Film Council, 1989
Common Characteristics: Media Literacy
Globalocal: Media Literacy for the Global Village
Rearrange this sentence to be more accurate:
“This program is brought to you by the sponsor.”
Common Characteristics: Media Literacy
Globalocal: Media Literacy for the Global Village
The “real” relationship:
YOU are brought to the sponsor by this program.
Common Characteristics: Media Literacy
Globalocal: Media Literacy for the Global Village
The Power of the AudienceChanging the dynamics challenges the status quo
Text
Production AudienceSource: Eddie Dick, Scottish Film Council, 1989
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!
Globalocal: Media Literacy for the Global Village
Cynics and “Pollyannas” assume…
Skeptics question
A methodology for learning and teaching critical thinking…
MEDIA LITERACY
Practice Over Time
Globalocal: Media Literacy for the Global Village
Learning to tie shoes or ride a bike or swim:
Over and over again
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
Globalocal: Media Literacy for the Global Village
• 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
What is needed for teaching
Globalocal: Media Literacy for the Global Village
Framework:
Core Concepts of Media Literacy:
• Canada uses eight
• CML adapted for U.S. to five
Based on media studies/academic work internationally
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.
3. Different people experience the same media message differently.
4. Media have embedded values and points of view.
5. Most media messages are organized to gain profit and/or power.
Globalocal: Media Literacy for the Global Village
• 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
Process of Inquiry for Critical Thinking
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
Consumers: No control over content
Producers: Do control content
Interaction and interplay between the two roles:Personal and social power…
Personal and social responsibility
Process of Inquiry forCritical Thinking: Q/TIPS
Globalocal: Media Literacy for the Global Village
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
Process of Inquiry forCritical Thinking: Q/TIPS
Globalocal: Media Literacy for the Global Village
Awareness…
Analysis…
Reflection…
Action…
Empowerment Spiral: Participation
21st Century Skills
Globalocal: Media Literacy for the Global Village
World-wide Demand
The Spirit of the Village
Globalocal: Media Literacy for the Global 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 MeetingMay 14-16, 2008