Media Literacy

Niño D. Estolas, M.Ed., LPT

Media literacy refers to the capacity to utilize critical thinking skills when analyzing the messages, signs, and symbols conveyed through mass media (Vinny, C. 2023).

What is media literacy? by CMAC (2022). 

     Media literacy equips us with the abilities to comprehend the messages we encounter and to effectively utilize various media platforms to create and share our own messages. In today's media-dominated world, being literate entails possessing critical thinking skills that enable us to make informed decisions across various settings, including classrooms, homes, workplaces, boardrooms, and voting booths.

     Essentially, media literacy represents a contemporary approach to literacy, acknowledging the evolution in how we consume media and information. The landscape has undergone significant changes, impacting not only what we read and how we read it but also how we access information. Media literacy education thus modernizes our understanding of literacy, bringing it in line with the demands of the 21st century.

The Evolution of Media Literacy

    Media literacy has undergone significant evolution over the years, adapting to the changing landscape of media consumption and technology advancements. From its humble beginnings to its current state, media literacy education has become increasingly important in helping individuals navigate the complex world of media.

Evolution of Traditional Media to New Media by Explain Like Im Five (2020).

Then: Early Efforts in Media Literacy

    In the late 1920s and early 1930s, pioneering organizations like the British Film Institute and the Wisconsin Association for Better Broadcasters laid the groundwork for media literacy education. Their primary goal was to teach analytical skills to media users, particularly students, in an effort to protect them from the perceived negative influences of media. However, these early efforts were largely focused on cautioning against media consumption rather than empowering individuals to critically engage with it.

The Dominance of Television:

    Despite initial efforts to promote media literacy, the rise of television in the mid-20th century led to a shift in priorities. Television quickly became the dominant form of media, shaping public discourse and cultural norms. Interest in media literacy education waned as television's influence continued to grow, leaving many individuals ill-equipped to navigate its impact.

The Internet Age and the Resurgence of Media Literacy:

    The advent of the internet and portable technologies in the late 20th century brought about a resurgence in the call for media literacy. With the proliferation of digital media and the rise of social media platforms, the need for media literacy education became more pressing than ever. Unlike previous efforts, which aimed to discourage media consumption, the focus now shifted to empowering individuals to become informed and critical media consumers.

Media Literacy Today:

    In recent years, media literacy education has gained traction in countries like Australia, Canada, and Britain, where it has been integrated into educational curricula. However, in the United States, the lack of centralization has resulted in a fragmented approach to media literacy education. While some schools and organizations have embraced media literacy initiatives, it has yet to become a standard part of the curriculum nationwide.

    Media literacy has come a long way since its inception, evolving to meet the challenges posed by new forms of media and technology. While progress has been made in promoting media literacy education, there is still much work to be done. As media continues to play a central role in our lives, empowering individuals with the knowledge and skills to navigate it critically is more important than ever.

How to Practice Media Literacy?

     Practicing media literacy is essential for individuals of all ages, as it helps them become critical consumers of media content. According to media scholar W. James Potter, media messages consist of four key dimensions:

1. Cognitive: This dimension pertains to the information conveyed in the message.
2. Emotional: It involves the underlying feelings expressed in the message.
3. Aesthetic: This dimension focuses on the overall precision and artistry of the message.
4. Moral: It relates to the values conveyed through the message.

    These dimensions provide a framework for analyzing and understanding media content effectively.

     Media psychologist Karen Dill-Shackleford proposes using the four dimensions outlined by Potter as a starting point to enhance media literacy skills. 

We can analyze it as follows:

• Cognitive Dimension: Evaluate the information conveyed by the ad. What does the ad claim the drug can do? Is it plausible that the drug can fulfill these promises? Who is the target audience for this drug?
• Emotional Dimension: Assess the emotions the ad aims to evoke. Does it aim to create insecurities about weight? Does it encourage imagining positive changes from using the drug? Does it suggest satisfaction after achieving the desired results?
• Aesthetic Dimension: Examine how the ad uses messages and visuals to persuade viewers. Does it feature "before" and "after" images of individuals who used the drug? Do these images depict a transformation from sadness to happiness? Does the ad include testimonials from experts?
• Moral Dimension: Consider the underlying messages conveyed by the ad. Does it equate thinness with happiness? Does it imply that being overweight is morally wrong? Does it suggest that one must be thin to receive love and respect?

    This approach offers a practical method for practicing media literacy in daily life. It's important to remember that the goal of media literacy is not to diminish enjoyment of media but to equip individuals with the skills needed to actively engage with media content.

Here are some key reasons why media literacy is important for communities:

IMPORTANCE OF MEDIA AND INFORMATION LITERACY by Tario, A.G. (2020). 

1. Critical Thinking: Media literacy encourages critical thinking skills, enabling community members to analyze and evaluate media messages critically. By questioning and examining media content, individuals can better understand the motives behind the messages and discern fact from fiction.
2. Empowerment: Media literacy empowers individuals to become active and informed participants in the media environment. By understanding how media messages are constructed and disseminated, community members can engage critically with media content and make informed choices about what they consume and share.
3. Media Influence: Media has a powerful influence on society, shaping attitudes, beliefs, and behaviors. Media literacy helps community members recognize and understand the influence of media on individuals and communities, enabling them to resist manipulation and make independent decisions.
4. Digital Citizenship: In an increasingly digital world, media literacy is essential for promoting responsible digital citizenship. By teaching individuals to navigate online platforms safely and ethically, media literacy promotes positive online interactions and helps prevent the spread of misinformation and digital harm.
5. Civic Engagement: Media literacy fosters civic engagement by equipping community members with the skills to participate effectively in democratic processes. By critically evaluating media coverage of political issues and social movements, individuals can make informed decisions as voters and advocates for change.
6. Diversity and Inclusion: Media literacy promotes diversity and inclusion by encouraging the representation of diverse voices and perspectives in media content. By challenging stereotypes and biases in media portrayals, communities can work towards creating more inclusive and equitable media environments.
7. Lifelong Learning: Media literacy is a lifelong learning process that empowers individuals to adapt to evolving media technologies and trends. By staying informed and up-to-date on media literacy skills, community members can navigate the ever-changing media landscape with confidence and resilience.

    Media literacy is essential for building informed, empowered, and resilient communities capable of navigating the complexities of the modern media environment. By fostering critical thinking, empowering individuals, promoting responsible citizenship, and fostering diversity and inclusion, media literacy contributes to the health and well-being of communities worldwide.

 Several challenges in today's digital age:

Opportunities and Challenges: Digital Literacy and Society by 3CL Foundation (2020).

1. Information Overload: The vast amount of information available online can overwhelm individuals, making it difficult to discern credible sources from misinformation or propaganda 
2. Digital Divide: Not everyone has equal access to digital media or the necessary skills to navigate it effectively, creating disparities in media literacy across different socio-economic groups.
3. Rapidly Evolving Technology: New media platforms and technologies emerge frequently, requiring continuous updates to media literacy education to keep pace with changing digital landscapes.
4. Misinformation and Disinformation: The proliferation of fake news, clickbait, and conspiracy theories makes it challenging for individuals to distinguish between reliable and misleading information.
5. Confirmation Bias: People often seek out information that aligns with their existing beliefs, leading to the reinforcement of biased perspectives and the spread of echo chambers.
6. Social Media Influence: Social media algorithms prioritize engaging content, which can amplify sensationalism and misinformation, further complicating efforts to promote media literacy.
7. Digital Manipulation: The rise of deepfakes, photo manipulation, and other forms of digital alteration make it increasingly difficult to discern authentic media from manipulated content.
8. Lack of Critical Thinking Skills: Many individuals lack the critical thinking skills needed to critically evaluate media content, leading to susceptibility to manipulation and misinformation.

     Addressing these challenges requires a multifaceted approach involving education, policy initiatives, technological solutions, and media literacy campaigns to empower individuals to navigate the complexities of the digital media landscape more effectively.

To scrutinize media effectively, individuals can follow these guidelines:

1. Evaluate the Source: Assess the credibility and reputation of the media source. Look for established, reputable outlets with a history of accurate reporting.
2. Check for Bias: Be aware of potential bias in the media content. Consider the perspective of the source and look for balanced coverage that presents multiple viewpoints.
3. Verify Information: Verify the accuracy of information by cross-referencing multiple sources. Be cautious of unverified claims, rumors, and sensationalized headlines.
4. Examine the Evidence: Evaluate the evidence provided to support the claims made in the media content. Look for credible sources, data, and expert opinions.
5. Consider the Context: Consider the context in which the media content is presented. Be mindful of the political, social, and cultural factors that may influence the message.
6. Question Assumptions: Question assumptions and critically analyze the underlying assumptions, motivations, and agendas behind the media content.
7. Be Skeptical: Maintain a healthy skepticism and approach media content with a critical eye. Don't take information at face value without verifying its accuracy.
8. Stay Informed: Stay informed about current events, media trends, and digital literacy skills. Continuously educate yourself to become a more discerning media consumer.

    By applying these strategies, individuals can scrutinize media more effectively and make informed decisions about the information they consume.

Role of Teachers in Promoting Media Literacy and Enhancing Learning Experiences

Teaching Media Literacy in the Classroom by BEMC (2022).

    Teachers play a critical role in leveraging media to enhance learning experiences and promote media literacy among students. Here are some key aspects of the teacher's role in using media effectively:

1. Selecting Relevant Media: Teachers should carefully select media resources that are relevant to the curriculum and educational objectives. By choosing high-quality, age-appropriate media content, teachers can ensure that students engage with materials that support learning goals and promote critical thinking.
2. Integrating Media into Lessons: Teachers can integrate various forms of media, including videos, images, podcasts, and interactive websites, into their lessons to enhance engagement and comprehension. By incorporating multimedia elements, teachers can cater to different learning styles and capture students' interest in diverse topics.
3. Teaching Media Literacy Skills: Teachers play a crucial role in teaching students how to critically analyze and evaluate media messages. Through explicit instruction and guided practice, teachers can help students develop media literacy skills, such as identifying bias, recognizing propaganda, and assessing credibility.
4. Fostering Digital Citizenship: Teachers can educate students about responsible digital citizenship and online safety practices when using media. By teaching students about copyright laws, privacy rights, and ethical behavior online, teachers empower students to navigate digital spaces responsibly and ethically.
5. Encouraging Active Engagement: Teachers should encourage students to actively engage with media by asking questions, initiating discussions, and sharing their perspectives. By promoting active participation, teachers foster deeper understanding and critical thinking skills among students.
6. Providing Contextual Understanding: Teachers can provide context and background information to help students understand media content within broader historical, cultural, and social contexts. By contextualizing media messages, teachers help students interpret meaning and develop a nuanced understanding of complex issues.
7. Promoting Media Creation: Teachers can empower students to create their own media content, such as videos, podcasts, and digital presentations. By engaging in media production, students develop creative and technical skills while gaining a deeper understanding of media production processes and techniques.
8. Collaborating with Media Specialists: Teachers can collaborate with media specialists and librarians to access resources, develop media-rich learning experiences, and stay informed about emerging media trends and technologies. By working together, educators can leverage their collective expertise to create engaging and effective learning environments.

    Teachers play a central role in using media to enrich teaching and learning experiences, promote media literacy skills, and prepare students for success in the digital age. By integrating media thoughtfully and purposefully into their instruction, teachers can empower students to become critical consumers, responsible creators, and active participants in today's media-rich world.

References:

1. BEMC. (2022). Why is Media Literacy Important? | Teaching Media Literacy in the Classroom. https://www.youtube.com/watch?v=WvuVMm340BU
2. CMAC. (2020). What is media literacy? https://www.youtube.com/watch?v=dt2CaHXuyWU
3. Creelman, H. (2019). Using Media Effectively in the Classroom. https://elearn.eb.com/using-media-effectively-classroom/
4. Dill-Shackleford, K. E. (2009). How Fantasy Becomes Reality. New York: Oxford University Press.
5. Explain Like Im Five. (2020). Evolution of Traditional Media to New Media. https://www.youtube.com/watch?v=h14Y4MlLep0
6. PBS Education. (2022). WHAT Is Media Literacy and HOW Can Simple Shifts Center It. https://www.pbs.org/education/blog/what-is-media-literacy-and-how-can-simple-shifts-center-it
7. 3CL Foundation. (2020). Opportunities and Challenges: Digital Literacy and Society. https://www.youtube.com/watch?v=pKEcZA590LQ
8. Traio, A. G. (2020). IMPORTANCE OF MEDIA AND INFORMATION LITERACY. https://www.youtube.com/watch?v=k7EcJIdj1hQ
9. Vinny, C. (2023). Media Literacy in the Modern Age. https://www.verywellmind.com/what-is-media-literacy-5214468

Media Literacy by Niño D. Estolas, M.Ed., LPT is licensed under CC BY-NC-SA 4.0