WHY MEDIA LITERACY
Online digital technology has empowered users in ways that
were unimaginable twenty years ago. Social media sites have given us the
ability to reach a global audience, and have increased the average user's means
to persuade and influence. We are no longer just consumers of media, but
content creators and distributors, as well as editors, opinion makers, and
journalists.
How does media literacy fit into this new media landscape?
How do we ensure that we are not perpetuating harmful ideas and messages
through our online social network? Perhaps with an increase in our power to
influence and persuade should come the critical frameworks that we can apply to
the media we create, and not just the media we consume. The situation is no
longer us, the passive media consumers, versus them, the corporate
and government media powers. When it comes to perpetuating harmful media
messages, the enemy is often us.
So how can we create a media literacy framework that takes
into account our power and participation in the media?
I thought it would be best to go back to the basics, and
review the five concepts of media literacy. Although these were created in 1987
during a time when online participatory media didn't exist, I found that they
are still useful for gaining a critical understanding of social media as well.
The Origin of the 5 Concepts
These key concepts came out of Canada, and were the results
of years of discussion and debate among educators, media advocates and
government agencies. The goal was to come up with a core framework to address
issues such as commercialism, propaganda, censorship, media ownership and
stereotyping in the media. These frameworks are still relevant today, and also
can be applied to current hot-button issues such as online privacy and net
neutrality. More importantly, we can apply these principles to our own
self-created content, and not just to content created by the "powers that
be." More than a framework, they also can serve as a guideline and
reminder of the power we, in this new, more participatory media age, have at
our fingertips.
Below are the five key concepts, with the wording slightly
changed, as stated by the Ontario Ministry of Education in Canada. The quotes
beneath the concepts are written by the folks at Center for Media Literacy and
provide the clearest explanation of what these concepts mean and how they
should be applied.
Key Concept #1: All Media Messages Are
"Constructed"
"This is arguably the most important concept. The media
do not simply reflect external reality. Rather, they present carefully crafted
constructions that reflect many decisions and are the result of many
determining factors. Media Literacy works towards deconstructing these
constructions (i.e., to taking them apart to show how they are made)` --
Medialit.org
When we use an online meme or post a selfie, we often are
following unstated instructions for what these images should look like and say.
From the very act of our not-so-natural smiles to how - especially in the case
of female media images, we pose and display ourselves for the camera, we often
are contributing to the perpetuation of media images that do not reflect our
lives and true selves. When creating your own media, one should be aware of how
imitation of popular or approved media images might come into play, and what
influences outside of one's own life and values might be shaping how you create
and share original content online.
Key Concept #2: Media Messages Shape Our Perceptions of
Reality
"The media are responsible for the majority of the
observations and experiences from which we build up our personal understandings
of the world and how it works. Much of our view of reality is based on media
messages that have been preconstructed and have attitudes, interpretations, and
conclusions already built in. Thus the media, to a great extent, give us our
sense of reality." -- Medialit.org
How often do we take the opportunity to spread positive or
lesser-known stories about our own realities that are not part of popular
trends on twitter or from the writers at Comedy Central? How often do go beyond
the headlines to find out new perspectives, share that research or share our
own opinions? Which images, articles and videos do we choose to share with our
friends and colleagues that are truly reflective our what constitutes our
reality, and not merely echo the status quo and popular opinions?
Key Concept #3: Different Audience, Different Understanding
of the Same Message
"If the media provides us with much of the material
upon which we build our picture of reality, each of us finds or 'negotiates'
meaning according to individual factors: personal needs and anxieties, the
pleasures or troubles of the day, racial and sexual attitudes, family and
cultural background, moral standpoint, and so forth." -- Medialit.org
When we post content online, how aware are we of the
diversity of our audience? Who might be un-intended audiences? How might this
audience expand over time, to say, potential friends, colleagues, employers or
significant others? We all know the stories of young people or unaware adults
posting content online that gets them in trouble with future college admissions
officers, employers or the law.
We forget that the online content can easily travel beyond
our intended audiences, even if we believe they are one-on-one, private
communications. We also might forget that what is funny or mundane to some
might be inflammatory to others. We should not shy away from posting content
that might be divisive or controversial, but we should take the time to
consider the possible interpretations and consequences that lie beyond our
intentions and assumptions about our audience.
Key Concept #4: Media Messages Have Commercial Implications
"Media literacy aims to encourage awareness of how the
media are influenced by commercial considerations, and how they impinge on
content, technique, and distribution. Most media production is a business, and
so must make a profit. Questions of ownership and control are central: a
relatively small number of individuals control what we watch, read and hear in
the media." -- Medialit.org
Unfortunately, this has changed little since 1987. Indeed,
media ownership has become more consolidated. While the number of people who
control what we see in the media has expanded to those in our social networks,
much the news we hear about the world is controlled by a handful of media
companies. We might then share this information online, and serve as
distributors of false or misleading information.
Much of the content we create is posted and distributed financially
free of charge, but there is price we pay for use of these "free"
services. All of content we post online is used to build a profile of us as
potential customers. Much of what we share and post about those within our
social network might be implicating friends and community in this commercial
construct, usually without their consent. The commercial backbone of online
media should factor into what we choose to share about our community and
ourselves.
Also, media ownership has again come into the fore with the
ongoing threat to net neutrality. If certain companies can determine what sites
get faster service or seen at all based on their ability to pay large fees,
much of what we share might be censored or limited based on whether it meets
the criteria of our Internet service provider. Media ownership determines not
only the media we can or cannot view, but also what the ordinary user can share
and say online and to whom we can say it.
Key Concept #5: Media Messages Embed Points of View
"All media products are advertising in some sense
proclaiming values and ways of life. The mainstream media convey, explicitly or
implicitly, ideological messages about such issues as the nature of the good
life and the virtue of consumerism, the role of women, the acceptance of
authority, and unquestioning patriotism." -- Medialit.org
When we post vacation photos instead of images from our less
ordinary routines of life, how are we constructing a message about what is good
and valuable in the world, and what are the unstated messages are we
constructing about wealth and the opportunity that are for some and not for
others? How are we using the media to "edit out" what is undesirable
about our world and our lives, and feature only what is most photogenic or appeals
to the lowest common denominator? How often do we go against the popular
opinion of those we think of as our audience, even when we hold contrary
opinions?
While the media landscape has radically changed, the
criteria for evaluating content has not. The lens of criticality that holds
media creators and distributers responsible should be applied to everyone and
every institution, no matter how large or how small.
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