English SOL Institute Elementary Media Literacy Grades 4

English SOL Institute Elementary Media Literacy Grades 4 & 5 Strand Paula White Pwhite@k 12 albemarle. org 1

Media Literacy (Grades 4 & 5) Key Points in Media Literacy • Strand is integrated into content area lessons • Critical thinking/viewing of media is emphasized • Several attributes examined: authorship, format, audience, content, and purpose (audience and purpose only at grade 4) 2

Media Literacy (Grades 4 & 5) Key Points in Media Literacy • Deconstruction is emphasized beginning in grade 5 • Students not just consumers but producers of media (beginning at grade 5) 3

Center For Media Literacy 4

Smokey The Bear (over time) 5

Smokey The Bear Resources • Over time-(http: //www. smokeybear. com/vault/? js=1) • All-(http: //www. smokeybear. com/resources. asp) 6

Why Study Public Service Messages? • Key Question #1: Who created this message? • Core Concept #1: All media messages are constructed. • Key Question #3: How might different people experience this message differently from me? • Core Concept #3: Different people experience the same media message differently. • Key Question #5: Why is this message being sent? • Core Concept #5: Most media are organized to gain profit and/or power. • AH-HA!: Looking at PSAs over time helps give a historical context and helps us understand how different words and images can convey the same big ideas. 7

Let’s Play A Game 8 http: //www. chacha. com/quiz/729/do-you-recognize-these-famous-logos

The Power of Logos • Hidden Meanings (http: //www. dailyfinance. com/photos/hidden-meanings-inpopular-logos/#photo-1) • 25 Famous Logos with Hidden Images (http: //list 25. com/25 -famous-logos-with-hidden-images/5/) • Hidden Secrets of Corporate Logos (http: //blog. corporatelogos. ws/hidden-secrets-corporatelogo) 9

Why Study Logos? • Key Question #1: Who created this message? • Core Concept #1: All media messages are constructed. • Key Question #2: What creative techniques are being used? • Core Concept #2: Media messages are constructed with a creative language using its own rules. • Key Question #4: What lifestyles, values and points of view are represented in, or omitted from, this message? • Core Concept #4: Media have embedded values and points of view. • AH-HA!: Looking closely at details and knowing about the company helps me understand their hidden messages! 10

Ansel Adams • Authorship • Purpose (grade 4) • signature style of landscape photography 11 http: //memory. loc. gov/ammem/collections/anseladams/index. html

Born Free And Equal In 1943, Ansel Adams (1902 -1984), America's best-known photographer, documented the Manzanar War Relocation Center in California and the Japanese Americans interned there during World War II. 12 http: //memory. loc. gov/ammem/collections/anseladams/index. html

Ansel Adams’ Stated Purpose • Born Free and Equal "The purpose of my work was to show these people, suffering under a great injustice, and loss of property, businesses and professions, had overcome the sense of defeat and dispair [sic] by building for themselves a vital community in an arid (but magnificent) environment. ” “Through the pictures the reader will be introduced to perhaps twenty individuals…loyal American citizens who are anxious to get back into the stream of life and contribute to our victory. ” 13

Born Free and Equal • Key Question #3: How might different people understand this message differently? • Core Concept #3: Different people experience the same media message differently. • Key Question #5: Why is this message being sent? • Core Concept #5: Media messages are organized to gain profit and/or power. • AH-HA!: Learning about the history of this picture changes the way I look at it! 14 http: //memory. loc. gov/ammem/collections/anseladams/index. html

John Smith-Historian or Liar? 5 th grade research/writing project http: //historianorliar. wikispaces. com 15

Video • The average person is surrounded by 3, 000 commercial messages a day. We are bombarded with advertising messages in print, on radio and TV, through the mail and over the Internet. • We don't pay any attention to 99% of them. • Thus, the first job of any ad is to get the target buyers to pay attention to it. • Does it immediately stimulate one or more "hot button" motivations (a need, want, fear, or desire) of the consumer? 16

Video • http: //www. youtube. com/embed/Hhs. Wz. Jo 2 s. N 4 Another one for kids: • http: //www. youtube. com/watch? v=tlo. VHJtr. J_k&feature=r elated 17

Looking at Media 18

Other Resources • How to Analyze a Television Commercial (http: //www. understandmedia. com/media-theory/110 -howto-analyze-a-television-commercial) • PBS Kids--Don’t Buy It (Advertising Tricks) (http: //pbskids. org/dontbuyit/advertisingtricks/) • You Are Here-where kids learn to be smarter consumers (http: //www. ftc. gov/bcp/edu/microsites/youarehere/ ) 19

Read. Write. Think Resources • Critical Media Literacy: Commercial Advertising (http: //www. readwritethink. org/classroomresources/lesson-plans/critical-media-literacy-commercial 97. html) • Critical Media Literacy: TV Programs (http: //www. readwritethink. org/classroomresources/lesson-plans/critical-media-literacy-programs 96. html) 20

Links ØSmokey The Bear (http: //www. smokeybear. com/) ØThe Ad Council (http: //adcouncil. org/) ØVisual Learning Boom! (http: //www. yesmagazine. org/forteachers/curriculum/visual-learning-boom) ØPSA Central (http: //psacentral. adcouncil. org/psacentral/signon. do) 21

Deconstruction (at grade 5) 1. Who created this message? 2. What creative techniques are used to attract my attention? 3. How might different people understand this message differently? 4. What values, lifestyles and points of views are represented in, or omitted from, this message? 5. Why is this message being sent? 22

Center for Media Literacy 5 Core Concepts 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. 23

Contact Info • @paulawhite on Twitter • pwhite@k 12 albemarle. org • Crozet Elementary School, Crozet, VA 24