Media Literacy for A2

Introduction:

1) What are the different views of the term literacy, including the definitions from the senior examiners?

The first view of media literacy is that it is a sign of competence, you are either media- literate or media- illiterate, meaning that a person is either capable of understanding media or isn’t, just as someone is able to read and write whilst others are not. Other, however, see the term literacy to be social practice or in others word, how we read the media around us and how we make our own media forms. Another view is that it is an entitlement for people, in a way to protect us from potential danger that is mostly associated with new types of media.

The definitions of literacy given by the senior examiners are:

The ability to create, use, analyse and understand media products, within the context of their audiences and institutions. Donna Copper- Clifflands.

A broader version of conventional literacy, which includes all visual, aural and digital forms, seeking to enable people to become more thoughtful producers and interpreters of media. Pete Fraser.

Media literacy can be defined as the ability to read a media text, in understanding the process of communication through the construction of an artifact and its set of representations. The ability to read a media text, in its visual or audio form, is itself paramount to understanding the meaning that a text may convey, which is dependent upon the individual, psychological and socioculturalcontext or the reader. Jason Mazzochi.

Media literacy is the ability to understand how any media text constructs its meaning as much though its form as its content. James Baker.

Media literacy is being able to engage not just with the immediate content of a media text, but also to be able to apply knowledge and understanding of the institutional factors that have an impact on shaping the test itself and on the messages and values embedded within the text. Media literacy also involves knowledge and understanding of how different times and places may interpret the text in different ways. Crucially, the media- literate reader of the text is able to see that his/her own reading of the text may well be at odds with that applied by some or all of the target audience. Wayne O’ Brien.

2) What is the common meaning from all of the definitions given?

All of the definitions given have all, in some way, have a common overall definition of the term media- literacy. The most prominent definition is that media literacy is about being able to understand that different audiences will interpret different media products differently, depending on where they live and the different contexts of the reader. However, Wayne O’Brien goes into further detail, saying that although different interpretations are what media literacy means, media- literates, who also interprets media, must understand that their own reading also depends on the context of the reader, thus making there reading matching that of the target audience. Another common definition is that media literacy is being able to understand how a media text constructs its meaning, not only by content but also by what form the media text is in as that also affects an audiences reading.

3) What are the concerns about the way modern culture is ‘Saturated’ by media and entertainment?

Concerns about modern culture and the media is that those who are audiences of lots of media are loosing control. The fine line between distinguishing what is real and what is not real is wearing thin as the media can be fading that line. Communication is another concern as audiences are loosing the ability to communicate properly. The final concern is that these audiences are moving away from more ‘enriching’ culture, meaning that they would rather become involved with some kind of media form than read novels or plays and show an interest in art.

4) What is the counter argument presented by Johnson?

Johnson believes that by becoming more involved with media forms, they are becoming more intelligent as they are able to understand much more than generations before them did. He believes that no one should worry as he believes that gamers are motivational, the blogging is a new way to communicate and participate and that television drama has a multilayered nature, meaning that it communicates more than the actual stories but ideologies and themes.

5) What should an AS student moving to A2 be able to do?

Students should be able to create media that uses a set on conventions and uses a research based mode of address for the audience to consider. They should be able to theorise their own media creativity, meaning that they should be able to create meaning through their work, rather then just tell and story and should be able to analyse it. Finally, they should be able theorise other work aswell and deconstruct the meaning of it.

New Literacies:

6) What is Freire’s view on literacy and what interpretations of it are there?

Freire’s opinion on literacy is that without literacy a person is excluded from the social structure, if a person cannot read or write, then they are unable to participate in things or understand things that those who are taught literacy are able to understand. Without literacy, a person is unable to develop a critical view of the world or their own opinion, meaning that they may be controlled and told what opinion to build. An interpretation of this view, by Lankshear and Knobel, is that without literacy unequal opportunities are promoted, thus creating certain groups of people. With literacy, this divide would become thinner and this would allow for cultural change, as peoples opinion would be created by themselves, rather than moulded both those who are literate.

7) What is linked to, according to Freire, social change and the Labour Government?

According to Freire, the Labour Government have the same view as him in that they also believe that literacy is linked to social change. The example used is that people who live in the UK should learn to become literate in the English language. By doing this, people are embracing the values of the country and becoming active participants. However, although they share the same view, Freire believes that literacy is a way out of social control, as it prevents people from being controlled, whilst the Labour party believe that literacy stops people from becoming outsiders in the country and making them more involved. Both do believe that literacy is important for all to have.

8) Explain the ‘duality’ that can be seen in media afloat?

An example used to explain the duality in media literacy is Ofcom. Rather then using censorship, if people became more media literate then they would be able to self- regulate their use of media, in that they will be able to understand it and know what they should take as real or appropriate and what they shouldn’t. they would be able to use their understanding of media to achieve this. This would mean that the negative affects of such things as gaming, especially those games that are violent, would be reduced as the consumers would be able to decode, or understand properly, what they are playing, therefore being able to see what is real and what is virtual.

9) What is James Gee’s idea on the subject?

James Gee believes that although literacy is key for individuals to become successful in society, they must also be able to understand several literacy’s to be successful in society, as it helps them to understand how to use these different literacy’s in different situations. He believes that people should be able to step outside of the different literacy’s to be able to understand how it works, rather than just be able to use it.

10) What is powerful literacy?

James Gee’s idea is the skill he described as ‘powerful literacy.’ Powerful literacy, in simple terms, is the ability to step outside of the different literacy’s they have and have a critical view of them, in doing so they are able to develop a better understanding of the different literacy’s.

Digital Literacy:

11) Explain the digital divide.

The political view that literacy stops people being excluded from society is similar to the view that by introducing Web 2.0, the digital divide has been closed. By social network sites being created and on-demand sites being created also, it has allowed consumers to be able to learn how to use these new forms of media, therefore closing the divide between those who couldn’t understand new forms of digital media and those who could.

Memes and Remix:

12) What is a meme?

A meme is a common term for describing the uptake and growth of a particular idea presented as an image, written text or other cultural thing.

13) What is an example of this?

An example of this is the remix video ‘Read my lips blush/ Blair love song,’ that was posted on YouTube. This was viewed by a vast audience and the circulated across a range of more traditional media.

14) What can a meme communicate?

Overall, a meme will communicate an idea. It will be communicated and signified through an interesting way and the response from a certain cultural group can be exchanged widely through different forms of social action, meaning that by people passing on the meme they will be reinforcing it.

15) What is Dixon’s view on this?

In common usage, the neologism ‘internet meme’ refers to the propagation of a (often humorous) digital file from one person to others, much in the same way jokes and cartoons were photocopied in offices in the 70’s and 80’s. What is crucially different now is the means of propagation, allowing the meme to evolve through informal networks, even often endangering imitations or parodies of itself.

16) How can this be interpreted?

Dixon’s view can be explained more simply. It uses the example of an internet meme being a digital file that is shared between audiences through the internet, however he also says that the meme is now being shared through more informal networks.

Ofcom and Media Literacy:

17) Explain some of the main issues discussed at the Media Literacy Research Forum.

The forum took place in May 2008, where a group of media experts trued to develop a framework for media literacy, but struggled to create a concrete one because of all the different opinions and versions. These are:

· Media literacy is needed to educate people, as this would allow them to properly analyse, evaluate and create media. Meaning that by understanding media literacy they would become more effective in these skills.

· A view that changing media behaviour is not because of new media being introduced but because of the changing domestic situations, was also discussed. This means that the way that new media is used and created and analysed is not because of the new technology introduced but because of the audience’s changing social situations.

· People lack literacy when it comes to trusting media content. The example used is that people do not know when to trust an internet website but are slowly becoming more trusting of more websites. However, as the trust of internet websites grows, the trust in television is decreasing as a result of rigged phone votes and awards.

· As people are becoming more familiar with new technology and are able to help themselves when it comes to problems, they are able to teach those around them and help them as well. This meaning that official guidance and manuals are no longer used or accessed as widely.

· Ofcom are trying to outsource regulating us, so we would be able to self- regulate, which is helped by those taking media studies.

· There is also confusion between making your own media and media literacy. The question is that by making your own video and uploading it onto YouTube are you media literate or is extra education needed?

· There is a new stigma attached to being media- illiterate. If a young person is not as confident with media and technology as others, the often suffer in silence as they become to embarrassed to admit it, meaning that being media- illiterate is as embarrassing as media illiterate in the general sense.

· Literacy should never be though of as an individual capability. Literacy is embedded in social experience, meaning that media literacy is also to do with being able to communities.

Media Literacy for A2:

18) What is the definition of media studies 2.0, according to David Gauntlett?

With web 2.0 as a basis, Gauntlett defines media studies 2.0 this way:

The view of the internet and new digital media as an ‘optional extra’ is replaced with recognition that they have fundamentally changed the ways in which we engage with all media.

19) What should media students move away from?

Students should move away from the media 1.0 way of doing things by questioning the traditional approach to people who produce media and those who use it. Creative responses should be encouraged.

20) What was in mind when the A2 course was created?

Media 2.0 was in mind when the course was created, in order to embrace the changes and create a course that reflects the changing nature of media.