Media Literacy

Media Studies is the educational process of attaining media literacy. Media literacy is the ability to scan and analyze the messages that inform, entertain and sell us everyday. (Tallim) Being media literate is to critically engage yourself by looking through various forms of media and asking questions pertaining to how it was constructed, what are the purposes and what details have been hidden? (Tallim) These forms of media span from newspapers, music videos, internet journals, video games and advertisements.

Media literacy can be demonstrated in viewing famous icons such as The California Dancing Raisins. (Stauber) A media illiterate would view it for pure entertainment value. But a media literate would ask questions. One who sees these ads would ask who produced the ads. Who is the targeted audience? Whose perspective is it told from? What techniques did this ad use to get my attention? Why does it concern me? And what’s the purpose of this ad? By asking questions you engage yourself in critical thinking, analyzing every aspect that’s present and hidden.

The objective of asking questions is to see the truth, to view the bias, the censorships and the behind-the-scenes plot. “All documents... are confidential.”(Gullickson) In the foreground The California Dancing Raisins were singing and dancing raisins animated through claymation. In 1988 they ventured through a 27 city tour, performing at children’s hospitals and at supermarkets and numerous charity events. (Stauber) This lead to a revenue increase of 17 per cent as well as a growing fan base. Pretty great figures, right? Wrong, now media literacy would pertain the view to ask questions beyond the facade of dancing raisins and see the real objective. In the background behind the dancing raisins was a plot lead by public relations firm to cover up a crisis, foods such raisins to yogurt to beef had been contaminated with industrial chemicals and pesticides. All this was lead by the California Raisin Advisory board to bypass the release of Diet for a Poisoned Planet, a book which exposes the negative effects of pesticides in raisins. (Stauber)

Rampton, John C. Stauber and Sheldon. Toxic Sludge is Good for You. Monroe: Common Courage Press, 1995.

Tallim, Jane. Media Awareness. 06 10 2009 .