Northwest Media Literacy Center

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What Is Media Literacy?

The term "media literacy" is used in two ways:

It is the ability to critically assess media messages in order to understand their impact on us, our communities, our society and our planet.
It is also a movement to raise awareness of media and their influence.

In each case media literacy changes a passive relationship with the media into an active one based on critical thinking, reflection and sharing of perceptions. Media literacy should reach into every home and school.

Today most children are exposed to media without any guidance or training. For example, television and video games often become "electronic baby sitters." These media then become alarming addictions and powerful influences on values and behavior. The consequences are staggering.

Research shows numerous harmful effects resulting from excessive media exposure. They include obesity, aggressive behavior (particularly among boys), irrational consumer consumption (and its resulting damage to the environment), onerous personal debt, media addiction, wasted time, poor performance in school, hyperactivity, low self-esteem (teen and pre-teen girls are particularly vulnerable), undermining of family and community life and the stunting of mental growth.

Teaching media literacy takes many forms. It may be as simple as a parent viewing a program with a child and talking about it afterwards. It could be as exciting and creative as teaching middle-school students how to make a video public service announcement. It could involve critiquing a magazine ad for perfume, automobiles or cigarettes by identifying, analyzing and discussing the ad's emotional and psychological impact. It could be introducing adults and young people to the numerous excellent books, web sites and videos that will help them better understand and assess media.