Module 7: Media Literacy Across the Curriculum

(Based on Elmer B. De Leon, DEM, “Building and Enhancing New Literacies Across the Curriculum”)

Introduction

In our rapidly evolving digital society, media has become an inseparable part of everyday life. From news broadcasts to social media updates, advertisements to blogs, we are constantly surrounded by media messages that shape our perceptions, decisions, and values. As such, the ability to critically engage with media is essential for students and citizens alike. Media literacy empowers individuals not just to consume media passively but to question, analyze, and even create media responsibly. This module explores the importance of media literacy and how it can be developed and integrated effectively across different areas of the curriculum to prepare learners for the demands of the 21st century.

Objectives

By the end of this module, learners will be able to:

• Define media literacy and understand its key concepts.
• Appreciate the critical role media literacy plays in shaping modern life.
• Identify different types of social media platforms and their uses.
• Distinguish between media literacy and media and information literacy (MIL).
• Analyze the advantages and disadvantages of using media.
• Develop strategies for incorporating media literacy into classroom instruction.
• Build practical media skills and apply effective teaching approaches.
• Critically assess media-based works.

Definition of Media Literacy

Media literacy is the ability to access, analyze, evaluate, create, and act using all forms of communication. It is more than just the ability to read or watch content—it is about understanding the meaning behind the messages and how they influence audiences. For example, when a student watches a YouTube vlog about beauty products, media literacy enables them to recognize that the influencer might be sponsored by a brand, thus possibly affecting their objectivity. Being media literate means developing a questioning attitude towards all types of media, whether it’s a news article, a movie, a meme, or a tweet.

The Concepts of Media Literacy

At its core, media literacy involves several interconnected concepts. First is access—the ability to find and use media content efficiently. Next is analyze—examining media messages critically to understand their underlying meanings and motives. Evaluation follows, requiring an assessment of the credibility, accuracy, and value of media content. Creation is about producing one’s own media responsibly and ethically. Lastly, action involves participating actively and responsibly in the media environment. For instance, students researching climate change can assess whether an online article is from a reputable source before sharing it on their social media, illustrating analysis, evaluation, and action.

Roles of Media Literacy

Media literacy plays several important roles in everyday life:

1. Learn to Think Critically.

Media literacy nurtures critical thinking by teaching individuals to question the content they consume rather than accepting it blindly. For example, when students watch political advertisements, they learn to ask: “Who created this? What is their purpose?”

1. Become a Smart Consumer of Products and Information.

In a world saturated with advertisements and sponsored content, media literacy helps individuals make informed decisions. A smart consumer, for example, will recognize when a Facebook ad about a ‘miracle diet pill’ is too good to be true.

1. Recognize Point of View

Every media message is constructed from a particular point of view. A news article about a protest might portray it as either a “riot” or a “peaceful demonstration” depending on the bias of the publisher.

1. Create Media Responsibly

Today, anyone can be a content creator. Students making a class video project about environmental conservation must ensure that the information they present is truthful, respectful, and not misleading.

1. Identify the Role of Media in Our Culture

Media significantly influences fashion trends, political opinions, and social values. For example, popular television shows can normalize certain behaviors and attitudes that become part of mainstream culture.

1. Understand the Author’s Goal

Understanding the goal behind a media message—whether to persuade, entertain, or inform—helps audiences interpret it accurately. A cereal commercial may seem fun and colorful but has the primary goal of convincing parents to buy the product.

What is Social Media?

Social media refers to internet-based platforms that allow users to create, share, and exchange content instantly. Examples include posting pictures on Instagram, tweeting thoughts on Twitter, or sharing news articles on Facebook. Social media breaks down geographic barriers, allowing people from different parts of the world to communicate and collaborate easily. However, it also requires users to be cautious and discerning, given the abundance of misinformation and manipulated content online.

Types of Social Media Websites

• Social Media News Websites: Platforms like Reddit and Flipboard enable users to curate and discuss current events. For instance, Reddit’s subreddits like “r/news” are often used to share breaking news and engage in discussions.
• Social Media Networking Websites: Sites like Facebook and LinkedIn focus on connecting individuals. Students can network with peers globally, while professionals use LinkedIn for career opportunities.
• Social Media Photo and Video Sharing: Instagram, TikTok, and YouTube allow users to share visual content. For example, students might use TikTok to create short videos demonstrating scientific experiments.
• Microblogging and Blogging Websites: Twitter enables quick, concise updates, while platforms like WordPress host detailed personal or professional blogs.
• Social Media Review Websites: Platforms such as Yelp and TripAdvisor enable consumers to share experiences about restaurants, hotels, and services, influencing others’ purchasing decisions.

Media and Information Literacy (MIL)

Media and Information Literacy (MIL) broadens the concept of media literacy by incorporating competencies related to accessing and evaluating information across all media types. It empowers individuals to become critical thinkers and responsible producers and consumers of information and media messages. For instance, a student researching for a history paper must distinguish between scholarly articles and biased blog posts, demonstrating MIL skills.

Aspects of MIL

MIL consists of three key components:

• Media Literacy: Understanding and creating media content effectively.
• Information Literacy: Accessing and evaluating information accurately.
• Digital Literacy: Using digital tools responsibly and safely.

A student searching for a COVID-19 update must evaluate the credibility of online information (information literacy), interpret government health announcements (media literacy), and navigate digital platforms securely (digital literacy).

Seven Domains of MIL according to Shapiro and Hughes (1996)

1. Tool Literacy: Knowing how to use digital devices and software.
2. Resource Literacy: Locating and using information effectively.
3. Social-Structural Literacy: Understanding the media’s societal impact.
4. Research Literacy: Conducting effective academic or media-based research.
5. Publishing Literacy: Creating and disseminating original content ethically.
6. Emergent Technology Literacy: Adapting to new and emerging media forms.
7. Critical Literacy: Questioning and challenging media content critically.

For example, a student conducting a podcast on climate change must research accurately (research literacy), understand societal issues (social-structural literacy), and produce ethical content (publishing literacy).

Advantages of Media

Media offers numerous benefits: it enhances communication, fosters creativity, and makes information more accessible than ever before. Students can attend online courses from international universities, collaborate with peers via Google Docs, and express creativity through digital storytelling tools like Canva and Adobe Spark. Media platforms also promote civic engagement, as seen in the youth-driven climate protests organized through social media.

Disadvantages of Media

However, media also has downsides. The rapid spread of misinformation can mislead the public, as seen during the COVID-19 pandemic. Issues like cyberbullying on Instagram, privacy breaches on Facebook, and media addiction, where teens spend excessive hours scrolling on TikTok, highlight the darker aspects of digital media. These issues stress the importance of developing strong media literacy skills.

Integrating Media Literacy in the Curriculum

Educators must consciously weave media literacy into every subject area. In English classes, students can analyze advertisements or films for bias and symbolism. In social studies, they can evaluate how media influences public opinion on political issues. Science lessons can include critical evaluation of scientific reporting in mainstream media. Integrating media literacy ensures that students become not just knowledgeable consumers but responsible creators of content.

Media Skills

Students need a range of media skills: critical thinking, creative content production, and technical expertise in using digital tools. They should also develop strong communication and collaboration skills, essential for team projects like group vlogs, online campaigns, or digital storytelling. For instance, creating a class documentary on a community issue hones research, video editing, and teamwork skills.

Approaches to Teaching Media Literacy

Teaching media literacy can be approached in various ways. Inquiry-based learning encourages students to ask critical questions about media. Discussions and debates help students articulate diverse perspectives. Project-based learning lets students create their own blogs, podcasts, or videos, enhancing understanding through real-world practice. Case studies, like analyzing the role of social media in recent elections, help students apply media literacy concepts to actual events.

Utilizing Media Across Disciplines

Media literacy can enhance learning across disciplines. In English classes, analyzing the themes and narratives of a film helps develop comprehension skills. In Social Studies, students can discuss how media campaigns shaped historical events. In Science, learners can critique the portrayal of scientific facts in movies. In Math, analyzing statistics in news articles teaches students about data manipulation.

Assessing and Evaluating Media Literary Works

Assessment of media literacy projects should be comprehensive. Rubrics should measure the depth of analysis, ethical considerations, creativity, and technical quality. For instance, a student podcast project should be evaluated based on the accuracy of information, clarity of presentation, originality, and adherence to ethical guidelines. Additionally, self-assessment and peer reviews are vital, encouraging reflection and fostering a culture of constructive feedback.

References (APA 7th Edition)

• Aufderheide, P. (1993). Media Literacy: A Report of the National Leadership Conference on Media Literacy. Aspen Institute.
• De Leon, E. B. (2022). Building and Enhancing New Literacies Across the Curriculum. Rex Bookstore.
• Shapiro, J. J., & Hughes, S. K. (1996). Information Literacy as a Liberal Art: Enlightenment Proposals for a New Curriculum. EDUCOM Review, 31(2).
• UNESCO. (2011). Media and Information Literacy Curriculum for Teachers. United Nations Educational, Scientific and Cultural Organization.