People who make their living producing images, such as photographers, stylists, publicists, directors and pop idols, learn how to use those signs to convey the impression they want to make. Although teen girls who are trying to send a signal to their circle of friends and pop music producers who are trying to send a signal to an audience of millions are working on different scales, the principle is very much the same. Depending on your audience, you need to tailor the signals you send out very carefully. Even your age can have a certain amount of wiggle room when dressed in the right signs.
Joe McGinniss’ book The Selling of the President had a shocking title for 1968, suggesting as it did that in the television age the presidency had become nothing more than another product to be packaged and sold. A new MNet resource, Watching the Elections (a lesson for Grade 8 to 12 Social Studies classes), shines a light on how the different aspects of an election – from the debates to political ads to the candidates themselves – are actually media products.
Three well-known companies – Xerox, Starbucks, and the Gap – have recently made changes to their most public face, their logos. Each change has met with varying degrees of success, giving media educators an opportunity to look at just what makes a successful logo work.
Teachers who include media literacy in their classrooms often face issues that don’t arise in other subjects. Nothing illustrates this better than the issue of diversity in media. It’s not unreasonable for teachers to see the topic as a can of worms and be concerned about offending students and their parents – not to mention worrying about what the students themselves might say. At the same time, it’s a topic that is simply too important to be ignored: what we see in media hugely influences how we see others, ourselves and the world. As a result, an ability to analyze media depictions of diversity is not only a key element of being media literate, it’s essential to understanding many of the social issues and concerns that we face as citizens. That’s why Media Awareness Network has developed That’s Not Me – a new online tutorial for professional development to help educators and community leaders approach this issue through key concepts of media literacy.
This is the first in a series of blogs looking at the history and future of Web 2.0. From Facebook pages to viral Barack Obama speeches, the latest boom to hit the media is the rise of user-created content. Services such as Facebook and YouTube have created a new business model: rather than selling content to consumers, as media companies traditionally have done.
Despite a few attempts, air is still free – but airwaves aren’t: on January 25th, 2008, the U.S. government began auctioning off rights to frequencies in the 700 megahertz spectrum. These frequencies, which until now have been used to carry broadcast TV signals, are the last important part of the spectrum that will be available for the expanding mobile communications market. These airwaves are being sold (or to be more precise, licensed for ten years) by auction by the Federal Communication Commission – you can watch it gavel-by-gavel at the FCC’s Web site. The government hopes to raise $15 billion dollars from the sale, but various factors (particularly the stock market’s recent troubles) have kept bidding lower than expected.
Media educator John Pungente’s series Beyond the Screen, airing on Bravo!, now has its own Web site, where teachers can find resources and tips on integrating the series into their classrooms. Father John Pungente, a longtime media educator and founding Board member of MNet, planned the series as a follow-up to his acclaimed Scanning the Movies. Like its predecessor, Beyond the Screen is intended as a way of teaching viewers to “read” movies. In Beyond the Screen Pungente uses clips from current movies and interviews with cast and crew to shed light on filmmaking techniques, genre, and theme. The Web site offers showtimes and previews of upcoming episodes and links to teachers’ guides. (So far the only guide that’s been posted is for Speed Racer, but the guide for The Dark Night should be up shortly; upcoming episodes on Sisterhood of the Traveling Pants and Harry Potter and the Half-Blood Prince should be popular as well.)
A recent issue of Entertainment Weekly was devoted to a list of so-called “new classics,” a top one-hundred list of the best movies, books, TV shows, and so on, published since 1983. The lists themselves are liable to provoke discussion (Die Hard is #9, ahead of Goodfellas, Schindler’s List and Unforgiven?) but perhaps a more interesting question is whether, in the Media Age, the very idea of a “classic” still means anything.
It’s been widely said that attention is the currency of the 21st Century. In an age where media occupy an increasingly central role in our lives, the need to have that media focused on you becomes intense. For no-one is this more true than for children and teens, who now expect to be connected twenty-four hours a day and for whom the Internet and cell phones are essential parts of their social lives. An interesting Facebook page, amusing Tweets, outrageous YouTube videos, even shocking photos sent by cell phone – most of us are aware of the ways that young people seek their peers’ attention. In today’s media environment, is it still possible to teach young people the value of privacy? What, indeed, does the idea of privacy even mean to today’s children and teens?
It’s a persistent phenomenon: the faster we move into the future, the more we find it embedded with the bones of the past. Why else, for instance, would we still talk about “dialling” a phone, and later about “hanging it up”? Few people remember the early TV remote controls that worked by sending high-frequency sounds, but we still call remotes “clickers.” We still say “stay tuned,” “CC” (carbon copy) e-mails, “rewind” DVDs, and “post” online messages. Even new media darling YouTube contains an old-media artefact of this kind: the name is obviously meant to make us think of television, the “boob tube,” but few TVs have tubes in them anymore.