In the 19th century, Métis leader Louis Riel reportedly predicted: “My people will sleep for one hundred years. When they awaken, it will be the artists who give them back their spirit.” Most Indigenous groups in Canada have relied on the oral tradition to convey an idea, message or value.
Media education can help young people put current images and messages about Indigenous people into perspective by helping them understand how the media work, why stereotyping exists, how decisions are made and why “it matters who makes it.” Media education is not about learning the right answers; it’s about consuming media images with an active, critical mind and asking the right questions.
Indigenous media has a long history in Canada. While the earliest newspapers aimed at Indigenous readers were published by settlers, there have been Indigenous-run papers since Ojibwa chief, doctor and publisher Peter Edmund Jones, also called Kahkewaquonaby, launched The Indian in Hagersville, Ontario, in 1885. This tradition has continued with papers such as Wawatay News, based in northern Ontario and Edmonton’s Windspeaker.[1]
In this lesson, students learn to question media representations of gender, relationships and sexuality. After a brief “myth busting” quiz about relationships in the media and a reminder of the constructed nature of media products, the teacher leads the class in an analysis of the messages about gender, sex and relationships communicated by beer and alcohol ads. Students analyze the messages communicated by their favourite media types and then contrast it with their own experience.
Indigenous people remain highly stereotyped in most mass media, in ways that are sometimes less remarked upon than stereotypes of other groups. This section examines how Indigenous people are represented, and participate, in various media and how media education can help both Indigenous and non-Indigenous youth understand the impact of stereotyped representations.
That Indigenous women are likely to be victims of violence is not news: Indigenous women aged 25 to 44 are five times more likely to suffer a violent death than other women in Canada.
The That’s Not Me tutorial focuses on the role that mainstream media play in shaping our perceptions about diversity. The tutorial explores what we see – and what we don’t see – on TV and in newspapers, video games, movies, the internet and other media. The tutorial looks at common trends in media portrayals of diversity and examines the reasons behind these trends; explores some of the factors behind media bias when covering diversity issues; and talks about the importance of media education to talking about diversity issues and empowering young people to take action.
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.
From the tablet to the TV screen, media are a huge influence on how we see ourselves and our world. Nowhere, perhaps, is that more true than when it comes to gender: media provide many of our ideas of what “male” and “female” are, and many of our models of how to behave, what to avoid doing, and whom to emulate in order to play the role we’ve been assigned.
In this lesson, students investigate the importance of branding and messaging, especially as they relate to parity products such as beer and alcohol.