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.
They have ads of how you should dress and what you should look like and this and that, and then they say, 'but respect people for what they choose to be like.' Okay, so which do we do first?"
Kelsey, 16, quoted in Girl Talk
Advertising: It’s everywhere. No, it’s not your imagination. The amount of advertising and marketing we are exposed to daily has exploded: on average, we see more than four thousand ads each day.[1] At the gas pumps, in the movie theatre, in a washroom stall, on stickers on fruit, during sporting events and plastered all over social media—advertising is pretty much impossible to avoid.
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If we can generally conclude that digital media literacy does work, it’s worth asking the opposite question: can media literacy backfire?
While youth actively participate in copying, with 95 percent of students in a 2017 survey admitting to participating in some sort of cheating,[i] they have trouble seeing their acts of plagiarism as having a victim. Ultimately, if nobody is hurt then we are unlikely to feel empathy and without that it’s hard to see something as being morally wrong.
Digital media such as social networks and video games have become increasingly important in the lives of children and youth. Even when young people are consuming other media, such as TV, music and movies, they’re likely to be doing it through the internet. As well, nearly all the media they consume, from TV shows to toys, have web pages, virtual worlds, video games or other digital spinoffs associated with them.
Media educators base their teaching on key concepts for digital media literacy, which provide an effective foundation for examining mass media and popular culture. As media education pioneer Len Masterman put it, “You can teach the media most effectively, not through a content-centered approach, but through the application of a conceptual framework which can help pupils to make sense of any media text.”[1]
The question of whether media education, or digital media literacy, “works” is a bit misplaced. There is no doubt that it works in the same sense that other areas of study “work,” in that students who’ve received media education know more about digital media literacy than those that haven’t – just as students who take history courses know more about history than those that don’t.
"We are experiencing a sea change with women and movies, a shift in numbers but also in consciousness. Female-driven movies, from women filmmakers and not, open weekly and are greeted as a matter of course rather than as aberrations; some dominate the box office, and a handful are enlivening the awards season. Despite continuing biases and barriers, women are now directing movies with a variety of budgets, topics and casts."