Media Awareness

Each day we are exposed to hundreds, even thousands of messages from TV, radio, newspapers, magazines, Internet, billboards and even clothing. No matter where we go or what we do, the media surrounds us.

The media often use stereotypical or negative images to portray women, visible minorities, youth, Gays and Lesbians and disabled people. These images can influence our values and beliefs about violence, gender roles and body image. Aboriginal people and other minorities are under-represented in programming, staffing and decision-making and are virtually invisible in advertising, news casting, or TV and film.[1] The viewpoints of Aboriginals and other minorities are invariably ignored in daily news coverage unless they are caught up in situations of conflict or crisis.[2] The under and mis-representation of women and other minorities is a powerful tool for maintaining social, political and economic inequality.[3] Recognizing that media constructs reality in a biased manner will challenge its validity and diminish the impact of its negative messages.

The good news is, as media users, we are in charge. We have the freedom to make decisions about what we want to experience through the media. Our challenge is to learn how to make intelligent and thoughtful choices. For example educating parents and children about safe Internet use is important. Pornography is easily accessible on the Internet and "chat lines" can be a point of interaction for pedophiles.[4] Simply learning to interpret and question the media we are exposed to can help to diminish the effects of all the negative images we are exposed to on a conscious and subconscious level.

Suggested Activities

Become Media-Savvy - Workshop facilitators and educators can find some tips on challenging the media's portrayal of violence, gender roles and the representation of Aboriginals and Minorities by visiting the YWCA Week Without Violence^® section on Media Awareness' website at www.media-awareness.ca
Safe Surfing on the Net - Many parents voice concerns about inappropriate content (including pornography, violence and hate propaganda) and interaction and safety issues in relation to their children's Internet use.[5] Ask the local police, RCMP, library, school, ISP provider or other knowledgeable source to facilitate a workshop to teach parents, children and youth what to do in an uncomfortable online encounter and who to notify. Learn some basic rules about Internet safety from www.webteacher.org
View the Media with a Critical Lens - How does what you see effect you? Watch a popular T.V. show or the news then talk about it. See the "Zap It! Activity" in the Appendix. Write a letter to support good quality children's entertainment or to complain about media content you find inappropriate or offensive. People pay attention to consumer feedback and a letter; fax or email can carry a lot of weight.

Facts

Did you know? By the time students have graduated from high school, most have spent 15, 000 hours in front of the television and only 11, 000 in the classroom.

Resources

Media Awareness offers workshops for school communities and libraries. Tel: (613) 224-7721, or 1-800-896-3342 (toll-free). Also check out the Media Toolkit for Youth for tips on writing letters to advertisers and broadcasters, and other ways to take action against offensive programming at www.media-awareness.ca.
Tiny Giant and Young People's Press (YPP) offer avenues for youth to submit their journalism, opinions, art, new media, fiction and design. Find YPP at www.ypp.net or Tel: (416) 484-4570. Tiny Giant has a number of offices across Canada. They also have a questionnaire asking young women to write about their experiences with racism, poverty and violence. Go to www.tgmag.ca to find out more information.
YTV In Class provides educators with photocopiable lesson plans on media awareness and other issues. Tel: (416) 534-6565x477.
Some great U.S. websites to check out:
Cable in the Classroom www.ciconline.org
Center for Media Awareness www.medialit.org
Media Awareness Clearinghouse www.med.sc.edu

1 Fleras, A. (1995). "Please Adjust Your Set": Media and Minorities in a Multi-Cultural Setting". In Communications in Canadian Society,4th Edition. Nelson, Canada. <source link>

2 Fleras, A. (1995).

3 Ungerheider, C. (1991). Media, Minorities, and Misconceptions: The Portrayal by and Representation of Minorities in Canadian News Media. In Canadian Ethnic Studies. XXIII (3). <source link>

4 Media Awareness Network (2000). Canada's children in a wired world: the parent's view. <source link>
YWCA 2001 Week Without Violence Organizer's Kit Page 1 6/22/02

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