Media literacy – the ability to critically consume and create media – is an essential skill in today’s world. Media literacy education seeks to give kids and adults greater freedom by empowering them to access, analyze, evaluate and produce media.
Media literate youth and adults are better able to understand the complex messages we receive from television, radio, newspapers, magazines, books, billboards, signs, packaging, marketing materials, video games, recorded music, the Internet and other forms of media. They can understand not only the surface content of media messages (the “text”) but also the more important meanings (the “subtext”) hidden beneath the surface. People who are media literate can also create their own media, becoming active participants in our media culture.
New Mexico Media Literacy Project
From the archives. Excerpt: “Youth is critical to the soft-drink business,” said C.J. Fraleigh, vice president for cola marketing for Pepsi-Cola, which has advertised on Channel One since its inception. “That’s when so many people form their brand preferences.” He said Channel One was attractive to Pepsi because it reaches teenagers as efficiently as...
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This is an email I sent to Don Oldenburg. Dear Mr. Oldenburg Last year you wrote a glowing article about Channel One News for the Parent Choice website. You touched briefly on some people having a problem with “advertising.” You appear to be unfamiliar with what Channel...
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From Jim Metrock: John “Jack” J. Lynch, Jr. is the president and Chief Executive Officer of Houghton Mifflin Harcourt. Mr. Lynch’s task is to clean up the mess that Linda Zecher made when she headed HMH. One of Ms. Zecher’s biggest mistakes was acquiring Channel One News. Acquiring a pariah in the world of...
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From Jim Metrock: To George Bruton the CEO of the tiny Skoollive kiddie-marketing firm, teens and preteens are pretty much nothing more than a target “demographic.” They are merely a target market. Below is a sponsored article paid for by Skoollive. Here Mr. Bruton gushes about the amount of money each teenager spends...
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From Jim Metrock: Why are these wannabe reporters saying “goodbye” to students? I thought Channel One News was THE place to keep young people informed about world events? Is there no news in June, July, and August. These guys could stream video news reports online all summer, if they wanted to. Alas, they don’t...
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From Jim Metrock: Today, May 25, 2017 will go down as an important day in the history of Channel One News. It’s important, but not in a good way. Today Channel One, the in-school, TV show for kids, devoted a significant amount of its program to promoting a magazine and website that, I’m guessing...
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From Jim Metrock: In 2007, Alloy, Inc. issued 150,000 shares of stock in connection with its purchase of Frontline Marketing. Alloy paid $5.8 million for Frontline, which included $1.8 million of stock. Alloy bought Frontline Marketing in...
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Watch Channel One’s commercial: C1 Cybiko 111601 From Jim Metrock: I become ill when I think of what Channel One News has advertised to American schoolchildren. I have been watching their commercials since 1996 up until several years ago when they made it virtually impossible for the public to see their ads. Today, what...
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From Jim Metrock: It appears that Channel One will once again avoid going out of business. I was hoping for an announcement (on May 4) that the infamous “kiddie marketing” firm would cease operations, but I understand now that probably won’t happen. Rats! Channel One News will continue to limp on and pursue its main...
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