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 Jim Metrock: Skoollive recently published this video in an effort to make school officials more comfortable with their controversial, in-school marketing company. If your school district is thinking about bringing billboard advertising into your school hallways, please take a moment and watch Skoollive’s “feel good” video, then consider reading my remarks about the video. The opening...
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From Jim Metrock: There are so many things wrong with SkoolLive that I hate to bring up this minor point. Normally, a lot of thought is put into the name of a business. Why SkoolLive chose to misspell “school” is their concern. However I do find it interesting that company employees are confused about their own...
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From Jim Metrock: This speech from 12 years ago is unfortunately still timely. Students are still being commercially exploited by old tired kiddie marketers like Channel One and new upstarts like SkoolLive. Parents and educators need to stay vigilant for those who only see schools as a source of easy ad revenue. Keynote Speech...
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From Jim Metrock: While looking through a SkoolLive contract with an Arizona school district, I found this disturbing paragraph: 6.17 Student Educational Records. School District’s students’ educational records are protected by the federal Family Educational Rights and Privacy Act, 20 U.S.C. § 1232g (“FERPA”). SkoolLive will comply with FERPA and will not access or make...
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From Jim Metrock: Skoollive is an in-school marketing firm. Such companies by definition suffer from a split personality. On one hand, the company has to sell advertisers on its ability to place advertising in front of “X” number of schoolchildren, while at the same time it has to sell itself to school boards as a company primarily...
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Controversial youth marketing firm gets approval to place electronic video billboards into school hallways. Digital kiosks make grade for Cody schools Posted: Friday, July 17, 2015 5:09 pm By JANICE DOWNEY Staff writer Two Cody schools will have a new “kid” in the hallways this year: door-sized digital kiosks. By a vote of 6-1,...
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Drinking And Drug Advice Is Outrageous January 12, 2001 America’s schoolchildren are being inundated with ads for About.com. About.com is a company that owns several pornographic sites and will be merging with Channel One’s parent company, PRIMEDIA, Inc. at the end of February or the beginning of...
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Cody Enterprises, Cody, WY District should say no to kiosks Posted: Wednesday, June 24, 2015 4:38 pm John Malmberg General manager Just because you are able to do something, doesn’t mean you should. At last week’s regular board meeting of Park County School District No. 6, Instructional Technology Director James Kapptie pitched the idea...
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June 14, 2015: In 1998 Channel One hired Dr. Paul Folkemer, a middle school principal from New Jersey. Folkemer’s job was to undermine efforts of parents and educators who were seeking the removal of Channel One’s advertising from classrooms. Ask Dr. Folkemer November 28, 1999 Channel One – Peddlers of Despair Channel One,...
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December 5, 1999 Channel One’s Mixed Grade By CONSTANCE L. HAYS It has been 10 years since Channel One burst into classrooms across the country with its made-for-adolescents mix of current-events programming and Madison Avenue commercials. With its school-board-friendly business model, it has built a captive audience of eight million schoolchildren, and...
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