Introduction to Media Literacy: Crash Course Media Literacy #1

Summary

Crash Course Media Literacy, hosted by Jay Smooth, explores the significant time spent consuming media and its impact on daily life. The course delves into understanding media messages, effects, and the importance of media literacy. It introduces Stuart Hall's encoding and decoding theory, emphasizing the active role of consumers in interpreting media. The series aims to equip viewers with the skills to critically engage with media, navigate its influence, and discern trustworthy information in a complex digital age.

Takeaways

• 📺 The average U.S. adult spends over 10 hours a day consuming various forms of media, which is over 40% of their day.
• 👶 Teens and tweens spend slightly less time with media, around 6 to 9 hours, but still a significant portion of their day.
• 🌐 Media encompasses a wide range of communication artifacts, including books, films, paintings, songs, TV shows, and even tweets and emails.
• 📚 Media literacy is a crucial skill that involves the ability to access, analyze, evaluate, create, and act using all forms of communication.
• 🤔 Media messages are the values and ideas promoted by the media, while media effects are the influences and consequences on audiences.
• 🧐 Stuart Hall's theory of encoding and decoding highlights the active role of the audience in interpreting media messages based on their own experiences and knowledge.
• 🔍 Media literacy enables individuals to critically evaluate the messages they consume and understand the intentions behind them.
• 💡 The ability to navigate the media landscape is essential in an era where information is abundant and sometimes misleading.
• 📈 Media literacy education is important for discerning trustworthy information sources and understanding the impact of media on society.
• 🌟 The course aims to provide a comprehensive understanding of media literacy, including its history, impact, and the responsibilities associated with creating and consuming media.
• 📣 The call to action for viewers to spread media literacy skills to others emphasizes the collective effort needed to navigate the complex media environment.

Q & A

What is the main focus of Crash Course Media Literacy?

The main focus of Crash Course Media Literacy is to explore how media is consumed, created, and its impact on everyday life, emphasizing the importance of understanding media's influence given the significant amount of time people spend with it.

How many hours does the average U.S. adult spend consuming media daily according to the script?

The average U.S. adult spends upwards of 10 hours consuming media daily.

What is the definition of 'media' in the context of this script?

In this script, 'media' refers to various forms of communication, including books, films, paintings, songs, TV shows, poems, video games, and more, serving as the vehicle for a message.

What is media literacy according to the National Association of Media Literacy Educators?

Media literacy is defined as 'the ability to Access, Analyze, Evaluate, Create, and Act using all forms of communication.'

What are 'media messages' and 'media effects'?

Media messages are the values and ideas promoted by the media, while media effects are the influences and consequences these messages have on audiences.

What is the significance of Stuart Hall's theory of encoding and decoding in understanding media messages?

Stuart Hall's theory of encoding and decoding highlights that messages are created with a set of meanings by the creator (encoding) and interpreted by the audience based on their own understanding (decoding), emphasizing the active role of the audience in interpreting media messages.

Why is it important to understand the difference between media messages and media effects?

Understanding the difference is important because it acknowledges the complexity of media communication, recognizing that messages are not simply absorbed but are actively interpreted by audiences, which can lead to varied effects.

What does the script suggest as a metaphor for the impact of media literacy on one's perspective?

The script suggests that media literacy is like putting on a pair of glasses or having laser eye surgery for the first time, indicating that it provides a new, clear, and transformative way of seeing media.

What role does the audience play in the process of media consumption according to the script?

The audience plays an active role in media consumption by interpreting and decoding messages based on their own knowledge, experiences, and perspectives.

What is the script's call to action for viewers who are interested in media literacy?

The script encourages viewers who are interested in media literacy to share their knowledge and skills with others, helping to spread media literacy education and ensure a more informed society.

How does the script describe the process of encoding a message?

The script describes encoding as the process where the creator embeds their intended message using a set of pre-understood meanings, symbols, and definitions, hoping the audience will understand it as intended.

What are some of the topics covered in the first half of the Crash Course Media Literacy series?

The first half of the series covers the history of media literacy, finding trustworthy sources of information, the interaction between media and the mind, and the responsibilities that come with creating media.

What will be the focus of the second half of the course?

The second half of the course will focus on how media works in the world, including media regulation, the dark side of media like propaganda and misinformation, the impact of advertising, the influence of big tech companies, and the future of the media landscape.

Outlines

00:00

📺 Introduction to Media Literacy

Jay Smooth introduces the Crash Course Media Literacy series, emphasizing the significant amount of time people spend consuming media and the importance of understanding its impact. He defines 'media' broadly, including various forms of communication, and explains the concept of media literacy as the ability to access, analyze, evaluate, create, and act using all forms of communication. The course aims to equip viewers with the skills to critically engage with media, considering both the messages conveyed and their effects on audiences.

05:01

📚 Understanding Media Messages and Effects

This section delves into the nuances of media messages and their effects on audiences. It introduces British sociologist Stuart Hall's theory of encoding and decoding, which posits that messages are encoded by creators with specific meanings and decoded by recipients based on their own interpretations. The theory challenges the idea of textual determinism and highlights the active role of media consumers in shaping their understanding of messages. The summary also touches on the importance of media literacy in navigating the complexities of media influence, including the辨别 of trustworthy information in an era where misinformation can be prevalent.

10:04

🎬 The Role of Media Literacy in Today's World

The final paragraph outlines the course's structure and goals, focusing on the historical context of media literacy, the identification of reliable information sources, the interaction between media and the human mind, and the responsibilities inherent in media creation. It also discusses the broader implications of media in society, including regulation, the dangers of propaganda and misinformation, the persuasive power of advertising, and the impact of tech companies on the media landscape. The call to action encourages viewers to spread media literacy skills to others, emphasizing the collective effort needed to navigate the modern media environment effectively.

Keywords

💡Media Literacy

Media literacy is the ability to access, analyze, evaluate, create, and act using various forms of communication. It is a crucial skill in today's world where media consumption is a significant part of daily life. The video emphasizes the importance of media literacy to navigate the complex landscape of information and misinformation effectively. For example, the National Association of Media Literacy Educators' definition is used to explain the concept in the script.

💡Media Consumption

Media consumption refers to the act of engaging with various forms of media such as TV, radio, internet, and social media. The script highlights that the average U.S. adult spends over 10 hours a day consuming media, which is a substantial portion of their waking hours. This underscores the need for understanding the impact of media on our lives.

💡Medium

A medium is a substance or method through which something is communicated. The script explains that media is the plural of 'medium,' encompassing various forms like books, films, and video games that serve as vehicles for messages. This concept is foundational to understanding media literacy as it relates to the diverse ways messages are conveyed.

💡Encoding and Decoding

Encoding and decoding are processes in communication theory where messages are created (encoded) by the sender and interpreted (decoded) by the receiver. British sociologist Stuart Hall's theory, mentioned in the script, posits that messages are encoded with specific meanings, but these are subject to individual interpretation based on the receiver's experiences and cultural context.

💡Media Messages

Media messages are the values, ideas, and information that media content promotes or conveys. The script discusses how media messages are not straightforward inputs into our brains but are subject to individual interpretation, influenced by the creator's and the consumer's perspectives and experiences.

💡Media Effects

Media effects refer to the influences and consequences that media messages have on audiences. The video script points out that understanding media effects is complex and involves considering how individual consumers interpret and react to media messages, which can vary widely.

💡Critical Thinking

Critical thinking is the objective analysis and evaluation of an issue to form a judgment. In the context of the video, critical thinking is an essential component of media literacy, allowing individuals to question, analyze, and evaluate the media they consume, rather than passively accepting information.

💡Cultural Criticism

Cultural criticism involves the analysis and interpretation of cultural artifacts, including media, to understand their underlying meanings and societal impacts. The script mentions cultural critics and other academics who have contributed to the understanding of media messages and their effects on audiences.

💡Miscommunication

Miscommunication occurs when the intended meaning of a message is not understood or is misunderstood by the receiver. The script uses the example of texting to illustrate how encoding and decoding can lead to misinterpretations, highlighting the potential for miscommunication in media consumption.

💡Fake News

Fake news refers to false information presented as news, often with the intent to deceive or manipulate. The video script addresses the issue of fake news, particularly in the context of social media, as a challenge that media literacy helps to navigate by discerning trustworthy information.

💡Media Regulation

Media regulation involves the policies and legal frameworks that govern the creation and distribution of media content. The script briefly touches on media regulation as a topic that will be explored in the course, indicating its relevance to understanding the media landscape and its impact on society.

Highlights

Introduction to the concept of media literacy and its importance in understanding media's impact on daily life.

Average U.S. adult spends over 10 hours per day consuming various forms of media.

Definition of 'media' as a broad term encompassing multiple methods of communication.

Media literacy defined by the National Association of Media Literacy Educators as the ability to access, analyze, evaluate, create, and act using communication.

The role of media in shaping our understanding and interpretation of messages.

The concept of media messages and their distinction from media effects on audiences.

Stuart Hall's theory of encoding and decoding, emphasizing the active role of the audience in interpreting media messages.

The idea that language and communication are inherently 'coded' and require decoding by the audience.

The potential for miscommunication and the importance of the audience's unique interpretation of media messages.

The debate over the extent of media's influence on consumers and the role of media literacy in navigating this.

The role of media literacy in discerning trustworthy information, especially in the era of social media and 'fake news'.

The call to action for viewers to spread media literacy skills to others, emphasizing its collective importance.

Overview of the course's structure, covering history, finding trustworthy sources, understanding media-mind interaction, and responsibilities in media creation.

Discussion on media regulation, the economics behind it, and the impact of big tech companies on the media landscape.

The future of media literacy and its importance in the changing media landscape.

The production details of Crash Course Media Literacy, including the studio and team involved.

Invitation to support Crash Course on Patreon to keep the educational content free for everyone.

Transcripts

Hey there everybody, I’m Jay Smooth and this is Crash Course Media Literacy.

For the next few weeks we’re going to take a deep dive into media – how we consume it, how we create it, and how it impacts our everyday lives.

Before we get started, do me a favor and think: how many hours did you spend consuming media today?

Don’t worry, I’ll wait.

What’d you come up with? 2 hours? 3? 5?

If you’re the average U.S. adult, today you spent upwards of 10 hours watching TV, listening to the radio, surfing the web, scrolling through your phone, or checking out awesome educational video series on YouTube.

That’s over 40% of your day!

If you’re a teen or tween, you spent a little less time – maybe 6 to 9 hours.

Never before in history have humans spent so many waking hours consuming media.

Since it’s taking up more and more of our time each year, it’s important that we understand its influence on everything we do.

[Theme Music]

Now when I say “media” I’m talking about a couple different things.

The literal definition of “media” is the plural of medium, or multiple mediums, so to speak.

And a medium is a substance or a method in which something is communicated.

It’s the vehicle for a message.

Books, films, paintings, songs, TV shows, poems, video games, magazines, podcasts, music videos, newspapers, web forums, coupons, email newsletters,

Tweets, straight-to-DVD sequels, receipts, traffic signs, both good and bad street art, Snapchat stories, those word of the day calendars your aunt always buys you,

protest signs, embarrassing but cute childhood photos you post on #throwbackthursday, breaking news push notifications that give you a mini heart attack,

sex ed pamphlets about your changing body, and my Bluray copy of the second highest grossing film of all time, Titanic – those are all media.

When you think about it that way, it makes sense that we spend so much time consuming media.

Whether you’re at work or school or just hanging out, chances are you’re almost always interacting with some sort of artifact of communication.

As a culture we often stick a “the” in front of “media” to refer collectively to mass communication.

It’s an umbrella term we use to talk about the widely distributed newspapers, TV channels,

websites, radio stations, movie studios, and more that create or distribute information

– like CNN, The New York Times, NPR, Disney, or YouTube.

Whether you’re talking about media as in multiple mediums or “the media,” and during this course we’ll be talking about both,

the ability to navigate the media is a powerful and crucial skill.

Media scholars refer to this skill as media literacy.

As a field of study, media literacy comprises and overlaps many different theories and subjects, from critical thinking and psychology to linguistics and ethics in technology.

In this series, we’ll be using the definition of media literacy that’s used by the National Association of Media Literacy Educators.

And it describes media literacy as “the ability to Access, Analyze, Evaluate, Create and Act using all forms of communication.”

Now, with this definition in mind, think back to the media you spent your time with today.

What kind of content were you absorbing, and how did you get to it?

Were you making sense of its messages?

Were you aware that each message was created by someone with their own goals and opinions?

When you create media, like a blog post or an Instagram, what is your responsibility to those who view it?

Finally, what do you do with all that info you just received?

With media literacy skills, you’ll have the power to think through each of these important questions every time you pick up your phone or flip on the radio.

It’ll be like putting on a pair of glasses for the first time: so eye opening you’ll never want to take them off.

Which is great, because you won’t actually be able to take them off – it’ll be hard to look at media the same way.

So, actually I guess media literacy is more like laser eye surgery.

But way cheaper.

OK. Media Literacy Lesson #1: understanding the difference between media messages and media effects.

Media messages are the values and ideas that are promoted by the media, the things that get put into them.

Media effects are their influences and consequences on audiences.

But talking about media in terms of these inputs and outputs is way, way too simple.

Media doesn’t just broadcast one easy to understand message straight into our brains.

And readers and viewers don’t just agree with whatever they say and move on with their lives.

The creator’s experiences and environment affect everything they create.

Their messages are filled with tons of baggage.

And we consumers have our own baggage, too, which determines how we react to and interpret messages.

Media scholars, cultural critics, and plenty of other very smart academic types have long understood that we need to think about messages and effects in a far more nuanced way.

For instance, take British sociologist Stuart Hall’s theory of encoding and decoding, popularized in 1973.

Hall wrote that before a message is distributed, it is “encoded” by the creator during its production.

The message the creator wants to send is written in a code of sorts,

using a host of pre-understood meanings, symbols, and definitions that they think or hope the recipient will understand.

But the recipient (that’s you) has their own mental dictionary full of meanings, symbols, and definitions.

When someone interprets a message, they “decode” it by applying their knowledge and experience to decipher its meaning.

When I say “encode” and “decode,” I don’t just mean a secret code you use to talk to your friends, or Morse code.

As Hall would say, all language is “coded.”

Let’s go to the Thought Bubble to break this down:

Say you’re texting your significant other about where to go for dinner.

You just heard about this fancy French restaurant that’s supposed to be super romantic and perfect for a date.

You’re doing a little encoding here.

So you say, Let’s do Maison de L’amour *kissy face emoji*

You use the restaurant’s name instead of “fancy French restaurant” because it sounds more impressive and makes you look cool for knowing a little French.

You throw in a kissy face emoji to turn up the flirtatiousness.

But also notice, you say “do” instead of “go to” because, since you’re already talking about where to eat, the activity you’re doing at Maison de L’amour is implied.

Done. Send.

They respond, Ok *crying laughing emoji*

Wait, what does that mean?!

Did you say something wrong? Do they not want to go?

Are they just so stoked for this restaurant that they’re...laughing maniacally?

Do they want to break up? WHAT DOES THIS MEAN?

Here, you’re trying to decode this mysterious message using what you know about the English language, emoji, and your significant other.

Maybe some social anxiety is working its way in, too.

Either way, you’re thinking that clearly your romantic gesture was poorly received.

But perhaps all they meant by the crying laughing emoji was they’d love to go, despite your super cheesy taste in restaurants.

They encoded their message, too, but something got lost in the decoding.

Thanks Thought Bubble.

Hall’s theory of encoding and decoding is a rejection of what’s known as textual determinism,

or the idea that a message’s meaning is inevitably sent and received in its entirety, just as intended, every time.

Hall gave way more credit to the consumer than many theorists before him, who often thought of most communication as a one-way street.

The significance of this theory is that, as a media consumer, you’re not just a helpless sponge, absorbing all kinds of messages without a second thought.

You interpret messages in a unique way, which means you also have the ability to see what messages are being thrown at you –

and decide whether you want to catch them, pass ‘em on, or drop them completely.

This also leaves plenty of room for miscommunication, and messages getting lost in translation.

Of course, scholars, educators, parents, and consumers have always debated to what degree media really affects its consumers.

Questions of whether media can truly harm or benefit us has led to media literacy education in schools,

media regulations (like movie ratings and the labeling of advertisements), and tons of research into media effects.

Plus, these days, when two-thirds of U.S. adults get news from social media – and some of that can be “fake” news – we constantly have to ask:

What information can I truly trust?

The answers to questions like these aren’t always obvious.

Luckily, media literacy gives you the tools you need to find the answers.

Whether you’re feeling skeptical of social media’s role in your political views, questioning the power of tech companies to control your newsfeeds,

or just trying to get your message out into the world, learning how to navigate the media landscape is tough, but possible with the right skill set.

Now, let’s be honest with each other.

If you’re watching this video, you’re probably already pretty media savvy, or at least very interested in being so.

You clearly love learning and found us here on the interwebs, so you’ve got some great skills already.

Critics might even say we’re just preaching to the choir.

Well, guess what? If you’re in the choir, we want you singing!

This is our official request that you sing to everyone you know about media literacy.

OK, maybe not literally sing. That might get annoying.

But in all seriousness, media literacy education is only effective when we’re all on the same page.

And those who need the most help learning how to swim in the media deep end are also the least likely to seek out videos like this.

So we need you to pass along these skills to friends, family, high school acquaintances you only talk to on Facebook –

anyone who won’t come across these lessons themselves.

We’re all in this together.

As Academy Award-winning actress Kate Winslet says in 1997 hit film, Titanic: You jump, I jump, Jack.

Here’s how we’re going to help.

During the first half of this course, we’re going to dive into the history of the field (spoiler alert: media literacy is not a new problem);

learn how to find trusty sources of information; discover how media and your mind interact;

and explore creating media and the responsibilities that come with it.

In the second half of the course we’ll use this theory to look at how media works in the world:

we’ll discover how it’s regulated (the policies and the economics of it all);

the dark side of the media, like propaganda and misinformation; the lure of advertising;

how the big tech companies are changing the media landscape; plus we’ll take a look at where the field is headed.

Throughout the course, we’ll return to the core principles of media literacy – to build a framework with which to approach our everyday, media-filled lives.

I hope you’ll join me on this journey.

Until next time, I’m Jay Smooth for Crash Course.

We’ll see you next week!

Crash Course Media Literacy is filmed in the Dr. Cheryl C. Kinney Studio in Missoula, MT,

It’s made with the help of all of these nice people and our animation team is Thought Cafe.

Crash Course is a Complexly production.

If you wanna keep imagining the world complexly with us, check out some of our other channels, like SciShow, Animal Wonders, and The Art Assignment.

If you'd like to keep Crash Course free for everyone, forever, you can support the series at Patreon, a crowdfunding platform that allows you to support the content you love.

Thank you to all of our patrons for making Crash Course possible with their continued support.