Media Literacy

Presented by

The Alcoholism & Drug Abuse Council

of Orange County

Problem Gambling Prevention Specialist

Goals of Today’s Goals of Today’s PresentationPresentation

Raise awareness about the media Raise awareness about the media and the effect it has on our livesand the effect it has on our lives

Illustrate the techniques media useIllustrate the techniques media use Encourage you to use critical Encourage you to use critical

thinking techniques when thinking techniques when consuming mediaconsuming media

Are you influenced by Are you influenced by the media?the media?

Have media influenced Have media influenced you?you?

apple juniper gray birch tomato poplar

onion English ivy hibiscus oak corn

sunflower dogwood magnolia pine rose

What Media Literacy What Media Literacy is & isn’tis & isn’t

Using critical thinking skills to Using critical thinking skills to sort through media’s messagessort through media’s messages

Watch…but carefullyWatch…but carefully

FACT

Young people who use alcohol before the age of 15 are 4 times more likely to become alcoholics.

Alcohol & SportsAlcohol & Sports

61% of all alcohol advertising went towards ads during televised sporting events in 2003.

Money, money, money…Money, money, money…

The average 30-second commercial during Super Bowl XLII (2008) sold for $2.7 million!

Mo’ money!Mo’ money!

Beer companies make $5 billion a year (2006) from underage drinking.

Underage drinking costs Underage drinking costs (2005)…(2005)…

Problem Total Costs in BillionsYouth Violence $31.1

Youth Traffic Crashes $14.9

High Risk Sex, Ages 14-20 $5.6

Youth Property Crime $3.1

Youth Injury $1.9

Poisoning and Psychoses $.5

FAS Among Mothers Age 15-20 $1.1

Youth Alcohol Treatment $2.2

Total $60.3

10 corporations own 10 corporations own 85% of the mass media 85% of the mass media

in Americain America

Ten Corporations Ten Corporations CONTROL It AllCONTROL It All

(TV and Radio Stations)(TV and Radio Stations)News Corporation (Fox News, NY Post, Harper Collins, Direct TV)

Washington Post Co.

Viacom (CBS, MTV, Paramount, GE (NBC))

Time Warner, Inc. (AOL, CNN, Warner Bros.)

Gannett Co.

Walt Disney Company (ESPN, Disney Channel, ABC)

Bain Capitol/Thomas H. Lee Partners (Clear Channel)

CBS Corporation

Comcast Corporation

Tribune Company

Advertising, particularly for fashion and Advertising, particularly for fashion and cosmetics, has a powerful effect on how cosmetics, has a powerful effect on how we see ourselves and how we think we we see ourselves and how we think we should look. Women's magazines in should look. Women's magazines in particular have a tremendous influence particular have a tremendous influence on body image, with researchers on body image, with researchers reporting that teenage girls rely heavily reporting that teenage girls rely heavily on them for information on beauty and on them for information on beauty and fashion fashion [1][1], valuing their advice nearly as , valuing their advice nearly as highly as that of their peers.highly as that of their peers.

[2]The Taylor Research & Consulting Group, T[2]The Taylor Research & Consulting Group, Taylor Kids Pulse: Where aylor Kids Pulse: Where the Wired Things Are,the Wired Things Are, as cited in as cited in Teen Media Monitor: Teen GirlsTeen Media Monitor: Teen Girls, The , The Kaiser Family Foundation 2:1Kaiser Family Foundation 2:1

How do they How do they manipulate us?manipulate us?

Number one technique:Number one technique:

Emotional transferEmotional transfer

Number twoNumber two

Sex sellsSex sells

The AXE Commercials

Number threeNumber three

Be cool –Be cool –

don’t be a geek!don’t be a geek!

Number fourNumber four

HumorHumor

Number fiveNumber five

Violence SellsViolence Sells

How does media How does media effect our…effect our…

compulsive spending?compulsive spending? body image?body image? use of addictive substances?use of addictive substances? relationships?relationships?

When did playing stop When did playing stop being fun?being fun?

Twenty years ago, the average Twenty years ago, the average model weighed 8 per cent less model weighed 8 per cent less than the average woman – but than the average woman – but today’s models weigh 23 per cent today’s models weigh 23 per cent less.less.

[3]National Eating Disorders Association. National Eating Disorders [3]National Eating Disorders Association. National Eating Disorders Association Unveils Powerful & Provocative Ad Campaign. February 26, Association Unveils Powerful & Provocative Ad Campaign. February 26, 2009.2009.

20132013

19641964

G.I. Joe: Retaliation 2013G.I. Joe: Retaliation 2013

Guys and Body ImageGuys and Body Image

Traditionally, most of the concerns Traditionally, most of the concerns about media and body image have about media and body image have revolved around girls, but more and revolved around girls, but more and more, researchers and health more, researchers and health professionals are turning their attention professionals are turning their attention to boys as well. A growing body of to boys as well. A growing body of research indicates that although boys research indicates that although boys are less likely to talk about their are less likely to talk about their insecurities, they too experience anxiety insecurities, they too experience anxiety about their bodies.about their bodies.

Which of the Which of the following statements following statements

is FALSE?is FALSE?

Which of the Which of the following statements following statements

is FALSE?is FALSE? Depression can trigger drug and Depression can trigger drug and

alcohol use?alcohol use?

Although illegal drugs kill twice as Although illegal drugs kill twice as many people, alcohol causes more many people, alcohol causes more disabling diseases.disabling diseases.

Children of alcoholics have higher Children of alcoholics have higher levels of anxiety or depression than levels of anxiety or depression than children of non-alcoholics.children of non-alcoholics.

Alcohol is a depressant.Alcohol is a depressant.