5000 advertisements a day!

The first time I heard about media literacy I was in my 6^th grade English class and our teacher was having us cut up magazines to recreate the advertisements with our interpretation of what it was they were trying to convey or sell. I have to admit I didn’t really understand why he was having us do it, but hey, we were getting to look at magazines and make collages during school, so I wasn’t about to complain.  Media literacy completely fell off my radar until I got to high school and became interested in the use of advertising in political campaigns to make voters feel something about a particular candidate whether or not it was a true reflection of who the candidate was or what they stood for. This got me wondering how much advertising influenced the decisions people make on a daily basis and the way we form relationships with other people as well as with the inanimate objects promoted in advertisements.

I bet most of you are thinking, “Hey, I’m an intelligent, well-educated person. I know how to make rational decisions. Advertisements don’t really have any influence on me.” Maybe, but we are living in an era of media saturation – think about how much time you spend on Facebook or Twitter or Pinterest or email or surfing the net. Advertisements have become harder and harder to differentiate from other forms of media. Some estimate that we are exposed to close to 5000 advertising messages daily! So, whether or not you believe advertisements influence the decisions you make, it doesn’t hurt to buff up your media literacy skills so that you can be both a critical thinker and creative producer of media.

So what exactly is media literacy? Essentially it is a communication skill set that enables a person to access, analyze, evaluate, and communicate information in a variety of forms (this includes both print and non-print media). It is not an anti-media movement but rather a movement to empower individuals as we make choices as students, citizens, workers, consumers, and (to tie this back to my role as Health Literacy Intern) as patients. One day there’s an article on how ________ food that is good for you and the next day there’s a new article about how it may cause _______.  One day low-fat diets are touted as the best prescription for weight loss and the next it’s low-carb diets. How am I supposed to figure out healthy eating with all the mixed messages? And all those advertisements for drugs that are supposed to help with anxiety, restless leg syndrome, insomnia, PMS.  How can I figure out if one is right for me? What if my doctor doesn’t prescribe the one I’ve seen on TV? Should I ask for a different prescription? Or for those of us who like to self-diagnose our symptoms, which websites are actually providing trustworthy information and how do I know whether I’ve just got bad allergies or a brain tumor when swollen, stinging, draining eye is a symptom of both? That’s where media literacy can help. It doesn’t have all the answers, but it will help us to think more critically about the messages we receive, question the source of the information and the motivation behind the message.

Interested in learning more about media literacy, check out some of my favorite media literacy advocates: Media Education Foundation,  Sut Jhally, Jean Kilbourne, Jackson Katz, the National Association for Media Literacy Education, Center for Science in the Public Interest.

In the adult literacy classroom you can help your students improve their media literacy by creating activities and discussions comparing advertisements and public health announcements. You can check out more in our Health Literacy Workshops for Literacy Instructors.

Home is the heart of the matter. It's where literacy begins.

Thanks to the massive new United Way initiative Success by Six in collaboration with the University of California, Los Angeles, the first data set about early childhood development as it relates to school readiness in Central Texas has been released.

The findings are troubling. The regional stats are bad enough: only 52% of children entering school in Central Texas are school-ready. But in some Austin neighborhoods, such as St. John's and Dove Springs, the rate is an astonishing 12-15%. That means that only 1 in every 10 kindergarteners in these neighborhoods arrives at school ready to learn.

So what do we do? Where do we even begin to fill in the gaps to get these kids more ready to succeed in school? I propose a logic model to begin the conversation:

If we know that a mother's literacy level is the #1 predictor of her children's success in school, then increasing parents' literacy rates will directly improve children's school readiness rates.

The Literacy Coalition is preparing to kick off a major campaign - Literacy Illuminates - to raise awareness of this issue and to connect parents and individuals to literacy services in our area. (Keep reading our blog to find out more about the campaign!) Success by Six is working to identify and strategize how to reach the kids in the target neighborhoods. But in the meantime, what can you do to help Central Texas kids succeed academically? Volunteer! Our partner agencies always need additional adult literacy instructors, tutors, and mentors. The Literacy Coalition even offers free training for volunteer instructors. Donate to the Literacy Coalition! For every $1 that's invested in us, we return $2.50 in resources to our partner agencies. That means we effectively double every donation that you make through our ability to leverage funds. Our community is mobilizing to address the impacts of low literacy in 2012 - especially as it affects our children. Won't you join us?