CAREERS IN MEDIA LITERACY

Increasingly, college students across the U.S. are developing an interest in the field of media literacy. But although these students clearly understand the value of this discipline, they must also address a practical question: namely, what kinds of careers are available for those who decide to study media literacy?

Media literacy is a critical thinking skill that is applied to the source of most of our information—the media. Media literacy examines the impact of the media on our global environment. This discipline encourages individuals to make independent and informed assessments about the information conveyed through print, film, radio, television, and the Internet. Media literacy is also a discipline that enables individuals to become more discriminating in their selection and use of the media. Media literacy is not simply confined to bashing the media but also fosters an appreciation of excellence in the media..

Generally speaking, media literacy prepares individuals for any career that values critical thinking, research, and writing skills. But to be more specific, media literacy prepares students for careers in the following fields

Education

In the U.S., media literacy is included in the educational standards--what students are expected to know by graduation--in all fifty states Most state education departments have not yet called for the implementation of this educational standard in the classroom However, in this era of educational accountability, it is reasonable to expect that media literacy will become part of the curriculum of elementary and secondary schools in the foreseeable future, either as stand-alone classes or incorporated into established disciplines, As a result, positions for teachers with a background in media literacy should become increasingly available.

Currently, sixty-one schools of higher education (community colleges, colleges and universities) throughout the U.S. offer media literacy coursework as part of their curricula.

Most media literacy course offerings can be found in departments of communication. However, as more elementary and secondary school districts begin to require media literacy in their curriculum, there should also be an increased demand for faculty members in departments of education to teach the teachers.

In a positive development, schools such as Morehead State University, Wesley College, and St. Louis Community College have added media literacy courses to the general education requirements for all of their students. If this trend catches on, the additional number of course offerings would create an increased demand for instructors.

A related career involves working as an educational consultant. Consultants such as Kathleen Tyner and Deborah Leveranz have conducted numerous workshops throughout the country to help educators and administrators learn and teach about media in the classroom

Educational consultants can also develop classroom materials for teachers. Media coverage of news events, new films, advertising campaigns, and developments in the media industry provide innumerable “teachable moments” that illustrate the concepts of media literacy. But unfortunately, teachers are frequently overwhelmed and lack the time to develop relevant and timely lesson plans. Consequently, education consultants could provide a service by developing and distributing media literacy teaching materials.

Graduate Study

A background in media literacy is an excellent preparation for graduate study in a variety of disciplines. Clearly, undergraduate coursework lays the groundwork for continued study in media literacy. But in addition, a background in media literacy is also valuable for students interested in a related area of study, such as journalism, media studies, or film studies. In addition, media literacy is an excellent complement to graduate production programs in video, film, and interactive media.

Media literacy can also be beneficial is useful in seemingly unrelated fields. An understanding of the regulation of the American media industry would be of considerable value to students pursuing graduate study in public policy. In like manner, a media literacy background would benefit students applying to law school specializing in media law. And finally, taking media literacy courses in combination with business classes would be an excellent preparation for students who want to earn in MBA in order to pursue a career in media management .

Writing

A number of print and on-line publications provide ongoing analysis of media coverage and trends in the media industry. Some of these publications include FAIR (Fairness and Accuracy in Media), Media Reality Check, the American Journalism Review, Newswatch, and the Project for Excellence in Journalism.

In addition, newspapers and magazines throughout the country routinely include media critics on their staffs. To this point, most of these critics have had a very narrow conception of their role, by providing superficial reviews of films and television programs. However media critics such as Eric Mink of the New York Post have broadened their discussion to examine coverage and cultural trends reflected through programming.

Conducting Media Literacy Research

A number of research centers affiliated with universities provide ongoing analysis of the media industry and media content, including the Black Film Center Archives at Indiana University, Media Hyperlinks: Northwestern University, Media Lab at MIT, Television and Violence- Kansas State, and Yale University Family TV Research and Consultation Center

In addition, privately funded organizations examine media coverage, including the Center on Blacks and the Media (CBM), the Center for Research on the Effects of Television on Children, Media Watch, and On Television Project

Developing Community-based Programs

For years, religious organizations, public access groups, and privately funded organizations across the country have established successful media literacy activities in their communities. Community-based programs connect with audiences typically not reached by academic institutions, such as residents of retirement centers and church groups. Examples of organizations include the Community Media Workshop, The Southern New Mexico Media Literacy Coalition (SNMMLC), Alliance for Community Media, Davis Community Television, and Taos County Media Literacy Network.

In addition, media literacy programs have been very used very effectively in community youth programs. These programs focus on developing a form of self-expression through the creation of a media presentation (e.g., video, CD, or interactive project).In the process, young people also learn about problem solving and compromise in a group setting as they work together to produce the media presentation. And, at the same time, participants learn about the construction of meaning in media through the process of creating the video..

Media literacy consultants like Gloria DeGaetano also conduct workshops, which introduce various media literacy to groups in the community. To illustrate, working with Parent/Teacher Organizations (PTOs), a consultant could prepare parents deal with issues of concern, such as preparing their children to use the Internet wisely and how to contend with violence in media programming. Consulting with parent’s groups also has the added benefit of enlisting support for media literacy education in the schools. Administrators may not be attentive to the recommendations of teachers, but they are extremely responsive to parental concerns.

Working with Organizations

Numerous organizations promote the field of media literacy. Organizations dedicated specifically to media literacy, such as the Center for Media Literacy and the National Telemedia Council collect and disseminate information and sponsor programs and conferences throughout the country.

In addition, organizations throughout the country have been formed to promote media literacy education, including the Center for Media Education, the National Alliance for Media Education (NAME), the Media Education Foundation, the American Society of Educators (ASE), and the National PTA - Children First & Media Programming

A number of other organizations promote goals associated with media literacy, such as Children Now, Action for Children's Television, Children's Advertising Review Unit, and the National Alliance for Non-Violent Programming

Programs sponsored by professional media organizations are a very powerful and effective voice for media literacy outreach. The newspaper, film, and television industries have also established organizations designed to promote critical understanding of the media, including the Newspaper Association of America Foundation, Creating Critical Viewers (National Academy of Television Arts & Sciences), Show Coalition, and The Taos Film Festival.

Careers in Media Professions

By applying the principles of media literacy, professionals in broadcast and print journalism, radio, television, film, and interactive media are producing responsible and informative programming. For instance, news and documentary programs such as Frontline heighten awareness of the impact of the media on our culture. In addition, public information companies such as of Health & Education Communication Consultants use the tools of media literacy to conceptualize and implement information campaigns to promote critical viewing.

Media Production

Many independent video productions introduce audiences to media literacy issues, such as stereotyping in the media, ownership patterns in the media, and the impact of media on the impact of the media adolescent attitudes and values. Companies that produce independent media literacy programming include the Association for Independent Video and Filmmakers and the Foundation for Independent Video and Film, the Boston Film and Video Foundation, and the Northwest Film Center

Another avenue for media literacy production can be found in the field of media arts. Media artists promote media literacy by combining production with critical analysis. Some prominent media arts programs include the National Alliance for Media Arts and Culture, Southwest Alternate Media Project (SWAMP), Minnesota Center for Arts Education, MediaRites., Media Working Group Inc, 911 Media Arts Center, L.A. Freeway, and the East Bay Center for the Performing Arts in San Francisco.

Developing instructional materials for media literacy educators is yet another avenue for people interested in media literacy production.. The Center for Media Literacy website maintains a catalogue section which identifies video tapes and CDs. focusing on media literacy. These materials can be produced by educators like John Pungente and Sut Jhally, as well as by production companies such as the Educational Video Center, VideoBank, Listen Up Network, and Intl Telcom Services Inc.

Public Policy Activism

Numerous public policy organizations have been formed to promote changes in U.S. media policies and regulations. In some cases, these organizations work in partnership with educational institutions, community groups, or media literacy associations to promote legislative changes in campaign finance reform and the current media ownership policy. Examples include the Center for Media and Public Affairs (CMPA), The Center for Digital Democracy, The Annenberg Public Policy Center University of Pennsylvania, MediaScope, and the Center for Democracy and Technology.

Conclusion

This article is an effort to help students identify professional opportunities that take advantage of their interests and skills in media. It must be noted that I am not suggesting that the organizations cited in the article have current job openings. Rather, these examples are intended to serve as a springboard for students to conduct further investigation into careers in media literacy. Many other organizations can be found by searching media literacy sites on the internet.

It is quite possible that this article presents an overly optimistic scenario with respect to one career path or has overlooked another area entirely. I invite feedback from media literacy professionals and job seekers, so that I can update the article to make it as accurate and helpful as possible.