Media Literacy

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.

Explore this section of our website to deepen your knowledge of media literacy and sharpen your analytical skills.

Why media literacy?
See what media literacy skills can do for children, youth and adults.

Media literacy concepts
First principles for the study and practice of media literacy.

Text & subtext
The difference between what you see and/or hear, and what it means to you. 

The language of persuasion
Common persuasion techniques explained.

Deconstructing media messages
How to decode media messages. 

Deconstruction gallery
Sample deconstructions of media messages.

Creating counter-ads
How to "talk back" to deceptive or harmful media messages.  Plus, a counter-ad gallery.

Looking beyond the frame
True media literacy requires “looking beyond the frame” of the media message to examine its context.

Making media
Ideas and resources on making your own media. 

Independent media
Some of our favorite websites featuring independent media. 

Taking action
Why and how to take action in our media culture.

Links
Other interesting organizations, projects and websites.

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