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MEDIA MODULE ACTIVITY OBJECTIVES For Participants: Reflect on the power of the media and the messages it sends with regard to consumption – sustainable or not Introduction to ‘culture jamming’, ‘anti-brands’, and alternative media messages challenging mainstream consumption messages and/or promoting the consumption of more sustainable products Experience in creating positive, pro-sustainability messages to challenge mainstream media messages on consumption DESIRED OUTCOMES 1. Participants do culture jamming and brand/message creation 2. Participants seek out more information on anti-brands, alternative consumption messages 3. Participants become more media literate and reflective TIMEFRAMES Introduction Discussion of media, messages, power of advertising Distribution of Adbusters post cards and copies of magazine, looking at workbook Introduction to media, culture jamming activity Media, culture jamming activity Wrap Up & reflection TOTAL 5 Minutes 10 Minutes 5 Minutes 5 Minutes 30 Minutes 5 Minutes 60 Minutes INTRODUCTION Introduce the module by talking about the power of advertising and branding and explaining the activities for the next hour. DISCUSSION OF MEDIA, MESSAGES, POWER OF ADVERTISING Lead a discussion with the whole group on the media, what message it sends, and the power of advertising. Possible questions, conversation starters: Small group discussion, in pairs about favourite and most memorable advertisements, and what message they were presenting Sources of news and current events – Who owns them? What kinds of news is reported? Commercial networks and what sells advertising (if it bleeds, it leads) Purpose of media – entertainment, information, selling, empowerment, education? 1 How many advertisements are seen by a child of 6, 12, 18? (need to get these figures!) Childhood obesity and fast / junk food advertising DISTRIBUTION OF ADBUSTERS POST CARDS AND COPIES OF MAGAZINE, LOOKING AT WORKBOOK Distribute Adbusters post cards and magazines and allow people time to pass around and discuss Refer participants to the media section of their workbook Media projects / culture jamming very popular activity for young people, revise, revolutionise, subvert advertising messages, e.g. Adbusters (show cards, posters, magazines) – examples of what other young people re doing in developed countries to counter consumerism INTRODUCTION TO MEDIA, CULTURE JAMMING ACTIVITY Need scissors, 4x butchers paper per group, glue, coloured pens or markers, collection of youth magazines Introduce activity while handing out resources e.g. ‘giving you the opportunity to design your own culture jam, anti-ad, anti-brand, positive media message using materials on hand – magazines, scissors, glue, pens, paper, cut and paste and go nuts. Can be a billboard, post card, pitch for a TV or cinema ad, poster, whatever you like or can imagine! You can work on your own or in small groups’ MEDIA, CULTURE JAMMING ACTIVITY Facilitators to answer questions, encourage, discuss, have conversations with participants about the activity and media and sustainability, help stimulate creativity. Often there is a lot of spontaneous discussion about different advertisements and stories that appear in the magazines – good discussion starters. WRAP UP & REFLECTION Give each person / group the opportunity to present to the whole group Discuss the possibility of local media projects to follow the youth workshops – considering media messages so powerful in telling us how to consume Get people to share what they have learned from the activity 2