Date of Award

1-23-2016

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Pavel Shlossberg

Second Advisor

Dr. John Caputo

Abstract

Research has shown that the amount of media that today’s youth is exposed to continues to rise dramatically each year. Averaging 11 hours a day, youth are encountering new challenges like miscommunication and risking becoming a less productive citizen by the time they finish secondary school. Media literacy is a tool that combats this overexposure of media to educate, create and develop ways youth can combat this influence of mass media messages. This project promotes media literacy education, based in the use of the Jon Piaget’s constructivist learning theory and George Gerbner’s cultivation theory. The project is a media literacy campaign, meant to inform and persuade teachers, school administrators and students on the many benefits of media literacy, using the archival methodology. The project contains an informational PowerPoint on the significance of media literacy within society and an infographic on media literacy. The key audiences for the PowerPoint are administrators and teachers, and the infographic is geared towards parents and the general public. Because the PowerPoint is more detailed and answers specific questions likely to be asked by those directly involved with the school ( i.e. why should media literacy be brought to my school and how can it benefit the majority of students?), it is more appropriate for teachers, assistant principals, deans, etc. The infographic however, is quickly and more easily understood, and is therefore more appropriate for those, like parents, who want to know about media literacy quickly.

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