Multicultural Global Social Media Literacy
Multicultural Global Social Media Literacy
Multicultural Global Social Media Literacy
Multicultural Literacy
Multicultural literacy consists of the skills and ability to identify the creators of knowledge and their
interests (Banks, 1996) to reveal the assumptions of knowledge, to view knowledge from diverse ethnic and
cultural perspective, and to use knowledge to guide action that will create a humane and just world (Boutte,
2008).
Multicultural literacy then, brings attention to diversity, equity and social justice to foster cultural
awareness by addressing difficult issues like discrimination and oppression towards other ethnicities (Boutte,
2008).
Accordingly, education for multicultural literacy students to develop the 21st century skills and
attitudes that are needed to become active citizens who will work toward achieving social justice within
communities. Because of growing racial, language and ethnic diversity in the country, multicultural literacy
needs to be transformed in substantial ways to prepare students to function effectively in the 21st Century
(Boutte).
Boutte (2008) reiterated that making small changes within the classrooms can create big changes
globally. As diversity grows, there is a need for the emergence of multicultural education that is more
representative of the students in today's classrooms. Banks (2003) asserted that teaching students to be
advocates of multiculturalism is also a matter of sending a message of empathy and tolerance in schools to
develop a deeper understanding of others and appreciation of different cultures. Developing these attitudes
and skills requires basic knowledge prior to teaching students how to question assumptions about cultural
knowledge and how to critique and critically think about these important cultural issues, which is what
essentially makes multicultural literacy a 21st Century literacy (Banks, 2003).
Global Literacy
Global literacy aims to address issues of globalization, racism, diversity and social justice (Guo, 2014).
It requires awareness and action, consistent with a broad understanding of humanity, the planet, and the
impact of a human decision on both. It also aims to empower students with knowledge and take action to
make a positive impact in the world and their local community (Guo, 2014).
According to the Ontario Ministry of Education (2015), a global) citizen should possess the following
characteristics: (1) respect for humans regardless of race, gender, religion or political perspectives; (2)
respect for diversity and various perspectives; (3) promote sustainable patterns of living, consumption, and
production; and (4) appreciate the natural world and demonstrate respect on the rights of all living things.
Interconnecting multicultural and global literacy. Every classroom contains students of different
races, religions and cultural groups. (Guo 2014) averred that students embrace diverse behaviors, cultural
values, patterns of practice, and communication, yet they all share one commonality, which is their
educational opportunity.
Therefore, teachers should teach their students that other cultures exist and that these deserve to be
acknowledged and respected. Integrating a variety of cultural context into lessons and activities teaches
students to view the world from many angles, creates respect for diversity and enables students to learn
exciting information. As classrooms become increasingly more diverse, it is important for educators to
analyze and address diversity issues and integrate multiculturalism information into the classroom curriculum
(Guo, 2014).
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organization for economic cooperation and development
The OECD Global Competence Framework
The framework depicts the four dimensions of global competence encompassing the development
of knowledge, values, attitude and skills that flow along parameters of attaining such competency.
Global Competence
The desire to participate in interconnected, complex and diverse societies has become a pressing
need. Recognizing the roles of schools in preparing the youth to participate in the world, the OECD's Program
for International Student Assessment (PISA) developed a framework to explain, foster and assess students'
global competence. This design serves as a tool for policymakers, leaders and teachers in fostering global
competence among students worldwide.
Global competence is a multidimensional capacity. Therefore, globally competent individuals can
analyze and rationalize local, global and intercultural issues, understand and appreciate different
perspectives and worldviews, interact successfully and respectfully with others, and take responsible action
toward sustainability and collective well-being (OECD publication).
Global competence refers to skills; values and behaviors that prepare young people to thrive in a
diverse, interconnected and rapidly changing world. It is the ability to become engaged citizens and
collaborative problem solvers who are ready for the workforce.
Promoting global competence in schools. Schools play a crucial role in helping young people to
develop global competence. They can provide opportunities to critically examine global developments that
are significant to both the world and to their own lives. They can teach students how to critically, effectively
and responsibly use digital information and social media platforms.
Schools can encourage intercultural sensitivity and respect by allowing students to engage in
experiences that foster an appreciation for diverse peoples, languages and cultures (Bennett, 1993;
Sinicrope, Norris and Watanabe, 2007). Schools are also positioned to enhance students' ability to
understand their place in the community and the world and improve such ability to make judgments and take
action (Hanvey, 1975 in PISA, 2018).
differences, find common solutions, resolve conflicts and learn to live together as global citizens
(Delors, et. al., 1996; UNESCO, 2014b). Thus, education can teach students the need to address
cultural biases and stereotypes.
2. To thrive in a changing labor market. Education for global competence can boost employability
through effective communication and appropriate behavior within diverse teams using technology in
accessing and connecting to the world (British Council, 2013).
3. To use media platforms effectively and responsibly. Radical transformations in digital technologies
have shaped young people's outlook on the world, their interaction with others and their perception of
themselves. Online networks, social media and interactive technologies give rise to new concepts of
learning, wherein young people exercise to take their freedom on what and how they learn
(Zuckerman, 2014).
4. To support the sustainable development goals. Education for global competence can help form new
generations who care about global issues and engage in social, political, economic and environmental
discussions.
Global understanding
Understanding is the ability to use knowledge to find meaning and connection between different
pieces of information and perspectives.
The framework distinguishes four interrelated cognitive processes that globally competent students
need to use to understand fully global or intercultural issues and situations (OECD, 2018).
1. The capacity to evaluate information, formulate arguments and explain complex situations and
problems by using and connecting evidence, identifying biases and gaps in information and
managing conflicting arguments
2. The capacity to analyze multiple perspectives and worldviews, positioning and connecting their
own and others' perspectives on the world
3. The capacity to understand differences in communication, recognizing the importance of socially
appropriate communication and adapting it to the demands of diverse cultural contexts
4. The capacity to evaluate actions and consequences by identifying and comparing different
courses of action and weighing actions on the basis of consequences
Thus, globally competent students should be able to perform a wide variety of tasks utilizing different
cognitive processes, such as: reasoning with evidence about an issue or situation of local, global and
intercultural significance; searching effectively for useful sources of information; evaluating information on
the basis of its relevance and reliability; synthesizing information to describe the main ideas in an
argumentative text or the salient passages of a conversation; and combining their background knowledge,
UNIT IV: 21ST CENTURY LITERACIES
new information and critical reasoning to build multi-causal explanations of global or intercultural issues
(OECD, 2018).
minute story from their own experience based on specific prompts, such as "Tell us about your first
experience when you encountered someone who was different from you in some ways." After all students in
the group have shared their personal stories, students then, share the most memorable point from each story
in a "flash back" activity. Other types of intercultural engagements involve simulations, interviews, role plays
and online games.
Attitudes and values integration toward global competence. Allocating teaching time to a specific subject
that deals with human rights issues and non-discrimination is an important initial step in cultivating values for
global competence.
Values and attitudes are partly communicated through the formal curriculum and also through ways,
in which teachers and students interact, how discipline is encouraged and the types of opinions and behavior
that are validated in the classroom. Therefore, recognizing the school and classroom environments' influence
on developing students' values would help teachers become more aware of the impact of their teaching on
students (Gay, 2015).
SOCIAL LITERACY
The school is a social institution established for the contemplation of reality in a profound, personal,
informal and unstructured way. Teachers facilitate learning, teach students and model certain types of
acceptable behavior while developing them in all aspects: academically, physically, emotionally and socially.
In performing such tasks, teachers also relate to parents and other stakeholders. That is why understanding
and attaining social literacy is imperative among them.
Social Literacy
Social literacy entails the development of social skills, knowledge positive human values toward desire
and ability in human beings to act and react positively and responsibly in a wide range of complex social
settings. It can be acquired through social process of inquiry, values exploration and social decision-making
that relate to the acquisition of knowledge and understanding (Arthur, Davison and Stow, 2000).
In school, social literacy can be demonstrated by teachers in dealing with their superiors, colleagues,
parents, students arid others, while for students, by way of interaction and interrelation with the surroundings
around them – their peers, the media and political influencers, technology agents, religious groups, school
staff, family members, etc.
Social Skills
Social skills are aspects of social literacy. As such, these are an integral part of functioning in society.
It involves good manners, communicating effectively with others, being considerate of others' feelings and
expressing personal needs. In fact, children gain social skills through playing while adults obtain it by
interrelating with others, both verbally (spoken language) and non-verbally (gestures, body language, facial
expressions, eye contact and appearance).
Social skills are also important in schools because they help build, maintain and grow relationships
of students with classmates, peers, teachers, students, and others, while for teachers, with their superiors,
colleagues, parents, students, and others. These can be attained through: (1) gaining ideas, information,
techniques and perspectives from people with different areas of expertise; (2) providing their own perspective
for the benefit of others; (3) accomplishing tasks and working together toward shared goal; (4) providing
mutual support for difficult situations; (5) expanding network to learn about and pursue new opportunities; (6)
gaining feedback and referrals from people who can personally attest to work, skills and qualities; and (7)
making the school truly a healthy and conducive learning environment.
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Improving social skills. Social skills can be improved by focusing on sustaining desirable attitudes
and eliminating those undesirable ones through modeling, role-playing and performance feedback
mechanisms.
In addition, one may consider: (1) maintaining eye contact; (2) using proper body language; (3)
knowing the difference between being assertive and being aggressive; (4) selecting effective communication
channels; (5) being flexible; (6) accepting criticism without being defensive; (7) remaining positive at all times;
and (8) being teachable and a good student in most instances (https://www.skillsyouneed.com/ips/social-
skills.html).
Likewise, other ways that may help are as follows: (1) Behave as a social person; (2) Start small if
necessary; (3) Ask open-ended questions; (4) Encourage others to talk about themselves; (5) Create goals
for yourself; (6) Offer compliments generously; (7) Read books about social skills; (8) Practice good manners;
(9) Pay attention to your body language; (10) Join a social skills support group; (11) Stay up to date on current
events; and (12) Identify and replace negative thoughts.
Impact of Social Skills. Possessing social skills results to: (1) better relationships; (2) better
communication; (3) greater efficiency; (4) advanced career prospects; and (5) increased over-all happiness
(https://www.masters-in-special-education.com/lists/5-types-of-social-skills-deficit/).
13. Protect ourselves from emotional sabotage. This is being wise enough in protecting ourselves
when others attempt to manipulate our emotions for personal sake. For example, when we feel
that someone has been excessively or wrongly controlling our actions, feelings and decisions in
school, stop it in any right but subtle and courteous way possible.
1. Empathy. Empathy is the capacity to understand or feel what another person is experiencing from
within their frame of reference.
Greater Good Science Center in UC Berkeley laid down two different types of empathy, namely:
(a) Affective empathy - refers to the sensations and feelings that one gets in response to others
emotions including mirroring what that person is feeling, or just feeling stressed when he/she
detects another's fear or anxiety; (b) Cognitive empathy (sometimes called "perspective-taking")
- refers to one's ability to identify and understand other people's emotions.
2. Self-awareness. It is the art of understanding one's self, recognizing the stimuli that he/she faces
and preparing how to manage him/herself, both in a proactive and reactive manner.
3. Curiosity. It is one's willingness to learn and improve. When one is curious, he/she is passionate
and therefore, he/she is driven to desire to be at his/her best.
4. Analytical mind. It pertains to being critical thinker that analyzes and processes all new
information that comes his/her way and see if they can extract ways to improve.
5. Belief. It is the power of believing in one's self, both at present and the future. It is a matter of
affirming that people and things in one's life happen for a reason and that everything will ultimately
turn out to be good.
6. Needs and wants. It is something to discern between things that one needs versus things that
he/she just wants and establishing needs prior to fulfilling wants.
7. Passion. It is the natural desire, instinct, drive, ambition and motivated love for a subject or
someone. More so, it brings positive energy that helps sustain and inspire one to keep going.
8. Optimism. It is about maintaining a positive attitude that may increase one's opportunities,
improve relationships and think clearly and constructively.
9. Adaptability. It is an important recognition and the ability to make or remake decisions in one's
best 'interest. It is also determining when to continue his/her course, or when is the time for a
change.
10. Desire to help others succeed. It is becoming interested and appreciative of the success and
achievement of others.
People Skills
Like emotional intelligence and social skills, people skills have been widely used in demonstrating
social literacy at home, in school or anywhere that a person may be.
According to Wikipedia, people skills are patterns of behavior and behavioral interactions. For
Thompson (2009), this is an area of exploration about how a person behaves and how he/she is perceived
irrespective of his/her thinking and feeling. Honey (2001) defines it as the dynamics between personal
ecology (cognitive, affective, physical and spiritual dimensions) and its function with other people's
personality styles in numerous environments (life events, institutions, challenges, etc.).
On the other hand, people skills are tools used to communicate and interact effectively with others.
Therefore, individuals with strong people skills are able to predict behavior, relate to others and socialize
easily.
People skills can also be defined in three sets of abilities: (1) personal effectiveness or about how one
comes across with others; (2) interaction ability or how well one predicts and decodes behavior; and (3)
intercede easily or ability to lead, influence and build bridges between people.
Moreover, people skills are the ability to accept, appreciate and admire others on a personal or
professional level. Good people skills extend to the ability to listen and empathize with others, as well as work
toward common goals with them. Therefore, these are sets of skills that enable a person to get along with
others, communicate ideas effectively, resolve conflicts and achieve personal or professional goals.
In general, Portland Business Journal describes people skills as (Riikin, 2009):
1. Ability to effectively communicate, understand and empathize.
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2. Ability to interact with others respectfully and develop productive working relationship to minimize
conflict and maximize rapport
3. Ability to build sincerity and trust, moderate behaviors (less impulsive) and enhance
aggreableness
Educational Impact of People Skills. People skills are important for teachers in effective classroom
management. Knowing how to communicate and teach people instead of simply teaching their subjects will
help make a difference in the classroom (Bolton, 2009). Accordingly, almost 50 percent of classroom success
lies on effective interpersonal relationships, while the other 50 percent lies within academic skills (Boyle,
2011). This is because teachers tend to interact and relate with students. Therefore, they need to learn how
to practice these people skills effectively in order to create a healthy and conducive learning atmosphere in
the classroom.
In general, people skills are an essential part of work, life. and social success. When one has strong
people skills, he/she is able to: (1) pitch him/herself; (2) overcome social anxiety; (3) communicate ideas; and
(4) influence others positively.
first impression and the time to decide if someone is worth getting to know; (2) The First Five
Hours: This is moving past first impressions into rapport building; and (3) The First Five Days:
This is the final and ultimate level of trust and connection. Thus, a conversation is the key to
moving up these three levels.
6. Being highly likable. Likability is an important facet of trust by through being authentic or genuine
with their true selves.
7. Being exceptional at decoding emotions. People, who are good at reading people, are
exceptionally strong at knowing how others think and feel.
8. Pitching ideas. Pitching is a very important people skill because it happens all the time when one
is asked for his/her opinion and in introducing himself/herself.
9. Being charismatic. Charisma is the perfect blend of two essential people skills traits such as
warmth and competence.
10. Being an influential leader. Leaders in both personal, social and professional life are able to
gain camaraderie.
(Source: www.scienceofpeople.com/people-skills/)
MEDIA LITERACY
Today, information comes through an interwoven system of media technologies. The ability to read
many types of media has become an essential skill in the 21s Century. Thus, schools are greatly confronted
with this challenge.
Media Literacy
Lynch (2018) coined the term "media" that refers to all electronic or digital means and print or artistic
visuals used to transmit messages through reading (print media); seeing (visual media), hearing (audio
media), or changing and playing with (interactive media), or some combinations of each. Media can be a
component of active learning strategies, such as group discussions or case studies (Mateer and Ghent, n.d.).
Media literacy is the ability to access, analyze, evaluate, and create media (Firestone, 1993). Media
literate youth and adults can understand the complex messages received from television, radio, Internet,
newspapers, magazines, books, billboards, video games, music, and all other forms of media. Therefore,
media literacy skills are included in the educational standards in language arts, social studies, health, science,
and other subjects. Many educators have discovered that media literacy is an effective and engaging way to
apply critical thinking skills to a wide range of issues. (http:// medialiteracyproject.org)
The Ontario Ministry of Education (1989) stressed that media literacy means helping students develop
an informed and critical understanding of the nature of mass media, the techniques used and their impact. It
aims to enhance students' understanding and appreciation how media work, how they produce meaning,
how they are organized, and how they construct reality. More so, it intends to provide students the ability to
create media products (http://www.medialit. org).
Media literacy therefore, is the ability to identify different types of media from wide array of sources
and understand the messages they bring (Hobbs. 1997).
But most of all, these have one thing in common: that someone created it for a reason. Therefore,
understanding that reason is the basis of media literacy.
3. It is the process of accessing, decoding, evaluating, analyzing and creating both print and electronic
media (Auderheide, 1993).
4. It depicts experience of reading texts and designing hypertexts made possible through technology
(Hobbs, 2007).
5. It pertains to understanding how to use today's technology, how to operate equipment, use various
softwares and explore the Internet.
6. As a 21 Century approach to education, media literacy builds understanding of the role of media in
society, as well as the essential skills of inquiry and self-expression necessary for democratic citizens.
7. It represents response to the complexity of the ever-changing electronic environment and
communication channels.
8. Critical evaluation of media requires the ability to analyze and disseminate various features to others.
9. It is about teaching critical media management strategies, including ICTs in schools and learning
centers.
10. It includes the ability to perform effective Internet searches, awareness and respect of intellectual
property and copyright law and the ability to identify truth from fake news. (https://www.igi-
global:com/dictionary/media-literacy/18156)
Social Media
Social media is a term that describes websites to connect people and involve user-generated
content, which is the hallmark of a social media site. It is sometimes called Web 2.0, which is currently a
huge opportunity to reach target audience and increase online sales (Go, 2019)
Types of Social Media Websites
There are different types of social media websites and the ways of using them to reach the target
audience.
1. Social Media News Websites. It entails users to submit links to Web content like articles,
podcasts, videos, etc. that they find interesting, such as Digg, Reddit and Stumble Upon.
2. Social Media Networking Websites. It depicts ability to upload a personal profile that usually
connects with other people, such as Linkedin (social networking for professionals) and facebook
(social networking for everyone). These sites serve as avenue for meeting people and developing
relationships that can lead to joint-venture partnerships, career opportunities, and research.
3. Social Media Photo and Video Sharing. It allows users to upload photos through faceboook,
Instagram and Pinterest while videos through YouTube.
UNIT IV: 21ST CENTURY LITERACIES
4. Microblogging and Blogging Websites. Sometimes called "presence apps", these services let
users post very short messages like blogging, and easily keep up with what their friends are
posting. Twitter is the most popular microblogging service that limits to 280 characters per post
and allows to follow a set of users from one dashboard. Another popular social media app is
SnapChat, which is video-based.
5. Social Media Review Websites. It shows how social reviews can make or break a company or
an organization, such as Amazon and eBay.
Aspects of MIL
According to Reineck and Lublinski (2015), MIL is the optimal outcome of media, information and
communication technology (ICT) education along three aspects: technical skills, critical attitudes and facts
about media and ICT. Technical skills involve ability to access and use computers, mobile and other technical
devices that offer media and information content. UNESCO's (2011) MIL curriculum delves on "accessing
information effectively and efficiently" as an aspect put into practice.
Baacke (1996) included compositional skills in his media competence model that involves creating
new kinds of media content, encouraging self-determination, and increasing individuals' chances for
participation. MIL also involves performative aspect that entails the competence to do rather than just to know
certain things.
Moeller (2009) summarized the facets of MIL from the user perspective, emphasizing media
consumers in identifying news and understanding media's role in reshaping the global issues. Norbert
Groeben (2002) pointed out the importance of knowledge of the inner workings (contexts, routines, contents)
and the effects of media. Fostering certain attitudes toward media and other information sources involves
both being critical on the negative impact of media and defending it against sources of influence.
5. Publishing Literacy. It is the ability to format and publish research and ideas electronically, in
textual and multimedia forms.
6. Emerging Technology Literacy. It is the ability to adapt to, understand, evaluate and use
emerging innovations in information technology.
7. Critical Literacy. It is the ability to evaluate critically the intellectual, human and social strengths
and weaknesses, potentials and limits, benefits and costs of information technologies.
2. Show students where to find digital resources and databases. Teachers should provide students
with reliable and safe media sources and trustworthy content.
3. Compare/contrast various media sources. In the discussions, distinguish various media sources
and compare elements.
4. Discuss how the media edits and alters. Purposely point out to students examples of media altering
photographs or stories while teaching them to be critical of what they see or read at face value.
5. Examine the "truth" in advertisements. Let students identify what advertisements are trying to sell
and what promises or ideas are they using to convince them to buy the product.
6. Have students create media. Let students create media appropriate to their levels such as
presentations, videos or websites.
Media skills. Although this is given little emphasis in the classroom, Hobbs and Frost (1994) present
the skills that students are able to possess with the media they use in class. To wit: (1) reflect on and analyze
their own media consumption habits; (2) identify the author, purpose and point of view in films, commercials,
television and radio programs, magazine and newspaper editorials and advertising; (3) identify the range of
production techniques that are used to communicate opinions and shape audience's response; (4) identify
and evaluate the quality of media's representation of the world by examining patterns, stereotyping, emphasis
and omission in print and television news and other media; (5) appreciate the economic underpinnings of
mass media industries to make distinctions between those media which sell audiences to advertisers and
those which do not; (6) understand how media economics shapes message content; (7) gain familiarity and
experience in using mass media tools for personal expression and communication and for purposes of social
and political advocacy.
Approaches to teaching media literacy. Kellner and Share (2007) mentioned three approaches to
teaching media literacy that would utilize media in pedagogical practice.
1. Media Arts Education Approach. It intends to teach students to value the aesthetic qualities of
media and the arts while using their creativity for self-expression through creating art and media.
2. Media Literacy Movement Approach. It attempts to expand the notion of literacy to include
popular culture and multiple forms of media (music, video, Internet, advertising, etc.) while still
working within a print literacy tradition.
3. Critical Media Literacy Approach. It focuses on ideology critiquing and analyzing the politics of
representation of crucial dimensions of gender, race, class, and sexuality; incorporating
alternative media production; and expanding the textual analysis to include issues of social
context, control, resistance, and pleasure.
Utilizing Media across disciplines. Media education can be integrated in every course discipline.
The following are examples of using media in different subject areas using PPPP (Purpose, Process,
Performance, Product).
Assessing and evaluating media literacy work. Just like any student outputs, media-oriented works
should also be evaluated to assess quality based on standards. Students need regular feedback to be able
to reflect on their progress and develop mastery and that would remind them that it is an important part of the
course.
However, for some teachers, creating assessment and evaluation tools for media education is more
challenging than traditional means' due to the lack of technical skills. Also, it is because media education is
all about finding the right questions to ask, rather than learning previously determined answers.
Canada's Center for Digital and Media Literacy prescribed two important steps in creating objectives,
comprehensive and meaningful assessment and evaluation tools for media literacy work, namely: (1) by
using a rubric to assess the work of students; and (2) by framing the expectations within the rubric in terms
of key concepts of media literacy.
In general, media literacy work can be evaluated in three ways:
1. Based on how well the student understands the key concepts of media literacy and the specific
concepts and ideas being explored in the lesson.
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2. Based on the depth and quality of the student's inquiry and analysis of the questions raised in the
lesson, as well as his/her thoughtfulness in identifying issues and questions to examine.
3. Based on how well the student applies specific technical skills associated with either the medium
being studied (movies, TV, video games, etc.), the medium used in the evaluation tool, or both
(http://mediasmarts.ca/digital-media-literacy).
However, whenever any form of media is being utilized, there should be a reflection at the end by
asking students how media form has shaped their thinking, decision-making, analysis, choices, values and
interrelationships.
Thus, media educators base their teaching on key concepts for media literacy, which provide an
effective foundation for examining mass media and popular culture. These key concepts act as filters that
any media text has to go through in order to critically respond.
1. Media are constructions. Media products are created by individuals who make conscious and
unconscious choices about what to include and how to present it. It can assess students'
understanding of how media product. was created and the analysis of creators' beliefs or
assumptions reflected in the content.
2. The audience negotiates meaning. The meaning of any media product is a collaboration
between the producers and the audience. It can assess students' understanding of concepts and
the elements in a relevant medium or product
3. Media have commercial Implications. Since most media production is a business, it makes
profits and it belongs lo a powerful network of corporations that exert influence on content and
distribution. It can assess students' knowledge and understanding of the commercial factors
influencing the creation of media product and analysis of how media product is influenced by
commercial factors or the owner.
4. Media have social and political implications. Media convey ideological messages about
values, power and authority and they can have a significant influence on what people think and
believe. It can assess students' knowledge and understanding of how this medium communicates
ideas and values.
5. Each medium has a unique aesthetic form. The content of media depends in part on the nature
of the medium that includes technical, commercial and storytelling demands. It can assess
students' knowledge and understanding of the technical elements of the medium and the tropes,
cliches, codes and conventions of the medium and genre (http:// mediasmarts.ca/digital-media-
literacy).