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dc.contributor.authorLove, Christa.en_US
dc.date.accessioned2009-06-04T14:09:23Z
dc.date.available2009-06-04T14:09:23Z
dc.date.issued2006-06-04T14:09:23Z
dc.identifier.urihttp://hdl.handle.net/10464/1542
dc.description.abstractIn this study, methods of media literacy instruction including analytic activities, production activities, and a combination of analytic and production activities were compared to determine their influence on grade 8 students' knowledge, attitudes, and behaviours towards commercials. The findings showed that media literacy instruction does improve media literacy skills. Specifically, activities that included an analytic component or an analytic and production component were significantly better than activities that included a production component. Participants that completed analytic or analytic and production activities were able to discern media-related terms, target audience, selling techniques, social values, and stereotypes in commercials better than participants that completed only production activities. The research findings also showed obstacles when teaching media literacy. When engaged in analytic activities, the difficulties included locating suitable resources, addressing the competition from commercials, encouraging written reflection, recognizing social values, and discussing racial stereotypes. When engaged in production activities, the difficulties were positioning recording stations, managing group work, organizing ideas, filming the footage, computer issues, and scheduling time. Strategies to overcome these obstacles are described.en_US
dc.language.isoengen_US
dc.publisherBrock Universityen_US
dc.subjectMedia literacyen_US
dc.subjectMass media and education.en_US
dc.subjectTelevision advertising and children.en_US
dc.titleTeaching media literacy skills about commercials: a comparative analysis of media literacy instruction /en_US
dc.typeElectronic Thesis or Dissertationen_US
dc.degree.nameMaster of Educationen_US
dc.degree.levelMastersen_US
dc.contributor.departmentDepartment of Graduate and Undergraduate Studies in Educationen_US
dc.degree.disciplineFaculty of Educationen_US
refterms.dateFOA2021-07-30T02:08:49Z


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