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Media Literacy Community Action Team

Our Mission:   To increase awareness of media’s impacts on behavior and to build the ability to analyze and create media by integrating media literacy education into existing programs and classrooms.  Madeleine, a fourth grader in Missoula, joins with the Forum's Media Literacy Coalition to deliver a screen time message to parents and kids in Missoula  ... The Media Literacy Community Action Team unveiled their billboard campaign in March.The coalition wants parents and kids to balance screen time (time spent in front of TV's, computers, and video games screens) with other activities.  The question is, how much screen time is too much screen time?  The average American child spends 32 hours a week in front of the screen. That's almost as many hours as a full time job! Parents and kids need to be aware of the adverse affects of advertising-- like that of the alcohol and tobacco industry. According to research alcohol ads can increase and influence alcohol use in youth. This year one of our coalition members suggested we try creating a more "local-feeling"- user friendly message rather than use a commercially produced message or image. With that in mind the coalition decided to find a location that Missoulians could easily recognize. First, we solicited help from a talented local photographer, Angelo Jacques, of Organic Imaging. Then we recruited the spirited help of Madeleine, a fourth grader in Missoula who  happily volunteered to be our "local-real-kid"  billboard model!  Next, we went looking for that perfect Missoula place that would instantly remind kids and parents how great it is to play outside.  We also wanted a location that would lend itself to the metaphor  "Finding the balance" (in other words, balancing screen time activities with outdoor activities).  Presto!  Angelo found us the perfect (balancing) log on the edge of Rattlesnake Creek in Greenough Park! Our final image for the billboard is of Madeline carefully balancing on the log holding a portable DVD player in one hand and a soccer ball in the other-- not an easy feat to find the balance on a slippery log! But she did it! The text on the billboard reads: Kids + Screen time = 32 hours per week You Can Find The Balance! We hope you had a chance to see our very locally produced billboard but in case you didn't, we are featuring that billboard on the home page of this website.  We heard positive feedback from prevention organizations as well as from others in the community  who were glad to see the message about kids and screen time.  Madeleine, reports she heard from several school mates in the halls  who asked her: "Did I see you on a billboard?" (See Madeleine's description of what she likes to do and her bio in the next column.)   Madeleine, how do you know it's time to go outside to play? " I know when it's time to go outside and play when I feel restless.  Sometimes I just feel like shooting hoops or kicking a ball.  Other times my dad will ask me if I want to play with him." How do you find time to play outside, play with your favorite electronics, and make time for friends? " Sometimes I do all three.  I'll call a friend over for a play-date, play on my keyboard and play outside-- other times I use my spare time to play on my keyboard or outside." Who is Madeleine? "My name is Madeleine and I love the outdoors.  I have a lot of sports and outdoor activities at my house that I like to play.  A few of them are skateboarding, softball, basketball, and croquet.  I like to take hikes and walks outside.  Whenever I am by a river or in the woods I catch frogs, snakes, salamanders, and anything  else that you can think of in that category.  In my class, I am known as "Snake-Woman"  I have a pet bearded dragon named Mr. Bojangles.  I am going to get a pet corn snake when I turn 11.  I like to go camping and take big outdoorsy trips.  Last summer, I went to Albuquerque, New Mexico, then to the Grand Canyon, and lastly, to Black Butte Oregon.  I was born in Missoula Montana." Do you have a story about how you balance screen time with outdoor time? Send it to us! Screen Time Stories by Kids and Parents c/o Ellie Greenwood 127 W. Ryman Missoula, Montana, 89802   What is media literacy? The ability to access, analyze, evaluate, and produce communication in a variety of forms (National Leadership Conference on Media Literacy). Media literacy works alongside the mass media and helps us “fight back” against the harmful messages we receive on a daily basis.   Magazine Counter-ads by Spencer Reh, 8th grade Why is media literacy important? By the time the average American graduates from high school h/she will have spent more time watching television than in classroom instruction. If you think children are learning something during the time they are at school, you better believe they are learning attitudes and behaviors while viewing hours and hours of media, not all of which are going to be positive. Media Literacy Team Projects The Media Literacy team has several presenters, presentations, lesson plans, and other materials available to help integrate media literacy education into existing programs and classrooms.  Please contact Media Literacy team coordinator Ellie Greenwood. Social Marketing Campaign The Media Literacy Community Action Team has developed a social marketing campaign.  You will see these messages in Missoula on bumper stickers, magnets, table tents, billboards, and when you go to the movies!