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Intro/Show Summary

Connecting the Dots

Tips for Teaching Media Literacy

Discussion Starters and Topics


Reflections for Educators


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Coercion: Why We Listen To What They Say (Riverhead, 1999)
Douglas Rushkoff

The most recent book by the film"s correspondent exposes marketing techniques and explores how marketing has become embedded in our culture.

No Logo (Picador, 1999)
Naomi Klein

Klein traces the shift from advertising to branding and from sponsoring culture to becoming culture. In addition to identifying problems, Klein reports on how activists world-wide have creatively responded to the challenges of the new marketing practices.

The Entertainment Economy: How Mega-Media Forces Are Transforming Our Lives (Times Books, 1999)
Michael J. Wolf

Written by a leading media consultant, this book examines how media has become the driving force in the global economy. Especially appropriate for those interested in business or economics courses.

Web Sites

Advertising Age
The major magazine for advertising professionals. Its profiles of ad campaigns often include product sales percentage increases associated with particular ads. Selected articles are available on-line at www.adage.com.

Much like Advertising Age, but specifically directed at people who market to children. Older articles are archived on their web site, www.kidscreen.com.

The people who made ad parodies and "culture jamming" famous.

A great source to look at current popular ads.

The web site for the Center for Media Literacy, the U.S. clearinghouse for media literacy materials, provides easy links to dozens of other sites.

In addition to using these web sites as resources, you may want to use them as a basis for classroom activities. Choose a research topic and divide students into small groups, sending each group to one of the web sites. Have each group report what they found at their site to the rest of the class and discuss the differences.

Or have students do web searches using different but related keywords or using the same keyword(s) but with different search engines. Useful keywords might include:

marketing + teens
cool hunting
media analysis or media literacy
media analysis or advertising analysis
media research or market research

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