media consciousness

Until very recently if somebody complained about the media, the typical response was to "turn off the TV." Suddenly it has become commonplace to think of media not as an autonomous system but as an important element in a cultural environment that, like the physical environment, needs to be monitored for degradation and corruption. We need to be able to recognize biases and other problems that we encounter with existing media systems. All messages are made with some sense of the people receiving them. People filter these messages based on their beliefs, values, attitudes, behaviors, and past experiences. Every media message is communicated for a reason — to entertain, to inform, and usually to persuade. Behind every message is a purpose and point of view. The advertiser’s purpose is more direct than a program producer’s, though both may seek to entertain. Understanding their purposes and knowing whose point of view is being expressed and why is crucial to being media literate. Yet the basic motive behind most media programs is profit through practices like the sale of advertising space and sponsorships. These reasons are also important to consider because all media messages are owned. They are designed to yield results, provide profits, and pay for themselves. All news and entertainment programming, including film and television, try to increase their audiences to attract advertising dollars. Understanding the profit motive is key to analyzing media messages. Messages are communicated through the use of elements like sound, video, text, and photography. But most messages are enhanced by the use of visual and technical elements– through camera angles, special effects, editing, or music. Analyzing how these features are used in any given message is critical to understanding how that message attempts to persuade, entertain, or inform. Because messages are limited in both time and purpose, rarely are all the details provided. Identifying the issues, topics, and perspectives that are not included can often reveal a great deal about the purposes of media messages. Because media messages tell only part of the story and different media have unique production features, it helps to evaluate multiple messages on the same issue. This allows you to identify multiple points of view, some of which may be missing in any single message or medium.

These are but some of the issues to be discussed when considering the problems and challenges associated with the term media literacy. Other approaches include concerns about monitoring ownership and the political economy of these systems in the global economy, about interpretation, evaluation and critique of media messages, about knowledge of how media impact and influence, and about how to address the changing needs of a world where media constantly evolves.

A critical autonomy approach to media education addresses these concerns within an educational context. As part of the school reform movement of the past decade, media education scholarship assumes a student centered pedagogical practice in which the student is viewed as an active, aware participant in learning, a lifelong learner, and a self-motivated and self-directed problem solver. This image of the learner is an essential consideration not only in the design of media education, but also within the larger pedagogical frame in which the curriculum is negotiated. According to Boomer (1992), negotiating the curriculum means deliberately planning to invite students to contribute to, and to modify, the educational program, so that they will have a real investment both in the learning journey and in the outcomes. Negotiation also means making explicit, and then confronting, the constraints of the learning context and the non-negotiable requirements that apply. (14) Masterman argues further that "if students are to understand media texts . . . then it will obviously be helpful if they have first-hand experience of the construction process from the inside" (26). To this end, media education includes media production, what Masterman dubs "practical work," as a pedagogical practice which enables students to create media products. Thus, students are actively engaged both with the production of media and the workings of the classroom.

As a result of their interest in student centered learning, scholars of media education aim to develop curricula which consider the forms and practices of education and of pedagogy. Curricula which are inquiry oriented tend to offer activities which stress critical strategies, and pedagogy centers around the creation of a dialogue -- i.e., not just discussion, but the kind of talk that leads to dialectical thinking. In this context, divergent readings of texts are positively valued for their potential to stimulate further analysis and thus growth in understanding. The aim of media education is to encouraged a heightened self-consciousness about the processes of interpretation and meaning making and provide people with an opportunity to recognize that everyone uses a selective and interpretive process to examine media texts. This process and the meanings obtained depend on psychological, social, cultural, and environmental factors. In this view, then, media education strives to enable people to understand how media texts come to have a range of meanings or readings ascribed to them, and to develop even richer, more critical readings.

Contemporary media educators are also beginning to challenge traditional notions of literacy. Literacy, by definition, refers to the ability to read and write. But scholars insist that there are "languages" other than print, such as those related to the mass media, which also need to be considered within the definition of "literacy." Visual literacy, for example, has been described by Messaris (1994) as "greater experience in the workings of visual media coupled with a heightened conscious awareness of those workings" (2). And Masterman has argued that since both print and visual literacy involve "the deconstruction of texts by breaking through their surface to reveal the rhetorical techniques through which meanings are produced" (127), any education for "literacy" should focus on that process, rather than on the symbolic form of a particular set of "texts."

During a 1999 interview on the local Seattle public radio affiliate, a woman who was involved in the demonstrations against the World Trade Organization in Seattle was asked "why it was necessary to break glass" to get the issues on the public agenda. She first mentioned that she and her colleagues had been trying unsuccessfully to get these issues on the public agenda for a decade and that she was opposed to using violence against people or property. She went on to say, however, that one couldn't help but notice that after windows were smashed in Seattle the media, pundits and others seemed to acknowledge the issues more readily — at least for a week or so. Hence we make the argument here that "It shouldn't be necessary to break glass" for citizens and citizen groups to get a public airing for the issues that they feel are important.

Where do the "pictures in our heads" (Lippman, 1921) and the issues that we're contemplating at the moment come from? Certainly we are all "free" to come up with something that's all our own but this is not likely to be commonplace. When we see something, something else in our mind is triggered. We may interpret the information in our particular way but the new information is the driver — not something else. At any rate, it's not the idiosyncratic and disconnected thought that's important, it's the focused, diverse, engaged and thoughtful collective mind that democracy requires. The sounds and the images that the big electronic billboard, always there and always on, holds aloft for the world to view will obviously garner more attention ("mind share") than something with less visibility — which, of course, is everything else. The press as Bernard Cohen points out, "may not be successful much of the time in telling people what to think, but it is stunningly successful in telling it's readers what to think about"

Maxwell McCombs' and Donald Shaw's paper on "The Agenda-Setting Function of Mass Media" (1972) brought the notion that the mass media is instrumental to agenda-setting to prominence. This paper demonstrated that the public's answers to the perennial Gallup Poll question "What is the most important problem facing this country today?" could be predicted quite clearly by looking at the news as presented by the newspapers, network television news, and news magazines that were available at that time in the month prior to the poll. In a more recent paper, McCombs reported that since the original article, "more than 300 published studies worldwide have documented this influence of the news media."

Now, some 35 years after the original publication, the media landscape has changed considerably. People (at least in the U.S.) have more choices and many apparently "choose" to be ill-informed. The mass media with its collage of seemingly random information about movie start divorces, dog food, genocide, game shows, laugh tracks, mass starvation, cell phones, climate change, "shock jocks", trailer fires, bus plunges, talking heads, celebrity chit-chat, invasions may be actually doing more to muddle than to inform.

The Internet, however, is currently providing an interesting challenge to the hegemony of the mass media. Community networks and Indymedia showed glimpses that other ways of producing and consuming news were possible. The explosion of blogs of every type is the latest salvo along these lines. In fact, as of the end of the 2003, 2/3 of the blogs were political (Delwiche, 2005). The blogging phenomenon suggests many things including the blurring of the division between producers and consumers of journalism and the continuing fragmentation of journalism roles and venues. Some of the more interesting questions, recently explored by Aaron Delwiche (2005), are whether the blogs are — or can be — agenda-setters in their own right and whether they can serve as a tonic and an alternative to their mass-produced forbearers.

It would be naive to think the mass media will provide citizens with the information that they need without pressure from the citizenry. They'll say first that their first responsibility is their stockholders. We must remember that just because something is mentioned in the mass media doesn't mean that it's irrelevant and vapid. Although the previous statement was made with tongue in cheek, there is certainly a danger (as well as a temptation) to disregard all mass media. The realization that traditional (mass) media is ready and willing (and generally capable) of diverting attention from the important to the superfluous is a significant first step but it's just a start. Monitoring the media systems, constructing a broad and compelling alternative agenda must be an ongoing enterprise.

Even as technology changes, diffuses, and becomes cheaper, digital inequalities persist. For certain populations, access is impossible or is controlled, skills are lower, support isn’t there, or the tools and resources themselves are relatively irelevant. If the core conversations and the rich information sources are all online, yet not everyone is participating or even able to observe, how do we maintain democracy? Recent calls for a dialogue of civilizations, starting with the United Nations (1998), rather than a clash of civilizations (Huntington 1998) could be taking part online, but only if everyone can see, hear, and speak in cyberspace.

It is not yet well understood, but communities in crisis—be it from poverty, disaster, war or some other adversity—are known to turn to technology for response and recovery. Cellphones, impromptu cybercafés, the Internet, all helped in the Gulf hurricane recovery. Farmers on quarantined farms quickly mastered home Internet use during England’s foot-and-mouth-disease outbreak. The US armed forces now strategize in terms of land, sea, air, and cyberspace. Immigrants all over the world have created digital diasporas. (Miller and Slater 2000) Whatever language people use to describe it, cyberpower is the driver in all these cases.

Hiphop can be seen as a technology-based response to crisis and a cyberpower project. In a community-based seminar, we proposed to create a CD of original raps about IT. Students and community members were skeptical—one said, “We don’t know anything about computers”—but all the music making was digital, the tools were put together in bedrooms and basements, and the result was a compilation of 15 tracks. Sample these lyrics by S. Supreme:

Information technology
Skipping the Black community with no apology
Flipping the power off
On an already alarming deficit,
So please, please, PLEASE, PASS THE MESSAGE KID!
Ohh Umm Diddy Dum Dum
If he don’t turn his Ice off
And turn his head past the gas of Microsoft
He’ll really be lost like the tribe, ‘cause the time is now and that’s a bet
How you throwing up a set and you ain’t on the Net,
Yet you say you’re a G?
I said I’m not Chuck D, but welcome to the terror
If you ain’t ready to build in this information era
Survival of the fittest, our rights get diminished, cats be on their Crickets
But don’t know about Linux

In this track cyberpower is talking about cyberpower.

Another example of cyberpower is our experience with an auction of Malcolm X’s papers. The sale, planned for March 2002, was discovered online, then thousands protested online and the sale was stopped. The process began when monitoring eBay for items related to Malcolm X, we discovered that eBay’s auction house, Butterfields, was about to sell thousands of pages of Malcolm’s diaries and notes, recovered from a storage locker, for an expected price of $500,000. Using the listserv H-Afro-Am, this news was spread across multiple communities of scholars, librarians, activists, and others. The American Library Association then created a story on their online news site which is fed to more sites and individuals. The next day The New York Times did a story. On the third day The Guardian newspaper ran a story about the impending sale and the online groundswell against it. The listservs and the news articles alerted the family and the Schomburg Center for Research in Black Culture at the New York Public Library, who wre able to negotiate the postponing of the sale, then its cancellation. An agreement was negotiated with the seller whereby the materials are now in the possession of the family, housed at the Schomburg’s archives. In sum, the important historical papers (actual) were being auctioned (virtual); thousands of people were mobilized (virtual); traditional media carried the story (virtual and actual); and ultimately the materials were withdrawn from sale and placed intact in a public library archive for scholars and the public (actual).

Another example of cyberpower is told by Mele (1999). Faced with a teardown of their housing project, tenants in Wilmington, Nouth Carolina wrangled the key to a long-locked community room, internet access for the lone computer (actual), and via email and listservs (virtual) recruited architects and planners to help them obtain, digest and answer developer and city plans. They won an actual seat at the negotiating table and, more important, key changes to the teardown plan that included interim and long-term housing for residents.

All sorts of new tools for exercising cyberpower are in wide usage at this writing, for example, MySpace, blogs, wikis, and the online video festival known as YouTube. Use of any of these tools locates you in a lively community. The idea from Putnam (2000) that we’re “bowling alone,” not connecting with other people in an atomized world, is, as Lin (2001) asserted, trumped by the fact that we are not computing alone.

Living organisms have existed on earth for at least 10**9 years while modern human institutions like government have only been around for about 10**4 years. Living organisms all have the capacity to change with each new generation both through mutation and re-combination. We would do well to emulate what has worked.

The United States Consititution, although a best efforts work at the time it was created, also carries within it, provision for change through Amendment and many of these have been critical to the broadening of American democracy to a wider range of citizens.

The Walking People (Underwood, 1997) describes the journey of one branch of the Iroquois Tribe over several millenia. In the process, they were forced to learn to accomodate to different physical and cultural situations. They developed numerous mechanisms both for retaining learned wisdom and for challenging and changing when new situations arose.

The need for challenge and change has probably never been greater. Nonetheless, there are many mechanisms that tend to prevent change. At the individual level, change can be uncomfortable. Typically, a targeted change in one area or domain also has unintended consequences not only in that same area or domain but in others as well. If an individual changes, this may require compensatory changes in those close to the individual. Thus, there is often resistance to change at the level of family and friends as well. Furthermore, there is often institutional resistance to change. Institutions, including corporations, work to keep any and all advantages that they already enjoy. Governments and religions also often work to keep the status quo.

Given the numerous levels at which resistance to change occurs, it is necessary to have active mechanisms that work toward change. The impacts of change need to be carefully evaluated however because not all changes, even well-intentioned ones work well.

One important tool in this process of international working class globalization is not only by joint collective action by workers throughout the world but through the use of film, art and media technology to bring working people together.

The training of workers in every industry and every country for this work is the task ahead and the success of this project requires that this be an international campaign based on the grassroots of struggle in collaboration both with regional, national and international labor. The Labortech and Labor Media conferences www.labortech2004.org in many countries of the world have been important in training and building these international links. They have taken place in Vancouver, BC, Moscow, Russia, Seoul, Korea and many cities in the United States.

In the US and Europe and growing parts of Asia, these resources are readily available but at the same time workers in every country of the world must have the means and ability to concretely link up internationally. The developments of LaborNets in Japan, Korea, Austria, Germany, Turkey, Denmark and the US have been a growing vehicle for developing labor festivals and labor technology conferences.

LaborFests or Labor Media Conferences have been held in Japan, Korea, the US, Russia. This past November, a LaborFest was held in Buenos Aries and one is planned this coming October in El Alto, Bolivia and in April-May 2006 in Istanbul and Ankara, Turkey.

These festivals which could be held in every city of the world provide a venue and concrete means for linking through film, music and culture the collective experiences and consciousness of workers throughout the world. The rebellions of workers in Latin America, the fight against capitalist globalization have been a theme that expose the commonality of all the attacks the working class faces.

The important need to use media both tv and radio to link workers around the world is also growing. The same economic policies such as deregulation, caualization, privatization and de-unionization are at work in every country of the world.

The failure of the workers in the United States to begin to challenge the basic assaults that they face is of course the responsibility of the corporate unionists who control the resources and apparatus of the trade unions. The failure to provide a concrete alternative program and agenda is a major impediment to any form of national and international fightback. The need for an international collaboration is also connected to develop the means for the international working class to take control of their destiny. Airline workers world wide, longshore workers, medical workers, teachers, public workers, telecommunication workers are faced with the exact same type of attacks yet they have been hobbled by a lack of international collaboration and collective joint action.

The experience of the Liverpool Dockers strike in 1995 that led to the formation of an international labor action in solidarity as well as a web based international solidarity campaign was crucial in building international support.
http://www.labournet.net/sept97/sfpress1.html

This was carried on in 1997 when the Korean Confederation of Trade Unions KCTU and their supporters established an international web page in support of their general strike. The web page in Korean and English became a critical tool in building direct support action for workers around the world as well as an information portal on the struggle and a way for unions and workers worldwide to show their solidarity on the web.

The Korean union federation KCTU has been the most active national union federation in the world to seek collective cultural action and direct labor action to defend it's interests. It has recently called for a national strike against casualization and temporary work on November 23, 2005 and international action by workers throughout the world would be an important step in building this collective action about an issue that effects and harms working people worldwide.

The KCTU also hosts and organizes a yearly festival in November 12 in commemoration of the death of labor organizer Chun Taeil to not only have a mass mobilization but a national 8 hour cultural media art celebration. This even which is held at the Korean Broadcasting Company Stadium brings together the experiences of the working class through a cultural and theatrical production that is choreographed to the minute over 8 hours. Such a festival could and should be held in every country that ties together the song, poetry, music and art of struggle. The power of this collective expression is an important element in breaking down the corporatized isolation, marginalization of workers and humanity as well as the commodification of music, art and cultural expressions for profit of the multi-nationals.

The growing privatization of the internet and the threat to censorship and control of the internet has been growing. In the Liverpool dockers strike, the shipping corporations tried to stop information from being posted. In Korea, the government sought to pressurize www.nodong.net, the Geman government this year raided the internet servers of the German labornet www.labournet.de. Most recently the Canadian Telus Corporation prevented million of users from accessing the labor web pages of the Canadian Telecom Union TWU. (http://www.nytimes.com/2005/08/01/business/worldbusiness/01telus.html?pa...)

This censorship does not only come from corporate and anti-union media and technology corporations.
In the UK, the Executive Council of the FBU banned members from using the public website of an opposition grouping opposing labor management collaboration and "partnerships". (http://www.labournet.net/sept97/sfpress1.html)

The international collective voices of working people have the power to overcome the different languages, cultures and borders that presently exist. In fact, this is crucial for a new renaissance of collective self consciousness that is vital for the transformation of the present dynamics. The future reorganization of the world economy into one controlled by the working class requires the use of these tools now to build this collective and democratic power.

The use of the internet as not only a communication tool but broadcasting tool is relatively at an early stage. A 24 hour labor video and radio channel in all the languages of the world is realizable with the expansion of the internet and this is now happening with a 24 hour labor radio channel in Korea at www.nodong.org International collaboration in action and on a cultural level must be linked with the use of communication technology and a labor media strategy that focuses on how these technologies can empower the working class and farmers as well as how they can confront the global propaganda blitz by capitalist media against the interests of the people.