Media Literacy

Media literacy – the ability to critically consume and create media – is an essential skill in today’s world. Media literacy education seeks to give kids and adults greater freedom by empowering them to access, analyze, evaluate and produce media.

Media literate youth and adults are better able to understand the complex messages we receive from television, radio, newspapers, magazines, books, billboards, signs, packaging, marketing materials, video games, recorded music, the Internet and other forms of media. They can understand not only the surface content of media messages (the “text”) but also the more important meanings (the “subtext”) hidden beneath the surface. People who are media literate can also create their own media, becoming active participants in our media culture.

New Mexico Media Literacy Project

Skoollive says they are in these schools districts nationwide.

August 17, 2017
Skoollive says they are in these schools districts nationwide.

    From Jim Metrock: I am distressed by the number of school districts that have signed up to install Skoollive’s electronic billboards (aka kiosks). If all these districts have signed any type of contract with Skoollive, my faith in American education will take a big hit.  Obligation, Inc. will be contacting these districts...
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Skoollive discounts ad packages.

August 15, 2017
Skoollive discounts ad packages.

From Jim Metrock:  Skoollive exists to sell advertising in schools.  They are not having great success. If they were, they wouldn’t be lowering their ad package prices. Few businesses want to be associated with Skoollive’s efforts to bring video commercials into public school hallways. A local business who wants to support their local school...
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Few excited about Channel One News starting up again.

August 13, 2017
Few excited about Channel One News starting up again.

From Jim Metrock:  This poll over three days, shows only 11 visitors cared to vote.  It seems that 7 visitors (probably Channel One employees) nationwide, are excited about the notorious kiddie marketers at Channel One News returning on August 21. The efforts of parents and educators to eliminate this controversial, highly commercialized waste of...
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Skoollive video. Must see.

August 10, 2017
Skoollive video. Must see.

From Jim Metrock:  When Skoollive talks about “Positive impact, lasting impact” they are NOT talking about anything educational.  Their company is dedicated to making a lasting advertising and branding impact on students. Skoollive mainly serves advertisers, not students, not schools.  
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Rockridge Junior High’s Channel One promotional video.

August 9, 2017
Rockridge Junior High’s Channel One promotional video.

Watch for yourself:     channel-one-promo-video-rockridge-jr-high-dec-5-2016   Students: We’re Mrs. Benac’s sixth-grade class from Rockridge Junior High in Taylor Ridge, Illinois, and we’re flying into this Channel One! Azia: Thanks to Rockridge Junior High for takeoff on this Monday.
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Channel One News Hall of Shame: VIDEO: Normalizing alcohol and drug use among teens (2011)

August 8, 2017
Channel One News Hall of Shame: VIDEO: Normalizing alcohol and drug use among teens (2011)

From Jim Metrock: Channel One News has a long history of normalizing teen alcohol use. I’m posting this 2011 article to remind parents and educators why Channel One News is so controversial. From Channel One’s official scripts for April 7 and 8, 2011 (Our highlights in RED and our comments in BLUE): On April 7, 2011,...
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Skoollive is advertising McDonalds on school kiosks

August 7, 2017
Skoollive is advertising McDonalds on school kiosks

From Jim Metrock:  It’s been discovered recently that one of Skoollive’s advertising partners is McDonald’s. Of course no fast food company will dare advertise their fast food in public schools, so what they try to do nowadays is simply promote their brand.  Even the repulsive Channel One News no longer allows McDonald’s golden arches to...
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Channel One News advertised Twinkies to schoolchildren.

August 7, 2017
Channel One News advertised Twinkies to schoolchildren.

From Jim Metrock:  Why would the kiddie marketers at Channel One News advertise Hostess Twinkies to schoolchildren when they knew there was a childhood obesity crisis in the country? The reason is simple: Channel One News was created by advertising and marketing people to sell whatever they could get away with to a captive...
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Channel One News showed this in a classroom!?

August 7, 2017
Channel One News showed this in a classroom!?

From Jim Metrock: Educators don’t like Channel One News because it often makes a circus of their classrooms. The kiddie marketers at Channel One have to bring crazy, goofy images and loud sounds into schools in order to get students to WATCH THE COMMERCIALS.  Unless students turn their eyes to Channel One’s advertising, they...
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Why Channel One News is so controversial.

August 4, 2017
Why Channel One News is so controversial.


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