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

Schools continue to disrespect Channel One News

May 9, 2016
Schools continue to disrespect Channel One News

    From Jim Metrock: Schools continue to show Channel One before school starts.  Schools that are serious about academics will not allow Channel One News to interfere with their school day.  The remaining advertisers on Channel One have to know that the TV show doesn’t have the audience it once had. Students at...
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Gulfport High still shows Channel One News. Sorta.

October 8, 2015
Gulfport High still shows Channel One News. Sorta.

From Jim Metrock: Houghton Mifflin Harcourt’s miserable unit Channel One Network is helpless when schools trash their TV show. Consider Gulfport High School’s refusal to show Channel One News according to the “contract” they have with the company. On a regular day the school allows five minutes for school announcements and any remaining time...
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Skoollive to advertisers: “Average annual income of a 12-14 year old: $2,167” Don’t you want a piece of that?

September 15, 2015
Skoollive to advertisers:  “Average annual income of a 12-14 year old: $2,167” Don’t you want a piece of that?

  From Jim Metrock: Dear School Board member: In the future you may find a salesperson standing in front of your board urging your district to sign a three-year contract with Skoollive.  You need to be prepared for his or her slick sales pitch. Unfortunately sometimes you won’t recognize the Skoollive salesperson, because the...
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The letter that ended Chris Whittle’s Channel One News

September 3, 2015
The letter that ended Chris Whittle’s Channel One News

  From Jim Metrock:  Three years ago, Channel One News was forced to send this letter to the relatively few schools that still had their TV equipment. It marked the end of the original Channel One News – the one that was extremely profitable back in the 90’s. In 2012 the few remaining executives at Channel One...
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Thinking about Skoollive? Read their contract with Murrieta Valley USD

August 29, 2015
Thinking about Skoollive?  Read their contract with Murrieta Valley USD

        For Skoollive’s contract with the Murrieta Valley USD, Murrieta, CA:  SkoolLive agreement  Murrieta Valley USD            
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Channel One News quietly begins season. Student audience kaput.

August 11, 2015
Channel One News quietly begins season.  Student audience kaput.

  Poor Channel One Once this controversial, kiddie marketing company had 8 million students forced to watch their program.  Although Houghton Mifflin Harcourt, Channel One’s owner, continues to state Channel One’s audience is “nearly 5 million,” the true number is probably closer to  2 – 3 million.  Channel One used to update their ever-decreasing estimated...
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Deconstructing Skoollive’s sales video

August 11, 2015
Deconstructing Skoollive’s sales video

From Jim Metrock: Skoollive recently published this video in an effort to make school officials more comfortable with their controversial, in-school marketing company.  If your school district is thinking about bringing billboard advertising into your school hallways, please take a moment and watch Skoollive’s “feel good” video, then consider reading my remarks about the video. The opening...
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A company that doesn’t know how to spell its own name.

August 9, 2015
A company that doesn’t know how to spell its own name.

From Jim Metrock:  There are so many things wrong with SkoolLive that I hate to bring up this minor point.   Normally, a lot of thought is put into the name of a business.  Why SkoolLive chose to misspell “school” is their concern.  However I do find it interesting that company employees are confused about their own...
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From the archives: 07/5/2003 Keynote Speech To Council Of Urban Boards Of Education

July 27, 2015
From the archives:  07/5/2003  Keynote Speech To Council Of Urban Boards Of Education

From Jim Metrock:  This speech from 12 years ago is unfortunately still timely.  Students are still being commercially exploited by old tired kiddie marketers like Channel One and new upstarts like SkoolLive.  Parents and educators need to stay vigilant for those who only see schools as a source of easy ad revenue.   Keynote Speech...
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Hold the phone!! Is SkoolLive interested in obtaining student educational records?

July 26, 2015
Hold the phone!! Is SkoolLive interested in obtaining student educational records?

From Jim Metrock: While looking through a SkoolLive contract with an Arizona school district, I found this disturbing paragraph: 6.17 Student Educational Records. School District’s students’ educational records are protected by the federal Family Educational Rights and Privacy Act, 20 U.S.C. § 1232g (“FERPA”). SkoolLive will comply with FERPA and will not access or make...
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