MEDIA LITERACY: AND MIDDLE GRADE STUDENTS:

A RATIONALE.

Today's teenagers engage in 51 minutes of homework per day, a decline from 70 minutes in 1990. As we have seen from their daily media use statistics provided above however, we note that they spend more than 6 hours each day interacting with some form of media and technology. Can anyone really doubt that such a heavy daily dose warrants that we not only monitor their media time but that we recognize the fact that for many of them, it constitutes an alternate school and in some cases a more meaningful learning experience.

Research from The National Institute on Media and the Family, also indicates that this media use may hurt or help a child's education, based to a large degree on how the family responds to media. For example, their studies reveal a concrete relationship between a family's media habits and student performance in school. Children are more likely to do better in school if their parents are aware of their involvement with media, if they monitor its use and if they encourage alternative activities.

What is it that this media and technology might be teaching these young people? How might the nature and needs of adolescents as a group and adolescence as a stage, affect they way in which they accept or reject media messages?

In his classic work, Developmental Tasks and Education[ 1948] Robert Havighurst, outlined major tasks of adolescence. Three of these related to sexuality: 1. achieving new and more mature relations with age mates of both sexes; 2. achieving a masculine or feminine role; 3. accepting one's physique and using the body effectively.

Erik Erikson also saw early adolescence as a period of sexual identity development: "the male at age 14 begins to consolidate a sense of identity around the biological nucleus of his maturing sexuality...At the same time he is concerned with the question of what kind of man he might become...To achieve a viable concept of self ,the boy chooses and conforms to a masculine style from among the options available in society". [1972]

Since the 1940s when Havighurst wrote and the 1970s where Erikson is quoted, can anyone doubt that "the options available in society" have increasingly included media models of sexuality? Social Learning Theory argues that one way that children learn is from the observation of those around them. Obviously that includes their parents, siblings and peers. But indirect observation is also possible through the wide range of media models now present in our living rooms and bedrooms. For some children and teens, these media models offer opportunities for them to imitate or to identify with. If the viewing is repeated and if the viewing occurs without the presence of an adult intermediary , the power of these models to influence the young, can increase.

Of course the developmental tasks of adolescence are not only about their sexual attitudes, behavior and identity. Publications of The National Middle School Association address some of the other central concerns:

*understanding and adjusting to physical, intellectual , social and emotional changes.

*development of personal identity and awareness of ways in which self-concept is formed.

*exploration of morality, ethics and values.

*finding a place within the peer group

*"dealing with the dizzying array of commercial interests aimed at early adolescents". [James Beane. 1990].

 

Recognizing and responding to the needs of middle grade students and the teachers who work with them, offers media literacy advocates an important and strategic management model for integrating media literacy into the classroom and curriculum. It does this by addressing the nature and needs of adolescents as individuals and the mission statement of the educational institution that serves them.

In the process, this strategy positions us within the middle school agenda, rather than placing us on the outside where we are put in the position of trying to push something in to an already crowded curriculum.

Teens, Substance Abuse and Media Messages: Health Education and Middle Grades Students.

Building a bridge between media literacy concerns and the traditional curriculum is likely to be most successful when we approach the discussion of compatibility by addressing curriculum areas that would represent the line of least resistance.

One element of the school curriculum where media messages and classroom content meet head on, has increasingly become the area of substance abuse. This includes not only illegal drugs, but also legal products like tobacco and alcohol. The campaign against Joe Camel, the tobacco settlement and general concern about under-age drinking has focused most of the attention on advertising , particularly on marketing with appeal to children and teens.

There is of course a much wider arena in which messages about substance abuse are contained, carried and conveyed in a variety of media formats including motion pictures, television and music. The Office of National Drug Control Policy has published 2 volumes addressing these issues. SUBSTANCE ABUSE IN POPULAR MOVIES AND MUSIC [1999] and SUBSTANCE ABUSE IN POPULAR PRIME TIME TELEVISION.[ 2000]

The Executive Summary of the earlier report justified the study because 1. teenagers are major consumers of movies and music and 2. there is concern about the potential for media depictions of tobacco, alcohol and illicit drugs ..to legitimize, normalize, trivialize, or glorify substances, which might suggest to young people that this behavior is WITHOUT NEGATIVE CONSEQUENCES".[P 1] The study examined : :WHAT WAS USED BY WHOM HOW OFTEN UNDER WHAT CIRCUMSTANCES & WITH WHAT CONSEQUENCES.

 

 Among the findings, the researchers reported:

*98% of the movies depicted illicit drugs,alcohol and tobacco or over the counter medications.

*About 26% of the movies containing illicit drug use contained explicit/graphic portrayals of their preparation or ingestion.

*Less than half of the movies portrayed short term consequences.

*45% of the movies with illicit drug use did not receive specific remarks from MPAA identifying drug-related content.

*More movies expressed more positive statements about drinking alcohol than negative ones.

*Alcohol was frequently portrayed in positive contexts[ parties, humor, imagery of wealth].

*15% of movies, in 98 different scenes depicted under-age substance use.

*When consequences of consumption were shown they were typically physical reactions such as loss of motor control, slurred speech, headaches or coughing.

*Music research revealed dramatic difference and variation with various music categories/formats/genres or styles.

*Illicit drugs were mentioned in about 63% of Rap songs compared to only 10% in most other musical categories.

*Alcohol was mentioned in about 50% of Rap songs but only about 13% of other musical categories.

*Marijuana was the most frequently addressed illicit drug and there was almost no reference to tobacco.

*Only 19% of songs that mentioned illicit drug use made reference to any consequences.

*Among the songs referring to illicit drug use, 30% associated the use within a sexual/romantic context and 20% associated use within a context of crime or violence.

*34% of the songs addressing alcohol use , did so within a sexual/romantic context.

*Both alcohol and drug references, used the avoidance of troubles and worries as the most common motivation for consumption.

Although tobacco and alcohol advertising frequently receive the most attention when it comes to media messages about substance abuse and sexuality, the media literacy community also needs to seriously address messages contained in contemporary music whether in the lyrics, through the lifestyle of the performers or as part of the on-stage performance or music videos.

While lyric content is frequently addressed as evidence of influence, historically, going back to music research in the 1960s, it has also been argued that many young people are not actually aware of song words or their meaning. This work requires that we distinguish between media CONTENT, media INTENT and possible media IMPACT or INFLUENCE.

Despite the content and controversy about music lyrics in the 1960's and 70's [Let's Spend The Night Together, Cocaine, White Rabbit ] there is little doubt that today's contemporary music contains some of the most negative , derogatory, sexist and racist lyrics ever sung or published. Song's such as 'Me and My Bitch",and "We like Meat" are just 2 examples that would no doubt concern many parents.

If media educators are going to be able to meaningfully engage young people in constructive discussion about the music they enjoy and listen to , we are also going to have to make an effort to identify potentially pro-social messages. In the case of substance abuse for example, just as the 60s and 70s provided anti-drug messages [ Kicks, The Needle and the Damage Done, Oh The Smell] , today's music scene also offers cautionary messages. In their song, "Alcohol", Bare Naked Ladies for example describe the attractions and excesses of drinking, noting that "I can choose to walk the fine line between self-control and self-abuse".

"Nihilism "by Rancid closes with the words "Lady on the billboard offered me a drink. Said, not right now, I need time to think. Nihilistic feelings are moving. If I try really hard, I'll see right through them".

TELEVISION, TEENS AND SUBSTANCE ABUSE

In 2000 the ONDCP released its findings about television. In the rationale, the researchers commented, "of all the media commanding the attention of American adolescents, television probably has the greatest potential for exerting" an influence[ p 5]

Significantly, they also noted that "the ability of any medium to exert an influence depends upon a variety of factors. These include individual differences in interpretation, the influence of competing information from parents or peers, and variations in social and cultural background."[p5].

They also accepted the possibility that television could play a positive role by discouraging rather than encouraging or glamorizing substance use and abuse. The study included a report on the 20 most popular shows amongst teens and differentiated between African-American teens, Hispanic teens and white teens.

Factors considered in the study included substance use by major and minor characters; the settings/context in which use occurred; humorous references to substances; negative or critical statements about substances; attempts to quit and other factors.

What did their findings reveal?

*Illicit drugs were referenced in 20% of all episodes,tobacco in 22% and alcohol in 77%.

*11% of episodes referred to substance use by characters who appeared to be under 21.

*Humorous references to substances were commonplace, occurring in 49% of all episodes screened/surveyed.

*About one quarter[26%] of all episodes portrayed at least one negative consequence of substance use.

*Illicit drugs were mentioned in 21% of top teen episodes.

*20% of top teen episodes portrayed tobacco use.

*References to getting or being intoxicated were contained in 18% of top teen episodes.

*More than one third of the episodes [41%] that mentioned drug used contained at least one negative statement about it.

*Alcohol consumption was often portrayed in a humorous content and depictions "made drinking look like a positive experience".

*20% of episodes conveyed the idea that ' drinking alcohol promotes relaxation or having a good time".

*13% of episodes indicated that alcohol consumption "can impair thinking, speech or actions".  

SUBSTANCE ABUSE IN AMERICAN YOUTH.

So far we have established some useful insights into the use of alcohol, tobacco and illicit substances in music, movies and television. Beyond the world of screenagers however, are real American teens. What do we know about their patterns of use and abuse?

According to Life magazine's interview with 60 randomly selected 13-18 year olds, 'marijuana, ecstasy, acid and in some cases, cocaine, seems readily available".

*About 10 million Americans aged 12-20 had at least one drink last month.

* 5.1 million of them are binge drinkers [consuming 5 or more drinks in a row or single occasion]

*Highest rates of illicit drug use are with marijuana consumption among 16-17 yr olds[ 16%] and 18-20 yr olds [ 20%]

*80% of high school seniors have used alcohol.

*65% of high school seniors have smoked tobacco.

*50% of them have used marijuana.

*10% have used cocaine.

*Teens who begin drinking before age 15 are 4 times more likely to develop alcoholism than those whose consumption begins at 21 or older.

*Age 13 is typical for first use of alcohol.[rates vary for males and females]

*First use of marijuana typically begins at 14.

*Junior , middle and high school seniors consume 35% of all wine coolers sold in the U.S.

* 56% of students in grade 5-12 say alcohol advertising encourages them to drink.

*39% of high school males say it is acceptable to force sex on a girl if she is drunk or stoned.

*Teenagers whose parents discuss the dangerous of drug use with them are 42% less likely to use drugs than those whose parents do not have such conversations. HOWEVER, only 1 in 4 teens report having such discussions with their parents.

LET'S TALK ABOUT SEX BABY. [ Song title by Salt n' Pepper ]

Involving parents in such discussions is a central and strategic step in many potentially harmful areas of teenage behavior. In July 2000 for example, a report in US WEEKLY was titled, 'Teen Sex: What Parent's Don't Want to Know'. 'The news is", the article, stated, "starting in 7th and 8th grade, girls are performing oral sex on boys...interviews with teachers, counselors, health educators and parents indicate that young teenagers across America are having more experience with oral sex..It's hard enough to explore you're sexuality when you're 25;these kids are just becoming who they are-little tugboats looking for identities, trying things out, imitating what's cool and trying to figure out who to be".[July 24th, p 31].

As the magazine notes, parents are not conversing with their kids on the subject of sexuality and the mass media provides a constant source. e.g. 'The Thong Song" by Sisqo'; rapper Lil' Kim , 'How Many Licks" and Maria Carey's, "Honey". More than one adolescent has apparently told adults, "The president doesn't think it's sex Newsweek made the same Clinton/Lewinsky connection when discussing teen sexuality in its cover story on the generation.

For teens of course, one of the constant myths, one that the media has often enlarged, is the belief that, "everybody's doing it". Seeking to confront those myth conceptions in January 2001 , PBS broadcast 'Sex-Everyone's Doni' Doni'.. Not" as part of their In the Mix, documentary series. Once again we see that the media can both hurt or help teen perceptions, be part of the problem, or part of the solution.

While AIDS and a range of STDs [Sexually Transmitted Diseases] clearly are cause for concern , there is some evidence that suggests today's teens are being more cautious. Today's teens said Newsweek[ 5/8/2000] "seem to be the most safe-sex savvy of generations. Contraceptive use is up,pregnancy rates are down". Since 1991, the Centers for Disease Control report, the number of teens who have had intercourse has dropped from 54% to 48%. Nonetheless, 3 million teens or 1 in 4 of the sexually active acquire an STD each year.

In interviews with teens, sex was seen to be one more pressure faced by young people. A 17 year old boy commented; 'I did feel pressure-from everything around me. Friends, media, everything. It was almost like afterwards, it was almost a relief did it, it's over, good. I'm not a virgin anymore. I've done it. There's no anxiety about having sex anymore".

LIFE also turned its attention to adolescents with a cover story, 'The Secret Life of Teens".[March 1999] 'Real teenagers around the country", their covered declared, "tell us their private thoughts on sex,drugs,parents..their answers may surprise and shock you".

On the subject of sex, the magazine and the teens were in agreement. 'few learned about sex in school".

18 year old Nora, commented, 'I know someone who's been with a guy for four year and they haven't done it. I give him a lot of credit".

A 19 year old female described watching her 11 year old sister take in some of the sexual messages in contemporary media. 'She's a very big fan of Britney Spears and the Spice Girls and she tries to emulate them in the way she dresses and the way she acts...I see her wanting to wear clothes I would never have considered. I don't remember going through that at her age. I don't recall having sexuality pushed in my face when I was 10 or 11."

 "If you went by headlines, here is what you'd believe: that teens are promiscuous,sniffing, snorting, shooting, unduly pierced,gun-toting demons who are a danger to themselves and those around them". [LIFE. March 1999. ]

"I hope kids also look up to people who are real, like their parents" Katie Holmes of Dawson's Creek and Life's covergirl, told the magazine.	TWEENS-the 8-14 year-old set. "They are a generation stuck on fast forward,in a fearsome hurry to grow up . Richer than ever, they are also a retailers dream". Newsweek. 10/18/99.

 

Published in the spring of 2001, Dr. Ron Taffel's THE SECOND FAMILY[How Adolescent Power is Challenging the American Family]should be required reading for today 's parents and for anyone working with young people. Modern adolescent life , he argues, "mirrors some of the most alienating, materialistic and dangerous cultural trends". Our children , he says, "are stricken by the gimmees,an unrelenting need for the artifacts of pop culture and the erroneous assumption that things buy happiness". But the author does not blame young people. In fact he clearly cares very deeply for them. While he believes that "most parents love their children", he warns that "they aren't able to pay the right kind of attention to them". For media educators, the doctor addresses a condition many of us are already familiar with. 'Modern kids' time", he writes, "and their conversations are shaped en masse by media -inspired messages.. .For as long and as late as they like , they listen to music, watch programs,or visit Internet sites, that their parent know little or nothing about. This leaves them IN THEIR OWN UNIVERSE,where loyalty is less to their families, than to the kid culture and society of their peers". Taffel's book is a clarion call for all of us who work with young people, to continue the process of validating the study of kid culture through the critical lens provided by media literacy.

*******Your questions or comments about any of the information addressed in this section of our website are welcome. Please contact David Considine, Coordinator of the Graduate Program in Media Literacy at Appalachian State University. Considinedm@appstate.edu 828 262 2270.