Why is Media Literacy Important?

Young people are bombarded continuously with mass media messages, including over 1,500 advertisements every day, from television, radio, movies, video/computer games, Internet, music CD’s, billboards, newspapers, magazines, clothing, packaging and marketing materials. Many of these messages include much violent and sexual content that is usually attractive to young people, as they are largely the intended target audience! Such daily exposure to the many forms of the mass media has a tremendous impact upon their thinking, values, purchases, and actions. Growing concern among parents, teachers, pediatricians, counselors, religious leaders, and health care and juvenile justice workers has clearly pointed to a need for open discussion, the sharing of experiences and concerns, and the planning of strategies to cope with the huge, and often negative, impact of the mass media upon our young people. Although much media content is negative, there are many important positives that need to be explored, not the least of which is the potential for today’s technologically-focused young people to effectively and creatively communicate through the many media forms that are so attractive to them. This conference addresses many key issues and their implications for today and the future.