Powerbase - User contributions [en]

Media Smart: International expansion of the Media Smart group

2010-11-17T23:13:41Z

Kirstin Walker:

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire], European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006. <ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!], Alliance of Civilisation website, accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children. <ref>[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview], Media Awareness Network website, accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13. <ref>Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 [http://www.cspinet.org/canada/pdf/jeffery.pdf Advertising Intended for Children Under 13 Years of Age] Accessed 17/11/2010</ref>
In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. .<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News], Accessed 17/11/2010 </ref> In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain], Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=
Launched in August 2007, Portugal's Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted due to with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart, [http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info], Accessed 17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary], Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further.

==Expert Group==
*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education <ref>Hungary Media Smart, [http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group], Accessed 17/11/2010 </ref>

==Professional Cooperating Partners==

*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki

==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV <ref>Hungary Media Smart, [http://www.mediatudor.hu/elerhetosegek.php Hungary Partners], Accessed 17/11/2010 </ref>

==Contact Information==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft. 
Budapest 
Naphegy tér 8. 
1016 

E-mail: mediasmarthungary@mediasmarthungary.hu 
telefon/fax: 06 1 212-5026 <ref>Hungary Media Smart, [http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information], Accessed 17/11/2010 </ref>

=Sweden=
Media Smart was launched in late 2006 , It is not conducted in as commercial business but based on that support companies will welcome the initiative to finance, plan, produce and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden:==
• AMF 
• Coop 
• Ferrero Scandinavia 
• ICA 
• March Sweden 
• Max Hamburger Restaurants 
• McDonald's 
• Mediaedge: cia 
• Procter & Gamble 
• Swedish Games 
• Sweden Advertisers 
• Swedish Association of Communication Agencies 
• Unilever 
• Waterfall <ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters], Accessed 17/11/2010 </ref>

==Contact Information==
Contact: Anna Lindstrom 
Media Smart, Sweden Advertisers 
Klara East Church Street 2C 
Box 1327 
111 83 Stockholm
 
Phone: +46 8545252 38 
Mail: anna.lindstrom @ annons.se 

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages. Launched in 2004 to help support media literacy

Foreword by the Advertising Council:
'If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection.'
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart], Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart], Accessed 17/11/2010 </ref>

==Sponsors==
• Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

==New Zealand==

New Zealand's Willy Munchright is a version of Media Smart,although it only focuses on identifying snack food products with too much fat and suggested alternative everyday snack foods (i.e. oranges, crackers, and frozen yoghurt) it also suggested cutting fat off the meat that you eat. However the advertisement still says that children can sometimes have the high fat snack foods after plenty of very day foods. Another theme was “fat isn’t bad if you just have a tad”.There is a lack of objective aims for the programme and only general aims such as "to provides straightforward information to young people in a cartoon form which will encourage healthyeating and actions". It comprises a series of television advertisements, aired using donated television time, featuring an animated cartoon character promoting nutrition and healthy eating to children. <ref>[http://www.nzma.org.nz/journal/119-1233/1967/content.pdf New Zealand Medical Journal], accessed 17 November 2010</ref>

=Conclusion=

In Conclusion It can be seen that Media Smart has expanded around the globe on different continents. This Expansion could not have happened without the support of both the Government and Funders from each individual country. It has to be noted however that many funders, either financially or through contributions, are linked between the said countries. This can be linked to the ideology that International corporations have many different aspects of power. Without their contributions Media Smart would not have expanded at the rate it has, evoking that the Funders must receive feedback for all their assistance.

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Globalisation:Media Smart

2010-11-17T23:06:09Z

Kirstin Walker:

Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

[[Image:MediaSmartLogo.png|500px|thumb|left|Media Smart Logo]]
[[Image:Bubblus Media Smart.png|600px|thumb|middle]]

==Introduction==

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

==Media Smart Explained==
'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

The history of Media Smart can be traced back to the Canadian organisation, "Concerned Children's Advertisers," (CCA). <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref> This section on [[Globalisation:Media Smart: History and aims| History and Aims]] will analyse CCA and it's connection with Media Smart UK.

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has an extensive history of working within the media industry. An example of this is, in 2005 alone, Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group (as of November 2008) which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]], both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and would not be able to plan projects in the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be a great advantage to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 10/11/10 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalisation has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into a standardised effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays, children are exposed to irresponsible advertising. Most youth's use the internet and television that makes them the target for the merchandising vehicle to international expansion. For example, The Disney channel is one of the global children's television. Dominant companies should have responsibilities and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be a paramount concern to advertisers to protect children from material that is injurious to their well being. <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

The Media Smart Group has expanded to other parts of Europe. Most of the European Schools are using Media Smart educational material in their Primary Schools e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

==Criticisms of Media Smart==

Publically published articles mainly support Media Smarts project insisting that the organisation can do no wrong. The studies conducted by Media Smart claims that 91% of teachers support the programme. However, what it fails to acknowledge is the fact that some teachers thought that the programme produced mixed results within the classroom. These following quotes indicate such accusations:
*“It was quite difficult for the children to grasp this”,
* “The children’s understanding in the area didn’t really change”,
* “the theory was there in the recourses although I’m not sure if the children got it in practice-still voting with their hearts not their heads”,
* “it was more good for the more able students-but the more able just became more confused”.
These statements indicate that despite Media Smart and Digital Adwise consistantly resourcing to produce better teaching materials it is not always working in the classroom.

There are also criticism's of the Willie Munchright programme in New Zealand which has the same concept as Media Smart, the main criticism being - there has been no attempt to empirically measure the effects of the programme, which it's opponents use to their advantage by asserting (without offering evidence to support their own stance) that it has had little impact and is nothing more than a public relations campaign on behalf of the food industry. <ref>[http://www.aeforum.org/aeforum.nsf/d27aa4e05753477780256c5100355ea8/9bf03628c908743a8025740b005c2365/$FILE/Commercial%20Media%20Literacy.pdf Commercial Media Literacy:What Does It Do, To Whom – and Does it Matter?]Middlesex University Business School Discussion Paper Series,accessed 17 November 2010</ref>

'''The Organisation's Contact Details''' 

Media Smart Official Website: http://www.mediasmart.org.uk/

The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk
<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

The purpose of Media Smart is to increase the awareness of young peoples understanding of the media and its advertising content. Since its launch in 2002, it has had a relatively large impact on children and their education. In the UK, around one million children have been taught using their materials; fifty percent of children know about Media Smart and it aims to expand more.

Overall, It has been recognised as a positive organisation. This is highlighted with its relationship with its policy makers, the rate of expansion throughout the world and the companies progress within the education department. However, it’s main criticism is its funders, for example, it is connected to the fast-food industry and the likes of McDonald’s show that the organisation can be hypocritical as it is trying to curb childhood obesity.

We have looked at various aspects of Media Smart, including the history of the organisation and gained background knowledge through the Canadian organisation, ‘Concerned Children’s Advertiser’s’. We have looked at the main people involved in running, organising and funding the group and also the activities that Media Smart take part in and promote, inparticular Digital Adwise. We have found that through their International expansion it is evident that they are a market driven corporate movement in a global capitalist market. Marketing industries are claiming to be part of the solution in media exposure to young children, thereby they seek to avoid restrictions and bans on marketing communications, this is exploitation by both parties. The aim of Media Smart is to make children more sceptical of commercial messages however advertisers also seem to be benefiting from this. Thus adverts represent fantasies about brand products; therefore children develop a positive attitude towards the product.By looking at these areas in detail we have gained a better understanding of the Media Smart group and what their aims are.

==Notes==
<references/>

Globalisation:Media Smart

2010-11-17T23:04:12Z

Kirstin Walker:

Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

[[Image:MediaSmartLogo.png|500px|thumb|left|Media Smart Logo]]
[[Image:Bubblus Media Smart.png|500px|thumb|middle]]

==Introduction==

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

==Media Smart Explained==
'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

The history of Media Smart can be traced back to the Canadian organisation, "Concerned Children's Advertisers," (CCA). <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref> This section on [[Globalisation:Media Smart: History and aims| History and Aims]] will analyse CCA and it's connection with Media Smart UK.

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has an extensive history of working within the media industry. An example of this is, in 2005 alone, Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group (as of November 2008) which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]], both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and would not be able to plan projects in the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be a great advantage to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 10/11/10 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalisation has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into a standardised effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays, children are exposed to irresponsible advertising. Most youth's use the internet and television that makes them the target for the merchandising vehicle to international expansion. For example, The Disney channel is one of the global children's television. Dominant companies should have responsibilities and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be a paramount concern to advertisers to protect children from material that is injurious to their well being. <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

The Media Smart Group has expanded to other parts of Europe. Most of the European Schools are using Media Smart educational material in their Primary Schools e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

==Criticisms of Media Smart==

Publically published articles mainly support Media Smarts project insisting that the organisation can do no wrong. The studies conducted by Media Smart claims that 91% of teachers support the programme. However, what it fails to acknowledge is the fact that some teachers thought that the programme produced mixed results within the classroom. These following quotes indicate such accusations:
*“It was quite difficult for the children to grasp this”,
* “The children’s understanding in the area didn’t really change”,
* “the theory was there in the recourses although I’m not sure if the children got it in practice-still voting with their hearts not their heads”,
* “it was more good for the more able students-but the more able just became more confused”.
These statements indicate that despite Media Smart and Digital Adwise consistantly resourcing to produce better teaching materials it is not always working in the classroom.

There are also criticism's of the Willie Munchright programme in New Zealand which has the same concept as Media Smart, the main criticism being - there has been no attempt to empirically measure the effects of the programme, which it's opponents use to their advantage by asserting (without offering evidence to support their own stance) that it has had little impact and is nothing more than a public relations campaign on behalf of the food industry. <ref>[http://www.aeforum.org/aeforum.nsf/d27aa4e05753477780256c5100355ea8/9bf03628c908743a8025740b005c2365/$FILE/Commercial%20Media%20Literacy.pdf Commercial Media Literacy:What Does It Do, To Whom – and Does it Matter?]Middlesex University Business School Discussion Paper Series,accessed 17 November 2010</ref>

'''The Organisation's Contact Details''' 

Media Smart Official Website: http://www.mediasmart.org.uk/

The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk
<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

The purpose of Media Smart is to increase the awareness of young peoples understanding of the media and its advertising content. Since its launch in 2002, it has had a relatively large impact on children and their education. In the UK, around one million children have been taught using their materials; fifty percent of children know about Media Smart and it aims to expand more.

Overall, It has been recognised as a positive organisation. This is highlighted with its relationship with its policy makers, the rate of expansion throughout the world and the companies progress within the education department. However, it’s main criticism is its funders, for example, it is connected to the fast-food industry and the likes of McDonald’s show that the organisation can be hypocritical as it is trying to curb childhood obesity.

We have looked at various aspects of Media Smart, including the history of the organisation and gained background knowledge through the Canadian organisation, ‘Concerned Children’s Advertiser’s’. We have looked at the main people involved in running, organising and funding the group and also the activities that Media Smart take part in and promote, inparticular Digital Adwise. We have found that through their International expansion it is evident that they are a market driven corporate movement in a global capitalist market. Marketing industries are claiming to be part of the solution in media exposure to young children, thereby they seek to avoid restrictions and bans on marketing communications, this is exploitation by both parties. The aim of Media Smart is to make children more sceptical of commercial messages however advertisers also seem to be benefiting from this. Thus adverts represent fantasies about brand products; therefore children develop a positive attitude towards the product.By looking at these areas in detail we have gained a better understanding of the Media Smart group and what their aims are.

==Notes==
<references/>

Globalisation:Media Smart

2010-11-17T23:03:13Z

Kirstin Walker:

Globalisation:Media Smart

2010-11-17T23:02:37Z

Kirstin Walker:

Globalisation:Media Smart

2010-11-17T23:02:21Z

Kirstin Walker:

Globalisation:Media Smart

2010-11-17T23:02:06Z

Kirstin Walker:

Globalisation:Media Smart

2010-11-17T23:01:48Z

Kirstin Walker:

Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

[[Image:MediaSmartLogo.png|500px|thumb|left|Media Smart Logo]]

[[Image:Bubblus Media Smart.png|600px|thumb|middle]]

==Introduction==

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

==Media Smart Explained==
'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

The history of Media Smart can be traced back to the Canadian organisation, "Concerned Children's Advertisers," (CCA). <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref> This section on [[Globalisation:Media Smart: History and aims| History and Aims]] will analyse CCA and it's connection with Media Smart UK.

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has an extensive history of working within the media industry. An example of this is, in 2005 alone, Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group (as of November 2008) which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]], both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and would not be able to plan projects in the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be a great advantage to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 10/11/10 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalisation has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into a standardised effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays, children are exposed to irresponsible advertising. Most youth's use the internet and television that makes them the target for the merchandising vehicle to international expansion. For example, The Disney channel is one of the global children's television. Dominant companies should have responsibilities and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be a paramount concern to advertisers to protect children from material that is injurious to their well being. <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

The Media Smart Group has expanded to other parts of Europe. Most of the European Schools are using Media Smart educational material in their Primary Schools e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

==Criticisms of Media Smart==

Publically published articles mainly support Media Smarts project insisting that the organisation can do no wrong. The studies conducted by Media Smart claims that 91% of teachers support the programme. However, what it fails to acknowledge is the fact that some teachers thought that the programme produced mixed results within the classroom. These following quotes indicate such accusations:
*“It was quite difficult for the children to grasp this”,
* “The children’s understanding in the area didn’t really change”,
* “the theory was there in the recourses although I’m not sure if the children got it in practice-still voting with their hearts not their heads”,
* “it was more good for the more able students-but the more able just became more confused”.
These statements indicate that despite Media Smart and Digital Adwise consistantly resourcing to produce better teaching materials it is not always working in the classroom.

There are also criticism's of the Willie Munchright programme in New Zealand which has the same concept as Media Smart, the main criticism being - there has been no attempt to empirically measure the effects of the programme, which it's opponents use to their advantage by asserting (without offering evidence to support their own stance) that it has had little impact and is nothing more than a public relations campaign on behalf of the food industry. <ref>[http://www.aeforum.org/aeforum.nsf/d27aa4e05753477780256c5100355ea8/9bf03628c908743a8025740b005c2365/$FILE/Commercial%20Media%20Literacy.pdf Commercial Media Literacy:What Does It Do, To Whom – and Does it Matter?]Middlesex University Business School Discussion Paper Series,accessed 17 November 2010</ref>

'''The Organisation's Contact Details''' 

Media Smart Official Website: http://www.mediasmart.org.uk/

The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk
<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

The purpose of Media Smart is to increase the awareness of young peoples understanding of the media and its advertising content. Since its launch in 2002, it has had a relatively large impact on children and their education. In the UK, around one million children have been taught using their materials; fifty percent of children know about Media Smart and it aims to expand more.

Overall, It has been recognised as a positive organisation. This is highlighted with its relationship with its policy makers, the rate of expansion throughout the world and the companies progress within the education department. However, it’s main criticism is its funders, for example, it is connected to the fast-food industry and the likes of McDonald’s show that the organisation can be hypocritical as it is trying to curb childhood obesity.

We have looked at various aspects of Media Smart, including the history of the organisation and gained background knowledge through the Canadian organisation, ‘Concerned Children’s Advertiser’s’. We have looked at the main people involved in running, organising and funding the group and also the activities that Media Smart take part in and promote, inparticular Digital Adwise. We have found that through their International expansion it is evident that they are a market driven corporate movement in a global capitalist market. Marketing industries are claiming to be part of the solution in media exposure to young children, thereby they seek to avoid restrictions and bans on marketing communications, this is exploitation by both parties. The aim of Media Smart is to make children more sceptical of commercial messages however advertisers also seem to be benefiting from this. Thus adverts represent fantasies about brand products; therefore children develop a positive attitude towards the product.By looking at these areas in detail we have gained a better understanding of the Media Smart group and what their aims are.

==Notes==
<references/>

Globalisation:Media Smart

2010-11-17T23:01:31Z

Kirstin Walker:

Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

[[Image:MediaSmartLogo.png|500px|thumb|left|Media Smart Logo]]

[[Image:Bubblus Media Smart.png|700px|thumb|middle]]

==Introduction==

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

==Media Smart Explained==
'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

The history of Media Smart can be traced back to the Canadian organisation, "Concerned Children's Advertisers," (CCA). <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref> This section on [[Globalisation:Media Smart: History and aims| History and Aims]] will analyse CCA and it's connection with Media Smart UK.

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has an extensive history of working within the media industry. An example of this is, in 2005 alone, Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group (as of November 2008) which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]], both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and would not be able to plan projects in the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be a great advantage to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 10/11/10 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalisation has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into a standardised effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays, children are exposed to irresponsible advertising. Most youth's use the internet and television that makes them the target for the merchandising vehicle to international expansion. For example, The Disney channel is one of the global children's television. Dominant companies should have responsibilities and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be a paramount concern to advertisers to protect children from material that is injurious to their well being. <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

The Media Smart Group has expanded to other parts of Europe. Most of the European Schools are using Media Smart educational material in their Primary Schools e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

==Criticisms of Media Smart==

Publically published articles mainly support Media Smarts project insisting that the organisation can do no wrong. The studies conducted by Media Smart claims that 91% of teachers support the programme. However, what it fails to acknowledge is the fact that some teachers thought that the programme produced mixed results within the classroom. These following quotes indicate such accusations:
*“It was quite difficult for the children to grasp this”,
* “The children’s understanding in the area didn’t really change”,
* “the theory was there in the recourses although I’m not sure if the children got it in practice-still voting with their hearts not their heads”,
* “it was more good for the more able students-but the more able just became more confused”.
These statements indicate that despite Media Smart and Digital Adwise consistantly resourcing to produce better teaching materials it is not always working in the classroom.

There are also criticism's of the Willie Munchright programme in New Zealand which has the same concept as Media Smart, the main criticism being - there has been no attempt to empirically measure the effects of the programme, which it's opponents use to their advantage by asserting (without offering evidence to support their own stance) that it has had little impact and is nothing more than a public relations campaign on behalf of the food industry. <ref>[http://www.aeforum.org/aeforum.nsf/d27aa4e05753477780256c5100355ea8/9bf03628c908743a8025740b005c2365/$FILE/Commercial%20Media%20Literacy.pdf Commercial Media Literacy:What Does It Do, To Whom – and Does it Matter?]Middlesex University Business School Discussion Paper Series,accessed 17 November 2010</ref>

'''The Organisation's Contact Details''' 

Media Smart Official Website: http://www.mediasmart.org.uk/

The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk
<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

The purpose of Media Smart is to increase the awareness of young peoples understanding of the media and its advertising content. Since its launch in 2002, it has had a relatively large impact on children and their education. In the UK, around one million children have been taught using their materials; fifty percent of children know about Media Smart and it aims to expand more.

Overall, It has been recognised as a positive organisation. This is highlighted with its relationship with its policy makers, the rate of expansion throughout the world and the companies progress within the education department. However, it’s main criticism is its funders, for example, it is connected to the fast-food industry and the likes of McDonald’s show that the organisation can be hypocritical as it is trying to curb childhood obesity.

We have looked at various aspects of Media Smart, including the history of the organisation and gained background knowledge through the Canadian organisation, ‘Concerned Children’s Advertiser’s’. We have looked at the main people involved in running, organising and funding the group and also the activities that Media Smart take part in and promote, inparticular Digital Adwise. We have found that through their International expansion it is evident that they are a market driven corporate movement in a global capitalist market. Marketing industries are claiming to be part of the solution in media exposure to young children, thereby they seek to avoid restrictions and bans on marketing communications, this is exploitation by both parties. The aim of Media Smart is to make children more sceptical of commercial messages however advertisers also seem to be benefiting from this. Thus adverts represent fantasies about brand products; therefore children develop a positive attitude towards the product.By looking at these areas in detail we have gained a better understanding of the Media Smart group and what their aims are.

==Notes==
<references/>

Globalisation:Media Smart

2010-11-17T23:00:00Z

Kirstin Walker:

[[Image:MediaSmartLogo.png|500px|thumb|left|Media Smart Logo]]
Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

[[Image:Bubblus Media Smart.png|700px|thumb|middle]]

==Introduction==

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

==Media Smart Explained==
'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

The history of Media Smart can be traced back to the Canadian organisation, "Concerned Children's Advertisers," (CCA). <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref> This section on [[Globalisation:Media Smart: History and aims| History and Aims]] will analyse CCA and it's connection with Media Smart UK.

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has an extensive history of working within the media industry. An example of this is, in 2005 alone, Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group (as of November 2008) which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]], both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and would not be able to plan projects in the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be a great advantage to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 10/11/10 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalisation has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into a standardised effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays, children are exposed to irresponsible advertising. Most youth's use the internet and television that makes them the target for the merchandising vehicle to international expansion. For example, The Disney channel is one of the global children's television. Dominant companies should have responsibilities and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be a paramount concern to advertisers to protect children from material that is injurious to their well being. <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

The Media Smart Group has expanded to other parts of Europe. Most of the European Schools are using Media Smart educational material in their Primary Schools e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

==Criticisms of Media Smart==

Publically published articles mainly support Media Smarts project insisting that the organisation can do no wrong. The studies conducted by Media Smart claims that 91% of teachers support the programme. However, what it fails to acknowledge is the fact that some teachers thought that the programme produced mixed results within the classroom. These following quotes indicate such accusations:
*“It was quite difficult for the children to grasp this”,
* “The children’s understanding in the area didn’t really change”,
* “the theory was there in the recourses although I’m not sure if the children got it in practice-still voting with their hearts not their heads”,
* “it was more good for the more able students-but the more able just became more confused”.
These statements indicate that despite Media Smart and Digital Adwise consistantly resourcing to produce better teaching materials it is not always working in the classroom.

There are also criticism's of the Willie Munchright programme in New Zealand which has the same concept as Media Smart, the main criticism being - there has been no attempt to empirically measure the effects of the programme, which it's opponents use to their advantage by asserting (without offering evidence to support their own stance) that it has had little impact and is nothing more than a public relations campaign on behalf of the food industry. <ref>[http://www.aeforum.org/aeforum.nsf/d27aa4e05753477780256c5100355ea8/9bf03628c908743a8025740b005c2365/$FILE/Commercial%20Media%20Literacy.pdf Commercial Media Literacy:What Does It Do, To Whom – and Does it Matter?]Middlesex University Business School Discussion Paper Series,accessed 17 November 2010</ref>

'''The Organisation's Contact Details''' 

Media Smart Official Website: http://www.mediasmart.org.uk/

The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk
<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

The purpose of Media Smart is to increase the awareness of young peoples understanding of the media and its advertising content. Since its launch in 2002, it has had a relatively large impact on children and their education. In the UK, around one million children have been taught using their materials; fifty percent of children know about Media Smart and it aims to expand more.

Overall, It has been recognised as a positive organisation. This is highlighted with its relationship with its policy makers, the rate of expansion throughout the world and the companies progress within the education department. However, it’s main criticism is its funders, for example, it is connected to the fast-food industry and the likes of McDonald’s show that the organisation can be hypocritical as it is trying to curb childhood obesity.

We have looked at various aspects of Media Smart, including the history of the organisation and gained background knowledge through the Canadian organisation, ‘Concerned Children’s Advertiser’s’. We have looked at the main people involved in running, organising and funding the group and also the activities that Media Smart take part in and promote, inparticular Digital Adwise. We have found that through their International expansion it is evident that they are a market driven corporate movement in a global capitalist market. Marketing industries are claiming to be part of the solution in media exposure to young children, thereby they seek to avoid restrictions and bans on marketing communications, this is exploitation by both parties. The aim of Media Smart is to make children more sceptical of commercial messages however advertisers also seem to be benefiting from this. Thus adverts represent fantasies about brand products; therefore children develop a positive attitude towards the product.By looking at these areas in detail we have gained a better understanding of the Media Smart group and what their aims are.

==Notes==
<references/>

Media Smart: International expansion of the Media Smart group

2010-11-17T22:58:06Z

Kirstin Walker:

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire], European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006. <ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!], Alliance of Civilisation website, accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children. <ref>[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview], Media Awareness Network website, accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13. <ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. .<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News], Accessed 17/11/2010 </ref> In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain], Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=
Launched in August 2007, Portugal's Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted due to with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart, [http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info], Accessed 17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary], Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further.

==Expert Group==
*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education <ref>Hungary Media Smart, [http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group], Accessed 17/11/2010 </ref>

==Professional Cooperating Partners==

*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki

==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV <ref>Hungary Media Smart, [http://www.mediatudor.hu/elerhetosegek.php Hungary Partners], Accessed 17/11/2010 </ref>

==Contact Information==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft. 
Budapest 
Naphegy tér 8. 
1016 

E-mail: mediasmarthungary@mediasmarthungary.hu 
telefon/fax: 06 1 212-5026 <ref>Hungary Media Smart, [http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information], Accessed 17/11/2010 </ref>

=Sweden=
Media Smart was launched in late 2006 , It is not conducted in as commercial business but based on that support companies will welcome the initiative to finance, plan, produce and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden:==
• AMF 
• Coop 
• Ferrero Scandinavia 
• ICA 
• March Sweden 
• Max Hamburger Restaurants 
• McDonald's 
• Mediaedge: cia 
• Procter & Gamble 
• Swedish Games 
• Sweden Advertisers 
• Swedish Association of Communication Agencies 
• Unilever 
• Waterfall <ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters], Accessed 17/11/2010 </ref>

==Contact Information==
Contact: Anna Lindstrom 
Media Smart, Sweden Advertisers 
Klara East Church Street 2C 
Box 1327 
111 83 Stockholm
 
Phone: +46 8545252 38 
Mail: anna.lindstrom @ annons.se 

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages. Launched in 2004 to help support media literacy

Foreword by the Advertising Council:
'If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection.'
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart], Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart], Accessed 17/11/2010 </ref>

==Sponsors==
• Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

==New Zealand==

New Zealand's Willy Munchright is a version of Media Smart,although it only focuses on identifying snack food products with too much fat and suggested alternative everyday snack foods (i.e. oranges, crackers, and frozen yoghurt) it also suggested cutting fat off the meat that you eat. However the advertisement still says that children can sometimes have the high fat snack foods after plenty of very day foods. Another theme was “fat isn’t bad if you just have a tad”.There is a lack of objective aims for the programme and only general aims such as "to provides straightforward information to young people in a cartoon form which will encourage healthyeating and actions". It comprises a series of television advertisements, aired using donated television time, featuring an animated cartoon character promoting nutrition and healthy eating to children. <ref>[http://www.nzma.org.nz/journal/119-1233/1967/content.pdf New Zealand Medical Journal], accessed 17 November 2010</ref>

=Conclusion=

In Conclusion It can be seen that Media Smart has expanded around the globe on different continents. This Expansion could not have happened without the support of both the Government and Funders from each individual country. It has to be noted however that many funders, either financially or through contributions, are linked between the said countries. This can be linked to the ideology that International corporations have many different aspects of power. Without their contributions Media Smart would not have expanded at the rate it has, evoking that the Funders must receive feedback for all their assistance.

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Their relationship with academics and what they need them for

2010-11-17T22:36:49Z

Kirstin Walker:

'''David Buckingham''' works for both Ofcom and The Advertising association. He is an academic who is used to his full potential, his work includes public debates on media literacy, government agency work i.e. upholding regulations of reality TV to protect young people which is being <ref>Maggie Brown, [http://www.guardian.co.uk Child performance laws set for review in wake of reality TV complaints 3/09/2010], Last accessed 6/10/2010</ref> funded by grants from the Department for Education and Skills, the UK film council and media regulator Ofcom. The association has set up an interactive website offering resources, chat forums and research opportunities to its members www.mediaedassociation.org.uk.’ Buckingham’s own project...He has several noted research reports including:
*‘Consumerism’, behind the framework of advertising and how it entices children to notice and buy products
*Young People, Media and Personal Relationships, by Professor David Buckingham and Dr Sara Bragg of the Institute of Education, London University..<ref>[http://www.ofcom.org.uk Ofcom], accessed 6/10/2010</ref>
*(2000), study of children’s and young people’s relationships with news in the US and UK, states the function of news as: ‘how television addresses and constitutes the viewer as a citizen and as a potential participant in the public sphere of social and political debate. “

'''Robin Blake''' works solely for Ofcom as a senior programmes manager specialising in contents and standards( including Media literacy).He has also worked as a speaker for Westminster Media He is Project leader in the following:
*Ofcom is leading a Consortium of stakeholders from across government, industry, education and the third sector to promote digital participation.
*Working with stakeholders to help focus on the present and future media literacy needs of all members of society. Provide leadership and leverage to promote media literacy...<ref> [http://www.ofcom.org.uk Robin Blake], accessed 6/10/2010</ref>

''''Jenny Grahame''' taught Media in Inner London comprehensives for many years. Since 1987 she has been Media Consultant at the English and Media Centre, a national centre of excellence supporting teachers of English and Media, where she delivers CPD, writes teaching resources, and is Editor of MediaMagazine. She has developed CPD and ITE courses in Media Education from KS3 to MA Level for many local authorities and HE institutions, including a national Strategy training package for Media in English at KS3. She has devised an extensive range of clasroom publications from KS2 to KS5, including work on advertising, news, TV genres, the music industry, and short film, and has collaborated on a variety of cross-curricular research projects in partnership with TDA, CSYM, QCA, Gulbenkian, Esmee Fairbairn and MEA. She is a founder member and Vice Chair of the Media Education Association'...<ref>[http://www.mlc2010.org.uk/JennyGrahame Jenny Grahame], accessed 6/10/2010</ref>

The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2/11/10</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2/11/10</ref>

Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions], Responsible Advertising for Children, accessed 16/11/10</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4/11/10</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4/11/10</ref>

The outcome of having experts in both the publisised academic field and the experts behind the scenes create an environment in which media smart has all their bases covered. From the government to student magazines to product managers the firm can push for their ideas to be given the go-ahead either in the public eye or not. By having these connections it could be constrewed as a breach of ethics as the experts may overlook a different firms work in order to help media smart. Although only three out of ten experts have been looked in to , their credits display their peers also, many of the experts are linked together in their work none more that David Buckingham.

==Notes==
<references/>
return to [[Globalisation: Media Smart]]

Globalisation:Media Smart

2010-11-17T22:33:51Z

Kirstin Walker:

[[Image:MediaSmartLogo.png|400px|thumb|eft|Media Smart Logo]]
Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

[[Image:Bubblus Media Smart.png|600px|thumb|middle]]

==Introduction==

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

==Media Smart Explained==
'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

The history of Media Smart can be traced back to the Canadian organisation, "Concerned Children's Advertisers," (CCA). <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref> This section on [[Globalisation:Media Smart: History and aims| History and Aims]] will analyse CCA and it's connection with Media Smart UK.

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has an extensive history of working within the media industry. An example of this is, in 2005 alone, Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group (as of November 2008) which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]], both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and would not be able to plan projects in the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be a great advantage to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 10/11/10 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalisation has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into a standardised effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays, children are exposed to irresponsible advertising. Most youth's use the internet and television that makes them the target for the merchandising vehicle to international expansion. For example, The Disney channel is one of the global children's television. Dominant companies should have responsibilities and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be a paramount concern to advertisers to protect children from material that is injurious to their well being. <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

The Media Smart Group has expanded to other parts of Europe. Most of the European Schools are using Media Smart educational material in their Primary Schools e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

==Criticisms of Media Smart==

Publically published articles mainly support Media Smarts project insisting that the organisation can do no wrong. The studies conducted by Media Smart claims that 91% of teachers support the programme. However, what it fails to acknowledge is the fact that some teachers thought that the programme produced mixed results within the classroom. These following quotes indicate such accusations:
*“It was quite difficult for the children to grasp this”,
* “The children’s understanding in the area didn’t really change”,
* “the theory was there in the recourses although I’m not sure if the children got it in practice-still voting with their hearts not their heads”,
* “it was more good for the more able students-but the more able just became more confused”.
These statements indicate that despite Media Smart and Digital Adwise consistantly resourcing to produce better teaching materials it is not always working in the classroom.

There are also criticism's of the Willie Munchright programme in New Zealand which has the same concept as Media Smart, the main criticism being - there has been no attempt to empirically measure the effects of the programme, which it's opponents use to their advantage by asserting (without offering evidence to support their own stance) that it has had little impact and is nothing more than a public relations campaign on behalf of the food industry. <ref>[http://www.aeforum.org/aeforum.nsf/d27aa4e05753477780256c5100355ea8/9bf03628c908743a8025740b005c2365/$FILE/Commercial%20Media%20Literacy.pdf Commercial Media Literacy:What Does It Do, To Whom – and Does it Matter?]Middlesex University Business School Discussion Paper Series,accessed 17 November 2010</ref>

'''The Organisation's Contact Details''' 

Media Smart Official Website: http://www.mediasmart.org.uk/

The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk
<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

The purpose of Media Smart is to increase the awareness of young peoples understanding of the media and its advertising content. Since its launch in 2002, it has had a relatively large impact on children and their education. In the UK, around one million children have been taught using their materials; fifty percent of children know about Media Smart and it aims to expand more.

Overall, It has been recognised as a positive organisation. This is highlighted with its relationship with its policy makers, the rate of expansion throughout the world and the companies progress within the education department. However, it’s main criticism is its funders, for example, it is connected to the fast-food industry and the likes of McDonald’s show that the organisation can be hypocritical as it is trying to curb childhood obesity.

We have looked at various aspects of Media Smart, including the history of the organisation and gained background knowledge through the Canadian organisation, ‘Concerned Children’s Advertiser’s’. We have looked at the main people involved in running, organising and funding the group and also the activities that Media Smart take part in and promote, inparticular Digital Adwise. We have found that through their International expansion it is evident that they are a market driven corporate movement in a global capitalist market. Marketing industries are claiming to be part of the solution in media exposure to young children, thereby they seek to avoid restrictions and bans on marketing communications, this is exploitation by both parties. The aim of Media Smart is to make children more sceptical of commercial messages however advertisers also seem to be benefiting from this. Thus adverts represent fantasies about brand products; therefore children develop a positive attitude towards the product.By looking at these areas in detail we have gained a better understanding of the Media Smart group and what their aims are.

==Notes==
<references/>

Globalisation:Media Smart

2010-11-17T19:57:19Z

Kirstin Walker:

[[Image:MediaSmartLogo.png|400px|thumb|right|Media Smart Logo]]
Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

[[Image:Bubblus Media Smart.png|600px|thumb|middle]]

==Introduction==

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

==Media Smart Explained==
'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

The history of Media Smart can be traced back to the Canadian organisation, "Concerned Children's Advertisers," (CCA). <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref> This section on [[Globalisation:Media Smart: History and aims| History and Aims]] will analyse CCA and it's connection with Media Smart UK.

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has an extensive history of working within the media industry. An example of this is, in 2005 alone, Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group (as of November 2008) which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]], both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and would not be able to plan projects in the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be a great advantage to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 10/11/10 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalisation has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into a standardised effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays, children are exposed to irresponsible advertising. Most youth's use the internet and television that makes them the target for the merchandising vehicle to international expansion. For example, The Disney channel is one of the global children's television. Dominant companies should have responsibilities and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be a paramount concern to advertisers to protect children from material that is injurious to their well being. <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

The Media Smart Group has expanded to other parts of Europe. Most of the European Schools are using Media Smart educational material in their Primary Schools e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

==Criticisms of Media Smart==

Publically published articles mainly support Media Smarts project insisting that the organisation can do no wrong. The studies conducted by Media Smart claims that 91% of teachers support the programme. However, what it fails to acknowledge is the fact that some teachers thought that the programme produced mixed results within the classroom. These following quotes indicate such accusations:
*“It was quite difficult for the children to grasp this”,
* “The children’s understanding in the area didn’t really change”,
* “the theory was there in the recourses although I’m not sure if the children got it in practice-still voting with their hearts not their heads”,
* “it was more good for the more able students-but the more able just became more confused”.
These statements indicate that despite Media Smart and Digital Adwise consistantly resourcing to produce better teaching materials it is not always working in the classroom.

There are also criticism's of the Willie Munchright programme in New Zealand which has the same concept as Media Smart, the main criticism being - there has been no attempt to empirically measure the effects of the programme, which it's opponents use to their advantage by asserting (without offering evidence to support their own stance) that it has had little impact and is nothing more than a public relations campaign on behalf of the food industry. <ref>[http://www.aeforum.org/aeforum.nsf/d27aa4e05753477780256c5100355ea8/9bf03628c908743a8025740b005c2365/$FILE/Commercial%20Media%20Literacy.pdf Commercial Media Literacy:What Does It Do, To Whom – and Does it Matter?]Middlesex University Business School Discussion Paper Series,accessed 17 November 2010</ref>

'''The Organisation's Contact Details''' 

Media Smart Official Website: http://www.mediasmart.org.uk/

The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk
<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

The purpose of Media Smart is to increase the awareness of young peoples understanding of the media and its advertising content. Since its launch in 2002, it has had a relatively large impact on children and their education. In the UK, around one million children have been taught using their materials; fifty percent of children know about Media Smart and it aims to expand more.

Overall, It has been recognised as a positive organisation. This is highlighted with its relationship with its policy makers, the rate of expansion throughout the world and the companies progress within the education department. However, it’s main criticism is its funders, for example, it is connected to the fast-food industry and the likes of McDonald’s show that the organisation can be hypocritical as it is trying to curb childhood obesity.

We have looked at various aspects of Media Smart, including the history of the organisation and gained background knowledge through the Canadian organisation, ‘Concerned Children’s Advertiser’s’. We have looked at the main people involved in running, organising and funding the group and also the activities that Media Smart take part in and promote, inparticular Digital Adwise. We have found that through their International expansion it is evident that they are a market driven corporate movement in a global capitalist market. Marketing industries are claiming to be part of the solution in media exposure to young children, thereby they seek to avoid restrictions and bans on marketing communications, this is exploitation by both parties. The aim of Media Smart is to make children more sceptical of commercial messages however advertisers also seem to be benefiting from this. Thus adverts represent fantasies about brand products; therefore children develop a positive attitude towards the product.By looking at these areas in detail we have gained a better understanding of the Media Smart group and what their aims are.

==Notes==
<references/>

File:Bubblus Media Smart.png

2010-11-17T19:54:49Z

Kirstin Walker:

Globalisation:Media Smart

2010-11-17T18:38:04Z

Kirstin Walker: /* Conclusion */

[[Image:MediaSmartLogo.png|400px|thumb|right|Media Smart Logo]]
Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

==Introduction==

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

==Media Smart Explained==
'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

The history of Media Smart can be traced back to the Canadian organisation, "Concerned Children's Advertisers," (CCA). <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref> This section on [[Globalisation:Media Smart: History and aims| History and Aims]] will analyse CCA and it's connection with Media Smart UK.

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has extensive history working within the medai industry, an example of this is in 2005 alone Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group(as of November 2008)which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]] both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and not be able to plan project into the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of Supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be a great advantage to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 10/11/10 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalization has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into standardized effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays children are exposed to irresponsible advertising. Most youth use the internet and television that makes them the target for merchandising vehicle to international expansion. Foe example Disney channel is one of the global children ‘television. These dominant companies should have a responsibility and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be paramount concern to advertisers to protect children from material that is injurious to their well being <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

Media Smart Groups has expanded to other parts of Europe. Most of the European Schools are using Media Smart educational material in their Primary Schools e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

==Criticisms of Media Smart==

Publically published articles mainly support Media Smarts project insisting that the organisation can do no wrong. The studies conducted by Media Smart claims that 91% of teachers supported the programme, what it fails to acknowledge is the fact that some teachers thought that the programme produced mixed results within the classroom. These following quotes indicate such accusations:
*“It was quite difficult for the children to grasp this”,
* “The children’s understanding in the area didn’t really change”,
* “the theory was there in the recourses although I’m not sure if the children got it in practice-still voting with their hearts not their heads”,
* “it was more good for the more able students-but the more able just became more confused”.
These statements evoke that despite Media Smart and Digital Adwise consistantly resourcing to produce better teaching materials it is not always working in the class room.

There are also Criticism of Willie Munchright programme in New Zealand which has the same concept as Media Smart, the main one being :There has been no attempt to empirically measure the effects of the programme, Which opponents use to thier advantage by asserting (without offering evidence to support their own stance,) that it has had little impact and is nothing more than a public relations campaign on behalf of the food industry<ref>[http://www.aeforum.org/aeforum.nsf/d27aa4e05753477780256c5100355ea8/9bf03628c908743a8025740b005c2365/$FILE/Commercial%20Media%20Literacy.pdf Commercial Media Literacy:What Does It Do, To Whom – and Does it Matter?]Middlesex University Business School Discussion Paper Series,accessed 17 November 2010</ref>

'''The Organisation's Contact Details''' 

Media Smart Official Website: http://www.mediasmart.org.uk/

The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk
<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

The purpose of Media Smart is to increase the awareness of young peoples understanding of the media and its advertising content. Since its launch in 2002, it has had a relatively large impact on children and their education. In the UK, around one million children have been taught using their materials; fifty percent of children know about Media Smart and it aims to expand more.

Overall, It has been recognised as a positive organisation. This is highlighted with its relationship with its policy makers, the rate of expansion throughout the world and the companies progress within the education department. However, it’s main criticism is its funders, for example, it is connected to the fast-food industry and the likes of McDonald’s show that the organisation can be hypocritical as it is trying to curb childhood obesity.

We have looked at various aspects of Media Smart, including the history of the organisation and gained background knowledge through the Canadian organisation, ‘Concerned Children’s Advertiser’s’. We have looked at the main people involved in running, organising and funding the group and also the activities that Media Smart take part in and promote, inparticular Digital Adwise. We have found that through their International expansion it is evident that they are a market driven corporate movement in a global capitalist market. Marketing industries are claiming to be part of the solution in media exposure to young children, thereby they seek to avoid restrictions and bans on marketing communications, this is exploitation by both parties. The aim of Media Smart is to make children more sceptical of commercial messages however advertisers also seem to be benefiting from this. Thus adverts represent fantasies about brand products; therefore children develop a positive attitude towards the product.By looking at these areas in detail we have gained a better understanding of the Media Smart group and what their aims are.

==Notes==
<references/>

Globalisation:Media Smart

2010-11-17T18:35:31Z

Kirstin Walker: /* Conclusion */

[[Image:MediaSmartLogo.png|400px|thumb|right|Media Smart Logo]]
Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

==Introduction==

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

==Media Smart Explained==
'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

The history of Media Smart can be traced back to the Canadian organisation, "Concerned Children's Advertisers," (CCA). <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref> This section on [[Globalisation:Media Smart: History and aims| History and Aims]] will analyse CCA and it's connection with Media Smart UK.

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has extensive history working within the medai industry, an example of this is in 2005 alone Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group(as of November 2008)which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]] both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and not be able to plan project into the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of Supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be a great advantage to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 10/11/10 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalization has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into standardized effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays children are exposed to irresponsible advertising. Most youth use the internet and television that makes them the target for merchandising vehicle to international expansion. Foe example Disney channel is one of the global children ‘television. These dominant companies should have a responsibility and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be paramount concern to advertisers to protect children from material that is injurious to their well being <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

Media Smart Groups has expanded to other parts of Europe. Most of the European Schools are using Media Smart educational material in their Primary Schools e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

==Criticisms of Media Smart==

Publically published articles mainly support Media Smarts project insisting that the organisation can do no wrong. The studies conducted by Media Smart claims that 91% of teachers supported the programme, what it fails to acknowledge is the fact that some teachers thought that the programme produced mixed results within the classroom. These following quotes indicate such accusations:
*“It was quite difficult for the children to grasp this”,
* “The children’s understanding in the area didn’t really change”,
* “the theory was there in the recourses although I’m not sure if the children got it in practice-still voting with their hearts not their heads”,
* “it was more good for the more able students-but the more able just became more confused”.
These statements evoke that despite Media Smart and Digital Adwise consistantly resourcing to produce better teaching materials it is not always working in the class room.

There are also Criticism of Willie Munchright programme in New Zealand which has the same concept as Media Smart, the main one being :There has been no attempt to empirically measure the effects of the programme, Which opponents use to thier advantage by asserting (without offering evidence to support their own stance,) that it has had little impact and is nothing more than a public relations campaign on behalf of the food industry<ref>[http://www.aeforum.org/aeforum.nsf/d27aa4e05753477780256c5100355ea8/9bf03628c908743a8025740b005c2365/$FILE/Commercial%20Media%20Literacy.pdf Commercial Media Literacy:What Does It Do, To Whom – and Does it Matter?]Middlesex University Business School Discussion Paper Series,accessed 17 November 2010</ref>

'''The Organisation's Contact Details''' 

Media Smart Official Website: http://www.mediasmart.org.uk/

The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk
<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

The purpose of Media Smart is to increase the awareness of young peoples understanding of the media and its advertising content. Since its launch in 2002, it has had a relatively large impact on children and their education. In the UK, around one million children have been taught using their materials; fifty percent of children know about Media Smart and it aims to expand more.

Overall, It has been recognised as a positive organisation. This is highlighted with its relationship with its policy makers, the rate of expansion throughout the world and the companies progress within the education department. However, it’s main criticism is its funders, for example, it is connected to the fast-food industry and the likes of McDonald’s show that the organisation can be hypocritical as it is trying to curb childhood obesity.

We have looked at various aspects of Media Smart, including the history of the organisation and gained background knowledge through the Canadian organisation, ‘Concerned Children’s Advertiser’s’. We have looked at the main people involved in running, organising and funding the group and also the activities that Media Smart take part in and promote, inparticular Digital Adwise. We have found that through their International expansion it is evident that they are a market driven corporate movement in a global capitalist market. By looking at these areas in detail we have gained a better understanding of the Media Smart group and what their aims are.Marketing industries are claiming to be part of the solution in media exposure to young children, thereby they seek to avoid restrictions and bans on marketing communications, this is exploitation by both parties. The aim of Media Smart is to make children more sceptical of commercial messages however advertisers also seem to be benefiting from this. Thus adverts represent fantasies about brand products; therefore children develop a positive attitude towards the product.

==Notes==
<references/>

Globalisation:Media Smart:Activities

2010-11-17T18:25:43Z

Kirstin Walker:

:Digital Adwise official website : http://digitaladwise.mediasmart.org.uk
Media Smart recently launched a new set of independently drawn up teaching materials (Be Adwise 2), which aim to build up children’s literacy skills with regard to the digital media, which are of growing importance in their lives. The programme has received extensive government and stakeholder support and is being requested by a large number of schools in the UK. <ref>[http://www.responsible-advertising.org/faq.asp#12 Responsible Advertising], Accessed on 02/11/10 </ref>

This initiative has been launched at a time when 77% of children use the internet regularly and it involves free online lessons. <ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref> These lessons allow children to learn about digital advertising in a fun, engaging manner. It teaches them to think critically about advertising online as they are an easy target for marketers. Advertising to children is now a £99 billion industry, so it is important that they are aware of it and know how to deal with it.<ref>[http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online], UTalk Marketing, Accessed 11/11/10</ref>

Digital Adwise is funded by many brands and companies, some of which being Mars, Kellogs, McDonalds, Ferrero, Lego, Mattell and Hasbro. It is also supported by the wider advertising industry, including the Institute of Practitioners in Advertising (IPA).<ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref>

==Activities==

*TAG THE ADVERTISEMENT- 45 adverts appear when walking down a virtual street the player has to click on every advertisement they notice. Including in shop window displays, the sides of lorries and on televisions evoking how many we bypass each day without much consideration.

*ADVERTING CHALLENGE – Linking individuals to certain brands, showing celebrity culture sells brands. Media Smarts feature Bill Board, Maggie Zeen and Ray deo linking their favourite pastimes to the object that it requires

*MAKE YOUR OWN BRAND- Making an interactive version of yourself or others the player creates their own clothes logo and slogan to appear on their interactive self featuring on a television advert, action figure or t-shirt. <ref>[http://www.mediasmart.org.uk/games/brandme.html Brand Me], Accessed 20/10/2010</ref>

Teachers are able to log into the Digital Adwise website where they can download various resources for the lesson’s including activity sheets, lesson plans and digital adverts. <ref>[http://digitaladwise.mediasmart.org.uk/page/teachers Teachers], Accessed 11/11/10</ref>
The resource centre provides notes which are suitable to be used with teacher power points, whiteboard activity screens, online activities for pupils and printable worksheets on their main website. The teacher’s notes provide a guide on different approaches that can be taken to teaching the activities to the pupils. The activities available are designed to appeal to a variety of different learning styles – i.e. visual, auditory, interpersonal, etc – and are broken down into manageable tasks that can be carried out as discrete activities, or combined into one lesson, with introductory and plenary sessions.<ref>[http://digitaladwise.mediasmart.org.uk/page/resourceCentre, Resource Centre], Accessed 11/11/10</ref>

[[Image:Doodle.png|thumb|right|600px|Image 1: displays digital adwise's home screen. It shows that the website is aimed at both children and adults alike, for teachers to receive full teaching resources they have to log onto the site and become a member. In return they receive teaching packs containing: powerpoint presentations, notes and lesson plans, activity sheets and whiteboard pages.<ref>[http://digitaladwise.mediasmart.org.uk/login/logout Image 1] Accessed 16/11/2010 </ref>]]

[[Image:Doodle2.png|thumb|right|600px|Image 2: shows the resource centre featuring a lesson plan for teachers, there are 10 available online at the moment with more activities coming soon. Along with this teachers recieve additional tools and help such as glossaries and additional web pages.<ref>[http://digitaladwise.mediasmart.org.uk/page/teachers Image 2], Accessed 16/11/2010 </ref>]]

[[Image:Doodle3.png|thumb|right|600px|Image 3:An example of a primary 2 lesson. <ref>[http://digitaladwise.mediasmart.org.uk/lesson/1/page/1 Image 3], Accessed 16/11/2010 </ref>]]
[[Image:Doodle4.png|thumb|right|600px|Image 4:An example of a primary 4 lesson.<ref> [http://digitaladwise.mediasmart.org.uk/lesson/1/page/3 Image 4], Accessed 16/11/2010 </ref>]]

[[Image:Doodle5.png|thumb|right|600px|Image 5: This image evokes how lesson plans contribute towards advertising Media smarts funders to young school aged children, not teaching them how to ignore such images.<ref>[http://www.digitaladwise.mediasmart.org.uk/lesson/4/page/1 Image 5] Accessed 16/11/2010 </ref>]]

[[Image:Doodle6.png|thumb|right|600px|Image 6: This screen shot shows that although it is still classed as advertising the company also features charities when educating young adults. <ref>[http://digitaladwise.mediasmart.org.uk/lesson/5/page/ Image 6], Accessed 16/11/2010 </ref>]] 

===Responses to the digital adwise campaign===
Positive remarks on Media Smarts adwise campaign have been consistently published throughout both the academic and media world some of these responses include:
*“Children develop a critical attitude to advertising at an early stage. Instead of further regulations children should be taught to become more critical consumers and use ads more constructively.” <ref> Flemming and Martensen, [http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf Children's Knowledge and Interpretation of Commercial Advertising Intentions,Truthfulness and Viewing Habits, Copenhagen Business School, Denmark 2001] Accessed 11/11/2010 </ref> showing that Media smarts programme have the best intensions for primary school aged children. 

*“Comprehension of narrative content was high, even among the youngest children; correct articulation of message intent occurred primarily among older children; evidence indicates that young children may interpret messages in informational terms regardless of message intent.” <ref> Blosser, [http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf Age-Differences in Children’s Perceptions of Message Intent Responses to TV-News,Commercials, Educational Spots, and Public-Service Announcements, Communication Research 1985] Accessed 11/11/2010 </ref>
evoking that the research has paid off and the experts have found a comprehensive way of teaching the children in a fun and interesting manner. 

*A government statement from The House of Commons clearly states the governments push for this project to keep going and develop further. ‘That this House notes that, given the increased exposure to and use of digital media platforms by children, media literacy is an increasingly important skill for children to have and as such an important part of primary school education; therefore calls for materials such as Media Smart's Digital Adwise programme to be taken up by primary schools to increase children's awareness of advertising material online and their ability to think critically when viewing commercial communications; further calls for the Government to help expedite this by aiming to encourage more primary schools to adopt Media Smart or similar education schemes by 2012; further calls for the Government to take advice from education experts and groups on the introduction of media literacy teaching more widely across primary schools; and further calls for the Government to explore the possibility of incorporating media literacy teaching such as the Media Smart lessons and similar programmes into the primary school curriculum. ’<ref> [http://www.publications.parliament.uk/pa/cm/cmedm/101026e01.htm House of Commons speaker] accessed 11/11/2010 </ref> 

There have also been a number of more negative press announcements including 
*‘Despite the good intentions of the programme, it is ironic that such educational material be funded by the likes of Mars and McDonald’s, whose direct advertising to children has done so much to contribute to child obesity. Hypocrisy? Perhaps it would be kindest to believe that said companies are making amends for past mistakes.’ <ref>Scott Tickner [http://www.directtrafficmedia.co.uk/News/McDonalds_and_Mars_Preach_Online_Advertising_Awareness_to_Kids_611247289769.html McDonald’s and Mars Preach Online Advertising Awareness to Kids on 24/11 /2009], Online Advertising , Accessed 11/11/10</ref> 

*Livingstone 2006 also argues that ‘advertising literacy is an insufficient cognitive defence against the effects of advertising. Whilst this may be Livingstone’s view, she is isolated in the academic community in this position and her views differ from those of significant figures in the media and media education’ <ref>[http://www.eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Media smart research ] accessed 11/11/2010 </ref> her full research report can be found at : [http://www.eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Livingston] 

*‘McDonald's has signed a controversial deal to sponsor the ITV weekend children's programming strand, prompting one Labour MP to call for fast-food TV tie-ups to be banned. McDonald's is spending an estimated £1m to back GMTV kids' programming strand 'Diggit', which covers all ITV's weekend programming from 7.10am to 9.25am. The core audience is three-to eight-year-olds. McDonald's' ad agency Leo Burnett is creating sponsorship idents that combine cartoon characters the Happy Hyenas with the McDonald's logo.’<ref> Mark Kleinman,[http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 McDonald's under fire for kids' TV tie-up:An Industry to Teach Kids to be More Marketing Aware Online] UTalk Marketing 26/6/2002, Accessed 11/11/10 </ref>

*‘Separately, Media Smart, the industry-wide initiative to educate young people about the use of ads, is delaying its launch by four months. Kellogg, Mattel, Hasbro and Masterfoods are the only advertisers to sign up to date’ Showing that a number of businesses had to be pushed or persuaded to join the organisation <ref>[http://www.brandrepublic.net/news/148568/McDonalds-fire-kids-TV-tie-up/?DCMP=ILC-SEARCH Media Smart News] accessed 11/11/2010 </ref>

==Notes==
<References/>

Back to [[Globalisation:Media Smart]]

Globalisation:Media Smart

2010-11-17T18:23:55Z

Kirstin Walker: /* Conclusion */

[[Image:MediaSmartLogo.png|400px|thumb|right|Media Smart Logo]]
Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

==Introduction==

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

==Media Smart Explained==
'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

The history of Media Smart can be traced back to the Canadian organisation, "Concerned Children's Advertisers," (CCA). <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref> This section on [[Globalisation:Media Smart: History and aims| History and Aims]] will analyse CCA and it's connection with Media Smart UK.

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has extensive history working within the medai industry, an example of this is in 2005 alone Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group(as of November 2008)which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]] both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and not be able to plan project into the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of Supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be a great advantage to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 10/11/10 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalization has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into standardized effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays children are exposed to irresponsible advertising. Most youth use the internet and television that makes them the target for merchandising vehicle to international expansion. Foe example Disney channel is one of the global children ‘television. These dominant companies should have a responsibility and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be paramount concern to advertisers to protect children from material that is injurious to their well being <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

Media Smart Groups has expanded to other parts of Europe. Most of the European Schools are using Media Smart educational material in their Primary Schools e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

==Criticisms of Media Smart==

Publically published articles mainly support Media Smarts project insisting that the organisation can do no wrong. The studies conducted by Media Smart claims that 91% of teachers supported the programme, what it fails to acknowledge is the fact that some teachers thought that the programme produced mixed results within the classroom. These following quotes indicate such accusations:
*“It was quite difficult for the children to grasp this”,
* “The children’s understanding in the area didn’t really change”,
* “the theory was there in the recourses although I’m not sure if the children got it in practice-still voting with their hearts not their heads”,
* “it was more good for the more able students-but the more able just became more confused”.
These statements evoke that despite Media Smart and Digital Adwise consistantly resourcing to produce better teaching materials it is not always working in the class room.

There are also Criticism of Willie Munchright programme in New Zealand which has the same concept as Media Smart, the main one being :There has been no attempt to empirically measure the effects of the programme, Which opponents use to thier advantage by asserting (without offering evidence to support their own stance,) that it has had little impact and is nothing more than a public relations campaign on behalf of the food industry<ref>[http://www.aeforum.org/aeforum.nsf/d27aa4e05753477780256c5100355ea8/9bf03628c908743a8025740b005c2365/$FILE/Commercial%20Media%20Literacy.pdf Commercial Media Literacy:What Does It Do, To Whom – and Does it Matter?]Middlesex University Business School Discussion Paper Series,accessed 17 November 2010</ref>

'''The Organisation's Contact Details''' 

Media Smart Official Website: http://www.mediasmart.org.uk/

The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk
<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

The purpose of Media Smart is to increase the awareness of young peoples understanding of the media and its advertising content. Since its launch in 2002, it has had a relatively large impact on children and their education. In the UK, around one million children have been taught using their materials; fifty percent of children know about Media Smart and it aims to expand more.
Overall, It has been recognised as a positive organisation. This is highlighted with its relationship with its policy makers.However, it’s main criticism is its funders, for example, it is connected to the fast-food industry and the likes of McDonald’s.
We have looked at various aspects of Media Smart, including the history of the organisation and gained background knowledge through the Canadian organisation, ‘Concerned Children’s Advertiser’s’. We have looked at the main people involved in running, organising and funding the group and also the activities that Media Smart take part in and promote. We have found that through their International expansion it is evident that they are a market driven corporate movement in a global capitalist market. By looking at these areas in detail we have gained a better understanding of the Media Smart group and what their aims are.Marketing industries are claiming to be part of the solution in media exposure to young children, thereby seek to avoid restrictions and ban on marketing communications. It is exploitation on both parties. The aim of Media Smart is to make children more sceptical of commercial messages that are likely to benefit advertisers. Thus adverts represent fantasies about brand products; therefore children develop a positive attitude towards the product.

==Notes==
<references/>

Globalisation:Media Smart

2010-11-17T17:50:07Z

Kirstin Walker:

[[Image:MediaSmartLogo.png|400px|thumb|right|Media Smart Logo]]
Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

==Introduction==

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

==Media Smart Explained==
'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

The history of Media Smart can be traced back to the Canadian organisation, "Concerned Children's Advertisers," (CCA). <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref> This section on [[Globalisation:Media Smart: History and aims| History and Aims]] will analyse CCA and it's connection with Media Smart UK.

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has extensive history working within the medai industry, an example of this is in 2005 alone Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group(as of November 2008)which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]] both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and not be able to plan project into the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of Supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be a great advantage to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 10/11/10 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalization has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into standardized effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays children are exposed to irresponsible advertising. Most youth use the internet and television that makes them the target for merchandising vehicle to international expansion. Foe example Disney channel is one of the global children ‘television. These dominant companies should have a responsibility and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be paramount concern to advertisers to protect children from material that is injurious to their well being <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

Media Smart Groups has expanded to other parts of Europe. Most of the European Schools are using Media Smart educational material in their Primary Schools e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

==Criticisms of Media Smart==

Publically published articles mainly support Media Smarts project insisting that the organisation can do no wrong. The studies conducted by Media Smart claims that 91% of teachers supported the programme, what it fails to acknowledge is the fact that some teachers thought that the programme produced mixed results within the classroom. These following quotes indicate such accusations:
*“It was quite difficult for the children to grasp this”,
* “The children’s understanding in the area didn’t really change”,
* “the theory was there in the recourses although I’m not sure if the children got it in practice-still voting with their hearts not their heads”,
* “it was more good for the more able students-but the more able just became more confused”.
These statements evoke that despite Media Smart and Digital Adwise consistantly resourcing to produce better teaching materials it is not always working in the class room.

There are also Criticism of Willie Munchright programme in New Zealand which has the same concept as Media Smart, the main one being :There has been no attempt to empirically measure the effects of the programme, Which opponents use to thier advantage by asserting (without offering evidence to support their own stance,) that it has had little impact and is nothing more than a public relations campaign on behalf of the food industry<ref>[http://www.aeforum.org/aeforum.nsf/d27aa4e05753477780256c5100355ea8/9bf03628c908743a8025740b005c2365/$FILE/Commercial%20Media%20Literacy.pdf Commercial Media Literacy:What Does It Do, To Whom – and Does it Matter?]Middlesex University Business School Discussion Paper Series,accessed 17 November 2010</ref>

'''The Organisation's Contact Details''' 

Media Smart Official Website: http://www.mediasmart.org.uk/

The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk
<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

The purpose of Media Smart is to increase the awareness of young peoples understanding of the media and its advertising content. Since its launch in 2002, it has had a relatively large impact on children and their education. In the UK, around one million children have been taught using their materials; fifty percent of children know about Media Smart and it aims to expand more.
Overall, It has been recognised as a positive organisation... This is highlighted with its relationship with its policy makers.However, it’s main criticism is its funders, for example, it is connected to the fast-food industry and the likes of McDonald’s.
We have looked at various aspects of Media Smart, including the history of the organisation and gained background knowledge through the Canadian organisation, ‘Concerned Children’s Advertiser’s’. We have looked at the main people involved in running, organising and funding the group and also the activities that Media Smart take part in and promote. We have found that through their International expansion it is evident that they are a market driven corporate movement in a global capitalist market. By looking at these areas in detail we have gained a better understanding of the Media Smart group and what their aims are.

==Notes==
<references/>

Media Smart: International expansion of the Media Smart group

2010-11-17T17:29:05Z

Kirstin Walker: /* Belgium */

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News] Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

==New Zealand==

New Zealand's Willy Munchright is a version of Media Smart,although it only focuses on identifying snack food products with too much fat and suggested alternative everyday snack foods (i.e. oranges, crackers, and frozenyoghurt). It also suggested cutting fat from meat. But the advertisement still said that children can sometimes have the high fat snack foods after plenty of the everyday foods. Another theme was “fat isn’t bad if you just have a tad”.There is a lack of objective aims for the programme and only general aims such as "to provides straightforward information to young people in a cartoon form which will encourage healthyeating and actions". It comprises a series of television advertisements, aired using donated television time, featuring an animated cartoon character promoting nutrition and healthy eating to children. <ref>[http://www.nzma.org.nz/journal/119-1233/1967/content.pdf New Zealand Medical Journal],accessed 17 November 2010</ref>

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=
Launched in August 2007, Portugal's Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted due to with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further.
==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft. 
Budapest 
Naphegy tér 8. 
1016 

E-mail: mediasmarthungary@mediasmarthungary.hu 
telefon/fax: 06 1 212-5026 

=Sweden=
Media Smart was launched in late 2006 , It is not conducted in as commercial business but based on that support companies will welcome the initiative to finance, plan, produce and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF 
• Coop 
• Ferrero Scandinavia 
• ICA 
• March Sweden 
• Max Hamburger Restaurants 
• McDonald's 
• Mediaedge: cia 
• Procter & Gamble 
• Swedish Games 
• Sweden Advertisers 
• Swedish Association of Communication Agencies 
• Unilever 
• Waterfall 

==Contact us==
Please contact us at the Media Smart
Contact: Anna Lindstrom 
Media Smart, Sweden Advertisers 
Klara East Church Street 2C 
Box 1327 
111 83 Stockholm
 
Phone: +46 8545252 38 
Mail: anna.lindstrom @ annons.se 

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages. Launched in 2004 to help support media literacy

Foreword by the Advertising Council:
'If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection.'
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

==Sponsors ==
•Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

=Conclusion=

In Conclusion It can be seen that Media Smart has expanded around the globe on different continents, This Expansion could not have happened without the support of both the governments and Funders from each individual country. It has to be noted however that many funders either financially or through contributions are linked between said countries. This can be linked to the ideology that International corporations have many different aspects of power. Without their contributions Media Smart would not have expanded at the rate it has, evoking that the Funders must receive feedback for all their assistance.

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Their relationship with academics and what they need them for

2010-11-17T17:25:10Z

Kirstin Walker:

'''David Buckingham''' works for both Ofcom and The Advertising association. He is an academic who is used to his full potential, his work includes public debates on media literacy, government agency work i.e. upholding regulations of reality TV to protect young people which is being ..<ref>Maggie Brown[http://www.guardian.co.uk Child performance laws set for review in wake of reality TV complaints 3/09/2010] Last accessed 6/10/2010</ref>Funded by grants from the Department for Education and Skills, the UK film council and media regulator Ofcom, the association has set up an interactive website offering resources, chat forums and research opportunities to its members www.mediaedassociation.org.uk.’ Buckingham’s own project. ..He has several noted research reports including:
*‘Consumerism’, behind the framework of advertising and how it entices children to notice and buy products
*Young People, Media and Personal Relationships, by Professor David Buckingham and Dr Sara Bragg of the Institute of Education, London University..<ref>Ofcom[http://www.ofcom.org.uk Ofcom]last accessed 6/10/2010</ref>
*(2000), study of children’s and young people’s relationships with news in the US and UK, states the function of news as: ‘how television addresses and constitutes the viewer as a citizen and as a potential participant in the public sphere of social and political debate. “

'''Robin Blake''' works solely for Ofcom as a senior programmes manager specialising in contents and standards( including Media literacy).He has also worked as a speaker for Westminster Media He is Project leader in the following:
*Ofcom is leading a Consortium of stakeholders from across government, industry, education and the third sector to promote
digital participation.
*Working with stakeholders to help focus on the present and future media literacy needs of all members of society. Provide
leadership and leverage to promote media literacy...<ref>Ofcom [http://www.ofcom.org.uk Robin Blake]last accessed 6/10/2010</ref>

''''Jenny Grahame''' taught Media in Inner London comprehensives for many years. Since 1987 she has been Media Consultant at the English and Media Centre, a national centre of excellence supporting teachers of English and Media, where she delivers CPD, writes teaching resources, and is Editor of MediaMagazine. She has developed CPD and ITE courses in Media Education from KS3 to MA Level for many local authorities and HE institutions, including a national Strategy training package for Media in English at KS3. She has devised an extensive range of clasroom publications from KS2 to KS5, including work on advertising, news, TV genres, the music industry, and short film, and has collaborated on a variety of cross-curricular research projects in partnership with TDA, CSYM, QCA, Gulbenkian, Esmee Fairbairn and MEA. She is a founder member and Vice Chair of the Media Education Association'...<ref>[http://www.mlc2010.org.uk/JennyGrahame Jenny Grahame]last accessed 6/10/2010</ref>

The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>

Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions]", Responsible Advertising for Children, accessed 16 November 2010</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4 November 2010</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4 November 2010</ref>

The outcome of having experts in both the publisised academic field and the experts behind the scenes create an environment in which media smart has all their bases covered. From the government to student magazines to product managers the firm can push for their ideas to be given the go-ahead either in the public eye or not. By having these connections it could be constrewed as a breach of ethics as the experts may overlook a different firms work in order to help media smart. Although only three out of ten experts have been looked in to , their credits display their peers also, many of the experts are linked together in their work none more that David Buckingham.

==Notes==
<references/>
return to [[Globalisation: Media Smart]]

Media Smart: International expansion of the Media Smart group

2010-11-17T17:23:23Z

Kirstin Walker:

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News] Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

==New Zealand==

New Zealand's Willy Munchright is a version of Media Smart,although it only focuses on identifying snack food products with too much fat and suggested alternative everyday snack foods (i.e. oranges, crackers, and frozenyoghurt). It also suggested cutting fat from meat. But the advertisement still said that children can sometimes have the high fat snack foods after plenty of the everyday foods. Another theme was “fat isn’t bad if you just have a tad”.There is a lack of objective aims for the programme and only general aims such as "to provides straightforward information to young people in a cartoon form which will encourage healthyeating and actions". It comprises a series of television advertisements, aired using donated television time, featuring an animated cartoon character promoting nutrition and healthy eating to children. <ref>[http://www.nzma.org.nz/journal/119-1233/1967/content.pdf New Zealand Medical Journal],accessed 17 November 2010</ref>

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=
Launched in August 2007, Portugal's Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted due to with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further.
==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft. 
Budapest 
Naphegy tér 8. 
1016 

E-mail: mediasmarthungary@mediasmarthungary.hu 
telefon/fax: 06 1 212-5026 

=Sweden=
Media Smart was launched in late 2006 , It is not conducted in as commercial business but based on that support companies will welcome the initiative to finance, plan, produce and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF 
• Coop 
• Ferrero Scandinavia 
• ICA 
• March Sweden 
• Max Hamburger Restaurants 
• McDonald's 
• Mediaedge: cia 
• Procter & Gamble 
• Swedish Games 
• Sweden Advertisers 
• Swedish Association of Communication Agencies 
• Unilever 
• Waterfall 

==Contact us==
Please contact us at the Media Smart
Contact: Anna Lindstrom 
Media Smart, Sweden Advertisers 
Klara East Church Street 2C 
Box 1327 
111 83 Stockholm
 
Phone: +46 8545252 38 
Mail: anna.lindstrom @ annons.se 

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages.

Foreword by the Advertising Council:
'If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection.'
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

==Sponsors ==
•Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

=Conclusion=

In Conclusion It can be seen that Media Smart has expanded around the globe on different continents, This Expansion could not have happened without the support of both the governments and Funders from each individual country. It has to be noted however that many funders either financially or through contributions are linked between said countries. This can be linked to the ideology that International corporations have many different aspects of power. Without their contributions Media Smart would not have expanded at the rate it has, evoking that the Funders must receive feedback for all their assistance.

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Media Smart: International expansion of the Media Smart group

2010-11-17T17:19:30Z

Kirstin Walker: /* Sweden */

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

In Britain The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions]", Responsible Advertising for Children, accessed 16 November 2010</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4 November 2010</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4 November 2010</ref>

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News] Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

==New Zealand==

New Zealand's Willy Munchright is a version of Media Smart,although it only focuses on identifying snack food products with too much fat and suggested alternative everyday snack foods (i.e. oranges, crackers, and frozenyoghurt). It also suggested cutting fat from meat. But the advertisement still said that children can sometimes have the high fat snack foods after plenty of the everyday foods. Another theme was “fat isn’t bad if you just have a tad”.There is a lack of objective aims for the programme and only general aims such as "to provides straightforward information to young people in a cartoon form which will encourage healthyeating and actions". It comprises a series of television advertisements, aired using donated television time, featuring an animated cartoon character promoting nutrition and healthy eating to children. <ref>[http://www.nzma.org.nz/journal/119-1233/1967/content.pdf New Zealand Medical Journal],accessed 17 November 2010</ref>

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=
Launched in August 2007, Portugal's Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted due to with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further.
==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft. 
Budapest 
Naphegy tér 8. 
1016 

E-mail: mediasmarthungary@mediasmarthungary.hu 
telefon/fax: 06 1 212-5026 

=Sweden=
Media Smart was launched in late 2006 , It is not conducted in as commercial business but based on that support companies will welcome the initiative to finance, plan, produce and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF 
• Coop 
• Ferrero Scandinavia 
• ICA 
• March Sweden 
• Max Hamburger Restaurants 
• McDonald's 
• Mediaedge: cia 
• Procter & Gamble 
• Swedish Games 
• Sweden Advertisers 
• Swedish Association of Communication Agencies 
• Unilever 
• Waterfall 

==Contact us==
Please contact us at the Media Smart
Contact: Anna Lindstrom 
Media Smart, Sweden Advertisers 
Klara East Church Street 2C 
Box 1327 
111 83 Stockholm
 
Phone: +46 8545252 38 
Mail: anna.lindstrom @ annons.se 

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages.

Foreword by the Advertising Council:
'If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection.'
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

==Sponsors ==
•Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

=Conclusion=

In Conclusion It can be seen that Media Smart has expanded around the globe on different continents, This Expansion could not have happened without the support of both the governments and Funders from each individual country. It has to be noted however that many funders either financially or through contributions are linked between said countries. This can be linked to the ideology that International corporations have many different aspects of power. Without their contributions Media Smart would not have expanded at the rate it has, evoking that the Funders must receive feedback for all their assistance.

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Media Smart: International expansion of the Media Smart group

2010-11-17T17:17:04Z

Kirstin Walker: /* Hungary */

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

In Britain The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions]", Responsible Advertising for Children, accessed 16 November 2010</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4 November 2010</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4 November 2010</ref>

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News] Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

==New Zealand==

New Zealand's Willy Munchright is a version of Media Smart,although it only focuses on identifying snack food products with too much fat and suggested alternative everyday snack foods (i.e. oranges, crackers, and frozenyoghurt). It also suggested cutting fat from meat. But the advertisement still said that children can sometimes have the high fat snack foods after plenty of the everyday foods. Another theme was “fat isn’t bad if you just have a tad”.There is a lack of objective aims for the programme and only general aims such as "to provides straightforward information to young people in a cartoon form which will encourage healthyeating and actions". It comprises a series of television advertisements, aired using donated television time, featuring an animated cartoon character promoting nutrition and healthy eating to children. <ref>[http://www.nzma.org.nz/journal/119-1233/1967/content.pdf New Zealand Medical Journal],accessed 17 November 2010</ref>

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=
Launched in August 2007, Portugal's Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted due to with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further.
==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft. 
Budapest 
Naphegy tér 8. 
1016 

E-mail: mediasmarthungary@mediasmarthungary.hu 
telefon/fax: 06 1 212-5026 

=Sweden=
Media Smart is not conducted in a commercially, but based on that support companies welcome the initiative to finance planning, production and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF 
• Coop 
• Ferrero Scandinavia 
• ICA 
• March Sweden 
• Max Hamburger Restaurants 
• McDonald's 
• Mediaedge: cia 
• Procter & Gamble 
• Swedish Games 
• Sweden Advertisers 
• Swedish Association of Communication Agencies 
• Unilever 
• Waterfall 

==Contact us==
Please contact us at the Media Smart
Contact: Anna Lindstrom 
Media Smart, Sweden Advertisers 
Klara East Church Street 2C 
Box 1327 
111 83 Stockholm
 
Phone: +46 8545252 38 
Mail: anna.lindstrom @ annons.se 

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages.

Foreword by the Advertising Council:
'If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection.'
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

==Sponsors ==
•Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

=Conclusion=

In Conclusion It can be seen that Media Smart has expanded around the globe on different continents, This Expansion could not have happened without the support of both the governments and Funders from each individual country. It has to be noted however that many funders either financially or through contributions are linked between said countries. This can be linked to the ideology that International corporations have many different aspects of power. Without their contributions Media Smart would not have expanded at the rate it has, evoking that the Funders must receive feedback for all their assistance.

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Media Smart: International expansion of the Media Smart group

2010-11-17T17:16:16Z

Kirstin Walker: /* Portugal */

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

In Britain The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions]", Responsible Advertising for Children, accessed 16 November 2010</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4 November 2010</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4 November 2010</ref>

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News] Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

==New Zealand==

New Zealand's Willy Munchright is a version of Media Smart,although it only focuses on identifying snack food products with too much fat and suggested alternative everyday snack foods (i.e. oranges, crackers, and frozenyoghurt). It also suggested cutting fat from meat. But the advertisement still said that children can sometimes have the high fat snack foods after plenty of the everyday foods. Another theme was “fat isn’t bad if you just have a tad”.There is a lack of objective aims for the programme and only general aims such as "to provides straightforward information to young people in a cartoon form which will encourage healthyeating and actions". It comprises a series of television advertisements, aired using donated television time, featuring an animated cartoon character promoting nutrition and healthy eating to children. <ref>[http://www.nzma.org.nz/journal/119-1233/1967/content.pdf New Zealand Medical Journal],accessed 17 November 2010</ref>

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=
Launched in August 2007, Portugal's Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted due to with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further. (There is currently an argument about the consultations which clearly is not deigned to benefit the public interest not sure if this is needed).

==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft. 
Budapest 
Naphegy tér 8. 
1016 

E-mail: mediasmarthungary@mediasmarthungary.hu 
telefon/fax: 06 1 212-5026 

=Sweden=
Media Smart is not conducted in a commercially, but based on that support companies welcome the initiative to finance planning, production and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF 
• Coop 
• Ferrero Scandinavia 
• ICA 
• March Sweden 
• Max Hamburger Restaurants 
• McDonald's 
• Mediaedge: cia 
• Procter & Gamble 
• Swedish Games 
• Sweden Advertisers 
• Swedish Association of Communication Agencies 
• Unilever 
• Waterfall 

==Contact us==
Please contact us at the Media Smart
Contact: Anna Lindstrom 
Media Smart, Sweden Advertisers 
Klara East Church Street 2C 
Box 1327 
111 83 Stockholm
 
Phone: +46 8545252 38 
Mail: anna.lindstrom @ annons.se 

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages.

Foreword by the Advertising Council:
'If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection.'
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

==Sponsors ==
•Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

=Conclusion=

In Conclusion It can be seen that Media Smart has expanded around the globe on different continents, This Expansion could not have happened without the support of both the governments and Funders from each individual country. It has to be noted however that many funders either financially or through contributions are linked between said countries. This can be linked to the ideology that International corporations have many different aspects of power. Without their contributions Media Smart would not have expanded at the rate it has, evoking that the Funders must receive feedback for all their assistance.

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Globalisation:Media Smart

2010-11-17T16:29:11Z

Kirstin Walker: /* International Expansion */

[[Image:MediaSmartLogo.png|400px|thumb|right|Media Smart Logo]]
Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

Media Smart Official Website: http://www.mediasmart.org.uk/

==Introduction==

Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
The [[Globalisation:Media Smart: History and aims| History and Aims]] of Media Smart can be traced back to the Canadian organisation "Concerned Children's Advertisers." <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref>

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has extensive history working within the medai industry, an example of this is in 2005 alone Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group(as of November 2008)which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]] both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and not be able to plan project into the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of Supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be advantageous to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 10/11/10 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalization has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into standardized effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays children are exposed to irresponsible advertising. Most youth use the internet and television that makes them the target for merchandising vehicle to international expansion. Foe example Disney channel is one of the global children ‘television. These dominant companies should have a responsibility and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be paramount concern to advertisers to protect children from material that is injurious to their well being <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

Media Smart Groups has expanded to other parts of Europe. Most of the European Schools are using the Media Smart educational material in Primary School e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

'''The Organisation's Contact Details''' 
The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

The purpose of Media Smart is to increase the awareness of young peoples understanding of the media and its advertising content. Since its launch in 2002, it has had a relatively large impact on children and their education. In the UK, around one million children have been taught using their materials; fifty percent of children know about Media Smart and it aims to expand more.
Overall, It has been recognised as a positive organisation as they are….However, it’s main criticism is its funders, for example, it is connected to the fast-food industry and the likes of McDonald’s.
We have looked at various aspects of Media Smart, including the history of the organisation and gained background knowledge through the Canadian organisation, ‘Concerned Children’s Advertiser’s’. We have looked at the main people involved in running, organising and funding the group and also the activities that Media Smart take part in and promote. We have found that through their International expansion it is evident that they are a market driven corporate movement in a global capitalist market. By looking at these areas in detail we have gained a better understanding of the Media Smart group and what their aims are.

==Notes==
<references/>

Globalisation:Media Smart

2010-11-17T16:23:44Z

Kirstin Walker: /* International Expansion */

[[Image:MediaSmartLogo.png|400px|thumb|right|Media Smart Logo]]
Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

Media Smart Official Website: http://www.mediasmart.org.uk/

==Introduction==

Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
The [[Globalisation:Media Smart: History and aims| History and Aims]] of Media Smart can be traced back to the Canadian organisation "Concerned Children's Advertisers." <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref>

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has extensive history working within the medai industry, an example of this is in 2005 alone Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group(as of November 2008)which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]] both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and not be able to plan project into the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of Supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be advantageous to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 10/11/10 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalization has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into standardized effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays children are exposed to irresponsible advertising. Most youth use the internet and television that makes them the target for merchandising vehicle to international expansion. Foe example Disney channel is one of the global children ‘television. These dominant companies should have a responsibility and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be paramount concern to advertisers to protect children from material that is injurious to their well being <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

Media Smart Groups has expanded to other parts of Europe. Most of the European Schools are using the Media Smart educational material in Primary School e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

'''The Organisation's Contact Details'''
The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

The purpose of Media Smart is to increase the awareness of young peoples understanding of the media and its advertising content. Since its launch in 2002, it has had a relatively large impact on children and their education. In the UK, around one million children have been taught using their materials; fifty percent of children know about Media Smart and it aims to expand more.
Overall, It has been recognised as a positive organisation as they are….However, it’s main criticism is its funders, for example, it is connected to the fast-food industry and the likes of McDonald’s.
We have looked at various aspects of Media Smart, including the history of the organisation and gained background knowledge through the Canadian organisation, ‘Concerned Children’s Advertiser’s’. We have looked at the main people involved in running, organising and funding the group and also the activities that Media Smart take part in and promote. We have found that through their International expansion it is evident that they are a market driven corporate movement in a global capitalist market. By looking at these areas in detail we have gained a better understanding of the Media Smart group and what their aims are.

==Notes==
<references/>

Their relationship with academics and what they need them for

2010-11-17T16:21:48Z

Kirstin Walker:

Globalisation:Media Smart:Activities

2010-11-17T16:19:06Z

Kirstin Walker:

Media Smart recently launched a new set of independently drawn up teaching materials (Be Adwise 2), which aim to build up children’s literacy skills with regard to the digital media, which are of growing importance in their lives. The programme has received extensive government and stakeholder support and is being requested by a large number of schools in the UK. <ref>[http://www.responsible-advertising.org/faq.asp#12 Responsible Advertising], Accessed on 02/11/10 </ref>

This initiative has been launched at a time when 77% of children use the internet regularly and it involves free online lessons. <ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref> These lessons allow children to learn about digital advertising in a fun, engaging manner. It teaches them to think critically about advertising online as they are an easy target for marketers. Advertising to children is now a £99 billion industry, so it is important that they are aware of it and know how to deal with it.<ref>[http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online], UTalk Marketing, Accessed 11/11/10</ref>

Digital Adwise is funded by many brands and companies, some of which being Mars, Kellogs, McDonalds, Ferrero, Lego, Mattell and Hasbro. It is also supported by the wider advertising industry, including the Institute of Practitioners in Advertising (IPA).<ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref>

==Activities==

*TAG THE ADVERTISEMENT- 45 adverts appear when walking down a virtual street the player has to click on every advertisement they notice. Including in shop window displays, the sides of lorries and on televisions evoking how many we bypass each day without much consideration.

*ADVERTING CHALLENGE – Linking individuals to certain brands, showing celebrity culture sells brands. Media Smarts feature Bill Board, Maggie Zeen and Ray deo linking their favourite pastimes to the object that it requires

*MAKE YOUR OWN BRAND- Making an interactive version of yourself or others the player creates their own clothes logo and slogan to appear on their interactive self featuring on a television advert, action figure or t-shirt. <ref>[http://www.mediasmart.org.uk/games/brandme.html Brand Me], Accessed 20/10/2010</ref>

Teachers are able to log into the Digital Adwise website where they can download various resources for the lesson’s including activity sheets, lesson plans and digital adverts. <ref>[http://digitaladwise.mediasmart.org.uk/page/teachers Teachers], Accessed 11/11/10</ref>
The resource centre provides notes which are suitable to be used with teacher power points, whiteboard activity screens, online activities for pupils and printable worksheets on their main website. The teacher’s notes provide a guide on different approaches that can be taken to teaching the activities to the pupils. The activities available are designed to appeal to a variety of different learning styles – i.e. visual, auditory, interpersonal, etc – and are broken down into manageable tasks that can be carried out as discrete activities, or combined into one lesson, with introductory and plenary sessions.<ref>[http://digitaladwise.mediasmart.org.uk/page/resourceCentre, Resource Centre], Accessed 11/11/10</ref>

:Digital Adwise official website : http://digitaladwise.mediasmart.org.uk
[[Image:Doodle.png|thumb|right|600px|Image 1: displays digital adwise's home screen. It shows that the website is aimed at both children and adults alike, for teachers to receive full teaching resources they have to log onto the site and become a member. In return they receive teaching packs containing: powerpoint presentations, notes and lesson plans, activity sheets and whiteboard pages.<ref>[http://digitaladwise.mediasmart.org.uk/login/logout Image 1] Accessed 16/11/2010 </ref>]]

[[Image:Doodle2.png|thumb|right|600px|Image 2: shows the resource centre featuring a lesson plan for teachers, there are 10 available online at the moment with more activities coming soon. Along with this teachers recieve additional tools and help such as glossaries and additional web pages.<ref>[http://digitaladwise.mediasmart.org.uk/page/teachers Image 2], Accessed 16/11/2010 </ref>]]

[[Image:Doodle3.png|thumb|right|600px|Image 3:An example of a primary 2 lesson. <ref>[http://digitaladwise.mediasmart.org.uk/lesson/1/page/1 Image 3], Accessed 16/11/2010 </ref>]]
[[Image:Doodle4.png|thumb|right|600px|Image 4:An example of a primary 4 lesson.<ref> [http://digitaladwise.mediasmart.org.uk/lesson/1/page/3 Image 4], Accessed 16/11/2010 </ref>]]

[[Image:Doodle5.png|thumb|right|600px|Image 5: This image evokes how lesson plans contribute towards advertising Media smarts funders to young school aged children, not teaching them how to ignore such images.<ref>[http://www.digitaladwise.mediasmart.org.uk/lesson/4/page/1 Image 5] Accessed 16/11/2010 </ref>]]

[[Image:Doodle6.png|thumb|right|600px|Image 6: This screen shot shows that although it is still classed as advertising the company also features charities when educating young adults. <ref>[http://digitaladwise.mediasmart.org.uk/lesson/5/page/ Image 6], Accessed 16/11/2010 </ref>]] 

===Responses to the digital adwise campaign===
Positive remarks on Media Smarts adwise campaign have been consistently published throughout both the academic and media world some of these responses include:
*“Children develop a critical attitude to advertising at an early stage. Instead of further regulations children should be taught to become more critical consumers and use ads more constructively.” <ref> Flemming and Martensen, [http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf Children's Knowledge and Interpretation of Commercial Advertising Intentions,Truthfulness and Viewing Habits, Copenhagen Business School, Denmark 2001] Accessed 11/11/2010 </ref> showing that Media smarts programme have the best intensions for primary school aged children. 

*“Comprehension of narrative content was high, even among the youngest children; correct articulation of message intent occurred primarily among older children; evidence indicates that young children may interpret messages in informational terms regardless of message intent.” <ref> Blosser, [http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf Age-Differences in Children’s Perceptions of Message Intent Responses to TV-News,Commercials, Educational Spots, and Public-Service Announcements, Communication Research 1985] Accessed 11/11/2010 </ref>
evoking that the research has paid off and the experts have found a comprehensive way of teaching the children in a fun and interesting manner. 

*A government statement from The House of Commons clearly states the governments push for this project to keep going and develop further. ‘That this House notes that, given the increased exposure to and use of digital media platforms by children, media literacy is an increasingly important skill for children to have and as such an important part of primary school education; therefore calls for materials such as Media Smart's Digital Adwise programme to be taken up by primary schools to increase children's awareness of advertising material online and their ability to think critically when viewing commercial communications; further calls for the Government to help expedite this by aiming to encourage more primary schools to adopt Media Smart or similar education schemes by 2012; further calls for the Government to take advice from education experts and groups on the introduction of media literacy teaching more widely across primary schools; and further calls for the Government to explore the possibility of incorporating media literacy teaching such as the Media Smart lessons and similar programmes into the primary school curriculum. ’<ref> [http://www.publications.parliament.uk/pa/cm/cmedm/101026e01.htm House of Commons speaker] accessed 11/11/2010 </ref> 

There have also been a number of more negative press announcements including 
*‘Despite the good intentions of the programme, it is ironic that such educational material be funded by the likes of Mars and McDonald’s, whose direct advertising to children has done so much to contribute to child obesity. Hypocrisy? Perhaps it would be kindest to believe that said companies are making amends for past mistakes.’ <ref>Scott Tickner [http://www.directtrafficmedia.co.uk/News/McDonalds_and_Mars_Preach_Online_Advertising_Awareness_to_Kids_611247289769.html McDonald’s and Mars Preach Online Advertising Awareness to Kids on 24/11 /2009], Online Advertising , Accessed 11/11/10</ref> 

*Livingstone 2006 also argues that ‘advertising literacy is an insufficient cognitive defence against the effects of advertising. Whilst this may be Livingstone’s view, she is isolated in the academic community in this position and her views differ from those of significant figures in the media and media education’ <ref>[http://www.eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Media smart research ] accessed 11/11/2010 </ref> her full research report can be found at : [http://www.eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Livingston] 

*‘McDonald's has signed a controversial deal to sponsor the ITV weekend children's programming strand, prompting one Labour MP to call for fast-food TV tie-ups to be banned. McDonald's is spending an estimated £1m to back GMTV kids' programming strand 'Diggit', which covers all ITV's weekend programming from 7.10am to 9.25am. The core audience is three-to eight-year-olds. McDonald's' ad agency Leo Burnett is creating sponsorship idents that combine cartoon characters the Happy Hyenas with the McDonald's logo.’<ref> Mark Kleinman,[http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 McDonald's under fire for kids' TV tie-up:An Industry to Teach Kids to be More Marketing Aware Online] UTalk Marketing 26/6/2002, Accessed 11/11/10 </ref>

*‘Separately, Media Smart, the industry-wide initiative to educate young people about the use of ads, is delaying its launch by four months. Kellogg, Mattel, Hasbro and Masterfoods are the only advertisers to sign up to date’ Showing that a number of businesses had to be pushed or persuaded to join the organisation <ref>[http://www.brandrepublic.net/news/148568/McDonalds-fire-kids-TV-tie-up/?DCMP=ILC-SEARCH Media Smart News] accessed 11/11/2010 </ref>

==Notes==
<References/>

Back to [[Globalisation:Media Smart]]

Globalisation:Media Smart:Activities

2010-11-17T16:17:51Z

Kirstin Walker:

Media Smart recently launched a new set of independently drawn up teaching materials (Be Adwise 2), which aim to build up children’s literacy skills with regard to the digital media, which are of growing importance in their lives. The programme has received extensive government and stakeholder support and is being requested by a large number of schools in the UK. <ref>[http://www.responsible-advertising.org/faq.asp#12 Responsible Advertising], Accessed on 02/11/10 </ref>

This initiative has been launched at a time when 77% of children use the internet regularly and it involves free online lessons. <ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref> These lessons allow children to learn about digital advertising in a fun, engaging manner. It teaches them to think critically about advertising online as they are an easy target for marketers. Advertising to children is now a £99 billion industry, so it is important that they are aware of it and know how to deal with it.<ref>[http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online], UTalk Marketing, Accessed 11/11/10</ref>

Digital Adwise is funded by many brands and companies, some of which being Mars, Kellogs, McDonalds, Ferrero, Lego, Mattell and Hasbro. It is also supported by the wider advertising industry, including the Institute of Practitioners in Advertising (IPA).<ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref>

==Activities==

*TAG THE ADVERTISEMENT- 45 adverts appear when walking down a virtual street the player has to click on every advertisement they notice. Including in shop window displays, the sides of lorries and on televisions evoking how many we bypass each day without much consideration.

*ADVERTING CHALLENGE – Linking individuals to certain brands, showing celebrity culture sells brands. Media Smarts feature Bill Board, Maggie Zeen and Ray deo linking their favourite pastimes to the object that it requires

*MAKE YOUR OWN BRAND- Making an interactive version of yourself or others the player creates their own clothes logo and slogan to appear on their interactive self featuring on a television advert, action figure or t-shirt. <ref>[http://www.mediasmart.org.uk/games/brandme.html Brand Me], Accessed 20/10/2010</ref>

Teachers are able to log into the Digital Adwise website where they can download various resources for the lesson’s including activity sheets, lesson plans and digital adverts. <ref>[http://digitaladwise.mediasmart.org.uk/page/teachers Teachers], Accessed 11/11/10</ref>
The resource centre provides notes which are suitable to be used with teacher power points, whiteboard activity screens, online activities for pupils and printable worksheets on their main website. The teacher’s notes provide a guide on different approaches that can be taken to teaching the activities to the pupils. The activities available are designed to appeal to a variety of different learning styles – i.e. visual, auditory, interpersonal, etc – and are broken down into manageable tasks that can be carried out as discrete activities, or combined into one lesson, with introductory and plenary sessions.<ref>[http://digitaladwise.mediasmart.org.uk/page/resourceCentre, Resource Centre], Accessed 11/11/10</ref>

:Digital Adwise official website : http://digitaladwise.mediasmart.org.uk
[[Image:Doodle.png|thumb|right|600px|Image 1: displays digital adwise's home screen. It shows that the website is aimed at both children and adults alike, for teachers to receive full teaching resources they have to log onto the site and become a member. In return they receive teaching packs containing: powerpoint presentations, notes and lesson plans, activity sheets and whiteboard pages.<ref>[http://digitaladwise.mediasmart.org.uk/login/logout Image 1] Accessed 16/11/2010 </ref>]]

[[Image:Doodle2.png|thumb|right|600px|Image 2: shows the resource centre featuring a lesson plan for teachers, there are 10 available online at the moment with more activities coming soon. Along with this teachers recieve additional tools and help such as glossaries and additional web pages.<ref>[http://digitaladwise.mediasmart.org.uk/page/teachers Image 2], Accessed 16/11/2010 </ref>]]

[[Image:Doodle3.png|thumb|right|600px|Image 3:An example of a primary 2 lesson. <ref>[http://digitaladwise.mediasmart.org.uk/lesson/1/page/1 Image 3], Accessed 16/11/2010 </ref>]]
[[Image:Doodle4.png|thumb|right|600px|Image 4:An example of a primary 4 lesson.<ref> [http://digitaladwise.mediasmart.org.uk/lesson/1/page/3 Image 4], Accessed 16/11/2010 </ref>]]

[[Image:Doodle5.png|thumb|right|600px|Image 5: This image evokes how lesson plans contribute towards advertising Media smarts funders to young school aged children, not teaching them how to ignore such images.<ref>[ http://www.digitaladwise.mediasmart.org.uk/lesson/4/page/1 Image 5] Accessed 16/11/2010 </ref>]]

[[Image:Doodle6.png|thumb|right|600px|Image 6: This screen shot shows that although it is still classed as advertising the company also features charities when educating young adults. <ref>[http://digitaladwise.mediasmart.org.uk/lesson/5/page/ Image 6], Accessed 16/11/2010 </ref>]] 

===Responses to the digital adwise campaign===
Positive remarks on Media Smarts adwise campaign have been consistently published throughout both the academic and media world some of these responses include:
*“Children develop a critical attitude to advertising at an early stage. Instead of further regulations children should be taught to become more critical consumers and use ads more constructively.” <ref> Flemming and Martensen, [http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf Children's Knowledge and Interpretation of Commercial Advertising Intentions,Truthfulness and Viewing Habits, Copenhagen Business School, Denmark 2001] Accessed 11/11/2010 </ref> showing that Media smarts programme have the best intensions for primary school aged children. 

*“Comprehension of narrative content was high, even among the youngest children; correct articulation of message intent occurred primarily among older children; evidence indicates that young children may interpret messages in informational terms regardless of message intent.” <ref> Blosser, [http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf Age-Differences in Children’s Perceptions of Message Intent Responses to TV-News,Commercials, Educational Spots, and Public-Service Announcements, Communication Research 1985] Accessed 11/11/2010 </ref>
evoking that the research has paid off and the experts have found a comprehensive way of teaching the children in a fun and interesting manner. 

*A government statement from The House of Commons clearly states the governments push for this project to keep going and develop further. ‘That this House notes that, given the increased exposure to and use of digital media platforms by children, media literacy is an increasingly important skill for children to have and as such an important part of primary school education; therefore calls for materials such as Media Smart's Digital Adwise programme to be taken up by primary schools to increase children's awareness of advertising material online and their ability to think critically when viewing commercial communications; further calls for the Government to help expedite this by aiming to encourage more primary schools to adopt Media Smart or similar education schemes by 2012; further calls for the Government to take advice from education experts and groups on the introduction of media literacy teaching more widely across primary schools; and further calls for the Government to explore the possibility of incorporating media literacy teaching such as the Media Smart lessons and similar programmes into the primary school curriculum. ’<ref> [http://www.publications.parliament.uk/pa/cm/cmedm/101026e01.htm House of Commons speaker] accessed 11/11/2010 </ref> 

There have also been a number of more negative press announcements including 
*‘Despite the good intentions of the programme, it is ironic that such educational material be funded by the likes of Mars and McDonald’s, whose direct advertising to children has done so much to contribute to child obesity. Hypocrisy? Perhaps it would be kindest to believe that said companies are making amends for past mistakes.’ <ref>Scott Tickner [http://www.directtrafficmedia.co.uk/News/McDonalds_and_Mars_Preach_Online_Advertising_Awareness_to_Kids_611247289769.html McDonald’s and Mars Preach Online Advertising Awareness to Kids on 24/11 /2009], Online Advertising , Accessed 11/11/10</ref> 

*Livingstone 2006 also argues that ‘advertising literacy is an insufficient cognitive defence against the effects of advertising. Whilst this may be Livingstone’s view, she is isolated in the academic community in this position and her views differ from those of significant figures in the media and media education’ <ref>[http://www.eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Media smart research ] accessed 11/11/2010 </ref> her full research report can be found at : [http://www.eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Livingston] 

*‘McDonald's has signed a controversial deal to sponsor the ITV weekend children's programming strand, prompting one Labour MP to call for fast-food TV tie-ups to be banned. McDonald's is spending an estimated £1m to back GMTV kids' programming strand 'Diggit', which covers all ITV's weekend programming from 7.10am to 9.25am. The core audience is three-to eight-year-olds. McDonald's' ad agency Leo Burnett is creating sponsorship idents that combine cartoon characters the Happy Hyenas with the McDonald's logo.’<ref> Mark Kleinman,[http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 McDonald's under fire for kids' TV tie-up:An Industry to Teach Kids to be More Marketing Aware Online] UTalk Marketing 26/6/2002, Accessed 11/11/10 </ref>

*‘Separately, Media Smart, the industry-wide initiative to educate young people about the use of ads, is delaying its launch by four months. Kellogg, Mattel, Hasbro and Masterfoods are the only advertisers to sign up to date’ Showing that a number of businesses had to be pushed or persuaded to join the organisation <ref>[http://www.brandrepublic.net/news/148568/McDonalds-fire-kids-TV-tie-up/?DCMP=ILC-SEARCH Media Smart News] accessed 11/11/2010 </ref>

==Notes==
<References/>

Back to [[Globalisation:Media Smart]]

Globalisation:Media Smart:Activities

2010-11-17T16:10:39Z

Kirstin Walker:

Media Smart recently launched a new set of independently drawn up teaching materials (Be Adwise 2), which aim to build up children’s literacy skills with regard to the digital media, which are of growing importance in their lives. The programme has received extensive government and stakeholder support and is being requested by a large number of schools in the UK. <ref>[http://www.responsible-advertising.org/faq.asp#12 Responsible Advertising], Accessed on 02/11/10 </ref>

This initiative has been launched at a time when 77% of children use the internet regularly and it involves free online lessons. <ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref> These lessons allow children to learn about digital advertising in a fun, engaging manner. It teaches them to think critically about advertising online as they are an easy target for marketers. Advertising to children is now a £99 billion industry, so it is important that they are aware of it and know how to deal with it.<ref>[http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online], UTalk Marketing, Accessed 11/11/10</ref>

Digital Adwise is funded by many brands and companies, some of which being Mars, Kellogs, McDonalds, Ferrero, Lego, Mattell and Hasbro. It is also supported by the wider advertising industry, including the Institute of Practitioners in Advertising (IPA).<ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref>

==Activities==

*TAG THE ADVERTISEMENT- 45 adverts appear when walking down a virtual street the player has to click on every advertisement they notice. Including in shop window displays, the sides of lorries and on televisions evoking how many we bypass each day without much consideration.

*ADVERTING CHALLENGE – Linking individuals to certain brands, showing celebrity culture sells brands. Media Smarts feature Bill Board, Maggie Zeen and Ray deo linking their favourite pastimes to the object that it requires

*MAKE YOUR OWN BRAND- Making an interactive version of yourself or others the player creates their own clothes logo and slogan to appear on their interactive self featuring on a television advert, action figure or t-shirt. <ref>[http://www.mediasmart.org.uk/games/brandme.html Brand Me], Accessed 20/10/2010</ref>

Teachers are able to log into the Digital Adwise website where they can download various resources for the lesson’s including activity sheets, lesson plans and digital adverts. <ref>[http://digitaladwise.mediasmart.org.uk/page/teachers Teachers], Accessed 11/11/10</ref>
The resource centre provides notes which are suitable to be used with teacher power points, whiteboard activity screens, online activities for pupils and printable worksheets on their main website. The teacher’s notes provide a guide on different approaches that can be taken to teaching the activities to the pupils. The activities available are designed to appeal to a variety of different learning styles – i.e. visual, auditory, interpersonal, etc – and are broken down into manageable tasks that can be carried out as discrete activities, or combined into one lesson, with introductory and plenary sessions.<ref>[http://digitaladwise.mediasmart.org.uk/page/resourceCentre, Resource Centre], Accessed 11/11/10</ref>

:Digital Adwise official website : http://digitaladwise.mediasmart.org.uk
[[Image:Doodle.png|thumb|right|600px|Image 1: displays digital adwise's home screen. It shows that the website is aimed at both children and adults alike, for teachers to receive full teaching resources they have to log onto the site and become a member. In return they receive teaching packs containing: powerpoint presentations, notes and lesson plans, activity sheets and whiteboard pages.<ref>home page [http://digitaladwise.mediasmart.org.uk/login/logout Image 1] Accessed 16/11/2010 </ref>]]

[[Image:Doodle2.png|thumb|right|600px|Image 2: shows the resource centre featuring a lesson plan for teachers, there are 10 available online at the moment with more activities coming soon. Along with this teachers recieve additional tools and help such as glossaries and additional web pages.<ref>Teachers Page [http://digitaladwise.mediasmart.org.uk/page/teachers Image 2], Accessed 16/11/2010 </ref>]]

[[Image:Doodle3.png|thumb|right|600px|Image 3:An example of a primary 2 lesson. <ref> lesson[http://digitaladwise.mediasmart.org.uk/lesson/1/page/1 Image 3], Accessed 16/11/2010 </ref>]]
[[Image:Doodle4.png|thumb|right|600px|Image 4:An example of a primary 4 lesson.<ref> Lesson2 [http://digitaladwise.mediasmart.org.uk/lesson/1/page/3 Image 4], Accessed 16/11/2010 </ref>]]

[[Image:Doodle5.png|thumb|right|600px|Image 5: This image evokes how lesson plans contribute towards advertising Media smarts funders to young school aged children, not teaching them how to ignore such images.<ref>[ http://digitaladwise.mediasmart.org.uk/lesson/4/page/1 Lesson 3 Image 5] Accessed 16/11/2010 </ref>]]

[[Image:Doodle6.png|thumb|right|600px|Image 6: This screen shot shows that although it is still classed as advertising the company also features charities when educating young adults. <ref>Lesson 4[http://digitaladwise.mediasmart.org.uk/lesson/5/page/ Image 6], Accessed 16/11/2010 </ref>]] 

===Responses to the digital adwise campaign===
Positive remarks on Media Smarts adwise campaign have been consistently published throughout both the academic and media world some of these responses include:
*“Children develop a critical attitude to advertising at an early stage. Instead of further regulations children should be taught to become more critical consumers and use ads more constructively.” <ref> Flemming and Martensen, [http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf Children's Knowledge and Interpretation of Commercial Advertising Intentions,Truthfulness and Viewing Habits, Copenhagen Business School, Denmark 2001 Accessed 11/11/2010 </ref> showing that Media smarts programme have the best intensions for primary school aged children. 

*“Comprehension of narrative content was high, even among the youngest children; correct articulation of message intent occurred primarily among older children; evidence indicates that young children may interpret messages in informational terms regardless of message intent.” <ref> Blosser, [http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf Age-Differences in Children’s Perceptions of Message Intent - Responses to TV-News, Commercials,
Educational Spots, and Public-Service Announcements, Communication Research 1985 ] accessed 11/11/2010</ref> evoking that the research has paid off and the experts have found a comprehensive way of teaching the children in a fun and interesting manner. 

*A government statement from The House of Commons clearly states the governments push for this project to keep going and develop further. ‘That this House notes that, given the increased exposure to and use of digital media platforms by children, media literacy is an increasingly important skill for children to have and as such an important part of primary school education; therefore calls for materials such as Media Smart's Digital Adwise programme to be taken up by primary schools to increase children's awareness of advertising material online and their ability to think critically when viewing commercial communications; further calls for the Government to help expedite this by aiming to encourage more primary schools to adopt Media Smart or similar education schemes by 2012; further calls for the Government to take advice from education experts and groups on the introduction of media literacy teaching more widely across primary schools; and further calls for the Government to explore the possibility of incorporating media literacy teaching such as the Media Smart lessons and similar programmes into the primary school curriculum. ’<ref> [http://www.publications.parliament.uk/pa/cm/cmedm/101026e01.htm House of Commons speaker] accessed 11/11/2010 </ref> 

There have also been a number of more negative press announcements including 
*‘Despite the good intentions of the programme, it is ironic that such educational material be funded by the likes of Mars and McDonald’s, whose direct advertising to children has done so much to contribute to child obesity. Hypocrisy? Perhaps it would be kindest to believe that said companies are making amends for past mistakes.’ <ref>Scott Tickner [http://www.directtrafficmedia.co.uk/News/McDonalds_and_Mars_Preach_Online_Advertising_Awareness_to_Kids_611247289769.html McDonald’s and Mars Preach Online Advertising Awareness to Kids on 24/11 /2009], Online Advertising , Accessed 11/11/10</ref> 

*Livingstone 2006 also argues that ‘advertising literacy is an insufficient cognitive defence against the effects of advertising. Whilst this may be Livingstone’s view, she is isolated in the academic community in this position and her views differ from those of significant figures in the media and media education’ <ref>[http://www.eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Media smart research ] accessed 11/11/2010 </ref> her full research report can be found at : [http://www.eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Livingston] 

*‘McDonald's has signed a controversial deal to sponsor the ITV weekend children's programming strand, prompting one Labour MP to call for fast-food TV tie-ups to be banned. McDonald's is spending an estimated £1m to back GMTV kids' programming strand 'Diggit', which covers all ITV's weekend programming from 7.10am to 9.25am. The core audience is three-to eight-year-olds. McDonald's' ad agency Leo Burnett is creating sponsorship idents that combine cartoon characters the Happy Hyenas with the McDonald's logo.’<ref> Mark Kleinman,[http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 McDonald's under fire for kids' TV tie-up:An Industry to Teach Kids to be More Marketing Aware Online] UTalk Marketing 26/6/2002, Accessed 11/11/10 </ref>

*‘Separately, Media Smart, the industry-wide initiative to educate young people about the use of ads, is delaying its launch by four months. Kellogg, Mattel, Hasbro and Masterfoods are the only advertisers to sign up to date’ Showing that a number of businesses had to be pushed or persuaded to join the organisation <ref>[http://www.brandrepublic.net/news/148568/McDonalds-fire-kids-TV-tie-up/?DCMP=ILC-SEARCH Media Smart News] accessed 11/11/2010 </ref>

==Notes==
<References/>

Back to [[Globalisation:Media Smart]]

Globalisation:Media Smart:Activities

2010-11-17T16:07:58Z

Kirstin Walker:

Media Smart recently launched a new set of independently drawn up teaching materials (Be Adwise 2), which aim to build up children’s literacy skills with regard to the digital media, which are of growing importance in their lives. The programme has received extensive government and stakeholder support and is being requested by a large number of schools in the UK. <ref>[http://www.responsible-advertising.org/faq.asp#12 Responsible Advertising], Accessed on 02/11/10 </ref>

This initiative has been launched at a time when 77% of children use the internet regularly and it involves free online lessons. <ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref> These lessons allow children to learn about digital advertising in a fun, engaging manner. It teaches them to think critically about advertising online as they are an easy target for marketers. Advertising to children is now a £99 billion industry, so it is important that they are aware of it and know how to deal with it.<ref>[http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online], UTalk Marketing, Accessed 11/11/10</ref>

Digital Adwise is funded by many brands and companies, some of which being Mars, Kellogs, McDonalds, Ferrero, Lego, Mattell and Hasbro. It is also supported by the wider advertising industry, including the Institute of Practitioners in Advertising (IPA).<ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref>

==Activities==

*TAG THE ADVERTISEMENT- 45 adverts appear when walking down a virtual street the player has to click on every advertisement they notice. Including in shop window displays, the sides of lorries and on televisions evoking how many we bypass each day without much consideration.

*ADVERTING CHALLENGE – Linking individuals to certain brands, showing celebrity culture sells brands. Media Smarts feature Bill Board, Maggie Zeen and Ray deo linking their favourite pastimes to the object that it requires

*MAKE YOUR OWN BRAND- Making an interactive version of yourself or others the player creates their own clothes logo and slogan to appear on their interactive self featuring on a television advert, action figure or t-shirt. <ref>[http://www.mediasmart.org.uk/games/brandme.html Brand Me], Accessed 20/10/2010</ref>

Teachers are able to log into the Digital Adwise website where they can download various resources for the lesson’s including activity sheets, lesson plans and digital adverts. <ref>[http://digitaladwise.mediasmart.org.uk/page/teachers Teachers], Accessed 11/11/10</ref>
The resource centre provides notes which are suitable to be used with teacher power points, whiteboard activity screens, online activities for pupils and printable worksheets on their main website. The teacher’s notes provide a guide on different approaches that can be taken to teaching the activities to the pupils. The activities available are designed to appeal to a variety of different learning styles – i.e. visual, auditory, interpersonal, etc – and are broken down into manageable tasks that can be carried out as discrete activities, or combined into one lesson, with introductory and plenary sessions.<ref>[http://digitaladwise.mediasmart.org.uk/page/resourceCentre, Resource Centre], Accessed 11/11/10</ref>

:Digital Adwise official website : http://digitaladwise.mediasmart.org.uk
[[Image:Doodle.png|thumb|right|600px|Image 1: displays digital adwise's home screen. It shows that the website is aimed at both children and adults alike, for teachers to receive full teaching resources they have to log onto the site and become a member. In return they receive teaching packs containing: powerpoint presentations, notes and lesson plans, activity sheets and whiteboard pages.<ref>home page [http://digitaladwise.mediasmart.org.uk/login/logout Image 1] Accessed 16/11/2010 </ref>]]

[[Image:Doodle2.png|thumb|right|600px|Image 2: shows the resource centre featuring a lesson plan for teachers, there are 10 available online at the moment with more activities coming soon. Along with this teachers recieve additional tools and help such as glossaries and additional web pages.<ref>Teachers Page [http://digitaladwise.mediasmart.org.uk/page/teachers Image 2], Accessed 16/11/2010 </ref>]]

[[Image:Doodle3.png|thumb|right|600px|Image 3:An example of a primary 2 lesson. <ref> lesson[http://digitaladwise.mediasmart.org.uk/lesson/1/page/1 Image 3], Accessed 16/11/2010 </ref>]]
[[Image:Doodle4.png|thumb|right|600px|Image 4:An example of a primary 4 lesson.<ref> Lesson2 [http://digitaladwise.mediasmart.org.uk/lesson/1/page/3 Image 4], Accessed 16/11/2010 </ref>]]

[[Image:Doodle5.png|thumb|right|600px|Image 5: This image evokes how lesson plans contribute towards advertising Media smarts funders to young school aged children, not teaching them how to ignore such images.<ref>[ http://digitaladwise.mediasmart.org.uk/lesson/4/page/1 Lesson 3 Image 5] Accessed 16/11/2010 </ref>]]

[[Image:Doodle6.png|thumb|right|600px|Image 6: This screen shot shows that although it is still classed as advertising the company also features charities when educating young adults. <ref>Lesson 4[http://digitaladwise.mediasmart.org.uk/lesson/5/page/ Image 6], Accessed 16/11/2010 </ref>]] 

===Responses to the digital adwise campaign===
Positive remarks on Media Smarts adwise campaign have been consistently published throughout both the academic and media world some of these responses include:
*“Children develop a critical attitude to advertising at an early stage. Instead of further regulations children should be taught to become more critical consumers and use ads more constructively.” <ref> Flemming and Martensen, [Children's Knowledge and Interpretation of Commercial Advertising Intentions,Truthfulness and Viewing Habits, Copenhagen Business School, Denmark 2001 http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf] Accessed 11/11/2010 </ref> showing that Media smarts programme have the best intensions for primary school aged children. 

*“Comprehension of narrative content was high, even among the youngest children; correct articulation of message intent occurred primarily among older children; evidence indicates that young children may interpret messages in informational terms regardless of message intent.” <ref> Blosser, [Age-Differences in Children’s Perceptions of Message Intent - Responses to TV-News, Commercials,
Educational Spots, and Public-Service Announcements, Communication Research 1985 http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf] accessed 11/11/2010</ref> evoking that the research has paid off and the experts have found a comprehensive way of teaching the children in a fun and interesting manner. 

*A government statement from The House of Commons clearly states the governments push for this project to keep going and develop further. ‘That this House notes that, given the increased exposure to and use of digital media platforms by children, media literacy is an increasingly important skill for children to have and as such an important part of primary school education; therefore calls for materials such as Media Smart's Digital Adwise programme to be taken up by primary schools to increase children's awareness of advertising material online and their ability to think critically when viewing commercial communications; further calls for the Government to help expedite this by aiming to encourage more primary schools to adopt Media Smart or similar education schemes by 2012; further calls for the Government to take advice from education experts and groups on the introduction of media literacy teaching more widely across primary schools; and further calls for the Government to explore the possibility of incorporating media literacy teaching such as the Media Smart lessons and similar programmes into the primary school curriculum. ’<ref> House of Commons speaker http://www.publications.parliament.uk/pa/cm/cmedm/101026e01.htm accessed 11/11/2010 </ref> 

There have also been a number of more negative press announcements including 
*‘Despite the good intentions of the programme, it is ironic that such educational material be funded by the likes of Mars and McDonald’s, whose direct advertising to children has done so much to contribute to child obesity. Hypocrisy? Perhaps it would be kindest to believe that said companies are making amends for past mistakes.’ <ref>Scott Tickner [McDonald’s and Mars Preach Online Advertising Awareness to Kids on 24/11 /2009 http://www.directtrafficmedia.co.uk/News/McDonalds_and_Mars_Preach_Online_Advertising_Awareness_to_Kids_611247289769.html], Online Advertising , Accessed 11/11/10</ref> 

*Livingstone 2006 also argues that ‘advertising literacy is an insufficient cognitive defence against the effects of advertising. Whilst this may be Livingstone’s view, she is isolated in the academic community in this position and her views differ from those of significant figures in the media and media education’ <ref>[http://www.eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Media smart research ] accessed 11/11/2010 </ref> her full research report can be found at : [http://www.eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Livingston] 

*‘McDonald's has signed a controversial deal to sponsor the ITV weekend children's programming strand, prompting one Labour MP to call for fast-food TV tie-ups to be banned. McDonald's is spending an estimated £1m to back GMTV kids' programming strand 'Diggit', which covers all ITV's weekend programming from 7.10am to 9.25am. The core audience is three-to eight-year-olds. McDonald's' ad agency Leo Burnett is creating sponsorship idents that combine cartoon characters the Happy Hyenas with the McDonald's logo.’<ref> Mark Kleinman,[McDonald's under fire for kids' TV tie-up http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online] UTalk Marketing 26/6/2002, Accessed 11/11/10 </ref>

*‘Separately, Media Smart, the industry-wide initiative to educate young people about the use of ads, is delaying its launch by four months. Kellogg, Mattel, Hasbro and Masterfoods are the only advertisers to sign up to date’ Showing that a number of businesses had to be pushed or persuaded to join the organisation <ref> Media smart News [http://www.brandrepublic.net/news/148568/McDonalds-fire-kids-TV-tie-up/?DCMP=ILC-SEARCH Media Smart News] accessed 11/11/2010 </ref>

==Notes==
<References/>

Back to [[Globalisation:Media Smart]]

Globalisation:Media Smart:Activities

2010-11-17T16:04:51Z

Kirstin Walker:

Media Smart recently launched a new set of independently drawn up teaching materials (Be Adwise 2), which aim to build up children’s literacy skills with regard to the digital media, which are of growing importance in their lives. The programme has received extensive government and stakeholder support and is being requested by a large number of schools in the UK. <ref>[http://www.responsible-advertising.org/faq.asp#12 Responsible Advertising], Accessed on 02/11/10 </ref>

This initiative has been launched at a time when 77% of children use the internet regularly and it involves free online lessons. <ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref> These lessons allow children to learn about digital advertising in a fun, engaging manner. It teaches them to think critically about advertising online as they are an easy target for marketers. Advertising to children is now a £99 billion industry, so it is important that they are aware of it and know how to deal with it.<ref>[http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online], UTalk Marketing, Accessed 11/11/10</ref>

Digital Adwise is funded by many brands and companies, some of which being Mars, Kellogs, McDonalds, Ferrero, Lego, Mattell and Hasbro. It is also supported by the wider advertising industry, including the Institute of Practitioners in Advertising (IPA).<ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref>

==Activities==

*TAG THE ADVERTISEMENT- 45 adverts appear when walking down a virtual street the player has to click on every advertisement they notice. Including in shop window displays, the sides of lorries and on televisions evoking how many we bypass each day without much consideration.

*ADVERTING CHALLENGE – Linking individuals to certain brands, showing celebrity culture sells brands. Media Smarts feature Bill Board, Maggie Zeen and Ray deo linking their favourite pastimes to the object that it requires

*MAKE YOUR OWN BRAND- Making an interactive version of yourself or others the player creates their own clothes logo and slogan to appear on their interactive self featuring on a television advert, action figure or t-shirt. <ref>[http://www.mediasmart.org.uk/games/brandme.html Brand Me], Accessed 20/10/2010</ref>

Teachers are able to log into the Digital Adwise website where they can download various resources for the lesson’s including activity sheets, lesson plans and digital adverts. <ref>[http://digitaladwise.mediasmart.org.uk/page/teachers Teachers], Accessed 11/11/10</ref>
The resource centre provides notes which are suitable to be used with teacher power points, whiteboard activity screens, online activities for pupils and printable worksheets on their main website. The teacher’s notes provide a guide on different approaches that can be taken to teaching the activities to the pupils. The activities available are designed to appeal to a variety of different learning styles – i.e. visual, auditory, interpersonal, etc – and are broken down into manageable tasks that can be carried out as discrete activities, or combined into one lesson, with introductory and plenary sessions.<ref>[http://digitaladwise.mediasmart.org.uk/page/resourceCentre, Resource Centre], Accessed 11/11/10</ref>

:Digital Adwise official website : http://digitaladwise.mediasmart.org.uk
[[Image:Doodle.png|thumb|right|600px|Image 1: displays digital adwise's home screen. It shows that the website is aimed at both children and adults alike, for teachers to receive full teaching resources they have to log onto the site and become a member. In return they receive teaching packs containing: powerpoint presentations, notes and lesson plans, activity sheets and whiteboard pages.<ref>home page [http://digitaladwise.mediasmart.org.uk/login/logout Image 1] Accessed 16/11/2010 </ref>]]

[[Image:Doodle2.png|thumb|right|600px|Image 2: shows the resource centre featuring a lesson plan for teachers, there are 10 available online at the moment with more activities coming soon. Along with this teachers recieve additional tools and help such as glossaries and additional web pages.<ref>Teachers Page [http://digitaladwise.mediasmart.org.uk/page/teachers Image 2], Accessed 16/11/2010 </ref>]]

[[Image:Doodle3.png|thumb|right|600px|Image 3:An example of a primary 2 lesson. <ref> lesson[http://digitaladwise.mediasmart.org.uk/lesson/1/page/1 Image 3], Accessed 16/11/2010 </ref>]]
[[Image:Doodle4.png|thumb|right|600px|Image 4:An example of a primary 4 lesson.<ref> Lesson2 [http://digitaladwise.mediasmart.org.uk/lesson/1/page/3 Image 4], Accessed 16/11/2010 </ref>]]

[[Image:Doodle5.png|thumb|right|600px|Image 5: This image evokes how lesson plans contribute towards advertising Media smarts funders to young school aged children, not teaching them how to ignore such images.<ref>[ http://digitaladwise.mediasmart.org.uk/lesson/4/page/1 Lesson 3 Image 5] Accessed 16/11/2010 </ref>]]

[[Image:Doodle6.png|thumb|right|600px|Image 6: This screen shot shows that although it is still classed as advertising the company also features charities when educating young adults. <ref>Lesson 4[http://digitaladwise.mediasmart.org.uk/lesson/5/page/ Image 6], Accessed 16/11/2010 </ref>]] 

===Responses to the digital adwise campaign===
Positive remarks on Media Smarts adwise campaign have been consistently published throughout both the academic and media world some of these responses include:
*“Children develop a critical attitude to advertising at an early stage. Instead of further regulations children should be taught to become more critical consumers and use ads more constructively.” <ref> Flemming and Martensen, [Children's Knowledge and Interpretation of Commercial Advertising Intentions,Truthfulness and Viewing Habits, Copenhagen Business School, Denmark 2001 http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf] Accessed 11/11/2010 </ref> showing that Media smarts programme have the best intensions for primary school aged children. 

*“Comprehension of narrative content was high, even among the youngest children; correct articulation of message intent occurred primarily among older children; evidence indicates that young children may interpret messages in informational terms regardless of message intent.” <ref> Blosser, [Age-Differences in Children’s Perceptions of Message Intent - Responses to TV-News, Commercials,
Educational Spots, and Public-Service Announcements, Communication Research 1985] http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf accessed 11/11/2010</ref> evoking that the research has paid off and the experts have found a comprehensive way of teaching the children in a fun and interesting manner. 

*A government statement from The House of Commons clearly states the governments push for this project to keep going and develop further. ‘That this House notes that, given the increased exposure to and use of digital media platforms by children, media literacy is an increasingly important skill for children to have and as such an important part of primary school education; therefore calls for materials such as Media Smart's Digital Adwise programme to be taken up by primary schools to increase children's awareness of advertising material online and their ability to think critically when viewing commercial communications; further calls for the Government to help expedite this by aiming to encourage more primary schools to adopt Media Smart or similar education schemes by 2012; further calls for the Government to take advice from education experts and groups on the introduction of media literacy teaching more widely across primary schools; and further calls for the Government to explore the possibility of incorporating media literacy teaching such as the Media Smart lessons and similar programmes into the primary school curriculum. ’<ref> House of Commons speaker http://www.publications.parliament.uk/pa/cm/cmedm/101026e01.htm accessed 11/11/2010 </ref> 

There have also been a number of more negative press announcements including 
*‘Despite the good intentions of the programme, it is ironic that such educational material be funded by the likes of Mars and McDonald’s, whose direct advertising to children has done so much to contribute to child obesity. Hypocrisy? Perhaps it would be kindest to believe that said companies are making amends for past mistakes.’ <ref>Scott Tickner [McDonald’s and Mars Preach Online Advertising Awareness to Kids on 24/11 /2009 http://www.directtrafficmedia.co.uk/News/McDonalds_and_Mars_Preach_Online_Advertising_Awareness_to_Kids_611247289769.html], Online Advertising , Accessed 11/11/10</ref> 

*Livingstone 2006 also argues that ‘advertising literacy is an insufficient cognitive defence against the effects of advertising. Whilst this may be Livingstone’s view, she is isolated in the academic community in this position and her views differ from those of significant figures in the media and media education’ <ref> Media smart research [http://eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf] accessed 11/11/2010 </ref> her full research report can be found at : [http://eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Livingston] 

*‘McDonald's has signed a controversial deal to sponsor the ITV weekend children's programming strand, prompting one Labour MP to call for fast-food TV tie-ups to be banned. McDonald's is spending an estimated £1m to back GMTV kids' programming strand 'Diggit', which covers all ITV's weekend programming from 7.10am to 9.25am. The core audience is three-to eight-year-olds. McDonald's' ad agency Leo Burnett is creating sponsorship idents that combine cartoon characters the Happy Hyenas with the McDonald's logo.’<ref> Mark Kleinman, [McDonald's under fire for kids' TV tie-up http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online] UTalk Marketing 26/6/2002, Accessed 11/11/10 </ref>

*‘Separately, Media Smart, the industry-wide initiative to educate young people about the use of ads, is delaying its launch by four months. Kellogg, Mattel, Hasbro and Masterfoods are the only advertisers to sign up to date’ Showing that a number of businesses had to be pushed or persuaded to join the organisation <ref> Media smart News [http://www.brandrepublic.net/news/148568/McDonalds-fire-kids-TV-tie-up/?DCMP=ILC-SEARCH Media Smart News] accessed 11/11/2010 </ref>

==Notes==
<References/>

Back to [[Globalisation:Media Smart]]

Globalisation:Media Smart:Activities

2010-11-17T16:03:30Z

Kirstin Walker:

Media Smart recently launched a new set of independently drawn up teaching materials (Be Adwise 2), which aim to build up children’s literacy skills with regard to the digital media, which are of growing importance in their lives. The programme has received extensive government and stakeholder support and is being requested by a large number of schools in the UK. <ref>[http://www.responsible-advertising.org/faq.asp#12 Responsible Advertising], Accessed on 02/11/10 </ref>

This initiative has been launched at a time when 77% of children use the internet regularly and it involves free online lessons. <ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref> These lessons allow children to learn about digital advertising in a fun, engaging manner. It teaches them to think critically about advertising online as they are an easy target for marketers. Advertising to children is now a £99 billion industry, so it is important that they are aware of it and know how to deal with it.<ref>[http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online], UTalk Marketing, Accessed 11/11/10</ref>

Digital Adwise is funded by many brands and companies, some of which being Mars, Kellogs, McDonalds, Ferrero, Lego, Mattell and Hasbro. It is also supported by the wider advertising industry, including the Institute of Practitioners in Advertising (IPA).<ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref>

==Activities==

*TAG THE ADVERTISEMENT- 45 adverts appear when walking down a virtual street the player has to click on every advertisement they notice. Including in shop window displays, the sides of lorries and on televisions evoking how many we bypass each day without much consideration.

*ADVERTING CHALLENGE – Linking individuals to certain brands, showing celebrity culture sells brands. Media Smarts feature Bill Board, Maggie Zeen and Ray deo linking their favourite pastimes to the object that it requires

*MAKE YOUR OWN BRAND- Making an interactive version of yourself or others the player creates their own clothes logo and slogan to appear on their interactive self featuring on a television advert, action figure or t-shirt. <ref>[http://www.mediasmart.org.uk/games/brandme.html Brand Me], Accessed 20/10/2010</ref>

Teachers are able to log into the Digital Adwise website where they can download various resources for the lesson’s including activity sheets, lesson plans and digital adverts. <ref>[http://digitaladwise.mediasmart.org.uk/page/teachers Teachers], Accessed 11/11/10</ref>
The resource centre provides notes which are suitable to be used with teacher power points, whiteboard activity screens, online activities for pupils and printable worksheets on their main website. The teacher’s notes provide a guide on different approaches that can be taken to teaching the activities to the pupils. The activities available are designed to appeal to a variety of different learning styles – i.e. visual, auditory, interpersonal, etc – and are broken down into manageable tasks that can be carried out as discrete activities, or combined into one lesson, with introductory and plenary sessions.<ref>[http://digitaladwise.mediasmart.org.uk/page/resourceCentre, Resource Centre], Accessed 11/11/10</ref>

:Digital Adwise official website : http://digitaladwise.mediasmart.org.uk
[[Image:Doodle.png|thumb|right|600px|Image 1: displays digital adwise's home screen. It shows that the website is aimed at both children and adults alike, for teachers to receive full teaching resources they have to log onto the site and become a member. In return they receive teaching packs containing: powerpoint presentations, notes and lesson plans, activity sheets and whiteboard pages.<ref>home page [http://digitaladwise.mediasmart.org.uk/login/logout Image 1] Accessed 16/11/2010 </ref>]]

[[Image:Doodle2.png|thumb|right|600px|Image 2: shows the resource centre featuring a lesson plan for teachers, there are 10 available online at the moment with more activities coming soon. Along with this teachers recieve additional tools and help such as glossaries and additional web pages.<ref>Teachers Page [http://digitaladwise.mediasmart.org.uk/page/teachers Image 2], Accessed 16/11/2010 </ref>]]

[[Image:Doodle3.png|thumb|right|600px|Image 3:An example of a primary 2 lesson. <ref> lesson[http://digitaladwise.mediasmart.org.uk/lesson/1/page/1 Image 3], Accessed 16/11/2010 </ref>]]
[[Image:Doodle4.png|thumb|right|600px|Image 4:An example of a primary 4 lesson.<ref> Lesson2 [http://digitaladwise.mediasmart.org.uk/lesson/1/page/3 Image 4], Accessed 16/11/2010 </ref>]]

[[Image:Doodle5.png|thumb|right|600px|Image 5: This image evokes how lesson plans contribute towards advertising Media smarts funders to young school aged children, not teaching them how to ignore such images.<ref>[ http://digitaladwise.mediasmart.org.uk/lesson/4/page/1 Lesson 3 Image 5] Accessed 16/11/2010 </ref>]]

[[Image:Doodle6.png|thumb|right|600px|Image 6: This screen shot shows that although it is still classed as advertising the company also features charities when educating young adults. <ref>Lesson 4[http://digitaladwise.mediasmart.org.uk/lesson/5/page/ Image 6], Accessed 16/11/2010 </ref>]] 

===Responses to the digital adwise campaign===
Positive remarks on Media Smarts adwise campaign have been consistently published throughout both the academic and media world some of these responses include:
*“Children develop a critical attitude to advertising at an early stage. Instead of further regulations children should be taught to become more critical consumers and use ads more constructively.” <ref> Flemming and Martensen, [Children's Knowledge and Interpretation of Commercial Advertising Intentions,Truthfulness and Viewing Habits, Copenhagen Business School, Denmark 2001 http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf] Accessed 11/11/2010 </ref> showing that Media smarts programme have the best intensions for primary school aged children. 

*“Comprehension of narrative content was high, even among the youngest children; correct articulation of message intent occurred primarily among older children; evidence indicates that young children may interpret messages in informational terms regardless of message intent.” <ref> Blosser, [Age-Differences in Children’s Perceptions of Message Intent - Responses to TV-News, Commercials,
Educational Spots, and Public-Service Announcements, Communication Research 1985] http://www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf accessed 11/11/2010</ref> evoking that the research has paid off and the experts have found a comprehensive way of teaching the children in a fun and interesting manner. 

*A government statement from The House of Commons clearly states the governments push for this project to keep going and develop further. ‘That this House notes that, given the increased exposure to and use of digital media platforms by children, media literacy is an increasingly important skill for children to have and as such an important part of primary school education; therefore calls for materials such as Media Smart's Digital Adwise programme to be taken up by primary schools to increase children's awareness of advertising material online and their ability to think critically when viewing commercial communications; further calls for the Government to help expedite this by aiming to encourage more primary schools to adopt Media Smart or similar education schemes by 2012; further calls for the Government to take advice from education experts and groups on the introduction of media literacy teaching more widely across primary schools; and further calls for the Government to explore the possibility of incorporating media literacy teaching such as the Media Smart lessons and similar programmes into the primary school curriculum. ’<ref> House of Commons speaker http://www.publications.parliament.uk/pa/cm/cmedm/101026e01.htm accessed 11/11/2010 </ref> 

There have also been a number of more negative press announcements including 
*‘Despite the good intentions of the programme, it is ironic that such educational material be funded by the likes of Mars and McDonald’s, whose direct advertising to children has done so much to contribute to child obesity. Hypocrisy? Perhaps it would be kindest to believe that said companies are making amends for past mistakes.’ <ref>Scott Tickner [McDonald’s and Mars Preach Online Advertising Awareness to Kids on 24/11 /2009] http://www.directtrafficmedia.co.uk/News/McDonalds_and_Mars_Preach_Online_Advertising_Awareness_to_Kids_611247289769.html, Online Advertising , Accessed 11/11/10</ref> 

*Livingstone 2006 also argues that ‘advertising literacy is an insufficient cognitive defence against the effects of advertising. Whilst this may be Livingstone’s view, she is isolated in the academic community in this position and her views differ from those of significant figures in the media and media education’ <ref> Media smart research [http://eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf] accessed 11/11/2010 </ref> her full research report can be found at : [http://eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Livingston] 

*‘McDonald's has signed a controversial deal to sponsor the ITV weekend children's programming strand, prompting one Labour MP to call for fast-food TV tie-ups to be banned. McDonald's is spending an estimated £1m to back GMTV kids' programming strand 'Diggit', which covers all ITV's weekend programming from 7.10am to 9.25am. The core audience is three-to eight-year-olds. McDonald's' ad agency Leo Burnett is creating sponsorship idents that combine cartoon characters the Happy Hyenas with the McDonald's logo.’<ref> Mark Kleinman, [McDonald's under fire for kids' TV tie-up http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online] UTalk Marketing 26/6/2002, Accessed 11/11/10 </ref>

*‘Separately, Media Smart, the industry-wide initiative to educate young people about the use of ads, is delaying its launch by four months. Kellogg, Mattel, Hasbro and Masterfoods are the only advertisers to sign up to date’ Showing that a number of businesses had to be pushed or persuaded to join the organisation <ref> Media smart News [http://www.brandrepublic.net/news/148568/McDonalds-fire-kids-TV-tie-up/?DCMP=ILC-SEARCH Media Smart News] accessed 11/11/2010 </ref>

==Notes==
<References/>

Back to [[Globalisation:Media Smart]]

Globalisation:Media Smart:Activities

2010-11-17T15:59:33Z

Kirstin Walker:

Media Smart recently launched a new set of independently drawn up teaching materials (Be Adwise 2), which aim to build up children’s literacy skills with regard to the digital media, which are of growing importance in their lives. The programme has received extensive government and stakeholder support and is being requested by a large number of schools in the UK. <ref>[http://www.responsible-advertising.org/faq.asp#12 Responsible Advertising], Accessed on 02/11/10 </ref>

This initiative has been launched at a time when 77% of children use the internet regularly and it involves free online lessons. <ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref> These lessons allow children to learn about digital advertising in a fun, engaging manner. It teaches them to think critically about advertising online as they are an easy target for marketers. Advertising to children is now a £99 billion industry, so it is important that they are aware of it and know how to deal with it.<ref>[http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online], UTalk Marketing, Accessed 11/11/10</ref>

Digital Adwise is funded by many brands and companies, some of which being Mars, Kellogs, McDonalds, Ferrero, Lego, Mattell and Hasbro. It is also supported by the wider advertising industry, including the Institute of Practitioners in Advertising (IPA).<ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref>

==Activities==

*TAG THE ADVERTISEMENT- 45 adverts appear when walking down a virtual street the player has to click on every advertisement they notice. Including in shop window displays, the sides of lorries and on televisions evoking how many we bypass each day without much consideration.

*ADVERTING CHALLENGE – Linking individuals to certain brands, showing celebrity culture sells brands. Media Smarts feature Bill Board, Maggie Zeen and Ray deo linking their favourite pastimes to the object that it requires

*MAKE YOUR OWN BRAND- Making an interactive version of yourself or others the player creates their own clothes logo and slogan to appear on their interactive self featuring on a television advert, action figure or t-shirt. <ref>[http://www.mediasmart.org.uk/games/brandme.html Brand Me], Accessed 20/10/2010</ref>

Teachers are able to log into the Digital Adwise website where they can download various resources for the lesson’s including activity sheets, lesson plans and digital adverts. <ref>[http://digitaladwise.mediasmart.org.uk/page/teachers Teachers], Accessed 11/11/10</ref>
The resource centre provides notes which are suitable to be used with teacher power points, whiteboard activity screens, online activities for pupils and printable worksheets on their main website. The teacher’s notes provide a guide on different approaches that can be taken to teaching the activities to the pupils. The activities available are designed to appeal to a variety of different learning styles – i.e. visual, auditory, interpersonal, etc – and are broken down into manageable tasks that can be carried out as discrete activities, or combined into one lesson, with introductory and plenary sessions.<ref>[http://digitaladwise.mediasmart.org.uk/page/resourceCentre, Resource Centre], Accessed 11/11/10</ref>

:Digital Adwise official website : http://digitaladwise.mediasmart.org.uk
[[Image:Doodle.png|thumb|right|600px|Image 1: displays digital adwise's home screen. It shows that the website is aimed at both children and adults alike, for teachers to receive full teaching resources they have to log onto the site and become a member. In return they receive teaching packs containing: powerpoint presentations, notes and lesson plans, activity sheets and whiteboard pages.<ref>home page [http://digitaladwise.mediasmart.org.uk/login/logout Image 1] Accessed 16/11/2010 </ref>]]

[[Image:Doodle2.png|thumb|right|600px|Image 2: shows the resource centre featuring a lesson plan for teachers, there are 10 available online at the moment with more activities coming soon. Along with this teachers recieve additional tools and help such as glossaries and additional web pages.<ref>Teachers Page [http://digitaladwise.mediasmart.org.uk/page/teachers Image 2], Accessed 16/11/2010 </ref>]]

[[Image:Doodle3.png|thumb|right|600px|Image 3:An example of a primary 2 lesson. <ref> lesson[http://digitaladwise.mediasmart.org.uk/lesson/1/page/1 Image 3], Accessed 16/11/2010 </ref>]]
[[Image:Doodle4.png|thumb|right|600px|Image 4:An example of a primary 4 lesson.<ref> Lesson2 [http://digitaladwise.mediasmart.org.uk/lesson/1/page/3 Image 4], Accessed 16/11/2010 </ref>]]

[[Image:Doodle5.png|thumb|right|600px|Image 5: This image evokes how lesson plans contribute towards advertising Media smarts funders to young school aged children, not teaching them how to ignore such images.<ref>[ http://digitaladwise.mediasmart.org.uk/lesson/4/page/1 Lesson 3 Image 5] Accessed 16/11/2010 </ref>]]

[[Image:Doodle6.png|thumb|right|600px|Image 6: This screen shot shows that although it is still classed as advertising the company also features charities when educating young adults. <ref>Lesson 4[http://digitaladwise.mediasmart.org.uk/lesson/5/page/ Image 6], Accessed 16/11/2010 </ref>]] 

===Responses to the digital adwise campaign===
Positive remarks on Media Smarts adwise campaign have been consistently published throughout both the academic and media world some of these responses include:
*“Children develop a critical attitude to advertising at an early stage. Instead of further regulations children should be taught to become more critical consumers and use ads more constructively.” <ref> Flemming and Martensen, [Children's Knowledge and Interpretation of Commercial Advertising Intentions,Truthfulness and Viewing Habits, Copenhagen Business School, Denmark 2001 www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf] Accessed 11/11/2010 </ref> showing that Media smarts programme have the best intensions for primary school aged children. 

*“Comprehension of narrative content was high, even among the youngest children; correct articulation of message intent occurred primarily among older children; evidence indicates that young children may interpret messages in informational terms regardless of message intent.” <ref> Blosser, [Age-Differences in Children’s Perceptions of Message Intent - Responses to TV-News, Commercials,
Educational Spots, and Public-Service Announcements, Communication Research 1985] stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf accessed 11/11/2010</ref> evoking that the research has paid off and the experts have found a comprehensive way of teaching the children in a fun and interesting manner. 

*A government statement from The House of Commons clearly states the governments push for this project to keep going and develop further. ‘That this House notes that, given the increased exposure to and use of digital media platforms by children, media literacy is an increasingly important skill for children to have and as such an important part of primary school education; therefore calls for materials such as Media Smart's Digital Adwise programme to be taken up by primary schools to increase children's awareness of advertising material online and their ability to think critically when viewing commercial communications; further calls for the Government to help expedite this by aiming to encourage more primary schools to adopt Media Smart or similar education schemes by 2012; further calls for the Government to take advice from education experts and groups on the introduction of media literacy teaching more widely across primary schools; and further calls for the Government to explore the possibility of incorporating media literacy teaching such as the Media Smart lessons and similar programmes into the primary school curriculum. ’<ref> House of Commons speaker http://www.publications.parliament.uk/pa/cm/cmedm/101026e01.htm accessed 11/11/2010 </ref> 

There have also been a number of more negative press announcements including 
*‘Despite the good intentions of the programme, it is ironic that such educational material be funded by the likes of Mars and McDonald’s, whose direct advertising to children has done so much to contribute to child obesity. Hypocrisy? Perhaps it would be kindest to believe that said companies are making amends for past mistakes.’ <ref>Scott Tickner [McDonald’s and Mars Preach Online Advertising Awareness to Kids on 24/11 /2009] http://www.directtrafficmedia.co.uk/News/McDonalds_and_Mars_Preach_Online_Advertising_Awareness_to_Kids_611247289769.html, Online Advertising , Accessed 11/11/10</ref> 

*Livingstone 2006 also argues that ‘advertising literacy is an insufficient cognitive defence against the effects of advertising. Whilst this may be Livingstone’s view, she is isolated in the academic community in this position and her views differ from those of significant figures in the media and media education’ <ref> Media smart research [http://eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf] accessed 11/11/2010 </ref> her full research report can be found at : [http://eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Livingston] 

*‘McDonald's has signed a controversial deal to sponsor the ITV weekend children's programming strand, prompting one Labour MP to call for fast-food TV tie-ups to be banned. McDonald's is spending an estimated £1m to back GMTV kids' programming strand 'Diggit', which covers all ITV's weekend programming from 7.10am to 9.25am. The core audience is three-to eight-year-olds. McDonald's' ad agency Leo Burnett is creating sponsorship idents that combine cartoon characters the Happy Hyenas with the McDonald's logo.’<ref> Mark Kleinman, [McDonald's under fire for kids' TV tie-up http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online] UTalk Marketing 26/6/2002, Accessed 11/11/10 </ref>

*‘Separately, Media Smart, the industry-wide initiative to educate young people about the use of ads, is delaying its launch by four months. Kellogg, Mattel, Hasbro and Masterfoods are the only advertisers to sign up to date’ Showing that a number of businesses had to be pushed or persuaded to join the organisation <ref> Media smart News [http://www.brandrepublic.net/news/148568/McDonalds-fire-kids-TV-tie-up/?DCMP=ILC-SEARCH Media Smart News] accessed 11/11/2010 </ref>

==Notes==
<References/>

Back to [[Globalisation:Media Smart]]

Globalisation:Media Smart:Activities

2010-11-17T15:57:58Z

Kirstin Walker:

Media Smart recently launched a new set of independently drawn up teaching materials (Be Adwise 2), which aim to build up children’s literacy skills with regard to the digital media, which are of growing importance in their lives. The programme has received extensive government and stakeholder support and is being requested by a large number of schools in the UK. <ref>[http://www.responsible-advertising.org/faq.asp#12 Responsible Advertising], Accessed on 02/11/10 </ref>

This initiative has been launched at a time when 77% of children use the internet regularly and it involves free online lessons. <ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref> These lessons allow children to learn about digital advertising in a fun, engaging manner. It teaches them to think critically about advertising online as they are an easy target for marketers. Advertising to children is now a £99 billion industry, so it is important that they are aware of it and know how to deal with it.<ref>[http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online], UTalk Marketing, Accessed 11/11/10</ref>

Digital Adwise is funded by many brands and companies, some of which being Mars, Kellogs, McDonalds, Ferrero, Lego, Mattell and Hasbro. It is also supported by the wider advertising industry, including the Institute of Practitioners in Advertising (IPA).<ref>[http://www.ipa.co.uk/content/Improving-childrens-understanding-of-online-advertising Improving Children's Understanding of Online Advertising], IPA, Accessed 11/11/10</ref>

==Activities==

*TAG THE ADVERTISEMENT- 45 adverts appear when walking down a virtual street the player has to click on every advertisement they notice. Including in shop window displays, the sides of lorries and on televisions evoking how many we bypass each day without much consideration.

*ADVERTING CHALLENGE – Linking individuals to certain brands, showing celebrity culture sells brands. Media Smarts feature Bill Board, Maggie Zeen and Ray deo linking their favourite pastimes to the object that it requires

*MAKE YOUR OWN BRAND- Making an interactive version of yourself or others the player creates their own clothes logo and slogan to appear on their interactive self featuring on a television advert, action figure or t-shirt. <ref>[http://www.mediasmart.org.uk/games/brandme.html Brand Me], Accessed 20/10/2010</ref>

Teachers are able to log into the Digital Adwise website where they can download various resources for the lesson’s including activity sheets, lesson plans and digital adverts. <ref>[http://digitaladwise.mediasmart.org.uk/page/teachers Teachers], Accessed 11/11/10</ref>
The resource centre provides notes which are suitable to be used with teacher power points, whiteboard activity screens, online activities for pupils and printable worksheets on their main website. The teacher’s notes provide a guide on different approaches that can be taken to teaching the activities to the pupils. The activities available are designed to appeal to a variety of different learning styles – i.e. visual, auditory, interpersonal, etc – and are broken down into manageable tasks that can be carried out as discrete activities, or combined into one lesson, with introductory and plenary sessions.<ref>[http://digitaladwise.mediasmart.org.uk/page/resourceCentre, Resource Centre], Accessed 11/11/10</ref>

:Digital Adwise official website : http://digitaladwise.mediasmart.org.uk
[[Image:Doodle.png|thumb|right|600px|Image 1: displays digital adwise's home screen. It shows that the website is aimed at both children and adults alike, for teachers to receive full teaching resources they have to log onto the site and become a member. In return they receive teaching packs containing: powerpoint presentations, notes and lesson plans, activity sheets and whiteboard pages.<ref>home page [http://digitaladwise.mediasmart.org.uk/login/logout Image 1] Accessed 16/11/2010 </ref>]]

[[Image:Doodle2.png|thumb|right|600px|Image 2: shows the resource centre featuring a lesson plan for teachers, there are 10 available online at the moment with more activities coming soon. Along with this teachers recieve additional tools and help such as glossaries and additional web pages.<ref>Teachers Page [http://digitaladwise.mediasmart.org.uk/page/teachers Image 2], Accessed 16/11/2010 </ref>]]

[[Image:Doodle3.png|thumb|right|600px|Image 3:An example of a primary 2 lesson. <ref> lesson[http://digitaladwise.mediasmart.org.uk/lesson/1/page/1 Image 3], Accessed 16/11/2010 </ref>]]
[[Image:Doodle4.png|thumb|right|600px|Image 4:An example of a primary 4 lesson.<ref> Lesson2 [http://digitaladwise.mediasmart.org.uk/lesson/1/page/3 Image 4], Accessed 16/11/2010 </ref>]]

[[Image:Doodle5.png|thumb|right|600px|Image 5: This image evokes how lesson plans contribute towards advertising Media smarts funders to young school aged children, not teaching them how to ignore such images.<ref>[ http://digitaladwise.mediasmart.org.uk/lesson/4/page/1 Lesson 3 Image 5] Accessed 16/11/2010 </ref>]]

[[Image:Doodle6.png|thumb|right|600px|Image 6: This screen shot shows that although it is still classed as advertising the company also features charities when educating young adults. <ref>Lesson 4[http://digitaladwise.mediasmart.org.uk/lesson/5/page/ Image 6], Accessed 16/11/2010 </ref>]] 

===Responses to the digital adwise campaign===
Positive remarks on Media Smarts adwise campaign have been consistently published throughout both the academic and media world some of these responses include:
*“Children develop a critical attitude to advertising at an early stage. Instead of further regulations children should be taught to become more critical consumers and use ads more constructively.” <ref> Flemming and Martensen, [Children's Knowledge and Interpretation of Commercial Advertising Intentions,Truthfulness and Viewing Habits, Copenhagen Business School, Denmark 2001] www.stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf Accessed 11/11/2010 </ref> showing that Media smarts programme have the best intensions for primary school aged children. 

*“Comprehension of narrative content was high, even among the youngest children; correct articulation of message intent occurred primarily among older children; evidence indicates that young children may interpret messages in informational terms regardless of message intent.” <ref> Blosser, [Age-Differences in Children’s Perceptions of Message Intent - Responses to TV-News, Commercials,
Educational Spots, and Public-Service Announcements, Communication Research 1985] stakeholders.ofcom.org.uk/binaries/consultations/foodads_new/responses/masterfoods.pdf accessed 11/11/2010</ref> evoking that the research has paid off and the experts have found a comprehensive way of teaching the children in a fun and interesting manner. 

*A government statement from The House of Commons clearly states the governments push for this project to keep going and develop further. ‘That this House notes that, given the increased exposure to and use of digital media platforms by children, media literacy is an increasingly important skill for children to have and as such an important part of primary school education; therefore calls for materials such as Media Smart's Digital Adwise programme to be taken up by primary schools to increase children's awareness of advertising material online and their ability to think critically when viewing commercial communications; further calls for the Government to help expedite this by aiming to encourage more primary schools to adopt Media Smart or similar education schemes by 2012; further calls for the Government to take advice from education experts and groups on the introduction of media literacy teaching more widely across primary schools; and further calls for the Government to explore the possibility of incorporating media literacy teaching such as the Media Smart lessons and similar programmes into the primary school curriculum. ’<ref> House of Commons speaker http://www.publications.parliament.uk/pa/cm/cmedm/101026e01.htm accessed 11/11/2010 </ref> 

There have also been a number of more negative press announcements including 
*‘Despite the good intentions of the programme, it is ironic that such educational material be funded by the likes of Mars and McDonald’s, whose direct advertising to children has done so much to contribute to child obesity. Hypocrisy? Perhaps it would be kindest to believe that said companies are making amends for past mistakes.’ <ref>Scott Tickner [McDonald’s and Mars Preach Online Advertising Awareness to Kids on 24/11 /2009] http://www.directtrafficmedia.co.uk/News/McDonalds_and_Mars_Preach_Online_Advertising_Awareness_to_Kids_611247289769.html, Online Advertising , Accessed 11/11/10</ref> 

*Livingstone 2006 also argues that ‘advertising literacy is an insufficient cognitive defence against the effects of advertising. Whilst this may be Livingstone’s view, she is isolated in the academic community in this position and her views differ from those of significant figures in the media and media education’ <ref> Media smart research [http://eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf] accessed 11/11/2010 </ref> her full research report can be found at : [http://eprints.lse.ac.uk/1015/1/Drawing_conclusions_from_new_media_research_(LSERO).pdf Livingston] 

*‘McDonald's has signed a controversial deal to sponsor the ITV weekend children's programming strand, prompting one Labour MP to call for fast-food TV tie-ups to be banned. McDonald's is spending an estimated £1m to back GMTV kids' programming strand 'Diggit', which covers all ITV's weekend programming from 7.10am to 9.25am. The core audience is three-to eight-year-olds. McDonald's' ad agency Leo Burnett is creating sponsorship idents that combine cartoon characters the Happy Hyenas with the McDonald's logo.’<ref> Mark Kleinman, [McDonald's under fire for kids' TV tie-up http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=16154 An Industry to Teach Kids to be More Marketing Aware Online] UTalk Marketing 26/6/2002, Accessed 11/11/10 </ref>

*‘Separately, Media Smart, the industry-wide initiative to educate young people about the use of ads, is delaying its launch by four months. Kellogg, Mattel, Hasbro and Masterfoods are the only advertisers to sign up to date’ Showing that a number of businesses had to be pushed or persuaded to join the organisation <ref> Media smart News [http://www.brandrepublic.net/news/148568/McDonalds-fire-kids-TV-tie-up/?DCMP=ILC-SEARCH Media Smart News] accessed 11/11/2010 </ref>

==Notes==
<References/>

Back to [[Globalisation:Media Smart]]

Their relationship with academics and what they need them for

2010-11-17T15:49:39Z

Kirstin Walker:

Media Smart: International expansion of the Media Smart group

2010-11-17T15:46:05Z

Kirstin Walker:

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

In Britain The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions]", Responsible Advertising for Children, accessed 16 November 2010</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4 November 2010</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4 November 2010</ref>

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News} Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=

In Portugal Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further. (There is currently an argument about the consultations which clearly is not deigned to benefit the public interest not sure if this is needed).

==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft. 
Budapest 
Naphegy tér 8. 
1016 

E-mail: mediasmarthungary@mediasmarthungary.hu 
telefon/fax: 06 1 212-5026 

=Sweden=
Media Smart is not conducted in a commercially, but based on that support companies welcome the initiative to finance planning, production and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF 
• Coop 
• Ferrero Scandinavia 
• ICA 
• March Sweden 
• Max Hamburger Restaurants 
• McDonald's 
• Mediaedge: cia 
• Procter & Gamble 
• Swedish Games 
• Sweden Advertisers 
• Swedish Association of Communication Agencies 
• Unilever 
• Waterfall 

==Contact us==
Please contact us at the Media Smart
Contact: Anna Lindstrom 
Media Smart, Sweden Advertisers 
Klara East Church Street 2C 
Box 1327 
111 83 Stockholm
 
Phone: +46 8545252 38 
Mail: anna.lindstrom @ annons.se 

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages.

Foreword by the Advertising Council:
'If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection.'
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

==Sponsors ==
•Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

=Conclusion=

In Conclusion It can be seen that Media Smart has expanded around the globe on different continents, This Expansion could not have happened without the support of both the governments and Funders from each individual country. It has to be noted however that many funders either financially or through contributions are linked between said countries. This can be linked to the ideology that International corporations have many different aspects of power. Without their contributions Media Smart would not have expanded at the rate it has evoking that the Funders must recieve feedback for all their help.

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Media Smart: International expansion of the Media Smart group

2010-11-17T15:40:47Z

Kirstin Walker: /* The following companies support Media Smart financially in SwedenSweden's Supporters Accessed 17/1/2010 */

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

In Britain The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions]", Responsible Advertising for Children, accessed 16 November 2010</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4 November 2010</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4 November 2010</ref>

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News} Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=

In Portugal Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further. (There is currently an argument about the consultations which clearly is not deigned to benefit the public interest not sure if this is needed).

==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft. 
Budapest 
Naphegy tér 8. 
1016 

E-mail: mediasmarthungary@mediasmarthungary.hu 
telefon/fax: 06 1 212-5026 

=Sweden=
Media Smart is not conducted in a commercially, but based on that support companies welcome the initiative to finance planning, production and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF 
• Coop 
• Ferrero Scandinavia 
• ICA 
• March Sweden 
• Max Hamburger Restaurants 
• McDonald's 
• Mediaedge: cia 
• Procter & Gamble 
• Swedish Games 
• Sweden Advertisers 
• Swedish Association of Communication Agencies 
• Unilever 
• Waterfall 

==Contact us==
Please contact us at the Media Smart
Contact: Anna Lindstrom 
Media Smart, Sweden Advertisers 
Klara East Church Street 2C 
Box 1327 
111 83 Stockholm
 
Phone: +46 8545252 38 
Mail: anna.lindstrom @ annons.se 

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages.

Foreword by the Advertising Council:
'If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection.'
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

==Sponsors ==
•Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Media Smart: International expansion of the Media Smart group

2010-11-17T15:39:51Z

Kirstin Walker: /* Belgium */

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

In Britain The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions]", Responsible Advertising for Children, accessed 16 November 2010</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4 November 2010</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4 November 2010</ref>

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News} Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=

In Portugal Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further. (There is currently an argument about the consultations which clearly is not deigned to benefit the public interest not sure if this is needed).

==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft. 
Budapest 
Naphegy tér 8. 
1016 

E-mail: mediasmarthungary@mediasmarthungary.hu 
telefon/fax: 06 1 212-5026 

=Sweden=
Media Smart is not conducted in a commercially, but based on that support companies welcome the initiative to finance planning, production and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF
• Coop
• Ferrero Scandinavia
• ICA
• March Sweden
• Max Hamburger Restaurants
• McDonald's
• Mediaedge: cia
• Procter & Gamble
• Swedish Games
• Sweden Advertisers
• Swedish Association of Communication Agencies
• Unilever
• Waterfall

==Contact us==
Please contact us at the Media Smart
Contact: Anna Lindstrom 
Media Smart, Sweden Advertisers 
Klara East Church Street 2C 
Box 1327 
111 83 Stockholm
 
Phone: +46 8545252 38 
Mail: anna.lindstrom @ annons.se 

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages.

Foreword by the Advertising Council:
'If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection.'
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

==Sponsors ==
•Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Media Smart: International expansion of the Media Smart group

2010-11-17T15:39:04Z

Kirstin Walker: /* Belgium */

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

In Britain The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions]", Responsible Advertising for Children, accessed 16 November 2010</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4 November 2010</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4 November 2010</ref>

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News} Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=

In Portugal Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further. (There is currently an argument about the consultations which clearly is not deigned to benefit the public interest not sure if this is needed).

==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft. 
Budapest 
Naphegy tér 8. 
1016 

E-mail: mediasmarthungary@mediasmarthungary.hu 
telefon/fax: 06 1 212-5026 

=Sweden=
Media Smart is not conducted in a commercially, but based on that support companies welcome the initiative to finance planning, production and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF
• Coop
• Ferrero Scandinavia
• ICA
• March Sweden
• Max Hamburger Restaurants
• McDonald's
• Mediaedge: cia
• Procter & Gamble
• Swedish Games
• Sweden Advertisers
• Swedish Association of Communication Agencies
• Unilever
• Waterfall

==Contact us==
Please contact us at the Media Smart
Contact: Anna Lindstrom 
Media Smart, Sweden Advertisers 
Klara East Church Street 2C 
Box 1327 
111 83 Stockholm
 
Phone: +46 8545252 38 
Mail: anna.lindstrom @ annons.se 

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages.

Foreword by the Advertising Council:
'If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection.'
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

==Sponsors:== 

• Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Media Smart: International expansion of the Media Smart group

2010-11-17T15:38:27Z

Kirstin Walker:

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

In Britain The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions]", Responsible Advertising for Children, accessed 16 November 2010</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4 November 2010</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4 November 2010</ref>

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News} Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=

In Portugal Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further. (There is currently an argument about the consultations which clearly is not deigned to benefit the public interest not sure if this is needed).

==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft. 
Budapest 
Naphegy tér 8. 
1016 

E-mail: mediasmarthungary@mediasmarthungary.hu 
telefon/fax: 06 1 212-5026 

=Sweden=
Media Smart is not conducted in a commercially, but based on that support companies welcome the initiative to finance planning, production and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF
• Coop
• Ferrero Scandinavia
• ICA
• March Sweden
• Max Hamburger Restaurants
• McDonald's
• Mediaedge: cia
• Procter & Gamble
• Swedish Games
• Sweden Advertisers
• Swedish Association of Communication Agencies
• Unilever
• Waterfall

==Contact us==
Please contact us at the Media Smart
Contact: Anna Lindstrom 
Media Smart, Sweden Advertisers 
Klara East Church Street 2C 
Box 1327 
111 83 Stockholm
 
Phone: +46 8545252 38 
Mail: anna.lindstrom @ annons.se 

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages.

Foreword by the Advertising Council:
'If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection.'
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

===Sponsors: === 

• Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Media Smart: International expansion of the Media Smart group

2010-11-17T15:36:06Z

Kirstin Walker: /* Belgium */

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

In Britain The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions]", Responsible Advertising for Children, accessed 16 November 2010</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4 November 2010</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4 November 2010</ref>

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News} Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=

In Portugal Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further. (There is currently an argument about the consultations which clearly is not deigned to benefit the public interest not sure if this is needed).

==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft.
Budapest
Naphegy tér 8.
1016

E-mail: mediasmarthungary@mediasmarthungary.hu
telefon/fax: 06 1 212-5026

=Sweden=
Media Smart is not conducted in a commercially, but based on that support companies welcome the initiative to finance planning, production and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF
• Coop
• Ferrero Scandinavia
• ICA
• March Sweden
• Max Hamburger Restaurants
• McDonald's
• Mediaedge: cia
• Procter & Gamble
• Swedish Games
• Sweden Advertisers
• Swedish Association of Communication Agencies
• Unilever
• Waterfall

==Contact us==
Please contact us at the Media Smart?
Contact: Anna Lindstrom
Media Smart, Sweden Advertisers
Klara East Church Street 2C
Box 1327
111 83 Stockholm

Phone: +46 8545252 38
Mail: anna.lindstrom @ annons.se

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages.

Foreword by the Advertising Council
If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection. ¹ '²
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

===Sponsors: === 

• Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Media Smart: International expansion of the Media Smart group

2010-11-17T15:35:27Z

Kirstin Walker: /* Belgium */

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

In Britain The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions]", Responsible Advertising for Children, accessed 16 November 2010</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4 November 2010</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4 November 2010</ref>

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News} Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=

In Portugal Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further. (There is currently an argument about the consultations which clearly is not deigned to benefit the public interest not sure if this is needed).

==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft.
Budapest
Naphegy tér 8.
1016

E-mail: mediasmarthungary@mediasmarthungary.hu
telefon/fax: 06 1 212-5026

=Sweden=
Media Smart is not conducted in a commercially, but based on that support companies welcome the initiative to finance planning, production and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF
• Coop
• Ferrero Scandinavia
• ICA
• March Sweden
• Max Hamburger Restaurants
• McDonald's
• Mediaedge: cia
• Procter & Gamble
• Swedish Games
• Sweden Advertisers
• Swedish Association of Communication Agencies
• Unilever
• Waterfall

==Contact us==
Please contact us at the Media Smart?
Contact: Anna Lindstrom
Media Smart, Sweden Advertisers
Klara East Church Street 2C
Box 1327
111 83 Stockholm

Phone: +46 8545252 38
Mail: anna.lindstrom @ annons.se

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages.

Foreword by the Advertising Council
If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection. ¹ '²
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

===Sponsors===: 

• Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Media Smart: International expansion of the Media Smart group

2010-11-17T15:34:42Z

Kirstin Walker: /* Belgium */

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

In Britain The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions]", Responsible Advertising for Children, accessed 16 November 2010</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4 November 2010</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4 November 2010</ref>

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News} Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=

In Portugal Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further. (There is currently an argument about the consultations which clearly is not deigned to benefit the public interest not sure if this is needed).

==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft.
Budapest
Naphegy tér 8.
1016

E-mail: mediasmarthungary@mediasmarthungary.hu
telefon/fax: 06 1 212-5026

=Sweden=
Media Smart is not conducted in a commercially, but based on that support companies welcome the initiative to finance planning, production and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF
• Coop
• Ferrero Scandinavia
• ICA
• March Sweden
• Max Hamburger Restaurants
• McDonald's
• Mediaedge: cia
• Procter & Gamble
• Swedish Games
• Sweden Advertisers
• Swedish Association of Communication Agencies
• Unilever
• Waterfall

==Contact us==
Please contact us at the Media Smart?
Contact: Anna Lindstrom
Media Smart, Sweden Advertisers
Klara East Church Street 2C
Box 1327
111 83 Stockholm

Phone: +46 8545252 38
Mail: anna.lindstrom @ annons.se

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages.

Foreword by the Advertising Council
If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection. ¹ '²
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

Sponsors:
• Association Belge des Banques (ABB) 
• Danone 
• Douwe Egberts 
• Ferrero 
• Hasbro 
• Kellogg's 
• National Lottery 
• Masterfoods 
• Mc Donald's 
• Nestle 
• Procter & Gamble 
• Refinery Tirlemontoise 
• Unilever 

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

Media Smart: International expansion of the Media Smart group

2010-11-17T15:33:15Z

Kirstin Walker:

Across Europe over 73,000 primary schools are using the Media Smart material and 19,000 have requested the use of the material. .<ref>[http://ec.europa.eu/culture/media/literacy/docs/contributions/68_88_lmnopqr/76_94_media_sm.pdf Media Smart UK Response to the European Commission Media Literacy Questionnaire]European Commission Website, accessed 4 November 2010</ref>

These programmes are supported by 36 monopolist companies all over the world including highly powerful global companies such as Microsoft, Nintendo, Hasbro to name just a few.

In Britain The official members of the Organization themselves raise suspicion with their involvement in other activities. For instance Marina Palomba who serves as the Director of Media Smart published a book titled “Ad Law- Breaking the Mould without Breaking the Rules".<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>She also specializes in Brand protection, advertising and marketing law and regulation, including intellectual property rights. She is also allegedly “establishing the first global compliance and advisory service with the aim to assist advertisers, agencies and technology companies’’.<ref>[http://uk.linkedin.com/pub/marina-palomba/11/330/b8b Marina Palomba Profile] Linkedin Website, accessed 2 November 2010</ref>Paul Jackson is the Director of European Marketing Director for the confectionary business and he serves as the Vise President of the World Federation of Advertising and the Responsible Advertising and Children program, they claim to be committed to responsible marketing communication on a local, regional and global scale. .<ref>[http://www.responsible-advertising.org/faq.asp#3 Frequently Asked Questions]", Responsible Advertising for Children, accessed 16 November 2010</ref>The programme is responsible for launching Media Smart in European Union. Coincidently he runs a Silver fin which is a brand doctoring consultancy company.<ref>[http://www.kidsandyouth.com/8.05.pdf Kids are getting Media Smart in the UK]" Family kids and youth website],accessed 4 November 2010</ref>

The expert group are clearly using Media Smart programs as a platform for advertising products, to children in Europe and potentially in the world ,in which they have involvement. Issues and concerns have been raised by child psychologists about the vulnerability of children to advertising companies. In 2004 Minister of Media and Heritage Lord McIntosh noted that “advertising in all forms played an important role in informing people’s choices of products and services”. This view is channelled by Media Smart Groups to exploit young people by exposing them to all forms of advertising though Digital Ad wise and Media Smart programs.<ref>[http://www.wfanet.org/globalnews.cfm?id=318 WFA members back digital media literacy lessons for UK children], World Federation of Advertisers website,accessed 4 November 2010</ref>

The creation of consumerism around the world has influenced children to think about a ‘must have’ toy and ‘I've got to have it’. This behavour is solicitated by pressures from the media and their peers. It is disappointingly a common marketing occurrence. It is not surprising that these organisations are mostly funded by private sector companies. In USA, the Media Smart Youth programme called "We can", is a national movement designed to teach 8 to 13 year olds to stay healthy. The programme has been implemented by many states. The programme was made available to the public in 2006<ref>[http://www.nhlbi.nih.gov/health/public/heart/obesity/wecan/about-wecan/index.htm Ways to enhance Children’s Activity and Nutrition], National Heart Lung and Blood Institute website, Accessed 17 November 2020</ref> Since its launch, it has been adopted by all 50 states and community sites, and in several parts around the world including the Arab World <ref>"[http://www.aocmedialiteracy.org/index.php?option=com_content&task=view&id=84&Itemid=31 Helping Palestinian Children Become “Media Smart”!]" Alliance of Civilisation website,accessed 17 November 2010</ref>. In Canada 10 provinces have endorsed programmes aimed at advertising to young children <ref>"[http://www.media-awareness.ca/english/teachers/media_education/media_education_overview.cfm Media Education in Canada:An Overview]" Media Awareness Network website,accessed 17 November 2010</ref>

The shift to neo-liberalism has increased the deregulation of companies to some extent, the reason being that regulation is now conducted to suit neo-liberal policies. The same policies are enacted in the public’s name but increasingly without the public’s consent,tghus they do not see the hidden messages attached in advertisements. In reality private interests supersedes children’s needs. This is done with the Government‘s protection of corporate companies rather than popular inference. Neo-liberal global capitalists market and the global commercial markets are closely linked. Thus they are a collective movement.

The average Canadian child sees 350,000 TV commercials before graduating from high school, spends nearly as much time watching TV as attending classes. In 1980 the Canadian province of Quebec banned advertising for children under age 13.<ref>[Consumer Protection Act, R.S.Q., c. P-40.1, ss. 248-9 (see also: ss. 87-91 of the Consumer Protection Regulations, R.R.Q., 1981, c. P-40.1; and Application Guide for Sections 248 and 249 of the Quebec Consumer Protection Act (Advertising Intended for Children Under 13 Years of Age). </ref>
] “In upholding the consititutional validity of the Quebec Consumer Protection Act restrictions on advertising to children under age 13 (in the case of a challenge by a toy company) the Court held: ‘...advertising directed at young children is per se manipulative. Such advertising aims to promote products by convincing those who will always believe.’” Norway (ads directed at children under age 12), and Sweden (television ads aimed at children under age 12) also have legislated broad bans on advertising to children, during child programmes any kind of advertising is forbidden in Sweden, Denmark, Austria and Flemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. An attempt to restrict advertising directed at children in the US failed with reference to the First Amendment. In Spain bans are also considered undemocratic.<ref> [https://www.berlinonline.de/berliner-zeitung/archiv/.bin/dump.fcgi/2001/0203/none/0086/index.html Belgium News} Accessed 17/11/2010 </ref> <ref>[http://whqlibdoc.who.int/publications/2004/9241591579.pdf Spain] Accessed 17/11/2010 </ref>
[[Image:Worldmap1.png|thumb|500px|right]]

=The Media Smart website lists the following:=

Germany [ http://www.mediasmart.de ] 
Netherlands[ http://www.reklamerakkers.nl ] 
Belgium [ http://www.mediasmart.be ] 
Sweden [ http://www.mediasmart.se ] 
Finland [ http://www.mediasmart.fi ] 
Hungary [ http://www.mediatudor.hu ] 
Portugal [ http://www.mediasmart.com ] 

=Netherlands=
In the Netherlands Media Smart has sister companies which are named as: Media Rakkers which was launched in 2005 adopted by over 4,500 schools.Their other Company Recklame was launched in 2006 immediately afterwards. This initiative runs in 6,000 schools out of 8,500 primary schools. These statistics show that the company is very successful. <ref>[http://www.ciaa.be/documents/brochures/hls2_brochure.pdf Promoting Balanced Diets and Healthy Lifestyles Netherlands ], CIAA Website, accessed 21 November 2010</ref>

=Portugal=

In Portugal Media Smart is already in 20,180 schools. The reception for the education community education divisions of Palmela and Almada also counted with the participation and training of Smart Media.

==The Expert Group consists of:==
*Prof. Roberto Carneiro, Professor and Researcher at the Portuguese Catholic University
*Dr. Paul Fonseca, General Directorate of Curriculum Innovation and Development (DGIDC)
*Dr. Pedro Ribeiro da Silva, Directorate General of Health (DH)
*Dr. Gisela Seraphim, Directorate General for Consumer (DGC)
*Dr. Albino Almeida, Conf. National Parents Association (CONFAP)
*Prof. Manuel Rangel, Professor and Specialist in Basic Education
*Prof. Carlos Neto, Director of the School of Human Kinetics
*Prof. Georg Dutschke, Marketing Specialist in Child
*Ms. Cecilia Galvão, Child Psychologist at Hospital D. Estefania
*Dr. Mónica Chaves, Communications Specialist Child
*Dr. Alexandra Benedict, President of the Portuguese Association of Nutritionists (APN)
*Dr. Maria Luiza Vaz Pinto (AC Media

==Comments from teachers using the resources==
*"I really enjoyed using this program, is a groundbreaking work and is a challenge for us." - (Aveiro) 

*"Lets develop observation skills and develop the critical spirit in relation to advertising and then in relation to other issues." - (Lisbon) 

*"I really liked because it is essential to see this issue from small so they can make the right choices, for example at Christmas, and to teach them how to separate the useful from the harmful and help them learn to read between the lines." - ( Porto) 

*"I really liked because it meets the problems of day to day, and stirs the real and that is of interest to both students and for teachers." (Lisbon) 

*"The materials are easy to use, the exercises are well explained and linked." - (Aveiro) 

*"The students liked it a lot because we used the DVD and magazines that are of different materials that are used to and they get excited, and also because it could show that they have knowledge - knowledge that is not educated." - (Porto) 

==Sponsorship==
*Caixa Geral de Depósitos
*DANONE PORTUGAL, SA
*DIAGEO PORTUGAL, LDA.
*FERRERO IBERICA, SA
*Kellogg's ESPAÑA, SA
*KRAFT FOODS PORTUGAL, LDA.
*MARS PORTUGAL
*Modelo Continente, SA
*NESTLÉ PORTUGAL, SA
*PORTUGAL TELECOM, SA
*PROCTER & GAMBLE PORTUGAL, LDA.
*MACDONALD'S SYSTEMS PORTUGAL, LDA.
*UNICER - DRINK PORTUGAL, SA
*Unilever Jerónimo Martins, Lda
==Support==
*APAP - Portuguese Association of Advertising and Communication
*APIMPRENSA, PORTUGUESE PRESS ASSOCIATION
*BRANDKEY - MARKETING SERVICES, SA
*BYCOM - ADVERTISING AND DESIGN SERVICES LTD.
*Dfusion
*EXPRESS
*FILM BROKERS LTD
*INITIATIVE MEDIA - ADVERTISING ACTIVITIES, SA
*NEWSPAPER "THE FIRST IN JANUARY"
*MEDIA MONITOR
*AEIOU PORTAL
*Porto Editora, Lda.
*EN COMMUNICATIONS SA
*RADIO AND TELEVISION IN PORTUGAL
*Pip
*SIC - Sociedade Independente de Comunicação
*VISION

==Contact Information==

Avenida da República, 62F - 6th floor 
1050 - 197 Lisbon 

Tel. +351 21 796 67 31 

Fax: +351 21 793 85 76 
mediasmart@apan.pt
www.mediasmart.com.pt <ref>Portugal Media Smart[http://www.mediasmart.com.pt/press_center.38.html Portugal Contact Info] Accessed17/11/2010 </ref>

=Hungary=
Media Smart was introduced in 2007-2008 <ref>[http://www.mediatudor.hu/sajtoszoba.php Hungary] Accessed17/11/2010 </ref> In Hungary 1195 of the country’ schools have participated in the program and a Media tutor website has been set up to encourage the success of Media Smart. Advertisers have donated cash and broadcasters have used pro bono airtime worth over £2million to help develop the project further. (There is currently an argument about the consultations which clearly is not deigned to benefit the public interest not sure if this is needed).

==Expert Group:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Expert Group] Accessed17/11/2010 </ref> ==

*Ministry of Education and Culture
*National Radio and Television Board
*Dr. Eva Kosa, médiapszichológus, media scholars in the Expert Committee
*Dr. Ildikó Sarkady, médiajogász
*Dr. László Miklós, Sociologist, University
*Keynote Dr., Sociologist, Moholy-Nagy University of Art
*Disturbance in Dr. Bea, a psychiatrist, I no. Pediatrics
*General Inspectorate of Consumer Protection
*Economic Competition
*European Commission Representation in Hungary
*Valiant John Roman Catholic Teacher Training College
*Parents Association for Children
*Teachers' Association
*Hungarian Advertising Association
*Hungarian Section of the Advertising World
*Advertising Self-Regulatory Body
*Hungarian News Agency
*Art Directors Club Hungary
*dr.Gellén Clara University Assistant Professor, University of Szeged
*Körös dr. Mikis Martin, National Institute of Public Education

==Professional Cooperating Partners:<ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Partners] Accessed17/11/2010 </ref>==

A*DOC Semic Ltd.
*E. ON Hungária
*Confectionery Association
*Ferrero Hungary Ltd.
*Hasbro Hungary Ltd.
*Hungarian Development Bank Ltd.
*Magyar Posta
*Magyar Telekom Plc Mobile Services
*MARS Hungary
*McDonald's Hungary Kft
*Nestlé Hungária Kft
*OTP Bank Plc
*Mineral water and soft drink Capital Ltd.
*Pappas Auto Hungary Kft
*Gedeon Richter
*Trigranit Development Corporation
*Unilever Hungary Ltd.
*Budapest College of Communication and Business
*DDB Budapest
*Kirowski
*Edison Post
*Touchstone Communications
*AGB Nielsen
*GFK Hungária
*Ipsos
*Tárki
==Media resources which follow the organisations policies in Hungray==
*Axel Springer
*Danubius Rádió
*Duna TV
*Egyszervolt.hu
*Network TV
*Inform Média Kft
*Lapcom
*Hungarian Radio
*Hungarian Television
*Metro Newsletter
*Minimax
*National Geographic Channel
*Pannon Pages Association
*RTL Klub
*Sanoma Budapest
*Slager Radio
*TV2
*Viasat3
*MTV and VIVA TV

==Contact Information: <ref>Hungary Media Smart[http://www.mediatudor.hu/elerhetosegek.php Hungary Contact Information] Accessed17/11/2010 </ref> ==
MediaSmart Hungary Oktatási Közhasznú Nonprofit Kft.
Budapest
Naphegy tér 8.
1016

E-mail: mediasmarthungary@mediasmarthungary.hu
telefon/fax: 06 1 212-5026

=Sweden=
Media Smart is not conducted in a commercially, but based on that support companies welcome the initiative to finance planning, production and launch of educational material that is free of charge for schools.

==The following companies support Media Smart financially in Sweden<ref>[http://www.mediasmart.se/bazment/35.aspx Sweden's Supporters] Accessed 17/1/2010 </ref>==
• AMF
• Coop
• Ferrero Scandinavia
• ICA
• March Sweden
• Max Hamburger Restaurants
• McDonald's
• Mediaedge: cia
• Procter & Gamble
• Swedish Games
• Sweden Advertisers
• Swedish Association of Communication Agencies
• Unilever
• Waterfall

==Contact us==
Please contact us at the Media Smart?
Contact: Anna Lindstrom
Media Smart, Sweden Advertisers
Klara East Church Street 2C
Box 1327
111 83 Stockholm

Phone: +46 8545252 38
Mail: anna.lindstrom @ annons.se

=Belgium=

Media Smart ® "Pub-Be Evil!" Is a material, intended for children 8 to 12 years of primary education, to include advertising, awareness messages in the media. His goal is to make every child able to understand the situation he is when he is the recipient of messages.

Foreword by the Advertising Council
If we want children to understand the world they live in, it is essential to teach them to develop critical thinking over what they see and hear.
Magazines, newspapers and radio, are excellent sources for learning, contain advertisements. On the way to school, children are confronted with many posters.When they go to the movies, the great film is preceded by commercials.
At home, they discover the prospectus filed in the mailbox. On television, many commercials surround programs. And even on the Internet, advertising is increasingly present. Currently, most homes have a television that children watch an average of 2-3 hours per day. Almost half (44%) of Belgian households have a computer with an Internet connection. ¹ '²
<ref>[http://www.mediasmart.be/index.php?unit={C2C4E980-75C9-1ED0-D6F3-83A16338BE25 Belgium Media Smart] Accessed 17/11/2010 </ref>

In October 2005 the Council of Advertising, a tripartite organization representing the entire advertising industry, including advertisers, advertising agencies and media, has decided to follow this initiative and Media Smart Belgium " under the slogan "Be Pub-Malin! . This is the Belgian part of European material of awakening to the media advertising, aimed at children aged 8 to 12 years in primary education.
<ref>[http://www.mediasmart.be/index.php?unit={F620C25A-5731-6834-1685-6B58816C610D Belgium Media Smart]Accessed 17/11/2010 </ref>

Sponsors:
• Association Belge des Banques (ABB)
• Danone
• Douwe Egberts-
• Ferrero
• Hasbro
• Kellogg's
• National Lottery
• Masterfoods
• Mc Donald's
• Nestle
• Procter & Gamble
• Refinery Tirlemontoise
• Unilever

==Notes==
<references/>
Back to [[Globalisation:Media Smart]]

File:Worldmap1.png

2010-11-17T15:30:50Z

Kirstin Walker: [Media Smart in Europe]

[Media Smart in Europe]

Globalisation:Media Smart

2010-11-17T15:28:14Z

Kirstin Walker: /* Recent Achievements */

[[Image:MediaSmartLogo.png|400px|thumb|right|Media Smart Logo]]
Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

Media Smart Official Website: http://www.mediasmart.org.uk/

==Introduction==

Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
The [[Globalisation:Media Smart: History and aims| History and Aims]] of Media Smart can be traced back to the Canadian organisation "Concerned Children's Advertisers." <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref>

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has extensive history working within the medai industry, an example of this is in 2005 alone Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group(as of November 2008)which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]] both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and not be able to plan project into the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of Supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be advantageous to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.

*1 million UK children have been taught with Media Smart materials so far
* More than 7,200 UK primary schools use Media Smart materials — 30% of all primary schools
*More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling purpose of advertising extremely useful’
* Almost 90% ‘want more materials about advertising for children’
*More than £2.5 million of airtime has been donated by broadcasters to show Media Smart’s infomercial
* More than 50% of UK children know about Media Smart <ref> [www.emeraldinsight.com/journals.htm?articleid=1558613&show=pdf
Media Smart Achievements] Accessed 10/11/2010 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalization has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into standardized effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays children are exposed to irresponsible advertising. Most youth use the internet and television that makes them the target for merchandising vehicle to international expansion. Foe example Disney channel is one of the global children ‘television. These dominant companies should have a responsibility and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be paramount concern to advertisers to protect children from material that is injurious to their well being <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

Media Smart Groups has expanded to other parts of Europe. Most of the European Schools are using the Media Smart educational material in Primary School e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

*The Organisation's Contact Details
The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

==Notes==
<references/>

Globalisation:Media Smart

2010-11-17T15:26:49Z

Kirstin Walker:

[[Image:MediaSmartLogo.png|400px|thumb|right|Media Smart Logo]]
Chantal Bennett,
Leigh Gallagher,
Ludo Moyo &
Kirstin Walker

Media Smart Official Website: http://www.mediasmart.org.uk/

==Introduction==

Media Smart is an organisation funded by fast-food, media and toy industries. Its website states it is a

"non profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.
Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives. Our materials use real examples of advertising to teach core media literacy skills." <ref> [http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 25/10/10 </ref>

We aim to investigate and analyse the purpose of Media Smart and the impact it has on children. By looking at various areas, we hope to find out exactly what type of organisation Media Smart is and whether it is a positive or negative one. We will look at the history of the organisation to get some background knowledge and at the people involved in running, organising and funding the group. We will also look at the activities that Media Smart take part in and promote and finally, the international expansion of the group i.e. what they are doing in other countries. Our hope is by looking at these areas in detail, we will be able to get a fuller understanding of the Media Smart group and what their aims are.

'[http://hstalks.com/main/browse_talk_view.php?t=1589&s=1589&s_id=457&c=250 Paul Jackson explaining Media smarts creation and what the organisation stands for]
[[Image:Paul jackson.png|thumb|200px|left|Paul Jackson Logo]]

==History==
The [[Globalisation:Media Smart: History and aims| History and Aims]] of Media Smart can be traced back to the Canadian organisation "Concerned Children's Advertisers." <ref>[http://www.cca-kids.ca Concerned Children's Advertisers], Accessed 28/10/10</ref>

==People==

===Employees===

Media Smart does not name its employees on its website. Their Director is [[Globalisation:Media Smart:Paul Jackson|Paul Jackson]], also known as the Chairman. He has extensive history working within the medai industry, an example of this is in 2005 alone Jackson was recorded as:
* Vice President of the [[World Federation of Advertisers]]
* Chairman of the [[Responsible Advertising and Children Group]] which represents the interests of European Advertisers,agencies and the media. <ref> Barbie Clarke interview with Paul Jackson, [http://www.kidsandyouth.com/8.05.pdf/ Children are getting Media Smart in the UK], Young Consumers, Published 2005, Accessed on 20/10/10 </ref>

===Expert Group===

Media Smart has an Expert Group(as of November 2008)which has not changed considerably over the previous 8 years. Media Smarts [[Expert group]] includes a range of academics and experts in education, media and Government officials form the regulator group [[Globalisation:Ofcom|Ofcom]] and the [[Advertising association]] both evoke the standards and excellence of the academics and experts needed to run such successful companies. Without the research agencies they would be at a standstill and not be able to plan project into the future and ensure their goal of promoting media literacy continues to develop. In this section we will look at Media Smart and [[Their relationship with academics and what they need them for]].

===Funders===

Media Smart also has a number of Supporters or [[Globalisation: Media Smart:Funders| Funders]] who take an active roll in making sure they have their voices heard by the panel when continuing the research in which the company is based. These companies also play a key part in implementing media smarts ideas and policies into their own products.

===Policy Makers===

It's policy makers are the UK and EU Governments. They support Media Smart’s aims – “to teach children to think critically about advertising in the context of their daily lives” <ref>[http://www.mediasmart.org.uk/about.php About Us], Media Smart UK, Accessed 1 November 2010</ref> – and will inevitably have some say in what happens within the literacy programme. Media Smart is also funded by the advertising businesses in the UK, so they will no doubt have some amount of input and influence over it too.

Media Smart seems to have a good relationship with its policy makers. They speak very highly of the work that Media Smart does and believe it is a positive programme for young children. [[Lord McIntosh]], The Minister for Media and Heritage, said that:

“Media Smart’s work helps children to deal with the complex messages of advertising in a critical way and the government welcomes the advertising industry’s initiative to take a responsible role in this. I believe Media Smart’s work plays a valuable role in equipping children with the tools to make informed choices about their viewing, and to effectively use, interpret and understand what they are viewing.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

He clearly approves of the work done my Media Smart and this suggests that he is speaking on behalf of other politicians. They being the policy makers, obviously agree with Media Smart's aims and objectives and therefore, it would seem that their relationship is strong and positive.

Furthermore, [[Tessa Jowell]] - the UK Secretary of State for Culture, Media and Sport - stated that;

“Media Smart acknowledges the power of advertising and attempts to empower the consumer. And it is an example of an industry taking responsibility for its own actions. It is enlightened self-interest.” <ref>[http://www.mediasmart.org.uk/about-support-MS.php What Others Say About Us], Media Smart UK, Accessed 1 November 2010</ref>

Again, this shows the positivity that the policy makers have for Media Smart. They feel strongly that it is a beneficial programme that will be advantageous to many young children in the UK.

It is fair to say that Media Smart appear to have a strong, encouraging relationship with their policy makers. There are many more positive comments on the organisations website suggesting that it is a successful, reliable programme.

==Activities==

===Independent report===

In 2006, Media Smart commissioned an independent evaluation of their BeAdwise 2 teaching materials from [[The Centre for the Study of Children, Youth and Media]], Institute of Education, University of London. In 2007, the centre produced their independent report.

The authors of the report were:
* Professor [[David Buckingham]]
* Dr [[Rebecca Willett]]
* Dr [[Shakuntala Banaji]]
* Dr [[Susan Cranmer ]]
Buckingham and Willet are both members of Media Smart's expert group. The overall conclusions of the report were positive. <ref>[http://www.mediasmart.org.uk/pdfs/Evaluation_Research.pdf Evaluation Report], Centre for the Study of Children, Youth and Media, Published on 2007, Accessed 01/11/10 </ref>

===Recent Achievements===

Media Smart has made much progress since its launch in 2002.
■ 1 million UK children have been taught with Media Smart materials so far
■ More than 7,200 UK primary schools use Media Smart materials — 30% of all primary
schools
■ More than 80% of teachers surveyed by Media Smart ‘found lessons about the selling
purpose of advertising extremely useful’
■ Almost 90% ‘want more materials about advertising for children’
■ More than £2.5 million of airtime has been donated by broadcasters to show Media
Smart’s infomercial
■ More than 50% of UK children know about Media Smart <ref> [www.emeraldinsight.com/journals.htm?articleid=1558613&show=pdf
Media Smart Achievements] Accessed 10/11/2010 </ref>

===Digital Adwise===

More Recently, Media Smart have created, and are now connected to Digital Adwise which is a set of online lessons intended to teach children about digital content in a fun and engaging way.
<ref>[http://www.wfanet.org/globalnews.cfm?id=318 World Federation of Advertisers], Published 30/11/09, Accessed 09/11/10 </ref>

More details on Digital Adwise can be found on [[Globalisation: Media Smart:Activities|Media Smart: Activities]]

==International Expansion==

The emergence of commercial globalization has had an impact on children around the world. Many people from all walks of life take part in the global force of commercial interest. This results into standardized effect at both local and international level. Children’s media products, television programs, games and advertising makes it lucrative for the dominant companies. Nowadays children are exposed to irresponsible advertising. Most youth use the internet and television that makes them the target for merchandising vehicle to international expansion. Foe example Disney channel is one of the global children ‘television. These dominant companies should have a responsibility and commitments to children’s welfare.

Article 17 of the Convention of Rights of a Child should be paramount concern to advertisers to protect children from material that is injurious to their well being <ref>[http://www.crin.org/docs/resources/treaties/uncrc.asp Convention of Rights], Accessed 15/11/10</ref>

Media Smart Groups has expanded to other parts of Europe. Most of the European Schools are using the Media Smart educational material in Primary School e.g. in Belgium, Finland, Germany, Hungary, The Netherlands, Sweden and Portugal.

More detailed information about Media Smart's expansion can be found on
[[Globalisation:Media Smart: International expansion of the Media Smart group | International expansion]]

*The Organisation's Contact Details
The office address is given as:- 
7th Floor North 
Artillery House 
11-19 Artillery Row 
London SW1P 1RT 
Telephone: 020 7526 3615 
Fax: 020 7526 3699 
Email: info@mediasmart.org.uk<ref>[http://www.mediasmart.org.uk/contact_us.html Contact Us], Media Smart Homepage, Accessed 31/10/10</ref>

==Conclusion==

==Notes==
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