Globalisation:Media Smart

Media Smart Logo

Chantal Bennett, Leigh Gallagher, Ludo Moyo & Kirstin Walker

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

Intro?

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."

History

The History and Aims of Media Smart can be traced back to the Canadian organisation "Concerned Children's Advertisers."

People

Media Smart does not name its employees on its website. Their Director is 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.

The Group 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 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 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 chapter we will look at Media Smart and Their relationship with academics and what they need them for.

Media Smart also has a number of Supporters or Funders who take an active roll in making sure they have their voices heard by the pannel 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.

Its 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” – 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.”

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.”

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 overall conclusions of the report were positive.

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 Media Smart website runs activities though their web-site for younger children to enjoy outside of the school environment. Aimed at children between the ages of 5 and 11 they provide stimulating and enjoyable pastime to make them realise how much advertising plays in their daily lives.

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.

More details on Digital Adwise can be found on 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 them from material that is injurious to their well being

Conclusion?

'Paul Jackson explaining Media smarts creation and what the organisation stands for