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Revision as of 10:09, 31 October 2010
Chantal Bennett, Leigh Gallagher, Ludo Moyo & Kirstin Walker
Media Smart Official Website: http://www.mediasmart.org.uk/
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.
Contents
- 1 History
- 2 Directors
- 3 People
- 4 Expert Group (as of November 2008)
- 5 Funders
- 6 Independent report
- 7 Media Smart: Activities
- 8 International expansion of the Media Smart group
- 9 Media Smarts relationship with policy makers
- 10 Their relationship with academics and what they need them for
- 11 Employees
- 12 Media Smarts relationships with the food, drink, advertising and media industries
- 13 Notes
History
Directors
- Paul Jackson, chair
In 2005 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. [1]
People
Mediasmart does not name its employees on its website.
Expert Group (as of November 2008)
Media Smarts Expert group includes a range of Academics and experts in education, media and Government officials form the regulator group Ofcom.
Funders
Supporters or Funders of Media Smart
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.[2]
The authors of the report were
- Professor David Buckingham
- Dr Rebecca Willett
- Dr Shakuntala Banaji
- Dr Susan Cranmer
Buckingham and Willet are members of Media Smart's expert group.
Media Smart: Activities
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. Globalisation: Media Smart:Activities
International expansion of the Media Smart group
Media Smarts relationship with policy makers
Their relationship with academics and what they need them for
ofcom
Ofcom regulates all UK airwaves for communication, to ensure the public recieve
the best service possible.This includes:
TV Radio Telecommunications Ofcom operates under the Communications Act 2003 which tells them exactly what the company can do to help, no more, no less. Ofcom is accountable to Parliament and are control in advising and setting some of the more technical aspects of regulation, implementing and enforcing the law. Ofcom is funded by fees from industry for regulating broadcasting and
communications networks, and grant-in-aid from the Government
What we do Our main legal duties are to ensure: the UK has a wide range of electronic communications services, including high-speed services such as broadband; a wide range of high-quality television and radio programmes are provided, appealing to a range of tastes and interests; television and radio services are provided by a range of different organisations; people who watch television and listen to the radio are protected from harmful or offensive material; people are protected from being treated unfairly in television and radio programmes, and from having their privacy invaded; and the radio spectrum (the airwaves used by everyone from taxi firms and boat owners, to mobile-phone companies and broadcasters) is used in the most effective way.
What we do not do We are not responsible for regulating: disputes between you and your telecoms provider; premium-rate services, including mobile-phone text services and ringtones; the content of television and radio adverts; complaints about accuracy in BBC programmes; the BBC TV licence fee; or newspapers and magazines
Who they work with
- Action with Communities in Rural England
- Age UK
- Antelope Consulting
- British Wireless for the Blind Fund
- Centre for Consumers and Essential Services
- Children’s Commissioner for England
- Citizens Advice
- Communications & Internet Services Adjudicators Scheme
- Communications Consumer Panel
- Community Network
- Consumer Council for Northern Ireland
- Consumer Focus
- DC10 plus
- Future Inclusion
- GK consulting
- Hearing Concern Link
- The Helplines Association
- International Longevity Centre
- Mediawatch
- Mind
- National Association of Deafened People
- National Consumer Federation
- Ofcom
- Office of the Telecommunications Ombudsman
- PhoneAbility
- PhonepayPlus
- Privacy International
- Public Utilities Access Forum
- Royal National Institute of Blind People
- Royal National Institute for Deaf People
- Scope
- Sense
- Telecommunications Action Group
- Trading Standards Institute
- Voice of the Listener and Viewer
- W4B The TV and Radio Charity
- Which?
Advertising association
The advertising assosiations home page states'We are the only organisation that
represents all sides of the advertising and promotion industry in the UK - advertisers, agencies and the mediaWe promote and protect advertising. We communicate
its commercial and consumer benefits and we seek the optimal regulatory
environment for our industry'
Our goal is that advertising should enjoy responsibility from its practitioners, moderation from its regulators, and trust from its consumers.' Their other services include:
- Advertising Information Group
- Business4Life
- Debating Group
- Direct Marketing Group
- Digital Media Group
- [Food Advertising Unit]
- Media Business Course
- Statistical services and publications
Employees
- Tim Lefroy, Chief Executive
- Penny Hughes, President
- Andrew McGuinness, Chairman
- Dave Lewis, Vice Chairman
- Rupert Howell, Vice Chairman
- Karen Fraser, Head of Strategy
- Ged Glover, Commercial Director
- Catherine Hitchcock, Director of Finance & Administration
- Rae Burdon, Consultant
- Jack Haines, Research Executive
- Josh McBain, Research Executive
- Arabella Banks, External Affairs Co-ordinator
- Ina Mongia, Project Manager
- Gemma Hopkins, Intern
Note
http://www.ofcom.org.uk/about/corporate-responsibility/ Accessed 30/10/2010 http://www.adassoc.org.uk/aa/index.cfm/about-us/achievements/#initiatives Accessed 30/10/2010
Media Smarts relationships with the food, drink, advertising and media industries
Notes
- ↑ Barbie Clarke
notes
Social Issues Interview, Young Consumers, 2005. accessed october 2010
- ↑ Media Smart Evaluation Reportaccessed 20 November 2008
The Organisation
The office address is given as:-
Abford House:
15 Wilton Road:
London:
SW1V 1NJ [1]
