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. There Director isPaul 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.

Activities

• Media Smart's Policy Makers

A policy maker is a person or group of people that have the power to influence or determine policies and practices within an organisation. They can influence these organisations at an international, national, regional or local level. Policy makers play an important role in the development and structure of an organisation as they effectively control what goes on within it. We also look into Media Smart's Relationship with Policy Makers

• 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 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 beinghttp://www.crin.org/docs/resources/treaties/uncrc.asp.

http://www.crin.org Accessed 15 November 2010

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.

International expansion

• The Organisation

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

Conclusion?

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talk from paul jackson