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Assessing the Impact: TVbyGirls Media Literacy Program

Assessing the Impact: TVbyGirls Media Literacy Program. Beth McGuire Ree May 16 th 2007. Media’s Presence. Most kids watch 3-5 hours of TV a day Nearly 70% have internet access at home. Issue: Media’s Influence. How can we lessen the impact of media’s negative influence on youth?.

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Assessing the Impact: TVbyGirls Media Literacy Program

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  1. Assessing the Impact: TVbyGirls Media Literacy Program Beth McGuire Ree May 16th 2007

  2. Media’s Presence • Most kids watch 3-5 hours of TV a day • Nearly 70% have internet access at home

  3. Issue: Media’s Influence • How can we lessen the impact of media’s negative influence on youth?

  4. Media Literacy • Ability to interpret media messages • Ability to think critically • Ability to analyze media content • Proactive vs. passive approach

  5. Growth in Media Literacy Education • Relatively new to schools • No national standards • Effectiveness is questioned • Also offered by a number of non-profit extracurricular programs • Girl Scouts • NEDA Go Girls! • Local programs like YWCA

  6. Local Response: TVbyGirls • Started in 2001 by local filmmakers with a particular interest in the power of media • 2-4 hour workshops and camp sessions focused on media literacy • Select girls are further engaged through mentorship and learning applied media skills

  7. Problem: Need Evidence of Impact • Affirm workshop format • Guide future content • Ensure it is making a difference • Improve grant seeking

  8. Research Question • Do the TVbyGirls workshops have a lasting impact on the media literacy skills of the program participants?

  9. Methodology • Mailed survey sent to 146 previous program participants • Questionnaire consisted of 15 questions, most on effectiveness of program • Respondents incented with chance to win $100 Target gift card

  10. Results • 44 of 146 responded • 30% response rate • Response limited due to availability and accuracy of contact information • Over half of the respondents are in high school

  11. Results: Critical Thinking • “I became more aware of how women and girls are shown in the media.” • 81% agree/strongly agree

  12. Results: Critical Thinking • “I think more about the media because of what I learned from TVbyGirls.” • 68% agree/strongly agree

  13. Results: Critical Thinking • “I am able to tell the difference between realistic and stereotypical images of women in the media.” • 95% agree/strongly agree

  14. Results: Cultural differences • 54% agree “I learned more about different cultures.” • 28% disagreed/strongly disagree • 18% unsure

  15. Results: Personal Change • “I felt more confident about myself.” • 68% agree/strongly agree

  16. Results: Personal Change • “I would recommend TVbyGirls to my friends.” • 81% agree/strongly agree

  17. Results: Media Education • 77% already receiving media literacy education in school and elsewhere • 82% want to receive more media literacy education from TVbyGirls

  18. Results: Media Education • How would you like to receive more information about the media from TVbyGirls? Additional Workshops Email Updates Website Mailed Newsletter Not Interested Other

  19. Results: Lasting Impact • “I still think about the things I learned from TVbyGirls.” • 82% agree/strongly agree • “I feel the information has been valuable.” • 86% agree/strongly agree

  20. Results • Do the TVbyGirls workshops have a lasting impact on the media literacy skills of its participants? YES

  21. Key Observations • Program has been successful • Girls still think about what they learned • They continue to identify stereotypes and unrealistic images • Want to learn more from TVbyGirls

  22. Recommendations • Continue to look for ways to optimize cultural relevancy • Work with schools to minimize duplication and differentiate TVbyGirls • Provide more workshops and online information

  23. Questions?

  24. “TVbyGirls had an extremely positive effect on me, it will be a part of me for the rest of my life.” -- Respondent

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