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Media Literacy Programme

  1. Format: Blended

The NLB Academy (NLBA) has been appointed by MOE to conduct the Media Literacy Programme for Primary 4/5 and Secondary 2/3 students.

With a strong background in information literacy and decades in the provision of information resources to all levels of Singaporeans, NLBA is your preferred choice as a training partner in providing media literacy education to your students and teachers.

Media literacy refers to the ability to access, analyse, evaluate and create print as well as non-print media in a variety of forms. The NLBA’s Media Literacy Programme aims to educate and equip students with these effective media literacy skills so as to prepare them to be media literate and media savvy. We believe that students need the ability to critically evaluate powerful images and messages across different media platforms. Hence, the focus of our media literacy programme is on the learning process, imparting values such as social responsibility and ethics, and empowering the students to take a more active role in acquiring the knowledge and skills.

Programme Modules

Accessing Media

  • Key concepts of media
  • Varieties of media products

Analysing Media

  • Media messages and meanings
  • Media impacts
  • Analysis strategies

Evaluating Media

  • Reasons for evaluating
  • Criteria for evaluating

Creating Media Products

  • Target audience
  • Construction techniques
  • Media modes
  • Social responsibility

Primary School Level

The Media Literacy Programme for primary schools focuses on teaching values underlying media literacy. As primary school students are likely more vulnerable to the media messages on the Internet, the programme will address the need to protect students from the dangers of the Internet. The techniques and applications of media literacy will be taught in a simple and straightforward manner. The content will enable primary level students to learn how to create a media product using the right values.

Secondary School Level (All Streams)

The Media Literacy Programme for secondary schools is applicable for students aged 13 to 17 attending the Express, Normal and Technical education. The MLP for these students provides a good balance of values, techniques and applications in the use of the internet, mass media and new communication technologies. The techniques and applications will give the students a comprehensive and in-depth coverage on media literacy and tools used.

Faqs

  • What is the funding provided for Media Literacy Programme?

    Schools can apply for Tote Board funding of S$25 per student, computed based on the number of students selected in the cohort, i.e. either Primary 4 or 5 and either Secondary 2 or 3 students. Schools will need to fund the balance of the cost by tapping on their Students’ Fund, Edusave Grant or School Operating Funds. Any unspent disbursed fund will be recovered by MOE from each school at the end of each academic year in December.

  • Where is Media Literacy Programme conducted?

    The Media Literacy Programme is conducted in the school’s premises – classrooms and computer labs. 2 trainers are required for a class of 40 students.

  • What is the procurement procedure for Media Literacy Programme?

    As the Media Literacy Programme contracted suppliers are appointed through open tendering process with established contract rates, schools can engage them to carry out the programme without obtaining 3 quotations or going through Invitation-To-Quote (ITQ) in Gebiz. Schools merely need to select the Media Literacy Programme, generate PR for approval and issue Purchase Order.

    *Please note that Schools need to sign the Letter of Agreement (LOA) with NLBA before generating PR for approval and issue Purchase Order.

  • What is the programme content of the NLB Academy’s Media Literacy Programme?

    Each supplier will design the curriculum based on the learning outcomes and key principles stipulated by MOE.

    The NLB Academy customises its MLP, by way of learning activities and depth of discussion, to cater to the varied proficiency and capabilities of primary and secondary students, who are streamed into express, normal, normal-academic and normal-technical levels. 

    Key learning points:

    Chapter 1 Media and You

    1) Characteristics of a Media Product

    • It is created or constructed.
    • It can communicate to large numbers of people.
    • It has a message and an objective.
    • It creates impact, i.e. strong effects. It wants a response.

    2) As an Audience to Receive Media Products and its Messages

    • Media products are pervasive, i.e. everywhere.
    • Technological advancements make the communication and sharing of media products easier and faster.
    • There are many types of media products to appeal to each and every.
    • Media products are controlled and regulated.
    • Media product and its message influence you. Always question it!

    3) As a Creator to Construct Media Products and its Messages

    • Media messages are privately consumed, i.e. everyone have their own interpretation.
    • Media products are controlled & regulated.
    • Your media product and its message influence others. Be responsible!

    Chapter 2 Media Impact on You

    1) Media Products & Its Messages

    • Media messages carry meanings which may be obvious (i.e. visible) or not obvious (i.e. hidden or not noticeable).
    • Media messages generalise opinions and points of view. It may not tell us the full story or represent the whole truth. Seeing is not believing!
    • Media messages are to be interpreted.
    • Interpretation is influenced by numerous factors on a personal and institutional level. Interpretation of the same media message varies from person to person, i.e. everyone have their own interpretation.
    • Media products affect and influence us differently. Therefore its media effects vary from person to person.
    • Media effects may be positive or negative. It affects our thinking, attitude, emotions and behaviour.

    2) 3 Key Components of Media Product – (i) Creator and his/her purpose, (ii) Consumer / audience, and (iii) Message and its context

    Chapter 3 Analysing Media Products

    1. Creative use of media to create media products & messages must not amount to unlawful acts.
    2. There are 5 key components of media products (the 5Cs) – (i) Creator & purpose, (ii) Consumer/Audience, (iii) Message & Context, (iv) Content and (v) Creation technique
    3. Codes and conventions (i.e. creation technique) are used to appeal to the audience, grab attention & sustain interest.
    4. As 21st century media literate students, we must analyse media products thoroughly to discover the truth and not be influenced easily or negatively.
    5. To analyse, break down the media product into 5 key components (the 5 ‘C’s) using the questioning technique - What, Where, When, Why, Who and How.

    Chapter 4 Evaluating Media Products

    1. To evaluate a media product is to question deeper and to make a fair judgment of it.
    2. The ability to evaluate demonstrates that we question media products and have control over how it influences and affects our Thinking, Attitude, Emotions or Behaviour. We make the choices and decisions.
    3. To evaluate:
      1. Step 1: Adopt a skeptical / questioning frame of mind.
      2. Step 2: Determine Authoritativeness, Accuracy, Currency, Coverage & Objectivity
    4. Objectivity of a media product is affected when:
      1. There is stereotyping
      2. There is personal bias
      3. There is propaganda
      4. It communicates perceptions (vs. embedded values)
      5. It communicated emotions (vs. logic)

    Chapter 5 Creating Media Products

    1. Be responsible! To be a socially responsible media creator means being:
      1. Purposeful
      2. Objective
      3. Mindful
      4. Respectful
    2. Technological advancements make the creation of media products easier and faster.
    3. You may be creating an original media product or creating a media product in response to media products created by others.
    4. 5 steps to creating a media product:
      1. Set your objective
      2. Decide the audience
      3. Conduct content research
      4. Decide content presentation & structure
      5. Decide media mode, genre & format
    5. Conduct content research:
      1. Primary vs. secondary information
      2. Superficial vs. exhaustive literature review
      3. Subject treatment, i.e. pitching
      4. Rights of use.
    6. Decide content presentation & structure. Examples:
      1. Chronology
      2. Categories
      3. Compare & Contrast
      4. Storyboard
      5. Scriptwriting
      6. Cause & Effect

  • How does National Library Board select the schools to train Media Literacy Programme?

    NLB strives to train all schools given availability of trainers. It is in discussion with the following schools pending confirmation of details, e.g. size of class, training schedule, trainers’ availability.
     

NLBA supports The Library Association of Singapore (LAS) Professional Development Scheme (PDS) and the PDS points apply.