Buying into Participatory Culture?: Critical Media Literacy and Social Media

Carlos Rodríguez-Hoyos; Elia Fernández-Diaz; Ignacio Haya Salmón; Adelina Calvo Salvador

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Chapter 8 Buying into Participatory Culture?

Critical Media Literacy and Social Media

于Education for Democracy 2.0

著者：

Carlos Rodríguez-Hoyos

Carlos Rodríguez-Hoyos
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Elia Fernández-Diaz

Elia Fernández-Diaz
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Ignacio Haya Salmón

Ignacio Haya Salmón
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Adelina Calvo Salvador

Adelina Calvo Salvador
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类型:: 章节

Page Range:: 138–157

DOI:: https://doi.org/10.1163/9789004448490_009

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Abstract

While a central focus of media literacy 1.0 was teaching and learning about the impact of marketing on children and youth, the new literacies of Web 2.0 have distracted us from this central purpose in favour of focusing on social media in general, and specific social media platforms in particular. We contend that utilitarian and production-oriented exigencies of media literacy 2.0 have displaced core analytical assumptions of media literacy 1.0 and this chapter is an attempt to resolve this divide. To facilitate a critical media literacy approach to social media, we propose a framework that facilitates an analysis of the content of social media in order to unravel the marketing models employed. Despite common perspectives that celebrate the ease of media production and participation in social networks, a feature that reflects their democratic and open nature, we believe that critical media literacy continues to require the capacity to identify and analyze one of its less readily apparent dimensions: its commercial orientation. We propose an open framework, adapted to each teaching and learning context involving social media and social networks, focusing on four main dimensions: a formal analysis of the social network structure and its privacy policy; an evaluation of the main models of audience segmentation used by each network; a critical review of specific media content; and an analysis of strategies used to promote personalization and audience immersion in the new marketing models. In short, we believe that a critical media literacy for social media and social networks requires more than an instrumental view of functionalities and affordances, but should involve the development of more complex analyses of the commercial implications of social media and the management of user generated data.

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Education for Democracy 2.0

Changing Frames of Media Literacy

丛编： Critical Media Literacies Series, 卷： 6

ISBN:: 9789004448490

出版社:: Brill

印刷出版日期:: 23 Dec 2020

Subjects
- Education

Front Matter

Figures and Tables

Introduction The Struggle over Meaning in a World in Crisis

Part 1 Engaging the Community

Chapter 2 Participatory Democratic Production

Chapter 3 Video Production and Global Civic Education

Chapter 4 Media Education for the Inclusion of At-Risk Youth

Chapter 5 Disability Representation in Digital Media in Zimbabwe

Chapter 6 Merging Media and Information Literacy and Human Rights Education

Part 2 Framing Media Literacy

Chapter 7 The Critical Mindset in Times of Distrust

Chapter 8 Buying into Participatory Culture?

Chapter 9 Gaming Education

Chapter 10 Not without Us

Chapter 11 Is It All Just Emojis and LOL

Chapter 12 The Social Media Landscape

Part 3 Transforming the Classroom

Chapter 13 Critical Pedagogy for the Media Generation

Chapter 14 Post-Truth Explorers

Chapter 15 Nine Key Insights

Chapter 16 Building Digital Bridges to Our Public Sphere

Chapter 17 Learning Democracy by Doing Wikiversity

Chapter 18 Multiliteracies and the Critical Thinker

Postscript Bubbles and Baubles

Back Matter

Index

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Chapter 8 Buying into Participatory Culture?

Critical Media Literacy and Social Media

Abstract

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Education for Democracy 2.0

Changing Frames of Media Literacy

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