A Summary of Module 10
(Media & information literacy curriculum for educators and learners)
Module 10 of the Media and information literacy: Curriculum for teachers (UNESCO, 2021) mainly focuses on the use of advertisement and the effects of revenue related income in connection to media and information. Module 10 emphasizes that there is an excessive and constant use of advertisements in our current digital society, stating that it reaches a majority of the population globally. Therefore, the module chooses to discuss the pervasive nature of advertising, its impact on society, and the importance of media and information literacy (MIL) in understanding and critically engaging with advertisements (UNESCO, 2021). There are quite a few aspects that relate to this subject and that therefore are brought forward in this framework, and these can in our experience by summarized to these key points:
- Global Reach of Advertising: Advertising is a worldwide phenomenon used by companies, organizations, citizens, and governments to promote products, services, and ideas. It spans traditional media like newspapers and television, as well as digital platforms, social networks, and smartphones. Therefore, it is important to discuss to which extent advertisement is broadcasted, how it might affect individuals, and the places it can be found. This is in order for individuals to be able to differentiate between and identify what and what isn´t an advertisement.
- Advanced Targeting through AI: Advertising has evolved with the help of artificial intelligence, enabling micro-targeting of individuals based on various factors, including demographics, interests, and more. This is yet another important factor to discuss with learners of the subject as it plays into consumer habits, decision making and the interpretation of information. This also touches on confirmation bias in relation to adapted search-results based on location and gathered data based on previous history.
- Importance of Media Literacy: Given the significant role of advertising in society, it is essential for educators and learners to understand how advertisements work as sources of information. Media and information literacy helps individuals critically analyse ads, question industry practices, and provide feedback when necessary. Media and information literacy (MIL) is crucial, especially for children and youth, to enable them to critically engage with advertisements and understand their persuasive techniques, motivations, and effects on behaviour.
- Purpose of Advertising: Advertising serves commercial and public service purposes. Commercial advertising aims to generate sales, while public service announcements promote social good. Both forms contribute significantly to the revenue of communication companies. Here, the discussion about the different types of advertisement is put into focus as they can serve different functions in our society, and consequently their relation to revenue, truth and ethical values might vary. Recognizing information as a public good, public policy support for news media institutions can be justified. However, measures should be in place to prevent editorial compromise and ensure transparency.
- Role of Advertising in Sustainable Development: Advertising revenue sustains private media and digital companies, which play a crucial role in advocating sustainable development, diversity, and democratic freedoms. However, it can also influence unsustainable consumerism and reduce rational decision-making. It is important to explore both positive and negative consequences, outcomes, and effects of advertisement as it develops one’s ability to critically interact with the messages and themes that advertisements present. These themes could for example be in relation to:
- Gender and Social Stereotypes: Advertising often perpetuates gender stereotypes and may sexualize women in certain countries. It also has the potential to reinforce racial discrimination and other social issues, which is highlighted in Module 6 of the MIL Curriculum.
- Regulation and Codes of Advertising: Many countries have codes and regulations to ensure that advertising is truthful, fair, and accurate. These codes are often created by governments and the advertising industry. Transparency and independent oversight are crucial to prevent undue influence. This is an important conversation to have with young learners as they might not be aware of these differentiating guidelines or which laws that apply within their own country. For example, it is illegal to directly target children in Swedish commercials, but this does not however apply to internationally outsourced commercials.
- Diversification of Revenue Sources: As advertising opportunities have expanded, media companies have diversified their revenue sources, including subsidies, sponsorships, and content sales. Some countries offer tax relief and subsidies to support community media. These more recent additions to the advertisement placement come with new challenges and opportunities that therefore are important to explore and discuss.
To summarize, the framework presented under module 10 underscores the importance of MIL in a world where advertising influences not only consumer choices but also societal perceptions and values. It highlights the need for critical thinking and awareness when engaging with advertising messages.