By Levina Sung
| Article in the Same Section: | Film Critics |
Besides setting up a press council, promoting media literacy is another way to supervise the mass media.
Media literacy is still a novelty in Hong Kong. According to Prof. Alice Lee of the School of Communication at Hong Kong Baptist University, it aims at helping youths develop a critical awareness and make independent judgement on media messages.
She said, “Literacy is the ability to read and write. It is based on the principle that print is the main mode of communication. As we move from a print world to a digital world, its concept should change too.
“So, media literacy is essential.”
Most people are unfamiliar with the concept of media literacy. Some even think that it is the same as educational television, Prof. Lee said.
There are only eight schools promoting media education either through lessons or extra-curricular activities. China Holiness Church Living Spirit College is the pioneer among them.
In the school, media education is mainly taught in religious education lessons, by Mr. Cheung Lai Chung.
By using media as the teaching tool, students are more eager to learn.
Encouraging students to think independently is the core of the lessons. Discussion allows them freedom to make criticism.
The “proverb” of robber Cheung Chi Keung quoted from newspapers, lyrics by pop queen Chang Hui Mei and the commercial in which a model Qi Qi selling cosmetics were played to faciliate group discussion.
Mr. Cheung said that the commercials conveyed a message that one’s value depends on appearance.
Edith Cheung, Angela Wong and Winnie Wang are Form Six students in the school.
They took media education in 1998.
Winnie said, “Media nowadays like to exaggerate. Media education makes me know more about the media. After the course, I won't be easily influenced by it.”
Except schools, Breakthrough, a non-governmental organisation, have produced a set of teaching kits and organised activities for media education.
Ms. Mok Wai Chi, Eileen, Assistant Cultural Pavillon Manager of Breakthrough Youth Village, said that people are brainwashed by the media. “Somebody use media to sell their self-values. They invited pop stars to play games in their programmes, which are full of tricks, pornographic jokes and extravaganza.
“Media also affect us how to view society, say, the common opinion that women are only gorgeous if they are thin is injected by the media.”
Radio Television Hong Kong also wants the public has an understanding about media literacy, and has produced a series of programmes targeted at young viewers.
The theme of its programmes is to introduce pioneers promoting media literacy in Hong Kong, and successful examples in western countries.
Media literacy is just started to develop in Hong Kong but are mostly ignored by the public. Even the Education Department was not aware of its importance. They only put it in the subject of Economics and Public Affairs.
However, it has been already included in the education systems in Britain, Canada, the United States and Australia, with the encouragement of UNESCO.
Prof. Lee said that circumstances in Hong Kong hindered media literacy. In western countries, non-governmental organisations are very strong.
Yet, those in Hong Kong are not strong enough to affect the government policy.
The food feeding educational system and examination-oriented culture in Hong Kong hinders media education.
She said, “The materialistic culture also makes media education inferior to the practical subjects like computer science and accounting.
“Besides, all attention was put on the 1997 transition.”
Ms. Ho Sau Lan, an Legislative Councillor said, “There were few people concerned about how the media affect us. They are only aware of its importance when things go wrong.”
She suggested that more resources be put to promote media
literacy, for instance, sponsored by the Quality Education Fund. Mass
media also have a responsibility to establish a fund to sponsor people
promoting media literacy.
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Critical dimensions in media literacy |
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