Educational Media Reviews Online

In line with its goal “to inspire critical reflection on the social, political and cultural impact of American mass media,” the Media Education Foundation has compiled excerpts from several of its longer productions about the cultural impact of popular media and advertising, and invited University of Massachusetts Professor Emeritus and author Peter Elbow to create a writing curriculum based on this material.

Short excerpts from MEF-produced video programs are arranged on the DVD under four headings: Consumerism, Gender and Sexuality, Race and Class, and Media and Politics. An insert provides a brief summary of each clip and indicates the title of the longer program from which it was taken. In addition each section includes at least four relevant excerpts from mainstream movies, television series and advertising, TV news coverage, and music videos.

Elbow’s 143-page writing curriculum, provided in PDF format, provides a “buffet” of options from which teachers can choose: key points and writing prompts for each media clip; ideas for assignments; student handouts; teaching suggestions; and sample calendars for (1) a full-semester course on writing (or media studies), (2) a writing-intensive course in another discipline (such as communications), or (3) a supplemental use of the materials in other area studies (psychology, gender studies, sociology, political science).

Elbow explains his approach to “high stakes” and “low stakes” writing and argues for integrating “low stakes” exercises into courses not specifically about writing. In a very approachable, conversational style, he covers planning a course, revising formal essays, and using the video clips; nineteen types of writing assignments; and ways of responding to, or grading, student writing.

As intended, this format will allow instructors to be as selective as they wish in choosing media materials or writing assignments, whether creating a course around this material or incorporating into one class session a single clip or writing exercise.

The organization of, and accompanying descriptions of media clips are helpful and clear. MEF’s production values are consistently high; excerpts from MEF-produced programs are entertaining and visually attractive. Although the basic format is similar in each clip—Incorporating expert commentary with vintage and contemporary footage—each has its own look and pace, and the curriculum should sustain student interest over viewing of multiple clips. The use of popular high-end programs, music videos, and advertising dating from the late 2000’s increases its appeal, while the curriculum text will be useful for teachers, especially those comfortable with Elbow’s informal style.

For its organization and wealth of teaching ideas, this program is highly recommended for high school and college-level teachers, including those wishing to incorporate more writing into area studies.

Details of the DVD content are as follows:

“Consumerism:” a Porsche commercial, scenes from the television series 30 Rock (2006- ) and the films Zoom (2006) and The Ten (2007); eight MEF-produced clips covering how working-class characters have been replaced by the middle-class in popular television shows; the proliferation of brand-name-dropping in entertainment; how product placement works; Disney merchandising; how music is marketed through other types of programming, commercial programming in schools; advertising for prescription drugs; and “the visible lifestyle” (competitive consumerism).

“Gender and Sexuality – Masculinity:” a Hummer commercial, music videos for Limp Bizkit’s “Eat You Alive” and 50 Cent’s “Many Men,” an excerpt from WWE Wrestling. Six MEF-produced clips covering how popular media and news focus on violent acts as perpetrated against women, rather than by men; that men are portrayed with increased incidence and levels of violence; depictions of masculinity in professional wrestling, hip-hop culture, and music videos.

“Gender and Sexuality – Femininity:” commercials for Heineken beer and Olay face cream, Christina Aguilera’s music video “Dirty,” a scene from the movie Summer Magic (1963). Six MEF-produced clips look at the impact of mass media on girls’ self-esteem; how products are marketed to teenaged girls; female sexuality in music videos; media emphasis on the body and weight; underrepresentation of female athletes in the media; how mass media undermines feminine power.

“Race and Class:” scenes from the movies Click (2006), Do the Right Thing (1989), Oliver & Company (1988), and The Birth of a Nation (1915); scenes from the TV shows Cheers (from 1992) and The Simpsons, (1989- ). Eight MEF-produced clips cover stereotypes of Black men; race in Disney films; people of color on television; crime, class and race in the media; images of men in advertising influenced by hip-hop culture; race in video games; negative media and film portrayals of Arabs.

“Media and Politics:” scenes from the TV shows Studio 60 (2006-07), CBS, ABC and MSNBC news, and a Pentagon briefing with then-Secretary of Defense Donald Rumsfeld. Seven MEF-produced clips cover the decline in investigative journalism; how the media and the public relations industry report on, and influence, public opinion; the impact on American news reporting of Israeli public relations campaigns; the reduction of political issues to simple stories of good vs. evil; government and media support for war since the Vietnam War; U.S. efforts to control key regions worldwide.