ERIC Number: EJ1455888
Record Type: Journal
Publication Date: 2024
Pages: 15
Abstractor: As Provided
ISBN: N/A
ISSN: N/A
EISSN: EISSN-2167-8715
Available Date: N/A
Subvertising in the Classroom: A Comparative Study on Fostering Critical Media Literacy
Inés Leal-Rico
Journal of Media Literacy Education, v16 n3 p30-44 2024
Subvertising, traditionally linked to counterculture and anti-consumption, is utilized in education to reveal the manipulative strategies of corporate messaging to students. Classroom use of cut-and-paste methods deconstructs advertisement messages, fostering an understanding of how needs and desires are constructed through appropriation, incorporation, and transformation tactics. This research aims to comprehend fully the implementation and impact of subvertising workshops in educational settings by analyzing six scholarly articles on applied workshops. The data, sourced from a previous scoping review on subvertising, enabled a comprehensive evaluation of methodologies and effective techniques. The study compares these cases to the ten key steps proposed by Grigoryan and King (2008) and concludes with six key steps for conducting a subvertising workshop, particularly emphasizing the cut-and-paste technique's role in promoting analytical reflection. Findings suggest that subvertising is effective in engaging students, enhancing their critical thinking skills, and motivating them towards critical consumption.
Descriptors: Teaching Methods, Critical Literacy, Media Literacy, Advertising, Consumer Economics, Workshops, Comparative Analysis, Reflection, Critical Thinking, Higher Education, Elementary Secondary Education
National Association for Media Literacy Education. 10 Laurel Hill Drive, Cherry Hill, NJ 08003. Tel: 888-775-2652; e-mail: editor@jmle.org; Web site: https://digitalcommons.uri.edu/jmle/
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education; Elementary Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
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Author Affiliations: N/A