This essay is a personal reflection on the implementation of "Creating Critical Viewers," a national media literacy program sponsored by the National Academy of Television Arts and Sciences (NATAS), an industry association, in 1995. The television industry's decision to develop a media literacy curriculum in the 1990s was a powerful…

Media literacy education is being explored by scholars in many different fields (including education, literature, media studies, psychology, and public health), but there is less evidence of implementations occurring in K-12 settings. With more than 1.3 million teachers in U.S. public schools, it is impossible to estimate the extent to which the…

This chapter will explore the "shadow curriculum" (a term used by those who question the assumption that direct selling to students who are compelled to attend school is questionable on several levels--ethical, moral, and democratic) and its connection to media literacy. The author first summarizes the kinds of marketing in schools that…