Media Smart
| Media Smart
|
|
|---|---|
 |
|
| legal form | eV |
| founding | 2004 |
| Seat |
Cologne , Germany
|
| management |
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| Number of employees | 3 |
| Branch | education |
| Website | www.mediasmart.de |
Media Smart e. V. is a non-profit educational initiative to promote media and advertising skills among children and young people.
history
The original idea comes from Canada: There, under the name “Concerned Children's Advertisers”, there had been educational media material for imparting advertising skills since 1990. In England, Media Smart was launched in November 2002 with the "Be Adwise" material package. The didactic model of explicitly conveying advertising competence through teaching / learning content has also established itself in France , Belgium , Finland , Greece , Hungary , the Netherlands , Portugal , Poland and Sweden (as of 2017). Further initiatives are being planned and implemented. The German Media Smart eV was founded in 2004. The seat of the association is Cologne .
Expert Advisory Board
The managing director of the association, Dr. Michael Haas and his team are advised in terms of content and methodology by a voluntary expert advisory board whose members come from the fields of science, research and teaching, media education and consumer protection . The expert advisory board includes Prof. Dr. Stefan Aufenanger ( Johannes Gutenberg University Mainz ), Dr. Eveline Hipeli ( University of Education Zurich PHZH), Dr. Claudia Lampert ( Leibniz Institute for Media Research, Hans Bredow Institute ), Prof. Dr. Gunnar Mau ( German University for Health and Sport Berlin), Uta Brumann-König (editor and elementary school teacher), Lidia de Reese ( voluntary self-regulation multimedia service provider ), Maria Schniedermann (elementary school teacher) and Prof. Dr. Friederike Siller (Institute for Media Research and Media Education, Technical University of Cologne ).
Members
The chairman of Media Smart e. V. is the managing director of Super RTL Claude Schmit. Ordinary club members include IP Deutschland , Hasbro , Ferrero , Lego , Mattel , OMD Deutschland and Super RTL . The sponsoring members are, Rich Harvest GmbH, the Federal Association of Digital Economy , the German Association of the Toy Industry , the Organization of Advertisers in the Brand Association , Association of Private Media (VAUNET) , the Central Association of the German Advertising Industry and September Strategy & Research GmbH.
Club work
The association's work aims to train adolescents in media and advertising skills and to enable them to deal with media and advertising in a reflective manner. For this purpose, the association designs free learning and teaching materials ( Open Educational Resources ) for pre-school, elementary and secondary schools on the subject of media and advertising skills, which can be sent by post or downloaded digitally.
The didactic learning and teaching packages include information for teachers, worksheets and multimedia content. Information on the subject of advertising for parents and educators is published on the association's website.
In addition, Media Smart's portfolio includes academic activities: the team participates in scientific discourse, is accordingly often present at specialist conferences and organizes information and discussion events itself. Finally, the association offers workshops and counseling for parents, students, schools and companies.
No logos or brand names are shown on the materials or on the website - with the exception of the online link list “advertising examples”, whose real advertising examples can optionally be included in the classroom under pedagogical guidance. The materials are developed in collaboration with the above-mentioned expert advisory board.
Media Smart eV is a member of the consumer research network in North Rhine-Westphalia and in the Society for Media Education and Communication Culture eV 2019, the association has joined the voluntary commitment of the Transparent Civil Society Initiative .
Criticism, improvements and ratings
The association was initially criticized from a conservation pedagogical perspective because it included real promotional videos for learning purposes. This would encourage students to take up the advertised products without reflecting on them. As a consequence, the recommendation of the teaching materials was withdrawn by the chairwoman of the Conference of Ministers of Education, Johanna Wanka, in 2006. From the point of view of action-oriented media education, however , the inclusion of real spots for the didactic preparation of teaching units on the subject of “advertising” appears sensible. This is the only way to work on it realistically and in a way that is understandable for the students. The aim is to identify the design tools and mechanisms with which advertising works. This works best with examples from the world of children, according to the expert advisory board member of Media Smart Prof. Dr. Stefan Aufenanger. This is the opinion of Prof. Dr. Norbert Neuss, the then chairman of the media education professional association Society for Media Education and Communication Culture (GMK).
The critical comments on the 2006 edition were taken up and implemented in the new edition of the teaching materials in 2011. For example, there are no longer any advertising films or logos of the club members.
In 2014, Media Smart published Europe's first advertising literacy materials for the preschool sector. The current edition of the preschool materials was provided by the Federation of German Consumer Organizations. V. the evaluation very good : “This material for the children's hands is exceptionally well done, has a framework plot with the story of the listening worm Ojoo and the individual situations and approaches are always thought of from the children's point of view […]. Furthermore, it has been particularly successful that the topic of advertising is taken up in everyday situations [...], but is never treated with a raised index finger [...]. The action-oriented materials always include the children's point of view and the material is designed in such a way that it is not consumed, but makes the children curious and activated. The professionalism is always given. Very nicely done!"
In November 2018, the association's work was recognized by the NRW media competence portal as recommendation of the month: “Media Smart focuses its association work on a topic that has not waned for many years. By participating in the public discourse, the association stays on top of current problems at the interface between advertising and children and can thus provide educational work. With the free provision of didactic materials for educators and teachers, Media Smart significantly supports pedagogues in promoting advertising skills. The development of the multiplier program shows that Media Smart will continue to strive to reach many children and educators in the future. "
Web links
swell
- ^ Board of Directors of Media Smart eV Media Smart eV, accessed on April 1, 2020 : "Claude Schmit has been chairman of the board of the association since Media Smart eV was founded."
- ↑ Managing Director of Media Smart eV Media Smart eV, accessed on April 1, 2020 : "In November 2016 Michael Haas took over the management of the association."
- ↑ Facts about Media Smart eV Media Smart eV, accessed on April 1, 2020 : “Beim Media Smart e. V. has two full-time employees, one of which is full-time and the other part-time. "
- ↑ Facts on the Expert Advisory Board . Media Smart eV, accessed on April 8, 2020 .
- ↑ Information on the members. Media Smart eV, accessed on April 8, 2020 .
- ↑ Information ordering teaching material. Media Smart eV, accessed on April 9, 2020 : "The preschool package" Discover and (understand) advertising - with the hearing worm Ojoo "can still be ordered - free of charge, of course."
- ↑ University opens center for consumer protection. University of Siegen, accessed on April 9, 2020 : "Researchers investigate situations in which consumers are vulnerable and threatened with manipulation."
- ↑ 'Alexa, adv (ert) ise us!' Language assistants and smart speakers in media education and consumer research. merz media + education, accessed on April 9, 2020 .
- ^ Dealing with Persuasive Messages in a Complex Media Environment. University of Vienna, accessed April 9, 2020 .
- ↑ Commercials. Smart Media eV, accessed on April 9, 2020 .
- ↑ Transparency at Media Smart eV Smart Media eV, accessed on April 9, 2020 .
- ^ Knowledge society à la Bertelsmann. NachDenkSeiten, accessed November 22, 2005 .
- ↑ Statement from Prof. Dr. Norbert Neuss on the criticism of the media smart materials "eyes on advertising". on: gmk-net.de , November 6, 2006.
- ↑ Media Smart eV Media Smart eV, accessed on April 14, 2020 : "In order to clearly distinguish themselves from school sponsorship, the member companies deliberately appear without a logo or brand name in the didactic teaching / learning content."
- ↑ Pre-school package "Discover and (understand) advertising - with the hearing worm Ojoo". Consumer advice center, accessed on April 14, 2020 : “The action-oriented materials always include the children's point of view and the material is designed in such a way that it is not consumed, but arouses and activates the children. The professionalism is always given. Very nicely done!"
- ↑ Media Smart eV Medienkompetenz Portal NRW, accessed on April 14, 2020 : "Good materials to explain advertising to children: Media Smart has developed these and makes them available to kindergartens, elementary and secondary schools for download and print versions free of charge."