MEDIA MODULE ACTIVITY

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MEDIA MODULE ACTIVITY
OBJECTIVES
For Participants:
 Reflect on the power of the media and the messages it sends with regard to
consumption – sustainable or not
 Introduction to ‘culture jamming’, ‘anti-brands’, and alternative media messages
challenging mainstream consumption messages and/or promoting the
consumption of more sustainable products
 Experience in creating positive, pro-sustainability messages to challenge
mainstream media messages on consumption
DESIRED OUTCOMES
1. Participants do culture jamming and brand/message creation
2. Participants seek out more information on anti-brands, alternative consumption
messages
3. Participants become more media literate and reflective
TIMEFRAMES
Introduction
Discussion of media, messages, power of
advertising
Distribution of Adbusters post cards and
copies of magazine, looking at workbook
Introduction to media, culture jamming
activity
Media, culture jamming activity
Wrap Up & reflection
TOTAL
5 Minutes
10 Minutes
5 Minutes
5 Minutes
30 Minutes
5 Minutes
60 Minutes
INTRODUCTION
Introduce the module by talking about the power of advertising and branding and
explaining the activities for the next hour.
DISCUSSION OF MEDIA, MESSAGES, POWER OF ADVERTISING
Lead a discussion with the whole group on the media, what message it sends, and the
power of advertising.
Possible questions, conversation starters:
 Small group discussion, in pairs about favourite and most memorable
advertisements, and what message they were presenting
 Sources of news and current events – Who owns them? What kinds of news is
reported? Commercial networks and what sells advertising (if it bleeds, it leads)
 Purpose of media – entertainment, information, selling, empowerment, education?
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How many advertisements are seen by a child of 6, 12, 18? (need to get these
figures!)
Childhood obesity and fast / junk food advertising
DISTRIBUTION OF ADBUSTERS POST CARDS AND COPIES OF MAGAZINE, LOOKING AT WORKBOOK
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
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Distribute Adbusters post cards and magazines and allow people time to pass
around and discuss
Refer participants to the media section of their workbook
Media projects / culture jamming very popular activity for young people, revise,
revolutionise, subvert advertising messages, e.g. Adbusters (show cards, posters,
magazines) – examples of what other young people re doing in developed
countries to counter consumerism
INTRODUCTION TO MEDIA, CULTURE JAMMING ACTIVITY
Need scissors, 4x butchers paper per group, glue, coloured pens or markers, collection of
youth magazines
Introduce activity while handing out resources
e.g. ‘giving you the opportunity to design your own culture jam, anti-ad, anti-brand,
positive media message using materials on hand – magazines, scissors, glue, pens, paper,
cut and paste and go nuts. Can be a billboard, post card, pitch for a TV or cinema ad,
poster, whatever you like or can imagine! You can work on your own or in small groups’
MEDIA, CULTURE JAMMING ACTIVITY
Facilitators to answer questions, encourage, discuss, have conversations with participants
about the activity and media and sustainability, help stimulate creativity.
Often there is a lot of spontaneous discussion about different advertisements and stories
that appear in the magazines – good discussion starters.
WRAP UP & REFLECTION
Give each person / group the opportunity to present to the whole group
Discuss the possibility of local media projects to follow the youth workshops – considering
media messages so powerful in telling us how to consume
Get people to share what they have learned from the activity
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