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"Toyota
sells virtual cars in Whyville, building brand loyalty among kids growing up
in a world of cell phones, the Internet, and instant messaging."
Brand loyalty happens as children, teens, and adults become
familiar with certain products and associate them with happiness, popularity,
or success. In the movies, product placement is the intentional placement of
specific brand name products, such as Coke, Pampers, or Tide detergent, within
a scene. This causes the viewers to recognize and value the brands shown. Sponsors
pay large amounts of money for these opportunities to show their products.
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Ministry Team Summary
The Media Literacy Ministry team is dedicated to encouraging and
equipping families, youth pastors, and churches to promote discernment and critical
thinking about media messages in children and teens. In a culture where the average
American child watches nearly 3 1/2 hours of television every day, it is important
to offer effective and age-appropriate activities to encourage children and teens
to think for themselves.
The going price for 30-second spot on Fox's popular “American
Idol” ranges from $500,000 to $700,000. Advertisers well understand
the power and influence of the media. Children and teens need to
develop skills and gain the knowledge needed to question, analyze,
interpret, and evaluate all media messages. This is the essence
of media literacy: the application of critical thinking to the messages
of print and electronic media.
This ministry team will offer opportunities to integrate media
literacy concepts and activities into all aspects of our Christian life. We are
called to be “in the world but not of the world”. Media literacy
is the key that unlocks this capability. Children become media consumers early
in life and soon their existence is so entwined in the culture that asking them
to analyze what they see is like asking a goldfish to analyze the water! This
group will share resources, discussion opportunities, workshops, and practical
suggestions to help young people become discerning Christians and thoughtful
citizens.
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