MediaSmarts

MediaSmarts (formerly the Media Awareness Network) is a Canadian non-profit organization based in Ottawa, Ontario that focuses on media literacy programs. In particular, the organization promotes critical thinking via education resources and analyzes the content of various types of mass media. Surveys and studies performed by MediaSmarts have explored youth media consumption, such as television and internet use, as well as media issues. In recent years the organization's focus has shifted more heavily to digital literacy, although it continues to produce resources on traditional media. The organisation also does business in the French language, under the name HabiloMédias.

MediaSmarts
TypeMedia Organization based in Canada
Legal statusactive
Purposeadvocate and public voice, educator and network
HeadquartersOttawa, Ontario, Canada
Region served
Canada
Official language
English, French
Websitewww.mediasmarts.ca (English)
habilomedias.ca (French)

The funding for MediaSmarts is primarily derived from private sector sponsors and Canadian Government grants.[1][2] The group partnered with Microsoft and Bell Canada to produce web resources for teachers and parents to protect kids online.[1] MediaSmarts has received a number of awards for its work, including awards from UNESCO Global Alliance for Partnerships on Media and Information and the Canadian Race Relations Foundation, as well as several online awards for web-based content.[3]

Research

One of the large studies undertaken by MediaSmarts is Young Canadians in a Wired World, a research study to investigate and track and the "behaviours, attitudes, and opinions" of Internet use in Canadian children and youth.[4][5] Results from this study, which indicate high levels of personal information collection by websites popular with children,[6] have been cited to argue that parental supervision of child internet use alone "cannot adequately protect children" that have the highest levels of social internet use.[7]

Rebranding

Formerly founded as Media Awareness Network, the organisation was relaunched on May 29, 2012 as MediaSmarts. The new brand was developed pro-bono by Toronto-based advertising agency, Brandworks.[8]

Media Literacy Week

Media Literacy Week [9] is an annual national campaign hosted each autumn by MediaSmarts and the Canadian Teachers' Federation to promote digital and media literacy, with activities and events taking place in classrooms, libraries, museums and community groups through over 90 collaborating organizations. Having started in Canada, Media Literacy Week is now internationally celebrated in the U.S. and in countries around the world.

In 2019, MediaSmarts remade the popular House Hippo public service announcement as part of their Break the Fake campaign. The House Hippo was originally created by a similar, since-defunct organisation, Companies Committed to Kids.

References
  1. "Teaching kids to drive the Net". Archived from the original on March 3, 2007. Retrieved 2008-12-04.
  2. "MediaSmarts - About Us", MediaSmarts
  3. "MediaSmarts Awards & Recognition"
  4. "MediaSmarts Research and Policy", MediaSmarts
  5. Taylor, Anne (Fall 2001). "Young Canadians in a Wired World: How Canadian Kids Are Using the Internet". Education Canada. 41 (3): 32–35. ISSN 0013-1253. Retrieved 2008-12-08.
  6. "Market researchers target kids with online games", CBC News, February 4, 2008
  7. Steeves, Valerie & Webster, Cheryl (2008). "Closing the Barn Door: The Effect of Parental Supervision on Canadian Children's Online Privacy". Bulletin of Science, Technology & Society. 28 (1): 4–19. doi:10.1177/0270467607311488.
  8. "MNet launches its new brand for the digital age", MediaSmarts
  9. "Media Literacy Week", Media Literacy Week
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