MEDIA FLUENCY . . .
Media Fluency – Cracking the Code

“Get ‘em young, and keep them for life!”  That’s the strategy of the alcohol industry for targeting new drinkers.  How does this industry seduce, create, and cultivate young drinkers?  Through media messages, which saturate our environment like aggressive viruses and bombard young people with commands.  Yes, commands; specific instructions on how to feel, what to think, and where to look for fun and escape.  In this interactive, multi-media workshop, participants will journey far beyond simple media literacy and learn actual media fluency.  How do we spot hidden messages and commands?  What are they?  How can we tell, instantly, what an advertisement is really trying to do to us?  Come and find out.  Come and learn what the marketers do NOT want you to know..!

Learning Objectives – Participants will:
1.Learn and understand the important differences between the emotional and the cognitive functions of their developing brains, and understand how media messages target emotions, desires, and needs.
2.Gain a working knowledge of at least six techniques of persuasion, including: Bandwagon, Sex Appeal, Nostalgia, Rebel Power, Cruelty as Humor, and Celebrity Branding.
3.Increase their capacity for critical thinking and analysis, which will help them become more effective coalition members, students, and role-models for their peers.  Critical thinking is essential in today’s complex world, and media fluency is an extremely effective tool for gaining this valuable skill.





Northwest Alcohol Conference