Media literacy training is a democracy skill vital to developing critical thinking about media's messages and their profound influence on society.  PRIIME TIIME TODAY and its partners form a team dedicated to teaching media consumers at every level, how to question, analyze, interpret and evaluate those messages.   The knowledge and skills of media literacy empower individuals and communities to become a more informed electorate and a positive force for change.

PRIIME TIIME TODAY is a non-profit 501(c)(3) organization that trains preschool through adult level groups to become media literate consumers.  Media literacy refers to the ability to analyze, question, understand and evaluate the messages of media.

Our main emphasis is on education.  The United States lags behind other countries in its use of media literacy curriculum in its schools.  Since the latest trends in education show cable TV and computer software to be the fastest growing curriculum for learning and communicating in the classroom, media literacy will not be far behind.

Rather than these skills being taught as a separate subject, the best approach is the integrated model involving children from the pre-school through high school levels.   For instance, the topic "Do Media Affect the Political Process?" could be taught in English, creative writing, government, civics, or media classes, to name a few.

In Ontario, Canada students cannot graduate from high school without taking media literacy courses and the New Mexico Schools instigated a state-wide pilot media literacy program in 1994.  Our goal is to unite schools, TV, Cable, radio, newspapers, businesses and civic organizations in promoting critical thinking about media's messages.

FCC Commissioner Michael Copps Calls For Media Literacy in K-12 Schools

On June 7, 2006, FCC Commissioner Michael Copps called for a "sustained K-12 media literacy program" in the nation's schools. His remarks were made during the forum "Beyond Censorship: Technologies and Policies To Give Parents Control Over Children's Media Content."  The forum was co-sponsored by the Kaiser Family Foundation and the New America Foundation.

FCC Commissioner Michael Copps:
"The more I grasp the pervasive influence of media on our children, the more I worry about the media literacy gap in our nation’s educational curriculum.  We need a sustained K-12 media literacy program—something to teach kids not only how to use the media but how the media uses them.  Kids need to know how particular messages get crafted and why, what devices are used to hold their attention and what ideas are left out. In a culture where media is pervasive and invasive, kids need to think critically about what they see, hear and read.  No child’s education can be complete without this."

Our voters need to be critical thinkers and our children must be taught the necessary skills and knowledge to help them become discerning, intelligent citizens.

PRIIME TIIME TODAY has the resources and expertise to be a forerunner in media literacy training.  Please see our board members page to meet our experts.  Our organization was founded on the belief that the media are persuasive and effective communicators who should respect their role in shaping culture.

We welcome your involvement and support in this exciting effort!

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