December 07, 2005
سواد رسانه اي
سواد رسانه اي چيست؟ اگر در يك تعريف كلي، عيني ترين لايه آن را در نظر بگيريم وبگوييم يعني توانايي تجزيه و تحليل نقادانه پيام هاي رسانه اي؛ به نظر شما، آيا ما به عنوان رسانه بايد به بالا بردن سواد رسانه اي شهروندان كمك كنيم؛ چرا؟ لطفا نظر بدهيد. ضمنا در زير من نظرات آقاي «جان پانگنت» از كانادا را كه در اين ارتباط نظر جالب و جامعي را مطرح كرده است ، آورده ام. هشت مفهوم كليدي براي سواد رسانه اي جان پانگنت John Pungente ، وزارت آموزش اونتاريو، تورنتو، كانادا:( نشريه اطلاع رساني خانه فرهنگ نيم رخ – هد هد- شماره 31 بهمن 1383) 1- تمام رسانه ها ساختارند : رسانه ها تنها انعكاس ساده اي از واقعيت بيروني نيستند ؛ بلكه آنها محتاطانه ساخت هاي هنري اي را ارائه مي دهند كه بازتاب تصميم هاي گوناگون است و از عوامل تعيين كننده بسياري حاصل مي شود. حال سواد رسانه اي در راستاي تلاش اين ساخت ها قدم بر مي دارد تا آنها را تجزيه كرده و نشان دهد كه چگونه ساخته شده اند. 2- رسانه ها واقعيت را مي سازند : رسانه ها مسئول بخش اعظمي از مشاهدات و تجربياتي هستند كه ما از طريق آنها درك خود را نسبت به جهان و نحوه عملكرد آن سامان مي بخشيم . در واقع بخش اعظم نگرش ما به دنيا ، ريشه در پيام هاي رسانه اي دارد كه از پيش ساخته شده اند. اين رسانه ها به ميزان زيادي، درك واقعيت را در اختيار ما قرار مي دهند. 3- گفت و گوهاي مخاطبان، در رسانه ها مفهوم پيدا مي كند: رسانه ها فضايي براي ما فراهم مي آورند تا تصوير خود را از واقعيت شكل دهيم و همگي بر سر معناي آن با توجه به قابليت هاي شخصي «بحث و گفت وگو» كنيم ،مانند : خواست ها و نيازهاي شخصي، رضايت ها و مشكلات روز، گرايش هاي نژادي و جنسي، پيشينه خانوادگي و فرهنگي و غيره. 4- رسانه ها مفاهيم تجاري دارند: سواد رسانه اي با هدف ارتقاي آگاهي در خصوص چگونگي نفوذ رسانه ها از طريق تفكرات تجاري و چگونگي تاثيرگذاري اين تفكرات بر محتوا، فناوري و پخش، عمل مي كند. اغلب توليدات رسانه اي تجاري است و مي بايست سود دهي نيز داشته باشد. حال پرداختن به پرسش هايي در حوزه مالكيت و نظارت رسانه اي نيز، اهميت بيساري دارد ، چون شمار كمي از اشخاص هستند كه بر آنچه ما از طريق رسانه ها مي بينيم، مي خوانيم و مي شنويم نظارت مي كنند. 5- رسانه ها حاوي پيام هاي ايدئولوژيكي و ارزشي اند: بخش اعظمي از توليدات رسانه اي تبليغات است ؛به عبارتي، آنها از اين طريق ارزش ها و راه هاي زندگي را بيان مي كنند. اگر بخواهيم صراحتا بيان كنيم و يا در لفافه بگوييم، روند كلي رسان ها نشانگر پيام هاي ايدئولوژيكي اي است كه آنها در بر دارند. به طور مثال مي توانيم به مقولاتي نظير طبيعت زندگي خوب، محسنات مصرف گرايي، نقش زنان، پذيرش قدرت ، و مقوله بي چون و چراي ميهن پرستي اشاره كرد. 6- رسانه ها حاوي مفاهيم اجتماعي و سياسي اند: رسانه ها تاثير چشمگيري بر سياست و شكل دهي تغييرات اجتماعي دارند. تلويزيون مي تواند نفوذ گشترده اي در انتخابات يك رهبر ملي بر مبناي تصوير داشته باشد. همچنين رسان ها مي توانند ما را در مقولاتي چون حقوق شهروندي، قحطي در آفريقا ، و شيوع ايدز، شريك سازند. آنها به ما حسي نزديك به مباحث ملي و دغدغه هاي جهاني مي دهند؛ از اين رو ما به شهروندان «دهكده جهاني مك لوهان» بدل مي شويم. 7- شكل و محتوا در رسانه ها رابطه نزديكي با هم دارند : همان طوري كه مارشال مك لوهان مي گويد: « هر رسانه ، دستور زبان خاص به خود را دارد و واقعيت را به روش خاص خودش نظم و ترتيب مي دهد. رسانه هاي گوناگون ، رويداد يكساني را گزارش مي دهند، اما تصورات و پيام هاي گوناگوني را خلق مي نمايند.» 8- هر رسانه شكل زيبا شناختي منحصر به فردي دارد: همان گونه كه ما به ضرباهنگ خوشايند يك قطعه شعر يا نثر توجه مي كنيم. بايد توانايي لذت بردن از شكل و تاثيرات خوشايند رسانه هاي گوناگون را نيز داشته باشيم.
سلام استاد! هردم از این باغ بری میرسد / تازه تر از تازه تری میرسد... قدم نو رسیده مبارک
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