1. (a) Introduction.

   1. (1) Mass media influence the way meanings and realities are created and shared in contemporary society. Students enrolled in Media Literacy will develop their skill in understanding, analyzing, using, and producing media intelligently. High school students should realize that media can be a vehicle for full participation in academic, social, and democratic processes. Students enrolled in Media Literacy will understand how media influence our tastes, our behavior, our purchasing, and our voting decisions. Students who are media literate understand television, radio, film, and other visual images and auditory messages. For high school students whose first language is not English, the students' native language serves as a foundation for English language acquisition and language learning.
   2. (2) The essential knowledge and skills as well as the student expectations for Mass Communication, an elective course, are described in subsection (b) of this section.

2. (b) Knowledge and skills.

   1. (1) History. The student traces the history and evolution of media used for mass communication. The student is expected to:

      1. (A) trace the history and development of each mass medium;
      2. (B) examine the development of the technologies that influence each medium; and
      3. (C) analyze the historical contributions made by various media personnel.

   2. (2) Functions. The student recognizes the functions of mass media. The student is expected to:

      1. (A) analyze the roles of media as sources of information, entertainment, persuasion, and education; and
      2. (B) analyze strategies used by media to inform, persuade, entertain, and educate.

   3. (3) Regulations. The student identifies and analyzes regulations that govern media. The student is expected to:

      1. (A) identify the appropriate government agencies that regulate media; and
      2. (B) analyze government regulatory issues regarding censorship, political campaigns, news, ethics, and responsibilities.

   4. (4) Influences. The student analyzes the influence of media. The student is expected to:

      1. (A) analyze the influence of viewing and listening habits on individuals;
      2. (B) analyze the influence of media on consumers;
      3. (C) analyze the influence of media in shaping various governmental, social, and cultural norms; and
      4. (D) analyze the influence of media on the democratic processes.

   5. (5) Production. The student analyzes, creates, and evaluates visual and auditory messages. The student is expected to:

      1. (A) analyze the contributions and responsibilities of various media personnel;
      2. (B) analyze techniques for producing media messages for specific purposes and effects;
      3. (C) develop skills for organizing, writing and designing media messages for specific purposes and effects;
      4. (D) develop technical and communication skills needed by various media personnel;
      5. (E) plan, organize, produce, and present media messages; and
      6. (F) evaluate media messages and products.

   6. (6) Evaluation. The student evaluates mass media. The student is expected to:

      1. (A) analyze and evaluate standards for "quality programming";
      2. (B) determine the contributions of media on the democratic process;
      3. (C) analyze and evaluate media's efforts to address social and cultural problems;
      4. (D) analyze and propose possible ways to improve mass media; and
      5. (E) formulate guidelines for using media effectively to achieve governmental, societal, and cultural goals.

Source Note:The provisions of this §110.50 adopted to be effective September 1, 1998, 22 TexReg 7549.