From colorful commercials for sugary cereals to the use of cartoons as a marketing tool, children are constantly being bombarded with media images that can be difficult for them to decode.

In an attempt to help school-aged children learn to strengthen their critical thinking and communication skills, Verizon has awarded a $50,000 grant to Temple University’s Media Education Lab. The award is one of two grants totaling $100,000 Verizon has provided in support of Temple educational programs. (See "New pilot program helps teachers learn the best ways to reach their students.")

Funding from the grant will go toward supporting “Powerful Voices for Kids,” a media literacy program housed at Russell Byers Charter School that seeks to enable children to become effective communicators. 

“Media literacy education is an effective bridge between the classroom and the culture,” said Renee Hobbs, professor of Broadcasting, Telecommunications and Mass Media at Temple’s School of Communications and Theater.

The Powerful Voices pilot program will allow urban students to participate in an array of literacy and technology activities, including critical viewing of television commercials to identify persuasive rhetorical strategies and instruction on the creation of persuasive media through the use of digital still cameras and image manipulation software.

“Education is the key that can unlock a brighter future for every child,” said Gale Y. Given, president of Verizon Pennsylvania. “We are proud to play a role in this collaboration between Temple University and the Russell Byers Charter School to provide students with innovative literacy and technology instruction and valuable skills to help put them in a stronger position to reach their full potential.” 

Founded by Renee Hobbs, the Media Education Lab’s mission is to improve media literacy education through scholarship and community service.

This summer, the Media Education lab will offer a workshop to teachers to help them prepare to instruct student on media literacy. Local elementary teachers may enroll in the “Powerful Voices for Kids Summer Institute,” a weeklong professional development program, to be held July 6 – 10, 2009.

For more information about the Powerful Voices for Kids Summer Institute for elementary educators, visit the Media Education Lab web site at www.mediaeducationlab.com.