Stories and beliefs have been passed on through families, religions and communities. More than ever before, the media has taken the lead as the means communication of values. This discussion article focuses on how thinking about media literacy can be part

Stories and beliefs have been passed on through families, religions and communities. More than ever before, the media has taken the lead as the means communication of values. This discussion article focuses on how thinking about media literacy can be part of gender equity work. Although looking beyond the obvious images allows us to see important links between sexism, thought control and maintaining the male-dominant status quo in media messages, the ultimate radical act is to make our own media. This kind of knowledge about media – media literacy – is a teachable skill that can bridge the gap between the classroom and the culture. It is about a new awakening that stimulates critical thinking skills, labels sexism and fosters attitudes in support of gender equity, gives personal and exposes the truth about where the seat of buying power lies. The real promise of using media literacy in the quest for gender equity is to empower us all with a lifetime of skills that can create authentic people and lasting relationships.

Year of Publication: 1998