About Pamela Pereyra
Pamela (@aducateme) is passionate about helping youth and adults in their drive for transformative experiences through critical thought, creative expression and hands-on play. Pamela is a leading voice in media education with over 20 years of experience as a designer, trainer, consultant, educator and advocate.
She is an authority in comprehensive media and digital literacy working with schools, nonprofits and companies to transform learning with media and technology. She has received the 2021 Media Literacy Community Award by the National Association for Media Literacy Education and the 2019 Media Literacy Champion Award by Media Literacy Now. As the chapter chair of New Mexico Media Literacy Now, she advocates for media literacy education for all students.
Pamela is the founder and CEO of Media Savvy Citizens, which facilitates understanding, positive participation and meaningful media interaction for learners. Their work is centred on building the capacity and resiliency of youth and adults in a changing technological world through media education and technology training, facilitation and consulting through hands-on experience. Media Savvy Citizens worked with 30 New Mexico school districts transitioning them into digital learning into 2020 and 2021.
She is also an adjunct instructor at the University of New Mexico and holds an MA in Media Studies.
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**Please note that all of our transcriptions come from rev.com and are 80% accurate. We’re grateful for the robots that make this possible and realize that it’s not a perfect process.
Sam Demma (00:01):
Welcome back to another episode of the high performing educator podcast. This is your host and youth speaker, Sam Demma. Today’s special guest is Pamela. And I’m so excited to have her on the show here today. Pamela, why don’t you introduce yourself and share a little bit about who you are?
Pamela Pereyra (00:19):
Okay. So my name is Pamela Perrera and it’s Pamela. That is just pronounced in Spanish, just for the people out there who are wondering what’s going on. Yeah. I am the founder and CEO of Media Savvy citizens, which works on media education initiatives and the understanding positive participant and meaningful media interaction for all learners. I’m also I live in the states and I’m the chair of New Mexico chapter chair of New Mexico media literacy. Now, which advocates for media literacy education in the state of New Mexico.
Sam Demma (01:02):
You’re like the media ninja, the media expert. What is media, how do you define and explain media to somebody else?
Pamela Pereyra (01:12):
That is a great question. And I think everybody has their own conceptual ideas depending on like when they were born so when they came into this world and what their experiences are, there’s like media legacy, right? Which is like broadcasting and television and radio and the, but there’s also new media, right? Which is digital technology media. And so media in this broader scope is any form communication that is not face to face. So, if you think about it, any, if it goes through a medium, any communication that goes through a medium is a form of media. Mm. So a podcast is media, a, brand on a t-shirt is a form of media that has a communication, right? Mm-hmm so it’s like a billboard is media, a poster is media and ucell phone is media. And also like all the apps in the cell phone are different forms of me. So like most of what we do in our lives, especially now,uin 2022 and 2022 are, mediated communications. Right? Most of the work that we do, even our schooling is through mediums. Right. We go on the internet, we search things. We, participate in social media. We take pictures, we share, means all of those things are media and mm-hmm.
Sam Demma (03:01):
Yeah. It’s, it’s a big concept.
Pamela Pereyra (03:05):
It is a big concept. Right. So literacy like media literacy, right. Is being literate, being able to read and really read in like a conceptual way. Right. So being able to like, understand how these, all these different technologies work how we participate with them, how we act with them and also like you know, how we create with all of these technologies, right. So we can be passive or we can be active depending on our mood.
Sam Demma (03:39):
And I think whether you’re passive or active with the media, it’s important that you understand how it works and you understand, and are aware and media literate, like you’re saying, why do you think it’s important that someone is media literate or, and understands media?
Pamela Pereyra (03:58):
Well, we’re bombarded we with media, right? We live in a mediated world. We have people who are creating messages for us with different intentions. Right. And are they, and being aware and just taking the time to reflect and understand, is this a fact, is it an opinion, am I being persuaded who think a certain way or behave in a certain way? And so part of that, like media literacy is just taking a moment, you know, and taking a, a, you know, breathing space to understand what is happening. And also like, am I gonna participate? Am I gonna share this information? And if I share, how does that impact people? So yeah. And so like, is it not, you know, important to understand the world in which we live and the world in which we live is, is impacted by all different forms of communication, whether it’s entertainment or whether it’s work related and doing any kind of internet search, you know, or working like a two or three year old who have, you know, who are given tablets, right. These are tools that we use. And so being media literate just makes us a stronger, more engaged citizen, conscious of what’s happening and possibly even a more engaged in civics and possibly society and our democracies.
Sam Demma (05:27):
What got you inspired to work in this vocation to spread media literacy as much as you can, because it’s important work and you’re obviously extremely passionate about it. So what prompted you to start and get into it?
Pamela Pereyra (05:44):
Well, it’s been a process. I started out back in the nineties as a journalist, I studied communications. I understand, I understood and had studied public relations and like how messages are put together from the ideas of like layout to colors and the psychology of color to influence people, to make them feel certain things, to give, you know, provide certain headline, to engage people to, you know, and so everybody has different motivations, right. For putting messages together. And I realized that I didn’t really wanna do that. I wanted to work with youth and talk about a lot of these things and talk about how media function. And so it kind of started with a, well, it started with me like working in film and journalism and moving in publicity and then realizing I didn’t really wanna be a producer so much as I wanted to discuss a lot of these things with, with youth and, you know, how have a different kind of impact I am a producer, we’re all producers, you know, if we press like that’s producing something, it’s producing a message.
Pamela Pereyra (07:05):
Right. And, and so for me, like really working with students and like getting into a classroom, I did that through a film festival. I worked for this film festival and expanded their education programs. And so I worked with a lot of teens and we made all kinds of media and films and audio pieces, but we also discussed the impact of, you know, FM messages and the impact of media. And I felt like it was a good, well rounded form of like working with youth and seeing how positive, what a positive impact it had on teen’s lives and how they were thankful, you know, for being, going through the process and, you know, discussing things that for them felt really real and like authentic and things that were relevant to them. And so that has been, my driving force is really working with teens and seeing like the impact, you know, that that being media literate can have on people. And so I have not stopped because I feel like it helps, there is like a balance there, right? Like if we are just sitting back and only consuming, what does that do for us, you know, as a society. Right. So it’s great to consume. It’s also great to produce, and it’s great to do both and to consume with a consciousness and an awareness around like what’s happening.
Sam Demma (08:42):
It’s important, regardless of what subjects students are learning in school that they’re taught and explained, I think in some sort of context with global awareness with what’s going on in the world with media literacy. And I’m wondering what you think some of the key concepts are that you can pull from media literacy and, and apply to classroom learning that maybe an educator listening to might explore, look into or think about how they could tie into their own classrooms.
Pamela Pereyra (09:13):
Yeah. Well, media education fits into any subject, right? Yeah. Whether you’re working with math and like graphs and data and statistics, or whether you’re working in a social studies classroom or a English language arts classroom, or a health classroom, there are different concepts that educators can different concepts that educators can implement in their classroom. So there are different ways. So one of ’em is like, before I get into some of these concepts, one of ’em is like using media as a, as a way to like spur discussion, right? Like using a video or, you know, using media in the classroom and, you know, discussing things, making media, like making a video for instruction. So the educator can make a video for instruction or an educator can ring in media and like work on different projects and have students participate with that media as a learning tool and then even make, there are little podcasts in the classroom about like what the reflection was.
Pamela Pereyra (10:29):
Right. So when looking at different media we have like to discover meaning and it is, we go through a series of like questions. So there are like five major, key media literacy questions to look at. And this is like when you’re studying different ideas. So let’s just say somebody brings in, in a math class, a statistic and an infographic, right. On something, whether it be math class or science, I mean, it could be COVID right. So it could be like a COVID related science message and, and statistics. Right. So you, you could look at it from different way, but one of the things that you would look at the first one would be author and authorship who created the message, like who is the author who paid for that message. That’s also part of the authorship, right? Like where is this message coming from?
Pamela Pereyra (11:34):
So that’s one, the other the other thing would be purpose. Like why did somebody create this message? Were they trying to inform, were they trying to entertain? Were they trying to persuade have you think a certain way or act a certain way. Right. So discovering purpose, symbols and techniques is another, like, what symbols are they using? What techniques are they using to, to hook you, to hold your attention? So this may be you know, it could be D different words that are being used, different length, which like is their language loaded, is are the symbols like, are they using certain colors, like lots of red? Are they, you know, like, you know, what, what symbols and techniques are they using? If it’s a YouTube video are people you know, using sources and do, you know, does the information is the, you know, you’re looking at context as well, right?
Pamela Pereyra (12:43):
So like what are those techniques, even within like a, a YouTube video or something like that. Right. So then you’re looking at representation, point of view, whose point of view is this coming from? Right. So is this point of view whose point of view is being presented and who’s this not like who’s being represented and who’s not, you know, if you’re looking at a historical piece of writing to look at point of view is like fascinating. And, you know, when you bring in the concept of global right. A global world in which we live, and especially since we’re living in a network world, we are, we are, you know, global, right. So we are way more connected to anybody anywhere in the world and at the touch of a fingertip or cell phone. Right. so we are looking at like, what it, you know, what, what historical perspective would they be presenting this information from, if you’re so that’s representation, right.
Pamela Pereyra (13:49):
If you’re looking at different messages, right? Like, or a text and a history book, where is this text coming from? Mm-Hmm so you are really kind of decoding in order to code, right. It like looking at all this stuff, the, the last part would be interpretation. And like, what did I learn from this message? Like, how did that change me? How did, how might different people interpret a message? You know, being a woman and being a brown woman in my interpretation of certain messages are sometimes just the frame in which I look at my world, come from that place. Also being media literate, I continually continually ask questions of any, you know, infographic or piece of data, where did this, where’s this coming from? Is this credible? Is it not like who’s the author, you know, all of those things, but also you can have, like, teachers would have students make a certain infographic, right.
Pamela Pereyra (14:46):
For a, a science class or a, and so understanding the process of what goes into media making and also deconstructing the, to then construct, right? Like, why am I making this infographic? Who I, who am I whose point of view am I representing? Even with numbers and data, people represent a point of view. And so it’s like, seems a little bit kind of hard to conceptualize, but going through a process of like practice and practicing these, these questions like where you ask the questions and you decode, but then you also encode, right? You also code these things. You also can make an infographic. You can make a meme, you know, know and make it funny and make, you know, and bring that into learning and talk about point of view, you know, in a, in a meme, or you can pull a meme and kind of deconstruct it as a form of text.
Pamela Pereyra (15:43):
So a lot of what we do is like bring in these PE pedagogy, right? The pedagogy in the classroom and have teachers go through this process of like becoming and embodying the concepts of media literacy so that you know, where they’re consuming and decoding, but they’re also constructing so that then they can like help their students construct for the classroom for learning. There are more concepts, you know, and some of ’em are like media construct, our culture, you know, they shape culture, right? Mm-Hmm and media messages, do they affect our thoughts or attitudes or actions? They are, are most powerful when they operate on an emotional level and have emotional power. They Def always reflect the point of view, right. They always reflect the values, the viewpoint and intentions of media makers. Right. So anybody who’s making a message has a point of view that they’re shared and they have values and viewpoints.
Pamela Pereyra (16:56):
And so understanding that is important. So media messages contain texts, but they also contain subtexts. So what that means is there’s like what is said, but is also what is not sad was like implied. Yep. Right. So these are like, this is part of that framework for media literacy and like kind of going through a process of using media, but also like when I have students in, in the classroom, when I have students make something like, let’s just say, we’re gonna all make memes today and we’re gonna make memes on, you know, any subject matter that would be relevant. That is being studied. Like we’re making memes on the American revolution. So you study the American revolution you make, possibly will make a mean, but then you deconstruct a memes and understand like, what is a mean, you know, and what, you know, and, and how do they function to be able to make a meme, but then it’s related to whatever is being studied.
Pamela Pereyra (18:02):
Right? Mm-hmm so it might be related to the American revolution. And you know, what, if you, okay, everybody make a meme from this point of view, or from that point of view, make a meme from the point of view of a revolutionary or make a meme from a different point of view. And so it really helps bring, drive home the concept of like, what is being studied, but also that, like the understanding that there are different points of view and that there are different authors and there are every author has a purpose. Yeah. And every per, you know, and every message can be interpreted in a certain way. And so those are some of like the conceptual pieces that we put into practice, right? These are just like theory, right? These are concepts, but then to put them in a practice and to really bring that have teachers, like when we work with teachers, we have teachers use a lot of these concepts. They go through a process of a hands on decoding and then a hands on like making stuff. And it’s really fun. And they, they get to plan, you know, a lesson, they take a lesson and maybe like revamp it and be, make it media literacy focused. Uand that’s always really fun for teachers because they get to like sit down and like plan and figure out like, how can I make this more of a media literate lesson when I I’m already it’s some that already exists. Right.
Sam Demma (19:33):
Tell me more about the importance of the author. I think that’s a really cool concept. And I’m curious if any examples come to mind where you think it would’ve been very helpful for society to know who the author was of a certain message. I think about nutrition. And, and I watched a couple of documentaries on, and this is two years ago, and this is also, again, if I asked myself these questions, I would’ve had a better perspective on the documentary itself, but it was a documentary about not being vegan, but it was a document tree on reducing our intake of meat. And they started showing that behind most of the dairy and meat industry is like one sole company or like one massive company that has like 50 brands under it. And it’s like really one author. But then if I ask myself who made the documentary, there’s a whole other author who made, who made that with a whole different purpose. I’m curious why you think it’s so important that we ask ourselves who the author is when consuming a piece of media.
Pamela Pereyra (20:44):
I mean, this is like, authorship is like, it’s huge, right? Yeah. So, and a piece of media could be a lot of different things, right? Yeah. You were watching a documentary. And so to have that understanding of point of view, right? Like it’s all kind of related. Yeah. Because the author has a point of view. Right. And it’s made for a purpose and the purpose of that documentary for you, it was possibly made. So people could stop eating meat and become vegan because they were influence and it was meant to influence people to feel certain things. So they showed you certain images, those are symbols and techniques. Right. And they were presenting a certain point of view that was who have you be against eating meat. Right. Yeah. And so understanding the author really helps you understand the message right. And where it’s coming from and why it’s being put together.
Pamela Pereyra (21:40):
So when we’re looking at like a post truth world, right. We’re looking at like, what is, you know, when we’re discerning, whether it’s a piece of news, whether it is a presidential speech, whether it’s you know, a meme, a silly meme. Yeah. You know, if you are looking on know a lot of young people get their news from Instagram, right. So it’s like a caption and actually it doesn’t give you the whole story. So you don’t actually get the whole story. You only get a tiny component of it. So that also is like, has almost a different kind of authorship than the actual story. So when you’re looking at author, if you’re looking at you’re also thinking for me, you know, when we dig deeper and you go deeper into this kind of work, we’re looking at bias, right. So we’re looking at like, where is the bias and what is the bias?
Pamela Pereyra (22:44):
And like, even like, if I look at a media or article, right. A news article, the bias, like first I might be looking at like, okay, the author is Sam Demma. Right. That’s the byline, but, and Sam Demma may have written the article, but also Sam Demma works for a certain company. Right. That has certain point of view that they’re, you know, trying to relay. So if you’re looking at, you know, is I always look at, when I look at news, I think about, is this left leaning? Is it right? Leaning? Is it more central? Do these people stick to the facts? Do they not? Like there are a lot of a few different, and for news literacy, there are like media bias fact check. Right. Mm-hmm like, so there’s you can go and look at media bias and figure out like, where’s the bias in this company.
Pamela Pereyra (23:45):
Right. But also like, so you might realize like, oh, this is extreme, right. Or this is right leaning, or this is extreme, left or left leaning. Or this is, you know, they’re presenting news. Especially if you look at news, cuz it’s supposed to be centered, right. It’s supposed to be objective and presenting both sides of the story, but is it trying to influence you still to look at a, in a certain influence you to, to, to lean in a certain way? And so when you’re looking at author, I look at the byline who the person is. I look at the company and who the company is. I look at the bias and what the biases of that company also, like it might be the funders like of different like organizations or companies, like how is this project being funded? Who’s funding it.
Pamela Pereyra (24:38):
And like, where’s the money coming to back up, you know, to back the, that project. And so it’s, you know, it’s, it’s really quite complex because there are many authors to one piece of news or one documentary, like you said, right. So it might be like the person, the director of that documentary and the writer of a documentary, but also like the, you know, like, is it whoever put out that memory, right. Is it like 21st century Fox or is it, you know, Warner brothers or is it Disney? And you know, like who’s putting that out and you know, and so there are, there are many authors yeah. To, to a piece of media, you know? Uso that, and also when you’re looking at stuff that could be,unot credible, I guess, would be the, the right word when you’re looking at information that could be not credible.
Pamela Pereyra (25:37):
That lacks credibility, the lacks validity then is, is important to understand when you’re looking at authorship to know like, how do you find something, whether something is credible or not, how do you know if something is reliable? How do we know if something is valid? And there’s a whole process that we go through, which is gonna take me to train you Sam you’re probably, and you know, like that, because it’s, it’s a process, you know, and it’s practicing the, these skills. Like it’s not a one time shot. It’s not even like a one semester shot. It’s ongoing from kindergarten through college and onward on through your life, you know, to continually practice these skill sets, you know, to ask questions and be curious about media and message and like, you know, and what that is a, a book, a textbook is a piece of media that has a point of view and has, you know, authors and, you know, if, and so who are those authors?
Pamela Pereyra (26:46):
What is their point of view and how is it being presented whose point of view is being presented. So all of that can be decoded from a textbook and also what’s inside that textbook. Right. And so to understand that just means that we begin to understand, like by and begin to understand point of view and representation and begin to understand our world in a different way. When we ask questions, when we go through the process of inquiry, you know, of of communications, right? And like question our world and question our, you know, question the Instagram posts that we see and we, you know, and we question it in a curious way, it doesn’t need to be negative. Yeah. It doesn’t need to be like bad. It’s just like, I, media literacy, doesn’t tell people what to think. It just helps people to go it through a process of how do you go through the process of critical thinking, right?
Pamela Pereyra (27:48):
Yeah. Like, how do you do that? How do you, you know, ask questions of authorship to understand if something is credible or not credible. Right. Got it. And if something is like a conspiracy or not like, how do you figure that out? You know? And there are, and so we have to continually go through the processes. And I do a lot of research. I of like, when I look at an author, I don’t just look at like, who is Sam Demma? You know? I mean, I actually, don’t just look at the author and like read the article I go through and figure out who is the, you know, the author’s name, right? Who is Sam? What is he? You know, what do other people say about Sam? Like, and like, I, what is called what used to be called, like triangle reading. And, but now it’s called lateral reading.
Pamela Pereyra (28:36):
When you do the research and you read across and you open up a bunch of tabs to figure out who is the telling the story about this documentary, like, yeah. Not just like who is the director, but is like, who is this company? And who is, you know, and who are these brands that are trying to influence me to, you know, to drop eating meat and to be vegan and, you know, and what’s, you know, all of that. So I think in the end know, authorship, I know this is a long, you know, I know this is a really long answer, but I think authorship is like so important because understanding who is putting messages together and why really helps us understand what’s credible. What’s not especially right now, you know, and we’re, we’re living and I’m just gonna repeat myself where we’re living in this in a, in a world that is complex.
Pamela Pereyra (29:31):
And it’s hard to understand, like there are a lot of authors there, EV anybody’s a producer, anybody could put, you know, could produce information. And is there information credible? Like when sometimes within a piece, somebody might quote a doctor. I go and figure out, is this doctor who is this doctor? You know, is it a doctor, a philosophy that’s actually being quoted for a, you know, for a scientific, you know, opinion, you know, piece, is this like, so then a doctor of philosophy would then make that person that credible, right. If they’re being quoted in something that just because they’re a doctor, doesn’t make him an expert in COVID, doesn’t make him an expert in like, you know, whatever is that they’re talking about. So even within a piece, I go, I might search different people different because they’re also, you know, part of the whole story.
Sam Demma (30:24):
It, I got it. And media literate, like citizens in society is so important. If educators are listening and want to integrate media literacy more into their classroom, one way they could do it is by going on your website, media savvy citizens, and getting in touch with you but how else can they learn? How, what, what can they read? What other pieces of media have you found very insightful in your own journey of learning about media literacy? any books, courses, videos that you think educators should check out as a, or to start their own journey.
Pamela Pereyra (31:04):
Yeah. And I’m glad you asked that there there’s a lot of information out there. Media literacy has become more and more popular. And just to clarify, there are media literacy is this big umbrella, which looks over news literacy, which is a subset information literacy C, which is also a subset digital literacy, digital citizenship. So depending on what they’re looking at, they’re looking for, they can find different information. Some people call digital media production, media literacy. Well, it’s just like a small component of it, but it’s not all of it. And then, you know, and so, you know, it’s, it’s, I just wanna make that distinction. Sure. Because if you just look up the word media literacy, like you’re gonna find only news literacy or only certain, you know points of view that it’s not the whole scope. So the national association for media literacy education is a great resource.
Pamela Pereyra (32:01):
That is a resource for educators. That really breaks down a lot of these concepts that I talked about, the key media literacy questions and like resources there. They have they put together a journal, which is a journal for media literacy education. I think it’s called. And so they, you know, you can go through them. There are also the I’m the, like I said, I was, I’m the chapter chair for New Mexico media literacy now, but media literacy now is an advocacy organization and they also have a ton of resources on their website. So it’s media literacy now.org. And they have a lot of resources on their website to access different information and courses and different things. And not courses necessarily, but just entities, you know, that are media receive media education entities. So yes, media savvy citizens, which is my project.
Pamela Pereyra (33:06):
We have a lot of resources, our YouTube channel, lots of webinars and different resources on our highlights page that people can access for, you know, for free and different like information specific to media. Like I, the scope of media education. Hmm. Yeah. So those are some places to go to. And, you know, and now if somebody wants to just specifically deal with news, then you know, they’d be looking at news literacy. You know the center for news literacy is a great place, you know, for just news literacy resources, but media literacy overall in general and resources for media literacy, I think is net national association for media literacy education is a great place to start. Sounds
Sam Demma (33:57):
Good. And where can someone send you a message by email online? What would be the best way for them to get in touch?
Pamela Pereyra (34:07):
Yes. Thank you for asking. So Media Savvy Citizens is the name of my entity. And so my name is spelled like Pamela. So they could just email me firstname.lastname@example.org. You can, most people can just go on my website, https://www.mediasavvycitizens.com/ and go to the contact page. You can, people can subscribe there and they can just peruse the website, my, my events page and my past events page. I have tons of resources there as well. So any talk that I have done this specific piece of in this interview, I will put a link together there once, you know, I get the link. So any interview that like media savvy citizens has been involved in, and there was a lot of information there as well. So as far as resources, and then as far as contacting me, go to the website to the contact page.
Sam Demma (35:12):
Pamela, thank you so much for taking your time to come on the show. It’s been a pleasure. Keep up the great work and all the best in 2022.
Pamela Pereyra (35:20):
Thank you so much. Thanks for having me. I really appreciate your time.
Join the Educator Network & Connect with Pamela Pereyra
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