It is estimated that children spend, on average, four hours every day watching television, and yet there is very little discussion between children and adults about what they are watching. Media literacy starts with simply talking about the media we are consuming. It involves a dialogue between children and their teachers and/or parents-one in which both children and adults ask questions. A teacher might ask a group of students, "Who is this commercial targeting?" Students might be prodded to discuss how different images make them feel about various issues. For example, several characters on one popular high
school tv drama are filmed smoking cigarettes on every episode. Why has the creator of this show made this choice? How does this choice affect viewers? High school students can be particularly impressionable targets, drawn to advertised products or activities that claim, if only implicitly, to make people "cooler" or more attractive in some crucial sense. Examining the messages that advertisements and commercials send to their audience is a valuable activity for teachers to engage in with high school students.