Media literacy is essential in today's media-saturated world
The SCWAMP framework can serve as a vital tool to empower individuals and communities with media literacy by helping identify oppressive ideologies often invisibly woven through the media narratives we consume.
The SCWAMP framework stands for Straight/Cisgender, Christian, White, Able-bodied, Male, and Property-holding
This framework acts as a lens through which we can examine and challenge the prevailing narratives that shape societal norms and values. By dissecting media through the components of SCWAMP, we can uncover how certain groups are privileged over others and challenge the perpetuation of inequality and oppression in the media we consume (Lind, p. 163).
While the first five components of SCWAMP are easy to intuit, the author of this framework broadens the traditional concept of "property-holding" to include various forms of capital, such as economic, intellectual, and cultural capital; this expansion includes aspects like money, education, and social class (Lind, p. 167).
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Step 1: Learn the SCWAMP Categories
Start by familiarizing yourself with the SCWAMP framework, which stands for Straight/Cisgender, Christian, White, Able-bodied, Male, and Property-holding. Understanding these categories is essential for recognizing how they often represent societal norms and power structures in media.
Step 2: Analyze Media Through Two Viewings
First, watch or read the media to get a general understanding. On the second viewing, analyze how SCWAMP characteristics are represented, focusing on who embodies these traits and who does not.
Step 3: Assess Representation and Authority
Evaluate how the media portrays individuals with and without SCWAMP characteristics. Note any imbalances in how different groups are spoken about, their screen time, and the respect they receive.
Step 4: Reflect on Media Impact
Consider the potential impact of the media segment on societal norms and biases. Reflect on whether it reinforces oppressive views by prioritizing SCWAMP traits or if it promotes a more inclusive perspective.
Step 5: Share and Discuss Findings
Document your observations and discuss them with others. This can lead to deeper insights and help promote a more diverse and inclusive media landscape, fostering a society that values all its members.
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By sharing these media critiques with our communities, we strengthen our collective understanding
of biases, encourage questioning of the underlying messages, and discern who benefits from prevalent narratives. Additionally, this process urges us to promote alternative voices that challenge oppressive structures, foster a more diverse and inclusive media landscape, and steer us toward a society that values and uplifts all its members to pave the way for genuine equality and liberation.
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References:
Lind, R. A. (2023). Race/gender/class/media: Considering diversity across audiences, content, and producers. Routledge.
