30:T455,

What is Literacy?

The chapter defines literacy as far more than just reading and writing; it is fundamentally about understanding how texts function within their specific social, cultural, and historical contexts. To truly comprehend any message, one must analyze the composer, purpose, audience, and context. This framework is illustrated through various examples, such as Coca-Cola advertisements from different decades (1950s, 1960s, 1990s), which reflect evolving gender roles and race relations, demonstrating how social norms shape advertising messages and their interpretation. Similarly, the analysis of a song like "Dollar Day" or a British literacy campaign highlights how political, social, and cultural backgrounds dictate the effectiveness and meaning of communication. The core takeaway is that all forms of communication, regardless of their genre or mode, are deeply embedded in and influenced by their surrounding social environment, making contextual awareness essential for both interpreting and composing texts effectively.

34:T455,

Contextualizing Literacy: Beyond Reading and Writing

Contextualizing Literacy: Beyond Reading and Writing