In 1997, British media education scholar, Len Masterman wrote: "The media are now, arguably, our culture’s primary symbolic system. Those who do not understand how the media work, how they construct meanings, how they are used, and how the evidence they present can be weighed and evaluated are, in contemporary cultures, considerably disadvantaged and disempowered."

Media literacy – a mandated part of the curriculum in primary and secondary schools in countries such as Australia, Canada and the U.K – is concerned with helping students develop an informed and critical understanding of the nature, the techniques and the impact of the mass media. The aim is critical thinking and empowerment not media bashing. Embedded in all media literacy teaching are eight key concepts – the main tools used to teach students how to think critically about the media. These concepts are accepted around the world and thus give media educators in every country and at every level - secondary and tertiary - a common language. This presentation will explain these key concepts using excerpts from the Buffy canon as examples of these concepts. Because the key concepts are used at both secondary and tertiary level, the method presented is suitable to both levels. The presentation will be in a workshop format to allow discussion and interaction.

John J. Pungente, SJ, has worked in media education for over 35 years. He has co-authored Media Literacy: A Resource Guide (1989), Meet the Media (1990), and More than Meets the Eye: Watching TV Watching Us (1999). He has contributed to international journals and books on media education. He has degrees in English, Film, and Theology as well as two honorary doctorates for his work in media education.

Pungente is creator and host of the award-winning Bravo! television show - SCANNING THE MOVIES - which premiered in 1997. He is producer of the award winning video A HEART TO UNDERSTAND, and the 1996 award winning teaching kit, SCANNING TELEVISION. SCANNING TELEVISION 2, already recipient of awards, was released in February 2003.

Since 1985 he has given over 300 presentations across Canada and Australia, in Europe, Great Britain, the USA and Japan. He serves as consultant to media professionals including CHUM Television and Warner Bros. Canada.

Pungente is president of the Canadian Association of Media Education Organizations (CAMEO) and Director of the Jesuit Communication Project in Toronto where he continues to promote media education.