British Columbia Association for Media Education (BCAME)

Summary of organization/program

The British Columbia Association for Media Education is a collaborative organization where teachers and media professionals work together to help train British Columbian teachers to better teach digital literacy skills in school.

Contact information


 327 East 44 Avenue Vancouver, BC V5W 1W1






Geographic region

  • Provincial
  • Teachers throughout B.C. have access to their website where they can purchase material for media literacy curriculums


  • Teachers and Teacher Librarians in schools across British Columbia interested in expanding their knowledge and skills in teaching media literacy.

History/Background Information

  • Established: 1991
  • Umbrella Organization: Unclear if they fall under the Media Awareness Network The British Columbia Association for Media Educators (BCAME) was formed in 1991 by a  group  of  BC teachers  and media  professionals.

Dominant Media Forms

video production



  • BCAME’s objective is to provide media education training for British Columbian teachers.
  • The BCAME’s key objective is to provide information on media literacy education to educators across British Columbia.

Statement of Principles

not provided


  • Since its beginnings, BCAME has provide numerous workshops and presentations at conferences about media education across the province. They also organized the first ever provincial media education in Vancouver on October 22, 1999.
  • BCAME partnered with CHUM television in 2002 to provide two one-week training sessions on media literacy for teachers and teacher librarians. BCAME also works with the BC Ministry of Education as an informal, advisory basis. In 1994, the Ministry contracted BCAME to produce “A Conceptual Framework for Media Education and Cross Curricular Learning Outcomes  and  Opportunities for Teaching and Assessment.”BCAME has produced numerous media education resources, including two Resource Samples  of information and strategies for teachers.


BCAME offers curriculum plans and workshops tailored for teaching media literacy skills at K-12 levels.

Curriculum samples offered:

  • English Language Arts – critiquing advertising and examining points of view
  • Visual Arts – analyzing the appeal of an image by age, gender, status and other characteristics of the target audience
  • Personal Planning – examining the influence of the media on body concepts and healthy lifestyle choices
  • Drama – critically viewing professional and amateur theatre productions, dramatic films and television programs to identify purpose
  • Social Studies – comparing the depiction of First Nations in the media over time

Workshops  include

  • Web Awareness Workshop Series for Librarians – focus: encouraging ethical online behavior; teaching kids to   be safe and responsible online; online privacy and marketing to kids; authenticating online information; developmental approach to  children’s Internet use (ages 4-12)
  • Exploring Media and Race – focus: looking at how popular media represents visible minorities and the impact media portrayals can have on the value we place on individuals and groups in society.
    • Six different lessons plans:
  • Perception of Race and Crime (grades 7-12)
  • Diversity Audit (grades 9-12)
  • Bias in the News (grades 9-12)
  • The White Screen (grades 9-12)
  • Too White: Minority Representation in the Media (grade 9-12)
  • Ethnic and  Visible Minorities in Entertainment Media (grade 10-12)
  • Deconstructing Online Hate – focus: to help educators learn and teach about online hate and the related topics of bias, racism and propaganda. Intended primarily for intermediate and secondary teachers
  • 5 different lesson plans:
  • Thinking about Hate (grade 8-10)
  • Understanding Online Hate (grades 10-12)
  • Propaganda Techniques on Hate Sites (grades 10-12)
  • Free Speech versus the Internet (grades 10-12)
  • Challenging Hate (grade 10-12)

Media Literacy Week:Co-lead by MNet and the Canadian Teacher’s Federation, Media Literacy Week is an annual event that takes place every November. It puts a focus on the importance of media literacy as a key component in the education of children and young people.

Samples of work

Funding Sources


Media Awareness Network (MNet), the parent organization of BCAME, has strict rules to govern their relationships with their sponsors. MNet has complete control over the content and approach of their programs, will not endorse any product or services of the sponsor, and not corporate logo is permitted in any materials designed for young people.