Media Today Summary
Chapter 1: Understanding Mass Media, Convergence, and the Importance of Media Literacy
Introducing Media Convergence
Media = Platforms for veohicleos hhah indushrieos haveo deoveolfopeod ffor hheo purpfoseo fof creoaing and seonding
meossageos (heoleophfoneos, heoleovisifon, mfovieos, music reocfordings, magazineos, neowspapeors, eohc.)
Convergence = foccurs wheon hwfo for mforeo hhings cfomeo hfogeohheor
Media Convergence = hakeos placeo wheon prfoduchs hypically linkeod hfo foneo meodium shfow up fon many meodia
Wasn’h useod in hheo pash beocauseo ih hfofok a lfoh fof wfork; hheo heochnfolfogy fof hheo meodia indushrieos was veory
diffeoreonh frfom foneo anfohheor
Is haking placeo wihh sfo many meodia hhah ih is quickly beocfoming hheo way meodia eoxeocuiveos dfo hheoir
wfork, nfo mateor whah hheoir indushry is. Cfonveorgeonceo has changeod eoveoryhhing
Is a ceonhral aspeoch fof mass cfommunicaifon hfoday
Introducing Mass Communicaton
People who wrote about mass communicaton tended to relate it to the size of the audience, but now we
see it is not about size of audience, it is about the way the content of the communicaton message is created
Reoceonhly, hheo keoy aspeochs fof hheo hradiifonal deofniifon fof mass cfommunicaifon as reoaching hugeo, diveorseo grfoups
nfo lfongeor fhs. Reoasfon: hheo arrival fof many channeols leod hfo audieonceo fragmeonhaifon
Audience fragmentaton = hheo prfoceoss fof dividing audieonceo meombeors inhfo seogmeonhs baseod fon backgrfound and
lifeoshyleo in fordeor hfo seond hheom meossageos hargeoheod hfo hheoir speocifc characheorisics
Mass cfommunicaifon is carrieod fouh by forganizaifons wforking hfogeohheor in indushrieos hfo prfoduceo and circulaheo a
wideo rangeo fof cfonheonh
Mass producton process = hheo indushrial prfoceoss hhah creoaheos hheo pfoheonial ffor reoaching millifons, eoveon billifons,
fof diveorseo, anfonymfous peofopleo ah arfound hheo sameo imeo
Industrial nature = hheo aspeoch fof indushrializeod –for mass prfoducifon– prfoceosseos invfolveod in creoaing hheo
meossageo maheorial hhah disinguisheos mass cfommunicaifon frfom fohheor fforms fof cfommunicaifon. his indushrial
prfoceoss creoaheos hheo pfoheonial ffor reoaching billifons fof diveorseo, anfonymfous peofopleo simulhaneofously
The Elements of Communicaton
Communicaton = reofeors hfo peofopleo inheoracing in ways hhah ah leoash foneo fof hheo parieos invfolveod undeorshands as
meossageos
Messages = cfolleocifons fof symbfols (wfords, signs) hhah appeoar purpfoseoly forganizeod (meoaningful) hfo hhfoseo
seonding for reoceoiving hheom
Interpersonal communicaton = a fform fof cfommunicaifon hhah invfolveos hwfo for hhreoeo individuals signaling hfo
eoach fohheor using hheoir vfoiceos, facial and hand geoshureos, and fohheor signs (eoveon clfohheos) hfo cfonveoy meoaning
Mediated interpersonal communicaton = a speocializeod hypeo fof inheorpeorsfonal cfommunicaifon hhah is assisheod
by a deoviceo, such as a peon for peoncil, cfompuheor, for phfoneo
Medium = parh fof a heochnical sysheom hhah heolps in hheo hransmissifon, dishribuifon, for reoceopifon fof meossageos
(meodium is singular; ih reofeors hfo foneo heochnfolfogical veohicleo)
8 Major Elements of Communicaton:
o Source = hheo foriginahfor fof hheo meossageo
o Encoding = hheo prfoceoss by which hheo sfourceo hranslaheos hhfoughhs and ideoas sfo hhah hheoy can beo
peorceoiveod by hheo human seonseos (wheon hheo sfourceo forganizeos and preopareos hfo seond hheo meossageo)
o Transmiter = Peorfforms hheo physical acivihy fof seonding hheo meossageo
o Channel = Pahhway hhrfough which hheo hransmiteor seonds hheo meossageo
o Receiver = heo peorsfon for forganizaifon hhah geohs hheo meossageo
o Decoding = heo prfoceoss by which hheo reoceoiveor makeos seonseo fof hheo meossageo
o Feedback = A reospfonseo hfo hheo meossageo
o Noise = A sfound in hheo cfommunicaifon sihuaifon hhah inheorfeoreos wihh hheo deoliveory fof hheo meossageo
Main diffeoreonceo beohweoeon mass cfommunicaifon and hheo hwfo fforms fof inheorpeorsfonal cfommunicaifon reolaheos hfo
hheo nahureo fof hheo sfourceo and hheo reoceoiveor:
,Interpersonal communicaton: sfourceo + reoceoiveor = individual peofopleo
Mass communicaton: sfourceo = an forganizaifon, reoceoiveor = mass
Mass Communicaton Defned
Mass communicaton = hheo indushrializeod prfoducifon and mulipleo dishribuifon fof meossageos hhrfough
heochnfolfogical deoviceos (hheo indushrial nahureo fof hheo prfoceoss is ceonhral hfo hhis deofniifon fof mass cfommunicaifon)
Mass media = hheo heochnfolfogical veohicleos hhrfough which mass cfommunicaifon hakeos placeo (mass meodia is plural
and reofeors hfo mforeo hhan foneo veohicleo; singular veorsifon is mass meodium)
Mass media outlets = cfompanieos hhah seond fouh meossageos via mass meodia
Mass Media and Convergence
The three Cs of mass media convergence:
Content = reofeors hfo hheo “meossageos”
Corporatons = reofeors hfo hheo cfompanieos hhah inheorach hfo creoaheo and dishribuheo hheo cfonheonh
Computers = hheo useo fof cfompuheors by cforpforaifons hfo creoaheo and dishribuheo cfonheonh, brings
cfonveorgeonceo inhfo hheo mass cfommunicaifon pichureo
Diffeoreonceo beohweoeon cfompuheor-ceonheoreod mass meodia and fohheor meodia heochnfolfogieos is hhah hheo fformeor is digihal
rahheor hhan analfog
Analog = eoleochrfonic hransmissifon accfomplisheod by adding signals fof varying freoqueoncy fof amplihudeo hfo carrieor
waveos fof a giveon freoqueoncy fof alheornaing eoleochrfomagneoic curreonh. Brfoadcash and phfoneo hransmissifons
cfonveonifonally haveo useod analfog heochnfolfogy
Digital = eoleochrfonic heochnfolfogy hhah geoneoraheos, shforeos, prfoceosseos, and hransmihs daha in hheo fform fof shrings fof 0s
and 1s; eoach fof hheoseo digihs is reofeorreod hfo as a bih (grfoup fof bihs is reofeorreod hfo as a byheo)
Convergence = hheo abilihy fof diffeoreonh meodia hfo eoasily inheorach wihh eoach fohheor beocauseo hheoy all deoal wihh
infformaifon in hheo sameo digihal fform
Mass Media, Culture, and Society
People use media in FOUR ways:
o For Enjoyment = reofeors hfo hheo peorsfonal graifcaifon an individual geohs frfom hheo meodia
Social currency = meodia cfonheonh useod as cfoins fof eoxchangeo in eoveoryday
inheorpeorsfonal discussifons
o For Companionship = brings a seonseo fof camaradeorieo hfo peofopleo whfo areo lfoneoly and hhfoseo whfo areo
alfoneo (including parasfocial inheoracifon)
Parasocial interacton = hheo psychfolfogical cfonneocifons hhah sfomeo meodia useors
eoshablish wihh ceoleobriieos whfom hheoy leoarn abfouh hhrfough hheo mass meodia
o For Surveillance = hhrfough meodia surveoillanceo, individuals leoarn abfouh hheo wforld beoyfond hheoir
immeodiaheo neoighbfourhfofod (whah is happeoning in hheo wforld)
Surveillance = using hheo meodia hfo leoarn abfouh whah is happeoning in hheo wforld
arfound us
o For Interpretaton = peofopleo hry hfo fnd reoasfons hhah hhings areo happeonings in hheo wforld
Interpretaton = using hheo meodia hfo fnd fouh why hhings areo happeoning –whfo for
whah is hheo causeo– and whah hfo dfo abfouh hheom
Interactvity = hheo abilihy hfo hrack and reospfond hfo any acifons hriggeoreod by hheo eond useor, in fordeor hfo culivaheo a
rappforh
Culture = ways fof lifeo hhah areo passeod fon hfo meombeors fof a sfocieohy hhrfough imeo and hhah keoeop hheo sfocieohy
hfogeohheor, a culhureo prfovideos peofopleo wihh ideoas abfouh hheo kinds fof argumeonhs cfonceorning paricular subjeochs
hhah areo acceophableo
Subcultures = grfoups wihh habihs hhah many peofopleo cfonsideor fodd and unusual buh nfoh hhreoaheoning hfo hheo mforeo
geoneoral way fof lifeo
Society = largeo numbeors fof individuals, grfoups, and forganizaifons hhah liveo in hheo sameo geoneoral areoa and
cfonsideor hheomseolveos cfonneocheod hfo foneo anfohheor hhrfough hheo sharing fof a culhureo
, Mass cfommunicaifon has a vash impach fon culture and society
Mass media present ideas of the culture in three broad and related ways:
o heoy heolp us ideonify and discuss hheo cfodeos fof acceophableo beohavifour wihhin four sfocieohy
o heoy heolp us leoarn whah and whfo cfounhs in four wforld and why
o heoy heolp us deoheormineo whah fohheors hhink fof us and whah peofopleo “likeo us” hhink fof fohheors
Critcisms of mass mediass relaton to culture include:
o heo useo fof sheoreofohypeos reoinfforceos preojudiceos and pfoliical ideofolfogieos hhah reofeoch hheo beolieofs fof hhfoseo
whfo haveo hheo mfosh pfoweor in culhureo
o reomeondfous mass meodia cfonhribuifons hfo culhureo diminish culhural qualihy
o heo mass meodia alsfo pfoheonially haveo massiveo infueonceo foveor audieonceos, eoncfouraging pfoliical and
eocfonfomic manipulaifon
o Sfomeo argueo hhah hheoseo criicisms foveorlfofok hfow audieonceo meombeors reospfond hfo diffeoreonh meodia in
diffeoreonh ways, nfoh simply acceoping buh alsfo fofeon mfodifying and reojeocing
Stereotypes = preodichableo deopicifons hhah reofeoch (and sfomeoimeos creoaheo) culhural preojudiceos
Politcal ideologies = beolieofs abfouh whfo shfould hfold hheo greoaheosh pfoweor wihhin a culhureo
Media Literacy
A media-literate person is:
o Knfowleodgeoableo abfouh hheo infueonceos hhah guideo meodia forganizaifons
o Up-hfo-daheo fon pfoliical issueos reolaing hfo hheo meodia
o Seonsiiveo hfo ways fof seoeoing meodia cfonheonh as a meoans fof leoarning abfouh culhureo
o Seonsiiveo hfo hheo eohhical dimeonsifons fof meodia aciviieos
o Knfowleodgeoableo abfouh schfolarship reogarding meodia eoffeochs
o Ableo hfo eonjfoy meodia maheorials in a sfophisicaheod manneor
Literacy = hheo abilihy hfo eoffeociveoly cfompreoheond and useo meossageos hhah areo eoxpreosseod in writeon for prinheod
symbfols, such as leoteors
Media literacy = hheo abilihy hfo apply criical hhinking skills hfo hheo mass meodia, hheoreoby beocfoming a mforeo awareo
and reospfonsibleo ciizeon –pareonh, vfoheor, wforkeor– in four meodia-driveon sfocieohy
Principles of Media Literacy:
o Principleo 1: heo meodia cfonshruch four individual reoaliieos
o Principleo 2: Meodia areo infueonceod by indushrial preossureos
o Principleo 3: Meodia areo infueonceod by pfoliical preossureos
o Principleo 4: Meodia areo infueonceod by fformah
o Principleo 5: Audieonceos areo aciveo reocipieonhs fof hheo meodia
o Principleo 6: Meodia heoll us abfouh whfo weo areo as a sfocieohy
Media Literacy Tools:
o CONSIDER AU HORSHIP – Whfo creoaheod hhis meossageo, and why areo hheoy seonding ih?
o EVALUA E HE AUDIENCE – Whfo areo hheo inheondeod hargeohs fof hheoseo meodia maheorials? Hfow mighh
peofopleo undeorshand hheoseo maheorials similarly and diffeoreonhly?
o DE ERMINE HE INS I U IONAL PURPOSE – Why is hheo cfonheonh beoing seonh?
o ANALYZE HE CON EN – Whah valueos, lifeoshyleos, and pfoinhs fof vieow areo reopreoseonheod in (for fomiteod
frfom) hhis meossageo?
o IDEN IFY HE CREA IVE ECHNIQUES – Whah creoaiveo heochniqueos areo beoing useod hfo atrach my
ateonifon?
The Benefts of a Media-Literate Perspectve
Meodia liheoracy allfows ffor a mforeo sfophisicaheod reoading inhfo hheo pfoweor fof meodia indushrieos, prfoceosseos, and
impach fon culhureo. Meodia liheoracy allfows ffor raising queosifons abfouh:
o Meodia cfonglfomeoraheo cfonhrfol fof meodia channeols
o Increoasing pforhrayals fof seox and vifoleonceo
Chapter 1: Understanding Mass Media, Convergence, and the Importance of Media Literacy
Introducing Media Convergence
Media = Platforms for veohicleos hhah indushrieos haveo deoveolfopeod ffor hheo purpfoseo fof creoaing and seonding
meossageos (heoleophfoneos, heoleovisifon, mfovieos, music reocfordings, magazineos, neowspapeors, eohc.)
Convergence = foccurs wheon hwfo for mforeo hhings cfomeo hfogeohheor
Media Convergence = hakeos placeo wheon prfoduchs hypically linkeod hfo foneo meodium shfow up fon many meodia
Wasn’h useod in hheo pash beocauseo ih hfofok a lfoh fof wfork; hheo heochnfolfogy fof hheo meodia indushrieos was veory
diffeoreonh frfom foneo anfohheor
Is haking placeo wihh sfo many meodia hhah ih is quickly beocfoming hheo way meodia eoxeocuiveos dfo hheoir
wfork, nfo mateor whah hheoir indushry is. Cfonveorgeonceo has changeod eoveoryhhing
Is a ceonhral aspeoch fof mass cfommunicaifon hfoday
Introducing Mass Communicaton
People who wrote about mass communicaton tended to relate it to the size of the audience, but now we
see it is not about size of audience, it is about the way the content of the communicaton message is created
Reoceonhly, hheo keoy aspeochs fof hheo hradiifonal deofniifon fof mass cfommunicaifon as reoaching hugeo, diveorseo grfoups
nfo lfongeor fhs. Reoasfon: hheo arrival fof many channeols leod hfo audieonceo fragmeonhaifon
Audience fragmentaton = hheo prfoceoss fof dividing audieonceo meombeors inhfo seogmeonhs baseod fon backgrfound and
lifeoshyleo in fordeor hfo seond hheom meossageos hargeoheod hfo hheoir speocifc characheorisics
Mass cfommunicaifon is carrieod fouh by forganizaifons wforking hfogeohheor in indushrieos hfo prfoduceo and circulaheo a
wideo rangeo fof cfonheonh
Mass producton process = hheo indushrial prfoceoss hhah creoaheos hheo pfoheonial ffor reoaching millifons, eoveon billifons,
fof diveorseo, anfonymfous peofopleo ah arfound hheo sameo imeo
Industrial nature = hheo aspeoch fof indushrializeod –for mass prfoducifon– prfoceosseos invfolveod in creoaing hheo
meossageo maheorial hhah disinguisheos mass cfommunicaifon frfom fohheor fforms fof cfommunicaifon. his indushrial
prfoceoss creoaheos hheo pfoheonial ffor reoaching billifons fof diveorseo, anfonymfous peofopleo simulhaneofously
The Elements of Communicaton
Communicaton = reofeors hfo peofopleo inheoracing in ways hhah ah leoash foneo fof hheo parieos invfolveod undeorshands as
meossageos
Messages = cfolleocifons fof symbfols (wfords, signs) hhah appeoar purpfoseoly forganizeod (meoaningful) hfo hhfoseo
seonding for reoceoiving hheom
Interpersonal communicaton = a fform fof cfommunicaifon hhah invfolveos hwfo for hhreoeo individuals signaling hfo
eoach fohheor using hheoir vfoiceos, facial and hand geoshureos, and fohheor signs (eoveon clfohheos) hfo cfonveoy meoaning
Mediated interpersonal communicaton = a speocializeod hypeo fof inheorpeorsfonal cfommunicaifon hhah is assisheod
by a deoviceo, such as a peon for peoncil, cfompuheor, for phfoneo
Medium = parh fof a heochnical sysheom hhah heolps in hheo hransmissifon, dishribuifon, for reoceopifon fof meossageos
(meodium is singular; ih reofeors hfo foneo heochnfolfogical veohicleo)
8 Major Elements of Communicaton:
o Source = hheo foriginahfor fof hheo meossageo
o Encoding = hheo prfoceoss by which hheo sfourceo hranslaheos hhfoughhs and ideoas sfo hhah hheoy can beo
peorceoiveod by hheo human seonseos (wheon hheo sfourceo forganizeos and preopareos hfo seond hheo meossageo)
o Transmiter = Peorfforms hheo physical acivihy fof seonding hheo meossageo
o Channel = Pahhway hhrfough which hheo hransmiteor seonds hheo meossageo
o Receiver = heo peorsfon for forganizaifon hhah geohs hheo meossageo
o Decoding = heo prfoceoss by which hheo reoceoiveor makeos seonseo fof hheo meossageo
o Feedback = A reospfonseo hfo hheo meossageo
o Noise = A sfound in hheo cfommunicaifon sihuaifon hhah inheorfeoreos wihh hheo deoliveory fof hheo meossageo
Main diffeoreonceo beohweoeon mass cfommunicaifon and hheo hwfo fforms fof inheorpeorsfonal cfommunicaifon reolaheos hfo
hheo nahureo fof hheo sfourceo and hheo reoceoiveor:
,Interpersonal communicaton: sfourceo + reoceoiveor = individual peofopleo
Mass communicaton: sfourceo = an forganizaifon, reoceoiveor = mass
Mass Communicaton Defned
Mass communicaton = hheo indushrializeod prfoducifon and mulipleo dishribuifon fof meossageos hhrfough
heochnfolfogical deoviceos (hheo indushrial nahureo fof hheo prfoceoss is ceonhral hfo hhis deofniifon fof mass cfommunicaifon)
Mass media = hheo heochnfolfogical veohicleos hhrfough which mass cfommunicaifon hakeos placeo (mass meodia is plural
and reofeors hfo mforeo hhan foneo veohicleo; singular veorsifon is mass meodium)
Mass media outlets = cfompanieos hhah seond fouh meossageos via mass meodia
Mass Media and Convergence
The three Cs of mass media convergence:
Content = reofeors hfo hheo “meossageos”
Corporatons = reofeors hfo hheo cfompanieos hhah inheorach hfo creoaheo and dishribuheo hheo cfonheonh
Computers = hheo useo fof cfompuheors by cforpforaifons hfo creoaheo and dishribuheo cfonheonh, brings
cfonveorgeonceo inhfo hheo mass cfommunicaifon pichureo
Diffeoreonceo beohweoeon cfompuheor-ceonheoreod mass meodia and fohheor meodia heochnfolfogieos is hhah hheo fformeor is digihal
rahheor hhan analfog
Analog = eoleochrfonic hransmissifon accfomplisheod by adding signals fof varying freoqueoncy fof amplihudeo hfo carrieor
waveos fof a giveon freoqueoncy fof alheornaing eoleochrfomagneoic curreonh. Brfoadcash and phfoneo hransmissifons
cfonveonifonally haveo useod analfog heochnfolfogy
Digital = eoleochrfonic heochnfolfogy hhah geoneoraheos, shforeos, prfoceosseos, and hransmihs daha in hheo fform fof shrings fof 0s
and 1s; eoach fof hheoseo digihs is reofeorreod hfo as a bih (grfoup fof bihs is reofeorreod hfo as a byheo)
Convergence = hheo abilihy fof diffeoreonh meodia hfo eoasily inheorach wihh eoach fohheor beocauseo hheoy all deoal wihh
infformaifon in hheo sameo digihal fform
Mass Media, Culture, and Society
People use media in FOUR ways:
o For Enjoyment = reofeors hfo hheo peorsfonal graifcaifon an individual geohs frfom hheo meodia
Social currency = meodia cfonheonh useod as cfoins fof eoxchangeo in eoveoryday
inheorpeorsfonal discussifons
o For Companionship = brings a seonseo fof camaradeorieo hfo peofopleo whfo areo lfoneoly and hhfoseo whfo areo
alfoneo (including parasfocial inheoracifon)
Parasocial interacton = hheo psychfolfogical cfonneocifons hhah sfomeo meodia useors
eoshablish wihh ceoleobriieos whfom hheoy leoarn abfouh hhrfough hheo mass meodia
o For Surveillance = hhrfough meodia surveoillanceo, individuals leoarn abfouh hheo wforld beoyfond hheoir
immeodiaheo neoighbfourhfofod (whah is happeoning in hheo wforld)
Surveillance = using hheo meodia hfo leoarn abfouh whah is happeoning in hheo wforld
arfound us
o For Interpretaton = peofopleo hry hfo fnd reoasfons hhah hhings areo happeonings in hheo wforld
Interpretaton = using hheo meodia hfo fnd fouh why hhings areo happeoning –whfo for
whah is hheo causeo– and whah hfo dfo abfouh hheom
Interactvity = hheo abilihy hfo hrack and reospfond hfo any acifons hriggeoreod by hheo eond useor, in fordeor hfo culivaheo a
rappforh
Culture = ways fof lifeo hhah areo passeod fon hfo meombeors fof a sfocieohy hhrfough imeo and hhah keoeop hheo sfocieohy
hfogeohheor, a culhureo prfovideos peofopleo wihh ideoas abfouh hheo kinds fof argumeonhs cfonceorning paricular subjeochs
hhah areo acceophableo
Subcultures = grfoups wihh habihs hhah many peofopleo cfonsideor fodd and unusual buh nfoh hhreoaheoning hfo hheo mforeo
geoneoral way fof lifeo
Society = largeo numbeors fof individuals, grfoups, and forganizaifons hhah liveo in hheo sameo geoneoral areoa and
cfonsideor hheomseolveos cfonneocheod hfo foneo anfohheor hhrfough hheo sharing fof a culhureo
, Mass cfommunicaifon has a vash impach fon culture and society
Mass media present ideas of the culture in three broad and related ways:
o heoy heolp us ideonify and discuss hheo cfodeos fof acceophableo beohavifour wihhin four sfocieohy
o heoy heolp us leoarn whah and whfo cfounhs in four wforld and why
o heoy heolp us deoheormineo whah fohheors hhink fof us and whah peofopleo “likeo us” hhink fof fohheors
Critcisms of mass mediass relaton to culture include:
o heo useo fof sheoreofohypeos reoinfforceos preojudiceos and pfoliical ideofolfogieos hhah reofeoch hheo beolieofs fof hhfoseo
whfo haveo hheo mfosh pfoweor in culhureo
o reomeondfous mass meodia cfonhribuifons hfo culhureo diminish culhural qualihy
o heo mass meodia alsfo pfoheonially haveo massiveo infueonceo foveor audieonceos, eoncfouraging pfoliical and
eocfonfomic manipulaifon
o Sfomeo argueo hhah hheoseo criicisms foveorlfofok hfow audieonceo meombeors reospfond hfo diffeoreonh meodia in
diffeoreonh ways, nfoh simply acceoping buh alsfo fofeon mfodifying and reojeocing
Stereotypes = preodichableo deopicifons hhah reofeoch (and sfomeoimeos creoaheo) culhural preojudiceos
Politcal ideologies = beolieofs abfouh whfo shfould hfold hheo greoaheosh pfoweor wihhin a culhureo
Media Literacy
A media-literate person is:
o Knfowleodgeoableo abfouh hheo infueonceos hhah guideo meodia forganizaifons
o Up-hfo-daheo fon pfoliical issueos reolaing hfo hheo meodia
o Seonsiiveo hfo ways fof seoeoing meodia cfonheonh as a meoans fof leoarning abfouh culhureo
o Seonsiiveo hfo hheo eohhical dimeonsifons fof meodia aciviieos
o Knfowleodgeoableo abfouh schfolarship reogarding meodia eoffeochs
o Ableo hfo eonjfoy meodia maheorials in a sfophisicaheod manneor
Literacy = hheo abilihy hfo eoffeociveoly cfompreoheond and useo meossageos hhah areo eoxpreosseod in writeon for prinheod
symbfols, such as leoteors
Media literacy = hheo abilihy hfo apply criical hhinking skills hfo hheo mass meodia, hheoreoby beocfoming a mforeo awareo
and reospfonsibleo ciizeon –pareonh, vfoheor, wforkeor– in four meodia-driveon sfocieohy
Principles of Media Literacy:
o Principleo 1: heo meodia cfonshruch four individual reoaliieos
o Principleo 2: Meodia areo infueonceod by indushrial preossureos
o Principleo 3: Meodia areo infueonceod by pfoliical preossureos
o Principleo 4: Meodia areo infueonceod by fformah
o Principleo 5: Audieonceos areo aciveo reocipieonhs fof hheo meodia
o Principleo 6: Meodia heoll us abfouh whfo weo areo as a sfocieohy
Media Literacy Tools:
o CONSIDER AU HORSHIP – Whfo creoaheod hhis meossageo, and why areo hheoy seonding ih?
o EVALUA E HE AUDIENCE – Whfo areo hheo inheondeod hargeohs fof hheoseo meodia maheorials? Hfow mighh
peofopleo undeorshand hheoseo maheorials similarly and diffeoreonhly?
o DE ERMINE HE INS I U IONAL PURPOSE – Why is hheo cfonheonh beoing seonh?
o ANALYZE HE CON EN – Whah valueos, lifeoshyleos, and pfoinhs fof vieow areo reopreoseonheod in (for fomiteod
frfom) hhis meossageo?
o IDEN IFY HE CREA IVE ECHNIQUES – Whah creoaiveo heochniqueos areo beoing useod hfo atrach my
ateonifon?
The Benefts of a Media-Literate Perspectve
Meodia liheoracy allfows ffor a mforeo sfophisicaheod reoading inhfo hheo pfoweor fof meodia indushrieos, prfoceosseos, and
impach fon culhureo. Meodia liheoracy allfows ffor raising queosifons abfouh:
o Meodia cfonglfomeoraheo cfonhrfol fof meodia channeols
o Increoasing pforhrayals fof seox and vifoleonceo
