Media Literacy / Edition 6

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Overview

This book offers a detailed approach to studying media influences and presents readers with a clear vision of what it means to operate at a higher level of media literacy. W. James Potter argues that the media have a profound influence on the way we perceive the world by shaping our beliefs and expectations. By becoming more media literate, we can avoid the potentially negative effects of those media messages as well as amplify the potentially positive effects. With substantial discussion of media content, audiences, and the media industries, the book tackles key issues related to media ownership, invasion of privacy, piracy of media messages, violence, and sports. Readers will gain a clearer perspective on the borders between the real world and the simulated media world and will become more informed and literate media consumers.

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Editorial Reviews

Franklin Donaldson
One of the best texts in plain language describing the effects of media literacy on the public.
Booknews
A broad introduction for undergraduates, spanning many of the boundaries set up in academia to study media and offering a blend of critical and social scientific perspectives. Learning features include chapter summaries, exercises, key concepts, and a "self-help" tone that speaks directly to students. Coverage includes the importance of media literacy, how the mind works, commercial advertising, economic terms and concepts, media ownership and control, and media effects. Includes a media literacy quiz and answers. Especially useful for typical undergraduate students whose knowledge base in media and culture is wide but not deep. Annotation c. by Book News, Inc., Portland, Or.
Booknews
An undergraduate text exploring the messages sent out from the media and how they embed themselves, often subtly and even subliminally, in the real world of people, locations, and events. It provides a plan of action for readers to better understand media content, media industries, and how they affect both individuals and society. Potter has taught media courses at Stanford, the U. of California, Santa Barbara, and elsewhere in the areas of effects on individuals and society, content narratives, structure and economics of media industries, advertising, journalism, programming, and production. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Rebecca Dumlao

"This Media Literacy text goes far beyond any other I’ve seen in helping students learn how to become better informed media consumers rather than simply sponges which absorb whatever they see and hear from different mass media. Consequently, this textbook helps make basic concepts of Media Literacy valuable, memorable and meaningful long after the semester in which it is used."

Dolores Flamiano

"The book covers a range of material in an accessible and interesting way. Points of distinction: readability, accessibility, and comprehensiveness."

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Product Details

  • ISBN-13: 9781452206257
  • Publisher: SAGE Publications
  • Publication date: 1/31/2012
  • Edition description: Sixth Edition
  • Edition number: 6
  • Pages: 552
  • Sales rank: 290,007
  • Product dimensions: 7.30 (w) x 9.00 (h) x 1.00 (d)

Meet the Author

W. James Potter is a professor in the Department of Communication at the University of California at Santa Barbara where he teaches courses in media effects, media literacy, media businesses, and media content. A holder of a Ph.D. in Communication and another in Instructional Systems, he has also taught at Western Michigan University, Florida State University, Indiana University, UCLA, and Stanford University. He is a former editor of the Journal of Broadcasting & Electronic Media. He is the author of numerous scholarly articles, book chapters, and more than a dozen books, including the Sage published titles: Media Literacy 6/ed., On Media Violence, Theory of Media Literacy: A Cognitive Approach, How to Publish Your Communication Research (edited with Alison Alexander), and The 11 Myths of Media Violence.

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Table of Contents

Ch. 1 Why increase media literacy? 2
Ch. 2 Defining media literacy 15
Ch. 3 The media literacy model 32
Ch. 4 Developing media literacy 40
Ch. 5 Reality and media messages 60
Ch. 6 Entertainment content 73
Ch. 7 What is news? 101
Ch. 8 Advertising 132
Ch. 9 Development of the mass media industries 154
Ch. 10 Economic perspective 168
Ch. 11 Who owns and controls the mass media? 192
Ch. 12 What is an audience? 214
Ch. 13 Broadening our perspective on media effects 230
Ch. 14 How does the effects process work? 244
Ch. 15 Effects on institutions 262
Ch. 16 The importance of real-world knowledge 282
Ch. 17 Personal strategy for increasing media literacy 296
Ch. 18 Helping others increase media literacy 310
Ch. 19 Media influence on sports 328
Ch. 20 Media violence 347
Ch. 21 Privacy and piracy with the media 363
App. A Profiles of the mass media industries 384
App. B Immediate and long-term effects of media on individuals 415
App. C Media literacy organizations 432
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