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"Media Literacy helps students develop a strong knowledge base about the media. Potter presents a guidebook to the often difficult terrain of the media world, providing a plan of action for students to develop their media literacy and analytical skills. He shows how becoming media literate gives students a clearer perspective on the borders between their own world and the simulated media world. Throughout the book, he encourages students to apply the exercises to their own experiences, thus developing useful skills beyond mere rote learning." Media Literacy, Third Edition will enhance the media skills of undergraduate and graduate students studying Media Literacy, Media Content, Media Effects, and Mass Media Communication.
"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."
"The book covers a range of material in an accessible and interesting way. Points of distinction: readability, accessibility, and comprehensiveness."
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.
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)
One of the best texts in plain language describing the effects of media literacy on the public.
Product dimensions: 7.30 (w) x 8.90 (h) x 0.80 (d)
Meet the Author
W. James Potter, professor at the University of California at Santa Barbara, holds one Ph D in Communication Studies and another in Instructional Technology. He has been teaching media courses for more than two decades at Indiana University, Florida State University, UCLA, Stanford University, and Western Michigan University. He has served as editor of the Journal of Broadcasting & Electronic Media and is the author of well over a hundred scholarly articles and over two dozen books, including: Media Literacy (now in its 8th edition), Media Effects,The 11 Myths of Media Violence, Becoming a Strategic Thinker: Developing Skills for Success, On Media Violence, Theory of Media Literacy: A Cognitive Approach, and How to Publish Your Communication Research (with Alison Alexander).