Media Literacy / Edition 1

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Overview

Media Literacy introduces students to the fascinating world that operates behind media messages.

Examples and exercises are used to support the key ideas, while students are invited to analyze media from the points of view of a psychologist, an economist, an advertiser, a journalist, a media critic, a producer and a policymaker. This approach enables them to establish knowledge structures from which they can discern between the media effects which are positive - and have value as instruction or entertainment - and those which are negative.

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Editorial Reviews

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)
Franklin Donaldson
One of the best texts in plain language describing the effects of media literacy on the public.
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: 9780761909262
  • Publisher: SAGE Publications
  • Publication date: 1/8/1998
  • Edition description: Second Edition
  • Edition number: 1
  • Pages: 438

Meet the Author

W. James Potter is Professor of Communication at the University of California, Santa Barbara. A holder of a Ph.D. in Communication Theory 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 has published numerous scholarly articles, book chapters, and 20 books, including Media Effects, The 11 Myths of Media Violence, Theory of Media Literacy, and Arguing for a General Framework for Mass Media Scholarship.

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Table of Contents

PART ONE: INTRODUCTION
What Is Media Literacy?
Importance of Literacy
PART TWO: SKILLS
How Does the Human Mind Work?
Importance of Skills
Developmental Perspective
PART THREE: KNOWLEDGE
What Is News?
Commercial Advertising
What Is Entertainment?
Growth of the Mass Media Industries
Economic Nature
Who Owns and Controls the Mass Media?
What Is an Audience?
Broadening the Persepective on Media Effects
How Do the Effect Processes Work?
Media Influence on Institutions
Importance of Real World Information
PART FOUR: PUTTING IT ALL TOGETHER
The Media Literacy Perspective
Strategies for Increasing Literacy

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