Media Literacy / Edition 2

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Overview

This updated Second Edition of Media Literacy introduces the fascinating world that operates behind visible media messages. This accessible edition includes updated figures and information about computers and the Internet.

Media Literacy helps the reader to establish knowledge structures from which they can consciously filter out negative media effects, while acknowledging the positive instructional and entertainment value of media. The author provides the details necessary to facilitate media literacy, rather than merely surveying why it is needed; integrates theory with practice; includes exercises to help readers improve media literacy; emphasizes examples and exercises that support the key ideas of any media studies; and invites students to think like a psychologist, an economist, an advertiser, a journalist, a media critic, a producer, and a policy maker.

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Editorial Reviews

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)
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.
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Product Details

  • ISBN-13: 9780761923152
  • Publisher: SAGE Publications
  • Publication date: 2/23/2001
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 440
  • Product dimensions: 7.42 (w) x 9.24 (h) x 0.93 (d)

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

Preface
PART I: FOUNDATIONS
1. What Is Media Literacy?
2. Developing Media Literacy
3. The Skills of Media Literacy
4. Importance of Knowledge Structures
PART II: KNOWLEDGE STRUCTURES OF MEDIA CONTENT
5. What Is News?
6. What Is Entertainment?
7. Commercial Advertising
PART III: KNOWLEDGE STRUCTURES OF MEDIA INDUSTRIES
8. Development of the Mass Media Industries
9. Economic Perspective
10. Who Owns and Controls the Mass Media?
11. Profiles of Media Industries
12. What Is an Audience?
PART IV: KNOWLEDGE STRUCTURES OF MEDIA EFFECTS
13. Broadening Our Perspective on Media Effects
14. Immediate Effects of Media on Individuals
15. Long Term Media Effects on Individuals
16. How Do the Effect Processes Work?
17. Media Influence on Institutions
PART V: PUTTING IT ALL TOGETHER
18. Importance of Real-World Information
19. The Media Literacy Perspective
20. Strategies for Increasing Media Literacy
References
Index
About the Author

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