Media Literacy / Edition 7

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Overview

"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.
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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: 9781483306674
  • Publisher: SAGE Publications
  • Publication date: 11/19/2013
  • Edition description: Seventh Edition
  • Edition number: 7
  • Pages: 536
  • Sales rank: 260,578
  • Product dimensions: 7.40 (w) x 9.00 (h) x 1.00 (d)

Meet the Author

W. James Potter joined the Department of Communication in the fall of 2001. 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 as well as the editor of the forthcoming Encyclopedia of Media Violence. He has published numerous scholarly articles, book chapters, and 15 books.

His research focuses primarily on media literacy and media violence. He is currently at work on a general of theory of the mass media in which he plans to integrate the theories and research findings about the mass media industries, their content, audiences, and effects into a unified system of explanation.

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Table of Contents

PART 1: INTRODUCTION
1. Living in a Message-Saturated World
2. The Media Literacy Approach
PART 2: AUDIENCE
3. Individual Perspective
4. Industry Perspective on Audience
5. Children as a Special Audience
PART 3: INDUSTRY
6. Development of the Mass Media Industries
7. The Economic Game
PART 4: CONTENT
8. Reality Programming
9. News
10. Entertainment
11. Advertising
12. Interactive Media
PART 5: EFFECTS
13. Broadening Our Perspective on Media Effects
14. How Does the Media Effects Process Work?
PART 6: CONFRONTING THE ISSUES
15. Who Owns and Controls the Media?
16. Privacy
17. Piracy
18. Violence
19. Sports
PART 7: THE SPRINGBOARD
20. Helping Yourself and Others to Increase Media Literacy

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