Theory of Media Literacy: A Cognitive Approach

Theory of Media Literacy: A Cognitive Approach

by W. James Potter
     
 

ISBN-10: 0761929517

ISBN-13: 9780761929512

Pub. Date: 05/01/2004

Publisher: SAGE Publications

Our society has become characterized by aggressive media. Information is constantly at our fingertips – whether it be through the books we read, the newspapers and magazines to which we subscribe, the television we watch, the radio stations to which we listen, or the computers that connect us around the globe

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Overview

Our society has become characterized by aggressive media. Information is constantly at our fingertips – whether it be through the books we read, the newspapers and magazines to which we subscribe, the television we watch, the radio stations to which we listen, or the computers that connect us around the globe in a matter of seconds. We can try to limit our media exposure, but it is impossible to avoid all media messages. As a result, we psychologically protect ourselves by automatically processing the media to which we are exposed.

 

Theory of Media Literacy: A Cognitive Approach comprehensively explains how we absorb the flood of information in our media-saturated society and examines how we often construct faulty meanings from those messages. In this book, author W. James Potter enlightens readers on the tasks of information processing. By building on a foundation of principles about how humans think, Theory of Media Literacy examines decisions about filtering messages, standard schema to match meaning, and higher level skills to construct meaning.

 

A central theme of Potter's theory is the locus that governs the degree to which a person is media literate. The locus is enriched by developing skills as well as good knowledge structures on five topics: media effects, media content, media industries, real world parameters, and the self.

 

Features of This Book

·         Presents the first social scientific theory of the process of media literacy;

·         Explores a broad range of literature on media literacy written over the past two decades;

·         Focuses on how the human mind works, especially in this mass media-saturated society.

 

Theory of Media Literacy is an essential resource to a wide audience within the media discipline. The book provides empirical researchers with direction to test the theory and extend our understanding of how the media affect individuals and society. Practitioners will find it helpful in developing strategies to achieve goals and, at the same time, avoid high risks of negative effects. In addition, new scholars will find it to be an excellent introduction to various media literacy research.

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Product Details

ISBN-13:
9780761929512
Publisher:
SAGE Publications
Publication date:
05/01/2004
Pages:
320
Product dimensions:
6.00(w) x 9.00(h) x (d)

Related Subjects

Table of Contents

Preface
Acknowledgments
1Why do we need a theory of media literacy?2
2Explicating the construct of media literacy22
3Definitions and distinctions42
4The media literacy model64
5The foundational knowledge structures74
6The personal locus96
7Competencies and skills of media literacy116
8The filtering task138
9The meaning-matching task166
10The meaning-construction task188
11Traps in meaning construction208
12Practices230
Appendices257
References265
Index289
About the author307

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