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SAGE Publications
Media Literacy / Edition 5

Media Literacy / Edition 5

by W. James Potter


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Product Details

ISBN-13: 2901412979459
Publisher: SAGE Publications
Publication date: 05/27/2010
Edition description: Fifth Edition
Pages: 463
Product dimensions: 6.00(w) x 1.25(h) x 9.00(d)

About 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 in the areas of effects on individuals and society, content narratives, structure and economics of media industries, advertising, journalism, programming, and production. He has served as editor of the Journal of Broadcasting & Electronic Media and is the author of many journal articles and books, including the following: 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).

Table of Contents

Part IFoundations
1.What Is Media Literacy?2
2.Developing Media Literacy16
3.The Skills of Media Literacy36
4.Importance of Knowledge Structures58
Part IIKnowledge Structures of Media Content
5.What Is News?84
6.What Is Entertainment?112
7.Commercial Advertising134
Part IIIKnowledge Structures of Media Industries
8.Development of the Mass Media Industries156
9.Economic Perspective166
10.Who Owns and Controls the Media?186
11.Profiles of Media Industries206
12.What Is an Audience?242
Part IVKnowledge Structures of Media Effects
13.Broadening Our Perspective on Media Effects258
14.Immediate Effects of Media on Individuals268
15.Long-Term Media Effects on Individuals278
16.How Do the Effect Processes Work?298
17.Media Influence on Institutions314
Part VPutting It All Together
18.The Importance of Real-World Information342
19.The Media Literacy Perspective360
20.Strategies for Increasing Media Literacy376
About the Author423

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