Introduction to Media Literacy

W. James Potter, professor at the University of California at Santa Barbara, holds one PhD 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, and journalism. He has served as editor of the Journal of Broadcasting & Electronic Media and is the author of many journal articles and several dozen books, including: Media Effects; Media Literacy, 10th edition; The 11 Myths of Media Violence; Major Theories of Media Effects; Becoming a Strategic Thinker: Developing Skills for Success; and 7 Skills of Media Literacy.  

Preface
Acknowledgments
About the Author
CHAPTER 1 Why Increase Media Literacy?
Our Message-Saturated Culture
Automatic Routines
Increasing Media Literacy
Key Ideas
Further Reading
Keeping Up to Date
CHAPTER 2 Media Literacy Approach
Taking out the Trash: Clearing Away Faulty Ideas About Media Literacy
Increasing Media Literacy
Key Ideas
Further Reading
CHAPTER 3 Mass Media Industries: Historical Perspective
Pre-Mass Media
Development of Mass Media
Current Picture
Increasing Media Literacy
Key Ideas
Further Reading
Keeping Up to Date
CHAPTER 4 Mass Media Industries: The Economic Game
The Media Game
Media Industries’ Strategies
Increasing Media Literacy
Key Ideas
Further Reading
Keeping Up to Date
CHAPTER 5 Mass Media Audience: Industry Perspective
Identifying Opportunities
Attracting Audiences
Conditioning Audiences
Increasing Media Literacy
Key Ideas
Further Reading
CHAPTER 6 Mass Media Audience: Individual Perspective
Exposure Is Not the Same as Attention
Decisions During Exposures
Increasing Media Literacy
Key Ideas
Further Reading
CHAPTER 7 Mass Media Content
Message Formulas and Genres
Most General Formula: Next-Step Reality
Narratives
Electronic Games
Interactive Message Platforms
Increasing Media Literacy
Key Ideas
Further Reading
Keeping Up to Date
CHAPTER 8 Mass Media Effects
Media Effects Are Constantly Occurring
Four Dimensions of Media Effects
Factors Influencing Media Effects
Increasing Media Literacy
Key Ideas
Further Reading
Keeping Up to Date
CHAPTER 9 Springboard
Twelve Guidelines
Examples of Levels of Literacy
Key Ideas
Further Reading
Keeping Up to Date
Introduction to Appendices: Analyzing Media Literacy Issues
Appendix A. Analyzing Media Issues: Are Professional Athletes Paid Too Much?
Increase in Pay
Pay Now Too High
Non-Sustainability
Ruining the Games
Conclusions
Further Reading
Keeping Up to Date
Appendix B. Analyzing Media Issues: Is Media Company Ownership Too Concentrated?
Consolidation of Ownership
Concentration of Power
Reduction of Competition
Limitations on Access
Change in Content
Enriches Few People
Conclusions
Further Reading
Keeping Up to Date
Appendix C. Analyzing Media Issues: Is News Objective?
Analyzing the Idea of Objectivity
Analyzing the Idea of Quality in News
Considering Standards for News
Conclusions
Further Reading
Keeping Up to Date
Appendix D. Analyzing Media Issues: Is There Too Much Violence in the Media?
High Amount of Violence in the Media
Some People Are More Vulnerable Than Others
Reducing the Amount of Violence
Conclusions
Further Reading
Test Your Knowledge Answers
Glossary
References
Index