Seven Skills of 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
1. Skills in the Context of Media Literacy
What Is Media Literacy?
Nature of Skills
Chapter Review
2. Importance of Skills
The Media Challenge
Types of Problems
The Development of Skills
Chapter Review
3. Analyzing: Digging Into the Meaning and Structure of Media Messages
The Analysis Algorithm
Heuristics
Avoiding Traps
Chapter Review
4. Evaluating: Making Judgments About the Value of Media Messages
The Evaluation Algorithm
Heuristics
Avoiding Traps
Chapter Review
5. Grouping: Classifying Elements in Media Messages
The Grouping Algorithm
Heuristics
Avoiding Traps
Chapter Review
6. Inducing: Looking for Patterns Within and Across Media Messages
The Induction Algorithm
Heuristics
Avoiding Traps
Chapter Review
7. Deducing: Reasoning with Logic from General Principles
The Deduction Algorithm
Heuristics
Avoiding Traps
Chapter Review
8. Synthesizing: Assembling Novel Configurations
Challenges
The Synthesis Algorithm
Heuristics
Avoiding Traps
Chapter Review
9. Abstracting: Communicating the Essence of Media Messages
The Abstracting Algorithm
Heuristics
Avoiding Traps
Chapter Review
10. Putting It All Together
Pep Talk
Conclusion
References
Glossary