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, 11th 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.

• PrefaceAcknowledgmentsAbout the AuthorCHAPTER 1 Why Increase Media Literacy?Our Message-Saturated CultureAutomatic RoutinesIncreasing Media LiteracyKey IdeasFurther ReadingKeeping Up to DateCHAPTER 2 Media Literacy ApproachTaking out the Trash: Clearing Away Faulty Ideas About Media LiteracyIncreasing Media LiteracyKey IdeasFurther ReadingCHAPTER 3 Mass Media Industries: Historical PerspectivePre-Mass MediaDevelopment of Mass MediaCurrent PictureIncreasing Media LiteracyKey IdeasFurther ReadingKeeping Up to DateCHAPTER 4 Mass Media Industries: The Economic GameThe Media GameMedia Industries’ StrategiesIncreasing Media LiteracyKey IdeasFurther ReadingKeeping Up to DateCHAPTER 5 Mass Media Audience: Industry PerspectiveIdentifying OpportunitiesAttracting AudiencesConditioning AudiencesIncreasing Media LiteracyKey IdeasFurther ReadingCHAPTER 6 Mass Media Audience: Individual PerspectiveExposure Is Not the Same as AttentionDecisions During ExposuresIncreasing Media LiteracyKey IdeasFurther ReadingCHAPTER 7 Mass Media ContentMessage Formulas and GenresMost General Formula: Next-Step RealityNarrativesElectronic GamesInteractive Message PlatformsIncreasing Media LiteracyKey IdeasFurther ReadingKeeping Up to DateCHAPTER 8 Mass Media EffectsMedia Effects Are Constantly OccurringFour Dimensions of Media EffectsFactors Influencing Media EffectsIncreasing Media LiteracyKey IdeasFurther ReadingKeeping Up to DateCHAPTER 9 SpringboardTwelve GuidelinesExamples of Levels of LiteracyKey IdeasFurther ReadingKeeping Up to DateIntroduction to Appendices: Analyzing Media Literacy IssuesAppendix A. Analyzing Media Issues: Are Professional Athletes Paid Too Much?Increase in PayPay Now Too HighNon-SustainabilityRuining the GamesConclusionsFurther ReadingKeeping Up to DateAppendix B. Analyzing Media Issues: Is Media Company Ownership Too Concentrated?Consolidation of OwnershipConcentration of PowerReduction of CompetitionLimitations on AccessChange in ContentEnriches Few PeopleConclusionsFurther ReadingKeeping Up to DateAppendix C. Analyzing Media Issues: Is News Objective?Analyzing the Idea of ObjectivityAnalyzing the Idea of Quality in NewsConsidering Standards for NewsConclusionsFurther ReadingKeeping Up to DateAppendix D. Analyzing Media Issues: Is There Too Much Violence in the Media?High Amount of Violence in the MediaSome People Are More Vulnerable Than OthersReducing the Amount of ViolenceConclusionsFurther ReadingTest Your Knowledge AnswersGlossaryReferencesIndex