Media literacy:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles
SAGE
[2019]
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| Edition: | Ninth edition |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis Klappentext |
| Physical Description: | xxiv, 517 Seiten Illustrationen |
| ISBN: | 9781506366289 |
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Record in the Search Index
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| adam_text | ■ BRIEF CONTENTS xix Preface Acknowledgments About the Author xxiii XXV PARTI • INTRODUCTION 1 Chapter 1 • Why Increase Media Literacy? 2 Chapter 2 • Media Literacy Approach PART II • AUDIENCES Chapter 3 • Audience: Individual Perspective 36 Chapter 4 • Audience: Industry Perspective 55 Chapter 5 • Children as a Special Audience 73 PART III • INDUSTRY Chapter 6 • Development of the Mass Media Industries Chapter 7 • Economic Perspective PART IV • CONTENT Chapter 8 • Media Content and Reality 148 Chapter 9 • News 165 Chapter 10 • Entertainment 194 Chapter 11 • Advertising 223 Interactive Media 245 Chapter 12 • PART V • EFFECTS 13 35 95 96 119 147 267 Chapter 13 • Broadening Our Perspective on Media Effects 268 Chapter 14 • How Does the Media Effects Process Work? 287
PART VI · THE SPRINGBOARD Chapter 15 · Helping Yourself and Others to Increase Media Literacy 305 306 PART VII · CONFRONTING THE ISSUES ЗЗІ Issue 1 · Ownership of Mass Media Businesses 333 Issue 2 · Sports 355 Issue 3 · Fake News 376 Issue 4 · Advertising 397 Issue 5 · Media Violence 412 Issue 6 · Privacy 430 Glossary 463 References 475 Index 498
DETAILED CONTENTS Preface xix Acknowledgments About the Author xxiii xxv PARTI · INTRODUCTION l Chapter 1 * Why Increase Media Literacy? 2 The Information Probtem Growth Is Accelerating High Degree of Exposure Keeping Up 3 4 5 5 Dealing With the Information Problem 5 Our Mental Hardware Our Mental Software Automatic Routines Advantages and Disadvantages 5 6 7 8 The Big Question 9 Summary 10 Further Reading 11 Keeping Up to Date 11 Chapter 2 · Media Literacy Approach 13 What Is Media Literacy? 14 The Three Building Blocks of Media Literacy 15 Skills Knowledge Structures Personal Locus The Definition of Media Literacy 15 20 22 23 The Development of Media Literacy 25 Advantages of Developing a Higher Degree of Media Literacy 28 Appetite for Wider Variety of Media Messages More Self-Programming of Mental Codes More Control Over Media 28 29 29 Summary 29 Further Reading 30 Exercise 31
PART II · AUDIENCES 35 Chapter 3 · Audience: Individual Perspective 36 Information-Processing Tasks 38 Filtering Meaning Matching Meaning Construction 38 40 42 AnaLyzing the Idea of Exposure to Media Messages Exposure and Attention Physical Exposure Perceptual Exposure Psychological Exposure Attention Exposure States Automatic State Attentional State Transported State Self-Reflexive State 45 45 45 45 47 48 48 48 49 49 50 The Media Literacy Approach 50 Summary 52 Further Reading 53 Exercise 53 Chapter 4 · Audience: Industry Perspective Shift From Mass to Niche Perspectiveon Audience What Is a Mass Audience? Rejection of the Idea of Mass Audience The Idea of Niche Audience Identifying Niches Geographic Segmentation Demographic Segmentation Socia! dass Segmentation Geodemographic Segmentation Psychographic Segmentation Twelve American Lifestyles VALS Typology Attracting Audiences Appea! to Existing Needs and Interests Cross-Media and Cross-Vehicle Promotion 55 57 57 58 ձ0 61 61 62 62 63 63 63 64 65 65 66 Conditioning Audiences 67 Summary 68 Further Reading 69 Exercises 70
Chapter 5 · Children as a Special Audience Why Treat Chitdren as a Speciat Audience? Lack of Experience Lack of Maturation Cognitive Development Emotional Development Moral Development 73 75 75 76 76 78 79 Speciat Treatment From Regutators 81 Speciat Treatment From Parents 82 Re-examining the Case for Speciat Treatment of Chitdren Maturation Experience 84 84 85 Young Adutts as a Speciat Audience Cognitive Abilities Field Independency Crystalline Intelligence Fluid Intelligence Conceptual Differentiation Emotionat Abitities Emotional Intelligence Tolerance for Ambiguity Nonimpulsiveness 86 86 86 87 88 89 90 90 91 91 Summary 91 Further Reading 92 Keeping Up to Date 93 Exercise 93 PART HI · INDUSTRY Chapter 6 · Development of the Mass Media Industries 95 96 Patterns of Devetopment Innovation Stage Penetration Stage Peak Stage Decline Stage Adaptation Stage 98 98 99 100 100 101 Comparisons Across Mass Media Life Cycle Pattern Indicators of Peak Decline and Adaptation 101 102 102 104 Current Picture І05 Convergence Special Case of the Computer Industry Profile of Mass Media Workforce 105 109 109
Summary 115 Further Reading 115 Keeping Up to Date 116 Exercises 117 Chapter 7 · Economic Perspective 119 The Media Game of Economics 121 The PLayers 121 The Goal 125 The Rules 126 Characteristics of the Game 126 Importance of Valuing Resources Well 126 Complex Interdependency Among Players 127 Digital Convergence 128 Nature of Competition 129 Media Industry Perspective 130 Overview of Success 130 Film Segment 130 Music Segment 130 Book Segment 131 Video Game Segment 131 Advertising 132 Media Strategies 132 Maximizing Profits 133 Constructing Audiences 135 Reducing Risk 137 Consumers’ Strategies 139 Default Strategy 139 Media Literacy Strategy 139 Summary 141 Further Reading 142 Keeping Up to Date 143 Exercises 143 PART IV · CONTENT 147 Chapter 8 · Media Content and Reality 148 Role of Reality in Media Content Formulas 150 Complex Judgment 150 Magic Window Multiple Dimensions of Reality Differences Across Individuals 150 ՝ 151 152
Organizing Principle: Next-Step ReaLity Audience s Perspective Programmers Perspective 153 154 155 ReaLity Programming as a Genre 156 The Importance of Media Literacy 159 Summary 161 Further Reading 162 Keeping Up to Date 163 Exercise 163 Chapter 9 · News Dynamic Nature of News Rise and FaU of Big News Shift to Online Sources of News Different Perspectives on News 165 167 168 169 171 Political Philosophy Perspective Traditional Journalistic Perspective News-Working Perspective 171 172 172 Economic Perspectivė Consumer Personal Perspective Hyper-localism 175 176 177 Selective Exposure Consumer Standards for EvaLuating the Quality of News 177 178 Objectivity 178 Accuracy Completeness Context 178 179 180 Neutrality Lack of Bias Balance 182 182 184 How Can We Become More Media Literate With News? Exposure Matters Quality Matters 185 186 187 Summary 188 Further Reading 189 Keeping Up to Date 190 Exercises 190 Chapter 10 · Entertainment Story Formulas General Story Formula Genres 194 196 198 199
Challenges Different Media Changing Public Taste Dealing With Risk 201 201 202 202 Patterns Character Patterns Controversial Content Elements Sex Homosexuality 204 205 207 207 209 Violence Language Health Deceptive Health Patterns Responsible Health Patterns Values 210 212 212 212 213 214 Becoming Media Literate With Entertainment Messages 216 Summary 219 Further Reading 219 Keeping Up to Date 220 Exercises 220 Chapter 11 «Advertising 223 Advertising Is Pervasive 225 Process of Constructing Advertising Messages Campaign Strategy Outbound Advertising Perspective Inbound Advertising Perspective 227 229 232 234 Becoming More Media Literate with Advertising Analyze Your Personal Needs AnalyzeAds Evaluate Ads 236 236 238 239 Summary 239 Further Reading 239 Keeping Up to Date 240 Exercises 241 Chapter 12 · Interactive Media 245 Competitive Experiences Attraction to Electronic Games Psychology of Playing Electronic Games Designing Electronic Game Platforms Marketing Electronic Games MMORPGs 246 247 248 249 . 250 251
Cooperative Experiences Friendship Dating Livinrg Opinion Sharing 254 254 255 255 256 Acquisition Experiences Information Music Video Shopping 257 257 258 258 258 Media Literacy With Interactive Messages Personat Implications Broader Concerns 259 259 260 Summary 261 Further Reading 262 Keeping Up to Date 263 Exercises 263 PART V · EFFECTS Chapter 13 · Broadening Our Perspective on Media Effects 267 268 Timing of Effects 270 VaLence of Effects 271 Intentionally of Effects 272 Type of Effects 273 Cognitive-Type Effect Betief-Type Effect Attitudinat-Type Effect Emotionat-Type Effect Physiotogicat-Type Effect Behaviorat-Type Effect Macro-Type Effect 273 274 274 275 276 276 276 Four-Dimensionat Anatysis 278 Becoming More Media Literate 281 Summary 281 Further Reading 283 Exercises 284 Chapter 14 · How Does the Media Effects Process Work? Media Effects Are Constantly Occurring Manifested Effects and Process Effects Baseline Effects and Fluctuation Effects 287 289 289 290
Factors Influencing Media Effects 292 Baseline Factors 292 Developmental Maturities 292 Cognitive Abilities 293 Knowledge Structures 293 Sociological Factors 294 Lifestyle 295 Personal Locus 295 Media Exposure Habits 295 Fluctuation Factors 296 Content of the Messages 296 , Context of Portrayals 296 Cognitive Complexity of Content 296 Motivations 297 States 297 Degree of Identification 297 Process of Influence 298 Thinking About Blame 299 Becoming More Media Literate 300 Summary 300 Further Reading 302 Keeping Up to Date 302 Exercises 302 PART VI · THE SPRINGBOARD 305 Chapter 15 · Helping Yourself and Others to Increase Media Literacy Helping Yourself 306 307 Ten Guidelines 308 1. Strengthen Your Personal Locus 308 2. Develop an Accurate Awareness of Your Exposure Patterns 308 3. Acquire a Broad Base of Useful Knowledge 309 4. Examine Your Mental Codes 310 5. Examine Your Opinions 310 6. Change Behaviors 310 7.Think About the Reality-Fantasy Continuum 311 8. Become More Skilled at Designing Messages 312 9. Do Not Take Privacy for Granted 312 312 10. Take Personat Responsibility Illustrations of Milestones 313 313 Cognitive Ladder 313 Emotional Ladder Morat Ladder · 314 Aesthetic Appreciation Ladder 315 Examples of Levels of Literacy 315
Helping Others Interpersonat Techniques Interventions Public Education Current Situation Barriers What Can You Do? Societal Techniques 316 317 319 320 320 321 323 323 Summary 325 Keeping Up to Date 326 Exercises 327 PART VII · CONFRONTING THE ISSUES Issue 1 · Ownership of Mass Media Businesses 331 333 Delineating the Issue Arguments Against Concentration of Ownership of Media Companies Arguments for Concentration of Ownership of Media Companies 334 334 335 Evidence of Concentration Trend Toward Concentration Factors Driving the Trend Efficiencies Regulation and Deregulation 335 335 341 341 342 Evidence for Harm Increased Barriers to Entry Reduced Level of Competition Reduced Number of Public Voices Changes in Content 345 346 346 346 347 Your Own Informed Opinion Expanding Perspective Re-examining Evidence Thinking About Underlying Values Localism Efficiency Informing Your Opinion 348 348 349 349 350 350 351 Further Reading 351 Keeping Up to Date 352 Apptying Media Literacy Skitls 353 Issue 2 · Sports 355 Deİineating the Issue 356 The Money Cycte 357 Players Owners and Leagues 358 361
Television Networks 362 Advertisers Public 363 364 Olympics 365 Video Gaming 368 Your Own Informed Opinion 369 The Big Picture Extend Your Knowledge Cost-Benefit Analysis Think About Implications 369 369 370 370 Further Reading 371 Keeping Up to Date 371 Applying Media Literacy Skills 372 Issue 3 * Fake News What Is Fake News? Delineation by News Criteria Timeliness Significance 376 377 378 379 379 Proximity Prominence Unusualness 379 380 380 Human Interest 380 Delineation by Type of Sender By Channel 380 380 By Professionalism Delineation by Intention of Sender 382 384 Delineation by Accuracy Factual Accuracy Story Accuracy 385 386 388 Delineation by Context 388 An Irony Conclusion 391 391 Media-Literate Treatment of Fake News 391 Be Skeptical Be Analytical 392 392 Evaluate Facts 392 Evaluate the News Story 392 Your Own Informed Opinion 393 Further Reading 393 Keeping Up to Date 394 Applying Media Literacy Skills 394
Issue 4 · Advertising 397 Delineating the Issue 398 Faulty Criticisms Advertising Is Deceptive Companies Manipulate Us Through Subliminal Advertising Advertising Perpetuates Stereotypes 399 399 401 403 Criticisms Based on Personal Values Advertising Is Excessive Advertising Manipulates Us Into Buying Things We Don’t Need Advertising Makes Us Too Materialistic 403 404 405 405 Criticisms About Responsibility Advertising Potentially Harmful Products Invading Protected Groups Invading Privacy Altering Needs 406 406 407 407 408 Your Own Informed Opinion 409 Further Reading 410 Applying Media Literacy Skills 411 Issue 5 · Media Violence 412 Delineating the Issue 413 The Public s Faulty Perceptions Equating Violence With Graphicness Ignoring Context Blind Spot on Harm 413 415 417 419 Producers’ Faulty Beliefs Violence Is Necessary to Storytelling Blame Others, Not Producers 422 423 423 Your Own Informed Opinion 424 Implications for Individuals Implications for Producers Moving Beyond Faulty Thinking 424 425 425 Further Reading 427 Applying Media Literacy Skills 428 Issue 6 · Privacy 430 Delineating the Issue 432 Criminal Threats to Your Privacy 433 Stealing Private Information Direct Theft Indirect Theft Economic Purpose Political Purpose 434 434 435 435 437
Hijacking Destroying Information 438 439 Non-criminal Threats to Your Privacy Coltecting and Setting Information Controtling Spamming 440 440 447 448 Pubtic Opinion and Regutations Pubtic Opinion Regutations 450 450 451 Your Own Informed Opinion Information Assessment 453 453 454 454 455 455 456 456 457 457 457 Take an Inventory About What Information Is Publically Available About You Map Your Information by Privacy Levels Threat Assessment Privacy Strategy Remove Private Information Correct Inaccuracies Continually Monitor Threats Download Software to Protect Your Computer From Threats to Your Privacy Set Up Your Internet Browsers to Disallow Cookies as the Default Further Reading 458 Keeping Up to Date 459 Applying Media Literacy Skills 460 Glossary 463 References 475 Index 498
“A reliable book focused entirely on media literacy that is very thorough and well researched. W. James Potter is a well-respected author with sterling credentials and a reputation for credibility. ” —Donna L. Halper, Lesley University THE ESSENTIAL GUIDE TO DECODING MESSAGES IN A MEDIA-SATURATED WORLD Media Literacy teaches students how to navigate through the overwhelming flood of Information found In today’s world. Drawing from thousands of media research studies, author W. James Potter explores the key components to understanding the fascinating world of mass media. Potter presents numerous examples and facts to help students understand how the media operate, how they attract attention, and how they influence the public. Each chapter concludes with a set of exercises to help readers apply the chapter material to everyday life and engage in a step-by-step process to increase their own media literacy. NEW TO THE NINTH EDITION • A new chapter on fake news discusses this timely, controversial subject and debates what we as news consumers can do to recognize fake news in order to avoid its influence. • Chapters have been substantially updated to reflect how mass media has evolved as a result of digital convergence. • Extensive revisions to Issues 1,2, and 6 dive deeper into the topics of media ownership, sports, and privacy. • Up-to-date information In every chapter, along with 121 new references and 21 new terms, reflects the most recent findings in the field of media studies. (S1SAGE Give your students the SAGE edge! SAGE edge offers a robust online environment featuring
an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning. Learn more at edge.sagepub.com/potter9e.
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