Media Literacy

Höfundur: W. James Potter (Útgáfa: 11)
Media Literacy

Kaup valmöguleikar

Media Literacy teaches students how to navigate through the overwhelming flood of information in today’s media-saturated world. Drawing from thousands of media research studies, author W. James Potter explores key components to understanding the fascinating world of mass media. Through engaging examples and facts, students gain an understanding of how the media operate, how they attract attention, and how they influence the public, with chapters concluding in exercises to further help them apply the material to everyday life and improve their media literacy.

The Eleventh Edition highlights how media literacy has evolved and why an updated approach is essential for addressing the threat posed by media businesses developing enhanced marketing strategies through the internet, mass media, and social media. Updates include a new "personal" approach that helps students understand their needs and how they process their experiences, as well as a new skills-based approach built around a systematic set of practical exercises.

Nánar um bókina

Útgefandi
SAGE Publications, Inc. (US)
ISBN
9781071901915
Print ISBN
9781071901892
Format
ePub
Útgáfa
11
Höfundar
W. James Potter
Tungumál
English
Útgefið
2026-08-12
Prent takmörkun á líftíma
10
Prent takmörkun
2
Afritunar takmörkun
2

Kaflar

  • Cover
  • Half Title
  • Visual Preface
  • Title Page
  • Copyright Page
  • Toc brief
  • Contents
  • Preface
  • Acknowledgments
  • About the Author
  • Part I Foundations
  • Chapter 1 The Need for Media Literacy
  • I. Evolution of Media Marketing Strategies
  • A. Traditional Marketing Strategy
  • B. Enhanced Marketing Strategy
  • II. Changes in the Nature of the Threat From Media Exposures
  • A. The Traditional Threat
  • B. The Enhanced Threat
  • III. Need for a New Approach to Media Literacy
  • A. The Role of Media Literacy With the Traditional Threat
  • B. The Role of Media Literacy With the Enhanced Threat
  • C. Challenges for a New Approach to Media Literacy
  • 1. Avoid proposing a quick fix
  • 2. Begin unwinding media conditioning
  • 3. Shift agency back to individuals
  • 4. Dealing with automaticity
  • 5. Appear worthwhile
  • IV. Conclusion
  • Further Reading
  • Keeping Up to Date
  • Chapter 2 Foundational Ideas
  • I. Media Exposure and Attention
  • A. Key Difference
  • B. Two Models of Exposure
  • II. Meaning Matching and Meaning Construction
  • A. Meaning Matching
  • B. Meaning Construction
  • C. Delineating the Distinction
  • III. Competencies and Skills
  • A. Competencies
  • B. Skills
  • C. Differences
  • D. Skills of Media Literacy
  • IV. Information and Knowledge
  • A. Information
  • B. Knowledge
  • Summary
  • Chapter 3 The Spiral Approach to Media Literacy
  • I. Introducing the Spiral Approach
  • A. Characteristics
  • 1. Personal focus
  • 2. Increasing agency
  • 3. Dealing with automaticity
  • 4. Learning by doing
  • 5. Long-term perspective
  • B. Structure
  • C. Personal Progress
  • II. Phase 1: Preparation
  • A. Knowledge About the Mass Media
  • 1. Relevant
  • 2. Organized
  • B. Knowledge About Information-Processing Skills
  • C. Knowledge About Your Goals
  • D. Challenge
  • III. Phase 2: Perception
  • A. Process
  • 1. With informational content
  • 2. With fictional stories
  • B. Challenges
  • IV. Phase 3: Analysis
  • A. Process
  • 1. Analyze your expectations
  • 2. Analyze content techniques
  • 3. Consider the interruptions as mistakes
  • B. Challenges
  • V. Phase 4: Evaluation
  • A. Process
  • 1. Evaluate for valence
  • 2. Evaluate for importance
  • B. Challenges
  • VI. Phase 5: Alteration
  • A. Process
  • 1. Increase motivation
  • 2. Altering thinking patterns
  • 3. Taking immediate action
  • 4. Taking long-term action
  • B. Challenges
  • 1. Start with modest expectations
  • 2. Trust the process
  • 3. Become motivated to grow your agency
  • VII. Conclusion
  • Further Reading
  • Exercises
  • Exercise 3.1
  • Assessing Your Knowledge About the Mass Media
  • Exercise 3.2
  • Assessing Knowledge About Yourself
  • Exercise 3.3
  • Assessing the Value of Your Media Exposure Patterns
  • Exercise 3.4
  • Trying the Perception Phase
  • Exercise 3.5
  • Trying the Analysis Phase
  • Exercise 3.6
  • Trying the Alteration Phase
  • Part II Industry
  • Chapter 4 Evolution Then Revolution in the Mass Media Industry
  • I. Evolution of the Traditional Analog Media
  • A. Technological Innovations
  • B. Business Innovations
  • C. Pattern of Evolution
  • 1. Innovation stage
  • 2. Penetration stage
  • 3. Peak stage
  • 4. Decline stage
  • 5. Adaptation stage
  • II. Revolutionary Change
  • A. Technological Innovations
  • 1. Digitization
  • 2. Transmission
  • 3. Miniaturation
  • 4. Interactive capability
  • B. Business Innovations
  • 1. Message creation
  • 2. Expanding to platforms
  • C. Consequences
  • III. Summary
  • Further Reading
  • Keeping Up to Date
  • Exercises
  • Exercise 4.1
  • Speculate About the Future of the Internet as a Mass Medium
  • Exercise 4.2
  • Are You an Entrepreneur?
  • Chapter 5 The Economic Perspective
  • I. The Economic Environment of Mass Media Businesses
  • A. Need to Generate Profit
  • 1. Maximizing revenue
  • 2. Minimizing expenses
  • B. Pressure to Increase Profits Continually
  • C. Need to Reduce Risk
  • D. Valuing Resources
  • II. Evolution of Marketing Strategies
  • A. Traditional Marketing Strategy
  • 1. Design and create products
  • 2. Identify target audience
  • 3. Advertise products to attract users
  • 4. Build product loyalty
  • B. Enhanced Marketing Strategy
  • 1. Identifying wants
  • 2. Developing products
  • 3. Constructing niche audiences
  • 4. Conditioning audiences
  • III. The Economic Environment for Users
  • A. Valuation Disadvantage
  • B. Default Strategy
  • IV. Media Literacy Approach
  • A. Locked Into Habits
  • 1. News events
  • 2. Issues
  • 3. Entertainment type stories
  • B. Unwinding Habits
  • 1. Preparation phase
  • 2. Perception phase
  • 3. Analysis phase
  • 4. Evaluation phase
  • 5. Alteration phase
  • V. Conclusion
  • Further Reading
  • Keeping Up to Date
  • Exercises
  • Exercise 5.1
  • Estimating Your Personal Expenditures of Money on the Media
  • Exercise 5.2
  • Estimating Your Personal Expenditures of Time on the Media
  • Exercise 5.3
  • Increasing Your Literacy
  • Chapter 6 Advertising
  • I. Advertising Is Pervasive
  • II. Advertising Strategies
  • A. Traditional Advertising Strategy
  • B. Digital Advertising Strategies
  • III. Tools of Advertising
  • A. Tools for Identifying Audiences
  • B. Tools for Persuading Audiences
  • IV. Becoming More Media Literate With Advertising
  • A. Dealing With Enhanced Threat
  • B. Using the Spiral Approach to Media Literacy
  • 1. Phase 1: Preparation
  • 2. Phase 2: Perception
  • 3. Phase 3: Analysis
  • 4. Phase 4: Evaluation
  • 5. Phase 5: Alteration
  • Summary
  • Further Reading
  • Keeping Up to Date
  • Exercises
  • Exercise 6.1
  • Phase 1: Preparation
  • Exercise 6.2
  • Phase 2: Perceiving Advertising in Your Environment
  • Exercise 6.3
  • Phase 3: Analyzing Elements in Advertising
  • Exercise 6.4
  • Phase 4: Evaluating Advertising Messages
  • Exercise 6.5
  • Phase 5: Alteration
  • Chapter 7 News
  • I. Dynamic Nature of News
  • A. Early Days
  • B. The Era of “Big News”
  • C. Shift to Online Sources of News
  • II. Four Perspectives on News
  • A. Political Philosophy Perspective
  • B. Professional Journalism Perspective
  • C. Commercial Perspective
  • D. Personal Perspective
  • III. Current Situation
  • A. Recent Changes
  • B. Which Perspectives Are Dominant?
  • C. Implications for Media Literacy
  • IV. Becoming More Media Literate With News
  • A. Phase 1: Preparation
  • B. Phase 2: Perception
  • C. Phase 3: Analysis
  • D. Phase 4: Evaluation
  • E. Phase 5: Alteration
  • V. Summary
  • Further Reading
  • Keeping Up to Date
  • Exercises
  • Exercise 7.1
  • Phase 1: Preparation
  • Exercise 7.2
  • Phase 2: Perceiving Elements in News Stories
  • Exercise 7.3
  • Phase 3: Analyzing Elements in News Stories
  • Exercise 7.4
  • Phase 4: Evaluating Elements in News Stories
  • Exercise 7.5
  • Phase 5: Considering Alterations
  • Chapter 8 Entertainment
  • I. What Is Entertainment?
  • A. Audience’s Perspective
  • B. Programmers’ Perspective
  • C. Patterns
  • 1. Character patterns
  • 2. Controversial behaviors
  • 3. Health
  • II. Telling Stories as a Business
  • A. Story Formulas
  • B. General Story Formula
  • C. Genres
  • 1. Comedy
  • 2. Drama
  • 3. Romance
  • D. Challenges
  • 1. Different media
  • 2. Changing public taste
  • 3. Dealing with risk
  • III. Becoming Media Literate With Entertainment Messages
  • A. Phase 1: Preparation
  • B. Phase 2: Perception
  • C. Phase 3: Analysis
  • D. Phase 4: Evaluation
  • E. Phase 5: Alteration
  • IV. Conclusion
  • Further Reading
  • Keeping Up to Date
  • Scholarly Journals
  • Magazines for General Audiences
  • Exercises
  • Exercise 8.1
  • Phase 1: Preparation
  • Exercise 8.2
  • Phase 2: Perceiving Elements in Entertainment Stories
  • Exercise 8.3
  • Phase 3: Analyzing Elements in Entertainment Stories
  • Exercise 8.4
  • Phase 4: Evaluating Elements in Entertainment Stories
  • Exercise 8.5
  • Phase 5: Alteration
  • Chapter 9 Acquisition Experiences
  • I. Types of Acquisition Platforms
  • A. Information
  • B. Music
  • C. Video
  • D. E-Tail Shopping
  • II. Acquisition Issues
  • A. Piracy
  • B. Shopping Addiction
  • 1. Addiction defined
  • 2. Internet addiction
  • 3. Shopping addiction
  • C. The Economy
  • III. Media Literacy With Acquisition Platforms
  • A. Phase 1: Preparation
  • B. Phase 2: Perception
  • C. Phase 3: Analysis
  • D. Phase 4: Evaluation
  • E. Phase 5: Alteration
  • IV. Conclusion
  • Further Reading
  • Keeping Up to Date
  • Exercises
  • Exercise 9.1
  • Phase 1: Preparation
  • Exercise 9.2
  • Phase 2: Perceiving Techniques in Acquisition Platforms
  • Exercise 9.3
  • Phase 3: Analyzing Elements in Acquisition Platforms
  • Exercise 9.4
  • Phase 4: Evaluating Elements in Acquisition Platforms
  • Exercise 9.5
  • Phase 5: Alteration
  • Chapter 10 Competitive Experiences
  • I. Competitive Platforms
  • A. MMORPGs
  • B. Sports Wagering
  • II. Attraction to Competitive Platforms
  • A. Who Are the Players?
  • B. Why the Attraction?
  • C. The Game-Playing Experience
  • D. Esports
  • III. Creating Competitive Platforms
  • A. Designing Digital Games
  • B. Marketing Digital Games
  • IV. Consequences
  • A. Concerns About Addiction
  • 1. The addiction progression
  • B. Economic Concerns
  • V. Media Literacy With Competitive Platforms
  • A. Phase 1: Preparation
  • B. Phase 2: Perceiving Techniques in Competitive Platforms
  • C. Phase 3: Analyzing Elements in Competitive Platforms
  • D. Phase 4: Evaluating Elements in Competitive Platforms
  • E. Phase 5: Alteration
  • VI. Conclusion
  • Further Reading
  • Keeping Up to Date
  • Exercises
  • Exercise 10.1
  • Phase 1: Preparation
  • Exercise 10.2
  • Phase 2: Perceiving Content Elements on Competitive Platforms
  • Exercise 10.3
  • Phase 3: Analyzing Content Techniques on Competitive Platforms
  • Exercise 10.4
  • Phase 4: Evaluating Competitive Platform Experiences
  • Exercise 10.5
  • Phase 5: Alteration
  • Chapter 11 Social Networking Experiences
  • I. Friendship
  • A. History
  • B. Attraction
  • C. Effects
  • II. Dating
  • A. Attraction
  • B. Dangers
  • III. Social Interaction Virtual Worlds
  • A. Second Life
  • B. Farmville
  • C. The Sims
  • D. Attraction to Virtual Worlds
  • IV. Opinion Sharing
  • A. Blogs
  • B. Attraction
  • V. Media Literacy With Social Networking
  • A. Phase 1: Preparation
  • B. Phase 2: Perceiving Content Elements on Social Networking Platforms
  • C. Phase 3: Analyzing Content Techniques on Social Networking Platforms
  • D. Phase 4: Evaluating Social Networking Platform Experiences
  • E. Phase 5: Alteration
  • VI. Conclusion
  • Further Reading
  • Keeping Up to Date
  • Exercises
  • Exercise 11.1
  • Phase 1: Preparation
  • Exercise 11.2
  • Phase 2: Perceiving Content Elements on Social Networking Platforms
  • Exercise 11.3
  • Phase 3: Analyzing Content Techniques on Social Networking Platforms
  • Exercise 11.4
  • Phase 4: Evaluating Social Networking Platform Experiences
  • Exercise 11.5
  • Phase 5: Alteration
  • Part III Effects
  • Chapter 12 Mass Media Effects as Manifestations
  • I. The Big Picture of Media Effects
  • A. Targets of Effects
  • B. Timing of Effects
  • 1. Duration
  • 2. Appearance
  • C. Valence of Effects
  • 1. Consumer perspective
  • 2. Media business perspective
  • D. Type of Effects
  • 1. Cognitive-type effect
  • 2. Belief-type effect
  • 3. Attitudinal-type effect
  • 4. Physiological-type effect
  • 5. Emotional-type effect
  • 6. Behavioral-type effect
  • E. Function of Effects
  • 1. Acquiring function
  • 2. Triggering function
  • 3. Altering function
  • 4. Reinforcing function
  • II. The Importance of Manifestation
  • III. Becoming More Media Literate
  • A. Phase 1: Preparing
  • B. Phase 2: Perceiving
  • C. Phase 3: Analyzing
  • D. Phase 4: Evaluating
  • E. Phase 5: Altering
  • IV. Conclusion
  • Further Reading
  • Keeping Up to Date
  • Exercises
  • Exercise 12.1
  • Phase 1: Preparing
  • Exercise 12.2
  • Phase 2: Perceiving Effects Manifestations
  • Exercise 12.3
  • Phase 3: Analyzing Media Effects Manifestations
  • Exercise 12.4
  • Phase 4: Evaluating Elements in Manifestations
  • Exercise 12.5
  • Phase 5: Altering
  • Chapter 13 Factors That Explain the Manifested Effects
  • I. Explaining Manifested Effects
  • A. Experiments
  • B. Surveys
  • C. Challenges
  • 1. Selecting variables
  • 2. Making a case for causation
  • II. Fixed Factors of Influence
  • A. Content of Messages
  • 1. Context of portrayals
  • 2. Cognitive complexity of content
  • B. Cognitive Traits
  • 1. Field independency
  • 2. Crystalline intelligence
  • 3. Fluid intelligence
  • 4. Conceptual differentiation
  • C. Emotional Traits
  • 1. Emotional intelligence
  • 2. Tolerance for ambiguity
  • 3. Non-impulsiveness
  • D. Characteristics of Individuals
  • 1. Demographics
  • 2. Developmental maturities
  • E. Societal Factors
  • III. Changeable Factors of Influence
  • A. Exposure Habits
  • B. Levels of Information-Processing Skills
  • C. Knowledge Structures
  • D. Personal Locus
  • 1. Motivations
  • IV. Thinking About Blame
  • V. Becoming More Media Literate
  • A. Phase 1: Preparing
  • B. Phase 2: Perceiving Factors of Influence
  • C. Phase 3: Analyzing Factors of Influence
  • D. Phase 4: Evaluating Factors of Influence
  • E. Phase 5: Altering
  • VI. Conclusion
  • Further Reading
  • Exercises
  • Exercise 13.1
  • Phase 1: Preparing
  • Exercise 13.2
  • Phase 2: Perceiving Factors of Influence
  • Exercise 13.3
  • Phase 3: Analyzing Factors of Influence
  • Exercise 13.4
  • Phase 4: Evaluating Factors of Influence
  • Exercise 13.5
  • Phase 5: Altering Factors of Influence
  • Chapter 14 Mass Media Effects as a Process
  • I. The Process Approach to Media Influence
  • A. Baselines
  • B. Fluctuations
  • C. Manifestation Level
  • D. Advantages
  • II. Consequences of the Enhanced Marketing Strategy
  • A. Identifying Wants
  • 1. Loss of privacy
  • 2. Increasing risk of identity theft
  • B. Developing Products
  • 1. Narrowing focus to here and now
  • 2. Eroding persistence
  • 3. Altering standards for judging value
  • 4. Increasing motivation to generate more wants
  • C. Creating Niche Audiences
  • 1. Creating inequalities
  • 2. Fragmenting society
  • 3. Fostering a feeling that we are missing something
  • D. Conditioning Audiences
  • 1. Creating a false sense of differences
  • 2. Creating a false sense of certainty
  • 3. Creating a false sense of the velocity of life
  • 4. Reducing the need to think
  • IV. The Addiction Cascade
  • V. Becoming More Media Literate
  • A. Phase 1: Preparing
  • B. Phase 2: Perceiving
  • C. Phase 3: Analyzing
  • 1. Cognitive track
  • 2. Behavioral track
  • 3. Beliefs track
  • 4. Physiological track
  • 5. Emotional track
  • D. Phase 4: Evaluating
  • E. Phase 5: Altering
  • VI. Conclusion
  • Further Reading
  • Keeping Up to Date
  • Exercises
  • Exercise 14.1
  • Phase 1: Preparing
  • Exercise 14.2
  • Phase 2: Perceiving Your Position on the Progression
  • Exercise 14.3
  • Phase 3: Analyzing Your Dominant Media Exposure Habit for Payoffs and Costs
  • Exercise 14.4
  • Phase 4: Evaluating the Value of Your Dominant Media Exposure Habit
  • Exercise 14.5
  • Phase 5: Altering Your Dominant Media Habit
  • Part IV Conclusion
  • Chapter 15 Springboard
  • I. Themes
  • A. The Foundation of Knowledge Structures
  • B. The Essential Tool of Strategic Analyses
  • 1. Exposure patterns
  • 2. Mental codes
  • 3. Life plan
  • C. The Goal of Personal Agency
  • II. Challenge
  • Exercise
  • Exercise 15.1
  • Awareness of Your Knowledge Structures
  • Part V Issues
  • Issue 1 Privacy
  • I. Delineating the Issue
  • II. Criminal Threats to Your Privacy
  • A. Stealing Private Information
  • 1. Direct theft
  • 2. Indirect theft
  • 3. Economic purpose
  • 4. Political purpose
  • B. Hijacking
  • C. Destroying Information
  • III. Non-Criminal Threats to Your Privacy
  • A. Monitoring Activity
  • 1. Monitoring technology
  • B. Selling Information
  • C. Spamming
  • D. Controlling
  • IV. Attempts at Regulation
  • A. Regulations
  • V. Importance of Media Literacy
  • A. Map Your Expectation of Privacy
  • B. Information Assessment
  • C. Threat Assessment
  • D. Privacy Strategy
  • 1. Remove private information
  • 2. Correct inaccuracies
  • 3. Subvert invasion of privacy practices
  • 4. Limit cookies
  • 5. Download software to protect your computer from threats to your privacy
  • 6. Continually monitor threats
  • Further Reading
  • Keeping Up to Date
  • Exercises
  • Exercise Issue 1.1
  • Checking Your Computer for Cookies
  • Exercise Issue 1.2
  • Applying Media Literacy Skills: Information Assessment
  • Exercise Issue 1.3
  • Applying Media Literacy Skills: Threat Assessment
  • Exercise Issue 1.4
  • Applying Media Literacy Skills: Developing a Privacy Strategy
  • Issue 2 Fake News
  • I. News Selection Characteristics
  • A. Timeliness
  • B. Significance
  • C. Proximity
  • D. Prominence
  • E. Unusualness
  • F. Human Interest
  • II. Type of Sender
  • A. By Channel
  • B. By Professionalism
  • 1. Knowledge criterion
  • 2. Organization criterion
  • 3. Autonomy criterion
  • III. Intention of Sender
  • IV. Accuracy
  • A. Factual Accuracy
  • B. Story Accuracy
  • V. Context
  • VI. Media Literacy With News
  • A. Be Skeptical
  • B. Be Analytical
  • C. Evaluate Facts
  • D. Evaluate News Story
  • VII. Conclusion
  • Further Reading
  • Keeping Up to Date
  • Issue 3 Sports
  • I. The Money Cycle
  • A. Players
  • B. Leagues
  • C. Mass Media
  • II. Professional Sports
  • A. Player Salaries
  • B. Owners and Leagues
  • C. Television Networks
  • D. Advertisers
  • E. Public
  • III. Collegiate Sports
  • IV. Olympics
  • V. Esports
  • VI. Your Own Informed Opinion
  • A. Cost-Benefit Analysis
  • B. Implications
  • C. Extend Your Knowledge
  • Further Reading
  • Keeping Up to Date
  • Exercises
  • Exercise Issue 3.1
  • Applying Media Literacy Skills: Personal Inventory
  • Exercise Issue 3.2
  • Applying Media Literacy Skills: Thinking About Implications
  • Exercise Issue 3.3
  • Applying Media Literacy Skills: Extending Knowledge
  • Glossary
  • References
  • Index