Media Literacy introduces students to the fascinating world that operates behind media messages. Examples and exercises are used to support the key ideas, while students are invited to analyze media from the points of view of a psychologist, an economist, an advertiser, a journalist, a media critic, a producer and a policymaker. This approach enables them to establish knowledge structures from which they can discern between the media effects which are positive - and have value as instruction or entertainment - and those which are negative.
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The Importance of Media Literacy
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ability able advertising American attitude audience average become behavior beliefs broadcast television cable cable television channels chapter characters cognitive communication costs crime critical culture elements emotional entertainment example experience exposed exposure feel film focus idea important increase influence issue Journal journalists knowledge structures learning levels of media look magazines mass media meaning media companies Media economics media effects media industries media influence media literacy media literate media messages medium million mind moral movie networks newspapers Newsweek opinion patterns percentage person perspective political portrayals present profit programs radio stations reaction revenue Santa Barbara News-Press schemas situation comedies soap operas social society Standard & Poor story strategies things tion understanding values viewers viewing violence watch York