Preface | |
Introduction | |
Why Increase Media Literacy? | |
Message Saturation | |
High Degree of Exposure | |
The Information Problem | |
The Big Question | |
Media Literacy | |
Conclusion | |
Media Literacy Approach | |
What Is Media Literacy? | |
The Three Building Blocks of Media Literacy | |
The Definition of Media Literacy | |
The Typology of Media Literacy | |
Advantages of Developing a Higher Degree of Media Literacy | |
Conclusion | |
Audience | |
Audience: Individual Perspective | |
Information Processing Tasks | |
Analyzing the Idea of Exposure to Media Messages | |
The Media Literacy Perspective | |
Conclusion | |
Industry Perspective on Audience | |
Shift From Mass to Niche Perspective on Audience | |
Identifying Niches | |
Attracting Audiences | |
Conditioning Audiences | |
Conclusion | |
Further Reading | |
Children as a Special Audience | |
Why Treat Children as a Special Audience? | |
Special Treatment From Regulators | |
Special Treatment From Parents | |
Reexamining the Case for Special Treatment | |
Conclusion | |
Industry | |
Development of the Mass Media Industries | |
Patterns of Development | |
Comparisons Across Mass Media | |
Conclusion | |
Economic Perspective | |
The Media Game of Economics | |
Characteristics of the Game | |
Media Industries' Strategies | |
Consumers' Strategies | |
Conclusion | |
Current Status | |
Convergence Across Media | |
General Employment Trends | |
Conclusion | |
Content | |
Mass Media Content and Reality | |
What Is Reality? | |
Organizing Principle: Next-Step Reality | |
The Importance of Media Literacy | |
Conclusion | |
News | |
Is News a Reflection or a Construction? | |
Can Journalists Be Objective? | |
Becoming Literate With News Content | |
Conclusion | |
Entertainment Content | |
tEntertainment Formula | |
tCharacter Patterns | |
tControversial Content Elements | |
tHealth | |
tValues | |
tBecoming Media Literate With Entertainment Messages | |
Advertising | |
Advertising Is Pervasive | |
Popular Surface Criticisms | |
Social Responsibility Versus Economic Responsibility | |
Becoming More Literate | |
Conclusion | |
Interactive Media | |
Development of Interactive Mass Media | |
Informational/Educational Interactive Content | |
Social Networking Mass Media | |
Interactive Media Games | |
Media Literacy | |
Conclusion | |
Effects | |
Proactive Perspective on Media Effects | |
Media Effects Are Constantly Occurring | |
Factors Influencing Media Effects | |
Media Literacy and Blame | |
Media Literacy: Controlling the Media Effects Process | |
Conclusion | |
Broadening Our Perspective on Media Effects | |
Timing of Effects | |
Type of Effects | |
Valence of Effects | |
Intentionality of Effects | |
Conclusion | |
Confronting the Issues | |
Who Controls the Mass Media? | |
Two Competing Values | |
Cross-Ownership and Control | |
Issues of Concern | |
Conclusion | |
Privacy With the Media | |
Defining Privacy | |
Invasions of Your Privacy | |
Public Opinion and Regulations | |
What Can We Do to Protect Our Privacy? | |
Conclusion | |
Piracy With the Media | |
What Is Piracy? | |
How Big Is the Problem? | |
Cracking Down on Piracy | |
Conclusion | |
Media Violence | |
Effects | |
Conception of Violence | |
Conclusion | |
Media Influence on Sports | |
The Money Cycle | |
Olympics | |
Conclusion | |
The Springboard | |
Personal Strategy for Increasing Media Literacy | |
Ten Techniques | |
Illustrations | |
Conclusion | |
Helping Others Increase Media Literacy | |
Interpersonal Techniques | |
Public Education | |
Societal Techniques | |
Conclusion | |
Profiles of the Mass Media Industries | |
Immediate and Long-Term Effects of Media on Individuals and Institutions | |
Contacts | |
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