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Introduction to Media Literacy
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Introduction to Media Literacy

First Edition


October 2015 | 296 pages | SAGE Publications, Inc

Introduction to Media Literacy builds students’ media literacy step-by-step to make them more knowledgeable and engaged producers and consumers of media. In nine streamlined chapters, students learn how the mass media operate and how to use the media in better ways to achieve their own personal goals. All of the essential media topics are covered—from understanding media audiences, industries, and effects to confronting controversies like media ownership, privacy, and violence—in a concise format that keeps students focused on effectively improving their media literacy skills.

 

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/potterintro.

 
Preface
 
Acknowledgments
 
About the Author
 
CHAPTER 1 Why Increase Media Literacy?
Our Message-Saturated Culture

 
Automatic Routines

 
Increasing Media Literacy

 
Key Ideas

 
Further Reading

 
Keeping Up to Date

 
 
CHAPTER 2 Media Literacy Approach
Taking out the Trash: Clearing Away Faulty Ideas About Media Literacy

 
Increasing Media Literacy

 
Key Ideas

 
Further Reading

 
 
CHAPTER 3 Mass Media Industries: Historical Perspective
Pre-Mass Media

 
Development of Mass Media

 
Current Picture

 
Increasing Media Literacy

 
Key Ideas

 
Further Reading

 
Keeping Up to Date

 
 
CHAPTER 4 Mass Media Industries: The Economic Game
The Media Game

 
Media Industries’ Strategies

 
Increasing Media Literacy

 
Key Ideas

 
Further Reading

 
Keeping Up to Date

 
 
CHAPTER 5 Mass Media Audience: Industry Perspective
Identifying Opportunities

 
Attracting Audiences

 
Conditioning Audiences

 
Increasing Media Literacy

 
Key Ideas

 
Further Reading

 
 
CHAPTER 6 Mass Media Audience: Individual Perspective
Exposure Is Not the Same as Attention

 
Decisions During Exposures

 
Increasing Media Literacy

 
Key Ideas

 
Further Reading

 
 
CHAPTER 7 Mass Media Content
Message Formulas and Genres

 
Most General Formula: Next-Step Reality

 
Narratives

 
Electronic Games

 
Interactive Message Platforms

 
Increasing Media Literacy

 
Key Ideas

 
Further Reading

 
Keeping Up to Date

 
 
CHAPTER 8 Mass Media Effects
Media Effects Are Constantly Occurring

 
Four Dimensions of Media Effects

 
Factors Influencing Media Effects

 
Increasing Media Literacy

 
Key Ideas

 
Further Reading

 
Keeping Up to Date

 
 
CHAPTER 9 Springboard
Twelve Guidelines

 
Examples of Levels of Literacy

 
Key Ideas

 
Further Reading

 
Keeping Up to Date

 
 
Introduction to Appendices: Analyzing Media Literacy Issues
 
Appendix A. Analyzing Media Issues: Are Professional Athletes Paid Too Much?
Increase in Pay

 
Pay Now Too High

 
Non-Sustainability

 
Ruining the Games

 
Conclusions

 
Further Reading

 
Keeping Up to Date

 
 
Appendix B. Analyzing Media Issues: Is Media Company Ownership Too Concentrated?
Consolidation of Ownership

 
Concentration of Power

 
Reduction of Competition

 
Limitations on Access

 
Change in Content

 
Enriches Few People

 
Conclusions

 
Further Reading

 
Keeping Up to Date

 
 
Appendix C. Analyzing Media Issues: Is News Objective?
Analyzing the Idea of Objectivity

 
Analyzing the Idea of Quality in News

 
Considering Standards for News

 
Conclusions

 
Further Reading

 
Keeping Up to Date

 
 
Appendix D. Analyzing Media Issues: Is There Too Much Violence in the Media?
High Amount of Violence in the Media

 
Some People Are More Vulnerable Than Others

 
Reducing the Amount of Violence

 
Conclusions

 
Further Reading

 
Test Your Knowledge Answers

 
Glossary

 
References

 
Index

 

Supplements

Instructor Resource Site

Instructor Teaching Site (Password Protected)

 SAGE edge for Instructors, supports your teaching by making it easy to integrate quality content and create a rich learning environment for students.

  • Test banks provide a diverse range of pre-written options as well as the opportunity to edit any question and/or insert your own personalized questions to effectively assess students’ progress and understanding.
  • Editable, chapter-specific PowerPoint® slides offer complete flexibility for creating a multimedia presentation for your course. 
  • Lecture notes summarize key concepts on a chapter-by-chapter basis to help with preparation for lectures and class discussions.
  •  EXCLUSIVE! Access to full-text SAGE journal articles that have been carefully selected to support and expand on the concepts presented in each chapter 
  • Chapter-specific discussion questions help launch classroom interaction by prompting students to engage with the material and by reinforcing important content
  • Carefully selected chapter-by-chapter video and multimedia content, which enhance classroom-based explorations of key topics.
  • Exhibits from the printed book are available in an easily-downloadable format for use in papers, hand-outs, and presentations
  • common course cartridge includes all of the instructor resources and assessment material from the student study site, making it easy for instructors to upload and use these materials in learning management systems such as Blackboard™, Angel®, Moodle™, Canvas, and Desire2Learn™

 

Student Study Site

SAGE edge for Students provides a personalized approach to help students accomplish their coursework goals in an easy-to-use learning environment.

  • A  customized online action plan includes tips and feedback on progress through the course and materials, which allows students to individualize their learning experience
  • Learning objectives reinforce the most important material
  • Mobile-friendly practice quizzes allow for independent assessment by students of their mastery of course material
  • Mobile-friendly eFlashcards strengthen understanding of key terms and concepts
  • EXCLUSIVE! Access to full-text SAGE journal articles that have been carefully selected to support and expand on the concepts presented in each chapter 
  • Carefully selected chapter-by-chapter video and multimedia content which enhance classroom-based explorations of key topic
  • Chapter-specific study questions are designed to help reinforce key concepts in each chapter for self-review

Overall a nice overview book, well laid out and considered. Some very good exercises provided. Colour images would have enhanced the book.

Miss Katie Louise Leggett
Ashcroft Intl Bus Schl (Cambridge), Anglia Ruskin University
April 12, 2019

essential reading for our level three media learners with invaluable information and extension tasks that they can use to gain more form lectures

Mr brendon pettit
creative studies, Great Yarmouth College
July 28, 2016

The 'Introduction to Media Literacy' is a well-structured book that helps Media students improve their media literacy and familiarise with ideas and concepts that are confusing or new to them. Test Your Knowledge questions help with mapping prior knowledge and can be used as an ice-breaker setting the tone for each lecture.

Mrs Chryssa Skodra
Business Administration , Kauno Kolegija University of Applied Sciences
October 5, 2015

Introduction to Media Literacy provides a well-structured and an easy-to-read introduction to the complex topic of media literacy. What I found of a particular value while using this book in my course were the practical assignments that helped my students think further about the topics they have learned about and see how they can apply these concepts in their everyday life.

Mrs Ema Kusen
International Studies , Pädagogische Hochschule Linz
September 22, 2015

Sample Materials & Chapters

Title Page

Chapter 2

Chapter 4


For instructors

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ISBN: 9781483379586
£103.00