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Media Literacy
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Media Literacy

Ninth Edition


January 2019 | 544 pages | SAGE Publications, Inc

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 media-saturated 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. The Ninth Edition has been thoroughly updated to evolve with the ever-changing media landscape and features a new chapter on fake news, debating what we as news consumers can do to recognize fake news in order to avoid its influence. 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
 
Preface
 
Acknowledgments
 
About the Author
 
PART I. INTRODUCTION
 
Chapter 1. Why Increase Media Literacy?
The Information Problem  
Dealing With the Information Problem  
The Big Question  
Summary  
Further Reading  
Keeping Up to Date  
 
Chapter 2. Media Literacy Approach
What Is Media Literacy?  
The Three Building Blocks of Media Literacy  
The Definition of Media Literacy  
The Development of Media Literacy  
Advantages of Developing a Higher Degree of Media Literacy  
Summary  
Further Reading  
Exercise  
 
PART II. AUDIENCES
 
Chapter 3. Audience: Individual Perspective
Information-Processing Tasks  
Analyzing the Idea of Exposure to Media Messages  
The Media Literacy Approach  
Summary  
Further Reading  
Exercise  
 
Chapter 4. Audience: Industry Perspective
Shift From Mass to Niche Perspective on Audience  
Identifying Niches  
Attracting Audiences  
Conditioning Audiences  
Summary  
Further Reading  
Exercises  
 
Chapter 5. Children as a Special Audience
Why Treat Children as a Special Audience?  
Special Treatment From Regulators  
Special Treatment From Parents  
Re-examining the Case for Special Treatment of Children  
Young Adults as a Special Audience  
Summary  
Further Reading  
Keeping Up to Date  
Exercise  
 
PART III. INDUSTRY
 
Chapter 6. Development of the Mass Media Industries
Patterns of Development  
Comparisons Across Mass Media  
Current Picture  
Summary  
Further Reading  
Keeping Up to Date  
Exercises  
 
Chapter 7. Economic Perspective
The Media Game of Economics  
Characteristics of the Game  
Media Industry Perspective  
Consumers’ Strategies  
Summary  
Further Reading  
Keeping Up to Date  
Exercises  
 
PART IV. CONTENT
 
Chapter 8. Media Content and Reality
Role of Reality in Media Content Formulas  
Reality Programming as a Genre  
The Importance of Media Literacy  
Summary  
Further Reading  
Keeping Up to Date  
Exercise  
 
Chapter 9. News
Dynamic Nature of News  
Different Perspectives on News  
Consumer Standards for Evaluating the Quality of News  
How Can We Become More Media Literate With News?  
Summary  
Further Reading  
Keeping Up to Date  
Exercises  
 
Chapter 10. Entertainment
Story Formulas  
Challenges  
Patterns  
Becoming Media Literate With Entertainment Messages  
Summary  
Further Reading  
Keeping Up to Date  
Exercises  
 
Chapter 11. Advertising
Advertising Is Pervasive  
Process of Constructing Advertising Messages  
Becoming More Media Literate with Advertising  
Summary  
Further Reading  
Keeping Up to Date  
Exercises  
 
Chapter 12. Interactive Media
Competitive Experiences  
Cooperative Experiences  
Acquisition Experiences  
Media Literacy With Interactive Messages  
Summary  
Further Reading  
Keeping Up to Date  
Exercises  
 
PART V. EFFECTS
 
Chapter 13. Broadening Our Perspective on Media Effects
Timing of Effects  
Valence of Effects  
Intentionality of Effects  
Type of Effects  
Four-Dimensional Analysis  
Becoming More Media Literate  
Summary  
Further Reading  
Exercises  
 
Chapter 14. How Does the Media Effects Process Work?
Media Effects Are Constantly Occurring  
Factors Influencing Media Effects  
Process of Influence  
Thinking About Blame  
Becoming More Media Literate  
Summary  
Further Reading  
Keeping Up to Date  
Exercises  
 
PART VI. THE SPRINGBOARD
 
Chapter 15. Helping Yourself and Others to Increase Media Literacy
Helping Yourself  
Helping Others  
Summary  
Keeping Up to Date  
Exercises  
 
PART VII. CONFRONTING THE ISSUES
 
Issue 1. Ownership of Mass Media Businesses
Delineating the Issue  
Evidence of Concentration  
Evidence for Harm  
Your Own Informed Opinion  
Further Reading  
Keeping Up to Date  
Applying Media Literacy Skills  
 
Issue 2. Sports
Delineating the Issue  
The Money Cycle  
Olympics  
Video Gaming  
Your Own Informed Opinion  
Further Reading  
Keeping Up to Date  
Applying Media Literacy Skills  
 
Issue 3. Fake News
What Is Fake News?  
Media-Literate Treatment of Fake News  
Your Own Informed Opinion  
Further Reading  
Keeping Up to Date  
Applying Media Literacy Skills  
 
Issue 4. Advertising
Delineating the Issue  
Faulty Criticisms  
Criticisms Based on Personal Values  
Criticisms About Responsibility  
Your Own Informed Opinion  
Further Reading  
Applying Media Literacy Skills  
 
Issue 5. Media Violence
Delineating the Issue  
The Public’s Faulty Perceptions  
Producers’ Faulty Beliefs  
Your Own Informed Opinion  
Further Reading  
Applying Media Literacy Skills  
 
Issue 6. Privacy
Delineating the Issue  
Criminal Threats to Your Privacy  
Non-criminal Threats to Your Privacy  
Public Opinion and Regulations  
Your Own Informed Opinion  
Further Reading  
Keeping Up to Date  
Applying Media Literacy Skills  
 
Glossary
 
References
 
Index

Supplements

Instructor Teaching Site
  • edge.sagepub.com/potter9e

     

    SAGE edge for instructors supports your teaching by making it easy to integrate quality content and create a rich learning environment for students with:

    • a password-protected site for complete and protected access to all text-specific instructor resources; 
    • test banks that provide a diverse range of ready-to-use options that save you time. You can also easily edit any question and/or insert your own personalized questions;
    • sample course syllabi for semester and quarter courses that provide suggested models for structuring your courses;
    • tables and figures available in an easily-downloadable format for use in papers, hand-outs, and presentations;
    • editable, chapter-specific PowerPoint® slides that offer complete flexibility for creating a multimedia presentation for your course;
    • chapter activities for individual or group projects provide lively and stimulating ideas for use in and out of class reinforce active learning;
    • lecture notes that summarize key concepts by chapter to help you prepare for lectures and class discussions; and
    • a course cartridge for easy LMS integration. 
Student Study Site

edge.sagepub.com/potter9e

SAGE edge for students enhances learning, it’s easy to use, and offers:

  • an open-access site that makes it easy for students to maximize their study time, anywhere, anytime;
  • eFlashcards that strengthen understanding of key terms and concepts;
  • eQuizzes that allow students to practice and assess how much they’ve learned and where they need to focus their attention;
  • carefully selected chapter-by-chapter video and multimedia content which enhance classroom-based explorations of key topics; and
  • online-only appendices that profile mass media industries, chronicle immediate and long-term effects of media on individuals and institutions, and provide a list of media literacy organizations.

“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

“Potter’s book is great for an introductory course for majors and non-majors alike…students also really love the book because the examples are current and the activities allow them to use their favorite media to develop a deeper level of media literacy.”

Elizabeth R. Ortiz
Cedar Crest College
Key features
NEW TO THIS EDITION:
  • ·A new chapter on Fake News (Issue 3) 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 (including 7, 9, 10, 11, and 12) 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 citations and 21 new terms, reflects the most recent information in the field of media studies.
  • Tables, facts, and figures have been thoroughly revised to provide students with current, accurate data.
KEY FEATURES:
  • A distinctive audience-centered approach—as opposed to the traditional media industry approach—keeps the book focused on the everyday experiences of students.
  • Media literacy skills build from one chapter to the next, ensuring that students progressively build on their developing media literacy as they move through the book.
  • A focus on media literacy helps students understand the profound influence media have on how we perceive the world.
  • Balanced, in-depth coverage of media industries and media economics supports critical understanding of media influence.
  • Chapter-ending exercises help students apply the chapter material to everyday life and engage in a step-by-step process to increase their level of media literacy.



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ISBN: 9781506366289
$86.00