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Media Literacy
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Media Literacy

Tenth Edition


February 2021 | 504 pages | SAGE Publications, Inc
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 key components to understanding the fascinating world of mass media. Potter presents examples and facts to help students understand how the media operate, how they attract attention, and how they influence the public. Chapters conclude with exercises to help readers apply the material to everyday life and improve their media literacy. The Tenth Edition integrates a stronger focus on digital media, features a streamlined organization, and updates facts to keep readers informed on the rapidly changing media phenomenon.

Also of Interest
Seven Skills of Media Literacy, also by Potter, provides readers with the practical guidance they need to make substantial improvements on seven major skills. Bundle the supplement with Media Literacy, Tenth Edition for even more savings.

 
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. EFFECTS
 
Chapter 3. Broadening Our Perspective on Media Effects
Using the Four-Dimensional Analytic Tool

 
Becoming More Media Literate

 
Summary

 
Further Reading

 
Exercises

 
 
Chapter 4. How Does the Media Effects Process Work?
Media Effects Are Constantly Occurring

 
Factors Influencing Media Effects

 
Thinking about Blame

 
Becoming More Media Literate

 
Summary

 
Further Reading

 
Keeping Up to Date

 
Exercises

 
 
PART III. INDUSTRY
 
Chapter 5. Development of the Mass Media Industries
The Evolution Pattern

 
Revolution Pattern of Development

 
Profile of Mass Media Workforce

 
Summary

 
Further Reading

 
Keeping Up to Date

 
Exercises

 
 
Chapter 6. Economic Perspective
The Media Game of Economics

 
Characteristics of the Game

 
Media Industry Strategies

 
Consumers’ Strategies

 
Summary

 
Further Reading

 
Keeping Up to Date

 
Exercises

 
 
PART IV. AUDIENCE
 
Chapter 7. Audience: Industry Perspective
The Shift from Mass to Niche Perspective on Audience

 
Identifying Niches

 
Attracting Audiences

 
Conditioning Audiences

 
Summary

 
Further Reading

 
Exercises

 
 
Chapter 8. Audience: Individual Perspective
Information Processing

 
Analyzing the Idea of Exposure to Media Messages

 
Information-Processing Traits

 
The Media Literacy Approach

 
Summary

 
Further Reading

 
Exercises

 
 
PART V. CONTENT
 
Chapter 9. Entertainment
What Is Entertainment?

 
Telling Stories as a Business

 
Becoming Media Literate with Entertainment Messages

 
Summary

 
Further Reading

 
Keeping Up to Date

 
Exercises

 
 
Chapter 10. Advertising
Advertising Is Pervasive

 
Advertising Strategies

 
Tools of Advertising

 
Becoming More Media Literate with Advertising

 
Summary

 
Further Reading

 
Keeping Up to Date

 
Exercises

 
 
Chapter 11. News
Dynamic Nature of News

 
Different Perspectives on News

 
Standards for Evaluating News

 
How Can We Become More Media Literate with News?

 
Summary

 
Further Reading

 
Keeping Up to Date

 
Exercises

 
 
Chapter 12. Competitive Experiences
Attraction to Digital Games

 
Creating Digital Game Platforms

 
Types of Games

 
Addiction to Digital Games

 
Media Literacy

 
Summary

 
Further Reading

 
Keeping Up to Date

 
Exercise

 
 
Chapter 13. Social Networking Experiences
Friendship

 
Dating

 
Living

 
Opinion Sharing

 
Media Literacy with Social Networking

 
Summary

 
Further Reading

 
Keeping Up to Date

 
Exercise

 
 
Chapter 14. Acquisition Experiences
Information

 
Music

 
Video

 
Shopping

 
Acquisition Issues

 
Media Literacy with Acquisition Platforms

 
Summary

 
Further Reading

 
Keeping Up to Date

 
Exercises

 
 
PART VI. SPRINGBOARD
 
Chapter 15. Helping Yourself and Others to Increase Media Literacy
Helping Yourself

 
Helping Others

 
Summary

 
Keeping Up to Date

 
Exercises

 
 
INTRODUCTION TO THE ISSUES CHAPTERS
 
Issue 1. Ownership of Mass Media Businesses
Delineating the Issue

 
Evidence of Concentration

 
Evidence for Harm

 
Your Own Informed Opinion

 
Conclusion

 
Further Reading

 
Keeping Up to Date

 
Applying Media Literacy Skills

 
 
Issue 2. Sports
Delineating the Issue

 
The Money Cycle

 
Olympics

 
Video Gaming

 
The Big Picture

 
Your Own Informed Opinion

 
Further Reading

 
Keeping Up to Date

 
Applying Media Literacy Skills

 
 
Issue 3. Media Violence
Delineating the Issue

 
Public’s Perspective

 
Producers’ Faulty Beliefs

 
Your Own Informed Opinion

 
Further Reading

 
Applying Media Literacy Skills

 
 
Issue 4. Privacy
Delineating the Issue

 
Criminal Threats to Your Privacy

 
Noncriminal 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 Resource Site
edge.sagepub.com/potter10e

Online resources included with this text

The online resources for your text are available via the password-protected Instructor Resource Site, which offers access to all text-specific resources, including a test bank and editable, chapter-specific PowerPoint® slides.

Student Study Site
edge.sagepub.com/potter10e
 
The open-access Student Study Site makes it easy for students to maximize their study time, anywhere, anytime. It offers flashcards that strengthen understanding of key terms and concepts, as well as learning objectives that reinforce the most important material.
 
For additional information, custom options, or to request a personalized walkthrough of these resources, please contact your sales representative.

The book provides fundamental knowledge to students, especially those who might not have any background in media. It is easy to understand and contains a lot of examples.

Dr Supathida Kulpavaropas
Mass Communications, Mahidol University International College
October 4, 2021
Key features

NEW TO THIS EDITION:

  • Three new chapters focus on digital media, such as social networking experiences and acquisition experiences.
  • A stronger focus on digital media integrated throughout gives more attention to this central concept in all chapters.
  • A streamlined organization re-positions content from chapters in the previous edition into other and new chapters as a result of incorporating the material on digital media more centrally into the overall flow of the book.
  • Updated information reflects significant changes in terms of the media’s ownership, the services and content they provide, and knowledge about how they affect individuals and institutions.
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.
  • Compare and Contrast boxes show students the similarities and differences between various aspects in media, such as factual information and social information, and attitude effects and belief effects.
  • Chapter-ending exercises help students apply chapter material to everyday life and engage in a step-by-step process to increase their level of media literacy.
  • Summaries recap the most important chapter content for students to take away.
  • Further Reading sections at the end of chapters provide resources with brief descriptors for further exploration.

For instructors

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