Theory of Media Literacy: A Cognitive Approach comprehensively explains how we absorb the flood of information in our media-saturated society and examines how we often construct faulty meanings from those messages. In this book, author W. James Potter enlightens readers on the tasks of information processing. By building on a foundation of principles about how humans think, Theory of Media Literacy examines decisions about filtering messages, standard schema to match meaning, and higher level skills to construct meaning.
A central theme of Potter's theory is the locus that governs the degree to which a person is media literate. The locus is enriched by developing skills as well as good knowledge structures on five topics: media effects, media content, media industries, real world parameters, and the self.
- Presents the first social scientific theory of the process of media literacy
- Explores a broad range of literature on media literacy written during the past two decades
- Focuses on how the human mind works, especially in this mass media-saturated society
Theory of Media Literacy is an essential resource to a wide audience within the media discipline. The book provides empirical researchers with direction to test the theory and extend our understanding of how the media affect individuals and society. Practitioners will find it helpful in developing strategies to achieve goals and, at the same time, avoid high risks of negative effects. In addition, new scholars will find it to be an excellent introduction to various media literacy research.