03 - Defining Media Literacy

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#IUT205Exam 1: 09/27

Assignment 1: 10/13

Last time on T205

AutomaticityWhere our minds operate

without any conscious effort from ourselves

The Big QuestionWho has programmed the computer code that governs

these automatic routines?

Media Saturation +Degree of Exposure + Information Problems (selection + automatic processing)

= Automaticity

What is media literacy?

Pop Quiz #1

What is the #1 cable program? What prop was used in automaticity experiment?

Pop Quiz #1

What is the #1 cable program? SpongeBobWhat prop was used in automaticity experiment?A Poster

Literacy as coping mechanism to combat automaticity

Am I media literate?

Literacy

Building Blocks of Media Literacy

Definition(s)

Topology

Advantages

Literacy

Combat Automaticity

Assigning meaning to messages

Organizing the meanings

Constructing meaningful messages

Building Blocks of Media Literacy

Personal Locus

Goals and Drives

Engaged Locus

Conscious and subconscious

Knowledge Structures

How information is organized in

memory

Information vs knowledge

Factual InformationSocial Information

Skills

• Analysis: Breaking down the message into meaningful elements

• Evaluation: Judging the value of the elements• Grouping: Determining what elements are alike• Induction: Inferring pattern• Deduction: Using general principles to explain

particulars• Synthesis: Assembling elements into new

structures• Abstracting: Capturing the essence of the

message

THE DEFINITION!

Media Literacy is a set of perspectives that we actively use to expose ourselves to the mass media to interpret the meaning of the messages we encounter.

Media Literacy is Multidimensional

Cognitive

Emotional

Aesthetic

Moral

Media Literacy is a continuum not a category

Topology

Acquiring Fundamentals

Language Acquisition

Narrative Acquisition

Developing Skepticism

Intensive Development

Experimental Exploring

Critical Appreciation

Social Responsibility

Advantages of a Higher Degree of Media Literacy

Appetite for Wider Variety of Media Messages

More Self-programming of Mental Codes

More Control over Media

More Informed Media Creations

Media Literacy

Building Blocks

Personal Locus +Knowledge Structures +

Skills

Media Literacy is a set of perspectives that we actively use to expose ourselves to the mass media to interpret the meaning of the messages we encounter.

Media Literacy is…

MultidimensionalA Continuum

Advantages are…

Appetite for wide variety of messagesSelf-programming

ControlCreations

Media & The IndividualChapter 3