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Media Literacy
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Media Literacy

Ninth Edition
Additional resources:


December 2018 | 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.

INSTRUCTORS: Looking to develop your students media literacy skills? Potter’s, Seven Skills of Media Literacy, provides readers with the practical guidance they need to make substantial improvements on seven major skills. Bundle the supplement with Media Literacy, Ninth Edition for only $5 more! Bundle ISBN: 978-1-5443-9525-8




 
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;
  • chapter-specific discussion questions help launch classroom interaction by prompting students to engage with the material and by reinforcing important content. 
  • 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;
  • carefully selected chapter-by-chapter video and multimedia content which enhance classroom-based explorations of key topics; 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

Developing media literacy skills has become a high priority in our communication programs. W. James Potter's "Media Literacy" offers research, insight and hands-on activities to help our students explore the ever-changing complexities of media literacy in our culture.

Dr Diana Montague
Communications, The University Of Findlay
February 5, 2019

For instructors

This book is not available as an inspection copy. For more information contact your local sales representative.