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This updated Second Edition of Media Literacy introduces the fascinating world that operates behind visible media messages. This accessible edition includes updated figures and information about computers and the Internet.
Media Literacy helps the reader to establish knowledge structures from which they can consciously filter out negative media effects while acknowledging the positive instructional and entertainment value of media. The author: provides the details necessary to facilitate media literacy, rather than merely surveying why it is needed; integrates theory with practice; includes exercises to help readers improve media literacy; emphasizes examples and exercises that support the key ideas of any media studies; and invites students to think like a psychologist, an economist, an advertiser, a journalist, a media critic, a producer, and a policy maker.
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"This Media Literacy text goes far beyond any other I’ve seen in helping students learn how to become better informed media consumers rather than simply sponges which absorb whatever they see and hear from different mass media. Consequently, this textbook helps make basic concepts of Media Literacy valuable, memorable and meaningful long after the semester in which it is used."
(Rebecca Dumlao 2011-03-09)
"The book covers a range of material in an accessible and interesting way. Points of distinction: readability, accessibility, and comprehensiveness."
(Dolores Flamiano 2011-03-09) About the Author:
W. James Potter, professor at the University of California at Santa Barbara, holds one PhD in Communication Studies and another in Instructional Technology. He has been teaching media courses for more than two decades in the areas of effects on individuals and society, content narratives, structure and economics of media industries, advertising, journalism, programming, and production. He has served as editor of the Journal of Broadcasting & Electronic Media and is the author of many journal articles and books, including the following: Media Effects, The 11 Myths of Media Violence, Becoming a Strategic Thinker: Developing Skills for Success, On Media Violence, Theory of Media Literacy: A Cognitive Approach, and How to Publish Your Communication Research (with Alison Alexander).
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Book Description Condition: New. New. Seller Inventory # Q-0761923152