รู้ทันสื่อ - ธาม PDF

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Book-SSA KnowMedia.indd 1
9/29/11 1:27:22 PM

(.)
(.)
15 1
10400
/: 02 6198113-5
: childsmedia@yahoo.com
: www.childmedia.net
(.)
ISBN
2
3,000
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.
1

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()
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10

.
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24
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(
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//:

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()

()

()

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1960 50

(.)
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(Media)

2 3

2 3
2 1) /
//////
(
)

1

(awareness)

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/
7-8

()

.

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.

()
()
- ()
-

(
.)

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( 1-2)

/
melodrama
(- )

(.)

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>>

1,000
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9/29/11 1:27:23 PM
>>

(Living together)

14
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()

/ 15
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3
(Media monitor) 3

16
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(1)

1,000

/ 17
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(.)

(Social Enterprise)

(2)

24

>>
(.)
18
9/29/11 1:27:23 PM

(3) (Media monitor)

(Media
monitor)

/ 19
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20
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Media monitor

/ 21
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>>
...
.
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>>

24

( )

24
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/ ()

/ 25
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effect

false consciousness
2

banking concept

false consciousness1

Glenn G. Sparks2

. 2541. : .
: .
1
Sparks, Glenn G.1999. Media effects research: A basic overview. Belmont, CA: Wadsworth/Thomson Learning.
2
26
9/29/11 1:27:24 PM
Wallack

3

consumption society
20

(advertising)

( )
4
3
. .
/ 27
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Pendergrast5

(1) /

(2)

(3)
. 2539. . :
(.).
5
28
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6

(transmitter)
(encoder)

2

(condition of perception)

. 2541. : .
: .
6
/ 29
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30
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>>

7

Roonkasem, Nitta. 2003. The Piggish link Eternally biggy fatty, ANWIC Journal
Vol.7 July: pp. 55-60.
7
/ 31
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2

(social world) (symbolic
environment) (social reality)
8

(stock of social knowledge)
3
(1) (make sense)
(2) / (construct/reconstruct/deconstruct)
(3)
. 2544. . : .
32
9/29/11 1:27:24 PM

Lee9
direct-to-consumer

(mental maps)

(level of expectation)
(possible) (normal)
(acceptable) (
way of life)

Lee, Byoungkwan. 2004. The effects of information sources on consumer attitudes

toward direct-to-consumer prescription drug advertising: a consumer socialization
approach. paper presented in International Communication Association 2004 convention.
/ 33
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:

>>

(real world)
(mass-mediated world)
10
(reality)

. 2543.
. 18
1 (-), 36-55
10
34
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()
Gerbner
11

(1)
(2)
(3)

(4)
(mainstreaming)

resonance

2 ()
()
/

. 2545. : . :
.
11
/ 35
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3B
(1) blurring
(
)
(2) blending
(3) bending

12

12-18

(heavy users)

3
(1)
. 2543.
. 18
1 (-), 36-55.
12
36
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(2)

(3)

faceism
Dane Archer13
face-ism

Sparks, Glenn G. 1999. Media effects research: A basic overview. Belmont, CA:
Wadsworth/Thomson Learning.
13
/ 37
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face-ism
( close-up)
( medium-shot)

fantasy lab

(long term effect)
(agent of socialization)
14

Bandura 15
1. behavioral modeling

. 2545. : . :
.
14
15
Bandura, Albert. 1977. Social Learning Theory. Eaglewood Cliffs, NJ. : Prentice-Hall.
38
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2. symbolic modeling

3. verbal modeling

Bandura

( )
(fantasy lab)

(agent of
socialization)
(
/ 39
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(subjective capacity)

/ (active audience)
(
)
16
. 2539. . :
(.).
16
40
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>> the third person effect

/ 41
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the third person effect

the third person
effect

17

Moran18
Moran
the third person effect

Severin, Werner J. and Tankard,Jr., James W. 2001. Communication theories: origins,

methods, and uses in the mass media. NY: Longman.
17
Moran, Kristin C. 2004. The third person effects as an obstacle to media literacy.
paper presented in International Communication Association 2004 convention.
18
42
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( )

2

/ 43
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>> ()
44
9/29/11 1:27:25 PM

(1)

(2)

(3)

/ 45
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(4)

(5)

(6)

>> 13-18

46
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1.

6 10

0-2

/ 47
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3-5

48
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6-12

13-18

2.

/ 49
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(1)

(2)

3.

1.

(Johnson G. et al,2002)
8
50
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UCLA (Kaufman, 1966: turnoffYour
TV.com)

4
2.

>>

/ 51
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Sexual violence

3.

4.

5.

52
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6.

(1)

(2)

(3)

2

/ 53
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7.

3
20,000

54
9/29/11 1:27:25 PM
>>

1.

2-3

2.

/ 55
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3.

4.

5.

6.

56
9/29/11 1:27:26 PM

7.

8.

9.

/ 57
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>>
,
(Thailand Center for Investigative Journalism: TCIJ.)
(Media Literacy)

58
9/29/11 1:27:26 PM

24
... ! / /

96% 71
(helplessness
/ 59
9/29/11 1:27:26 PM
-invoking) 12
.
5
501
-
1 2 3
- 1 2 3
4
900 - 1,000
1,000 - 1,200
7 2 1 5
>> Media Literacy
()

60
9/29/11 1:27:26 PM

(knowledge)
(life skill)
(active citizen)

course work Media
Literacy 9,000

Media Literacy The ability to Access, Analyze,
Evaluate and Communicate information in a variety of form

()
>>

/ 61
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4
2

(message) (media)

(code of conduct)
1. Media are Constructions

?

(tacit knowledge)
(virtual reality) (
)
/
() (
) ( )
62
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camera never lies

-

/ 63
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2. / - Media Constructions have Commercial
purposes

100

8 80-100
?

4.4 (GDP)

(product royalty)

64
9/29/11 1:27:26 PM
>>

SMS

SMS
3. - Media messages contain Values and

Ideologies

24

/ 65
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3 2

!

(Opinion)
(Performance)

(Fact)
(Opinion) !
66
9/29/11 1:27:27 PM
4. - Media Messages have

Social and Political Consequences

2535

(New Media)
60,000
/ 67
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2553

>>

(Hidden agenda)
(Agenda setting)

()

(Agenda
setting)
(Mass Media)

68
9/29/11 1:27:27 PM

(?)

/

()
(Medium)
(Change Agent)

5. - Each Medium has a unique
Aesthetic Form

= Media content = Media form

/ 69
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/

90
1, 2, 3 ()
...

?

13 !

70
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rating
spot

?

Avatar

/ 71
9/29/11 1:27:27 PM
2540

- --

(Empowerment)
(Rights to Know & Rights to voice out)

-
72
9/29/11 1:27:27 PM

// (Feed back)

/

(boycott)

>>

/ 73
9/29/11 1:27:27 PM
>>

()

15 ()
74
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/ 75
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.. 2534 20
( 18 ) ...
.. 2534

( 98)

( 131)

10

.. 2540

(
..2550 35 )
76
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..2541

( 15)

( 20
2552)
5 1

/ 77
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(
)

... .. 2546

( 27)

( 79)
78
9/29/11 1:27:27 PM
...
.. 2550

10

/ 79
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( 9)

... .. 2551

(1)

(2)

(3)

80
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20

...

15

/ 81
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ASTV

.0305/15828 15 2552
.
197/10/2552 20 2552
5 1
13 15 2552
ASTV 283 15 2552 1, 14

ASTV
15

ASTV 15 2553
ASTV
82
9/29/11 1:27:27 PM
.. 2541
15 17

ASTV

.. 2540 .. 2548 5
24 (4)
22 2553
/ 83
9/29/11 1:27:27 PM
.0305/15828 15 2552
.
197/10/2552 20 2552
5 1
13 15 2552
2146 14 2552 1, 6

.001/2552 27 2552

14 2552
84
9/29/11 1:27:28 PM

.. 2541 15 17

.. 2540 .. 2548 5
24 (4)
22 2553
/ 85
9/29/11 1:27:28 PM
.0305/15828 15 2552
.
197/10/2552 20 2552
5 1
13 15 2552
188393 13 2552

.021/2552
24 2552

13 2552

86
9/29/11 1:27:28 PM

5 1

.. 2541 15 17

.. 2540 .. 2548 5
24 (4)
22 2553
/ 87
9/29/11 1:27:28 PM
.0305/15828 15 2552
.
197/10/2552 20 2552
5 1
13 15 2552
2917 15 2552 1, 3

24 2552

15 2552

88
9/29/11 1:27:28 PM

.. 2541 15 17

.. 2540 .. 2548 5
24 (4)
22 2553
/ 89
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>> 10
. ,
warat.ka@spu.ac.th

Project Look Sharp
Ithaca

90
9/29/11 1:27:28 PM

Project Look Sharp 12
10

10
(Scheibe & Rogow, 2008)
/ 91
9/29/11 1:27:28 PM
1. (critical thinking)

:

1.1

(Media Deconstruction Questions)
()

1.2

1.3

92
9/29/11 1:27:28 PM

1.4
>> Project Look Sharp
(
(

)

1.5

2.
:

2.1

/ 93
9/29/11 1:27:28 PM
search engine
( google yahoo)

2.2

2.3

2.4 ()
3.
:

3.1

94
9/29/11 1:27:28 PM

3.2

(stereotypes)

3.3

Organic
All Natural

3.4 3.1, 3.2 3.3

(debunk)

3.5
()

/ 95
9/29/11 1:27:28 PM
4.
:

4.1

4.2

4.3

96
9/29/11 1:27:28 PM

(virtual field trip)
5.
:

5.1

( )

5.2
( )

5.3

/ 97
9/29/11 1:27:28 PM

5.4

( .com, .ac.th,
.go.th, )
6.

:

6.1

(SMS)
twitter, facebook
( )

6.2

98
9/29/11 1:27:28 PM

6.3

7.
/
:

7.1

7.2

(
)

7.3

7.4

(digital divide)
/ 99
9/29/11 1:27:28 PM
8.
:

8.1 ( )

8.2

8.3

(storytelling)

8.4

8.5

100
9/29/11 1:27:28 PM
9.
:

9.1

>>

9.2

9.3

/ 101
9/29/11 1:27:28 PM
10.
:

10.1
(

)

10.2

10.3

10.4

102
9/29/11 1:27:29 PM

(critical autonomy) (think for oneself)
/ 103
9/29/11 1:27:29 PM

1. (Deconstruction)

(National
Association for Media Literacy Education NAMLE)

(deconstruction)

(National Association for Media
Literacy Education, 2009)
104
9/29/11 1:27:29 PM
(Deconstruction)
(Authors &
Audiences)
(Authorship)

( )

(Purpose)
(Impact)
(Response)
(Content)
()

(Messages &
Meanings)
/ 105
9/29/11 1:27:29 PM
(Deconstruction)
(Messages &
Meanings)
- () -
(Content)
- () -
(Techniques)
(Interpretations)
(Context)
(Credibility)

()

/
(Representations
& Reality)
106
9/29/11 1:27:29 PM
2.
1)

2)
3)
4)
3.
-- (--)
1)

(
)

2)

()

3)

()

/ 107
9/29/11 1:27:29 PM
4. 3
1)

2)

3)

(analytical)
(cynical)
National Association for Media Literacy Education. (2009). Core

Principles of Media Literacy Education in the United

States. Retrieved July 20th 2010 from www.namle.net.
Scheibe, C. & Rogow, F. (2008). 12 Basic Ways to Integrate Media

Literacy and Critical Thinking into any Curriculum. Retrieved

July 24th 2010 from www.ithaca.edu/looksharp
108
9/29/11 1:27:29 PM
/ 109
9/29/11 1:27:29 PM
>>

,
,

()
9/29/11 1:27:29 PM
9/29/11 1:27:29 PM
>>

()
112
9/29/11 1:27:29 PM

/ 113
9/29/11 1:27:30 PM

.. 2548

114
9/29/11 1:27:30 PM

1)
2)
3)
4)

5)

/ 115
9/29/11 1:27:30 PM

>>

( )

,
,

116
9/29/11 1:27:30 PM

>>
/ 117
9/29/11 1:27:30 PM

24

24

1 ..2549
(zoning)
13+
20.30 .
118
9/29/11 1:27:30 PM

/ 119
9/29/11 1:27:30 PM

Family Awards
6 +6-3
120
9/29/11 1:27:30 PM

1 2

FM
105 MHz

...

/ 121
9/29/11 1:27:30 PM

>>

122
9/29/11 1:27:30 PM

/ 123
9/29/11 1:27:30 PM

124
9/29/11 1:27:30 PM

.. 2552

1
(.)

/ 125
9/29/11 1:27:30 PM
>>

()
1. /

International Communication Continuity and Change, Daya Kishan Thussu 2000,
112- 113
126
9/29/11 1:27:30 PM

(technological convergence)

(digital revolution)

/ 127
9/29/11 1:27:31 PM
>>

1)
2)

3)
4)
(ownership)

128
9/29/11 1:27:31 PM
(concentration and consolidation)

?

(Information and Communication
Technologies-ICT)

(Liberalization) (Deregulation)

2. /

/ 129
9/29/11 1:27:31 PM

2

(Localization VS. Globalization)

(Democratization VS. Privatization)

(Re-regulation VS. Deregulation)

(Public service VS. Market-driven enterprise)

(Political, cultural and social determinism VS.
Technological and economic determinism)

Duncan

2548 11
130
9/29/11 1:27:31 PM
McCargo3 (political actors)

(political agency)

1) (agent of stability)
2) (agent of restraint)
3) (agent of change)

McCargo

Global Movement for Peoples Voices
in Media and Communication in the 21st Century4
Introduction: Politics and Media in Pacific Asia Media and Politics in Pacific
Asia, 2003 .3-16
Global Media Policy in the New Millennium, edited by Marc Raboy,2002

261-264
/ 131
9/29/11 1:27:31 PM
1) (Access and Accessibility)

2) (Right to Communicate)
3) (Diversity of Expression)
4) (Security and Privacy)
5) (Cultural Environment)

1) (Dumping-down)
(infotainment & edutainment)

2)
3)
4)

5)

6)
7)

132
9/29/11 1:27:31 PM

Media Ownership and its Impact on Media
Independence and Pluralism5 9

1) (Legislation regulating media
concentration)
2) (Transparency of media
ownership data)
3)
(Active intervention by the state with the aim of ensuring
media pluralism)
4) (Support for public media)
5)
(Independence sources of circulation figures, readership,
viewing and listening shares)
6)
(Regulatory and self-regulatory mechanism for
ensuring editorial independence)
7)
(Regulatory and self-regulatory mechanism
aimed at preventing the abuse of journalism and media in
order to advocate political and economic interests of the
owner)
8)
(Strengthening of professional and media
monitoring organizations)
5
Media Ownership and its Impact on Media Independence and Pluralism, 2004 35
/ 133
9/29/11 1:27:31 PM
9)
(Clear and stable relations between employers
and employees in the media industry.)
3.

(.)

(Social model)

: (Media-next-Decade: Prospects,
Pitfalls and Imagination) 7 ..2553

134
9/29/11 1:27:31 PM
(Universal
Service Obligation USO)
(Communication Rights)

1) (Accessibility)
(Geographical access)
(Physical access)
(Hearing-disability) (Print-disability)

2)
(Affordability)

3) (Media
& Information literacy)
3.1)
3.2)
/ 135
9/29/11 1:27:31 PM
3.3)
3.4)
3.5)

3G 4G Wi-Max
136
9/29/11 1:27:31 PM

>>
(Self-regulation)

(Self-regu
lation)
(Media monitoring & complaint mechanism)

(Co-regulation)

/ 137
9/29/11 1:27:31 PM
(Usergenerated contents)

6

2553 48-54
138
9/29/11 1:27:31 PM

10
( FreePress7
)
1)
2)
3)
4)

5)
6)

7)
8)
www.freepress.net. Ten Questions about Media to ask every candidate and elected official
/ 139
9/29/11 1:27:32 PM
9)
10)
(Fair use)
Free Press8

()

1)

2)

.
3)

www.freepress.net Media Reform Action Guide
140
9/29/11 1:27:32 PM
4)

5)

/ 141
9/29/11 1:27:32 PM
>>
142
9/29/11 1:27:32 PM
1.

2.

/ 143
9/29/11 1:27:32 PM
3.

7
1.
2. (inform)
3.

4.

5.
(visual communication)

(construct)
144
9/29/11 1:27:32 PM
6.

7.

6
1.
2.
3.
4.
5.
6.
/ 145
9/29/11 1:27:32 PM

Media Education

(How is the meaning produced?)

(How might the text be classified
as a genre?)
(What kinds of representation are
found in the text?)
(Who produced the text
and for what purpose?)

(How might different audiences understand and respond to
the text?)
(What kinds of
skills and understanding are required to produce such a text?)

1990 10 3

the Western and Northern Canadian Protocol for Collaboration in
Education (WNCP) the Atlantic Provinces Education Foundation
(APEF)
146
9/29/11 1:27:32 PM
>>

Atlantic Canada
(Media Literacy)
(Critical Literacy) (Visual Literacy)
/ 147
9/29/11 1:27:32 PM

Media Awareness Network

(Approaches to Media Literacy) The Media Literacy Resource
Guide The Ontario Ministry of Education 1989

(facilitator) (co-learner)
(negotiate meaning)

50

e-survey

2
Alliance for a
Media Literate America (AMLA) Action Coalition for Media Education
(ACME) 2
148
9/29/11 1:27:32 PM

Texas Viewing &Representing Standards
Montana Standards
for Media Literacy 4 8 12
4
1

/ 149
9/29/11 1:27:32 PM

8
( Michigan Department of Education
The National Association of Media Literacy Education (2009))
(Kindergarten)
-
-
3 (3rd Grade)
-
-
-
-
4 (4th Grade)
-
-
-
-

5 (5th Grade)
-
-
150
9/29/11 1:27:32 PM
5 (5th Grade) - () -
-
-
-
6 (6th Grade)
-
-
-
-
-
-

-
7 8 (7th Grade & 8th Grade)
-
-

/ 151
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7 8 - () -

-

-

-
-

-
-
-
-

152
9/29/11 1:27:32 PM

. . 5
/ 153
9/29/11 1:27:32 PM
(Participatory Learning)

2
1. (Experiential Learning)

5
1.1
1.2

1.3
1.4
1.5
154
9/29/11 1:27:32 PM
2. (Group Process)

3.
1.

()
2.
3.

()
/ 155
9/29/11 1:27:32 PM

870-101
(Media Literacy and Utilization of Information)

2 2551

1.

2.

3.

4.

5.

156
9/29/11 1:27:32 PM

1.

2.

3.

...
()

The Truman Show
1 (5 )
/ 157
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/
(Small Group
Discussion)
( 5 )
3-5
(WWW)
(E-Mail)
(Chatroom)

:

(Discovery Learning)

2 (5 )
158
9/29/11 1:27:32 PM
5-6
(Discovery
Learning)
(Small Group Discussion)
3 (5 )
MV () :

MTV

(Discovery
Learning)

4 (5 )

(Discovery
Learning)
/ 159
9/29/11 1:27:32 PM
10-11
:
:

12
13-14
& :

10
( 5 )
(Discovery
Learning)
15

5 (5 )
:
, , , Reality
:

(Discovery
Learning)
( 5 )

6 (5 )
160
9/29/11 1:27:33 PM
16
:

(Discovery
Learning) (Small Group Discussion)
17
7 (5 )
18
/ 161
9/29/11 1:27:33 PM
>>

(signs)

(referent objects)
9/29/11 1:27:33 PM
9/29/11 1:27:33 PM
>> ...
()
1
(Midnight Secretary)

, ,
, ,
164
9/29/11 1:27:33 PM

bisexual

()

()
13
/ 165
9/29/11 1:27:33 PM

>>
166
9/29/11 1:27:33 PM

social network

( )

(wisdom) (spirituality)
/ 167
9/29/11 1:27:33 PM
168
9/29/11 1:27:33 PM

/ 169
9/29/11 1:27:33 PM

1984

1984
2551
170
9/29/11 1:27:33 PM

...

...

...

...
...
... ()

/ 171
9/29/11 1:27:33 PM

adult
adult

172
9/29/11 1:27:33 PM
/ 173
9/29/11 1:27:33 PM
174
9/29/11 1:27:34 PM
/ 175
9/29/11 1:27:34 PM
176
9/29/11 1:27:34 PM

AKIRA, GHOST in THE SHELL, EVANGELION
CLAMP

/ 177
9/29/11 1:27:34 PM
>>
...
...()...
()
178
9/29/11 1:27:34 PM

()

/ 179
9/29/11 1:27:34 PM
>>

Winston Fletcher
(2010)
/
Fletcher

: (paid for)

180
9/29/11 1:27:34 PM
: (communication)

/
: (intended)

: / (inform and/or persuade)

: (one or more people)

/ 181
9/29/11 1:27:34 PM
Fletcher
5

Social Communication in Advertising William Leiss et al (1990)

Leiss et al
20

4
( 1)

182
9/29/11 1:27:34 PM
1: 20
: Leiss, W. et al (1990), Social Communication in
Advertising: Persons, Products and Images of Well-Being,
London: Routledge, p.192

/ 183
9/29/11 1:27:34 PM
(creative idea)

...

20

(Leiss et al 1990)

(markers of
interpersonal distinctions)

20 (
) Leiss et al
(
)

(lower class)

(upper class)
184
9/29/11 1:27:34 PM
( )

20
( 2)
: / /
( )
2: .. 1900
London: Routledge, p.60.
/ 185
9/29/11 1:27:34 PM
: () /
()
/ /
3:
London: Routledge, p.61.

3 Leiss et al (1990)
1920
1960

(popular culture)

(taste) (lifestyle)
186
9/29/11 1:27:34 PM
(market segments)
(marketing research)
(audience research)

20

(mass production) (supply)

(oversupply)
(demand)

David Harvey (1990)
1960

(
)
(aesthetic innovation)

/ 187
9/29/11 1:27:34 PM
William Leis et al (1990)

(

)

(symbolic values)

(
)

188
9/29/11 1:27:34 PM
>>

(2538)

.. 2388

3

Bangkok Recorder
8 32 Quinine for Sale

, ,
,
, ,

, ,
...

(information)
/ 189
9/29/11 1:27:34 PM

>>

(political propaganda)

1 (.. 2504)

50
.. 2500
.. 2506
Colgate & Palmolive 8-9
( 2534, Siriyuvasak 1991 Kim
and Frith 1993)
190
9/29/11 1:27:34 PM

>>

...

J.Walter Thompson, Needham
International, DYR, Young & Rubicam
Prakit & FCB (
Prakit & Associates Foote, Cone &
Belding) (Siriyuvasak 1991)

...

Fletcher
/ 191
9/29/11 1:27:34 PM
(2010)
(advertising tripartrite)
(advertisers)
(media)
(advertising agencies)

( )

90%

(clients)

Arthur Asa Berger (2000)
192
9/29/11 1:27:34 PM
(teleculture) Berger

(advertising teleculture)

/ 193
9/29/11 1:27:35 PM
tie in

( )
(flow and interruption)

( 2552)

>>

(non-fiction)
( )
(non( )
fiction)

Berger (2000)

(minidrama)

194
9/29/11 1:27:35 PM

( )
(
)

(half truth)
Berger (2000: 17-19)

(work of art)
>>
(half truth)

(2552)
/ 195
9/29/11 1:27:35 PM

(
)
2544

(banner) 2544

pop-up 2549
pop-up
hover pop-up

>>
196
9/29/11 1:27:35 PM

William Leiss
et al (1990)

1.

Leiss et al
(defences for advertising)
(economic function)

Winston Fletcher (2010)
4

/ 197
9/29/11 1:27:35 PM

(pre-selling)

(
)

(free market)

2.
/
(advertising criticism)
Leiss et al
(1990)
198
9/29/11 1:27:35 PM

>>
1970 Stuart Ewen
(1976) Captains of
Consciousness
Ewen
20

/
(instinctual anxieties)

(ugly things)
(
) ( )

Ewen

/ 199
9/29/11 1:27:35 PM
Judith Williamson (1978)

Decoding Advertisements
Ewen Williamson

(mean something to us)

1990
Sut Jhally (1990) Robert Goldman
(1992)

The Codes of Advertising Jhally (1990)
(commodity
fetishism)

200
9/29/11 1:27:35 PM

Goldman (1992) Reading Ads
Socially (use value)
(exchange value)
/

(purchasing skills)

Goldman

>>

(2534)

/ 201
9/29/11 1:27:35 PM

(2537)

(demand management)
(half truth)
(freedom
of deception)

Raymond Williams (1980)
(magic)

)
>>

(use

value)
Raymond (sign value)
Williams (1980)
(magic)
202
9/29/11 1:27:35 PM
...!!!

Peter Corrigan (1997) 7

(reliable consumers)

(inadequacy)

(lack)

(

)
(
)
(self)
(commodity self)

/ 203
9/29/11 1:27:35 PM
/ (
)
(social
movements)

Corrigan
(2538)

(capitalist
realism)

(Schudson 1993)
204
9/29/11 1:27:35 PM

>>

30

/ 205
9/29/11 1:27:35 PM

(the image)
(pseudo-events) (Boorstin 1962)
(dramatised)

...
(2538)
206
9/29/11 1:27:35 PM

(myth)

/ 207
9/29/11 1:27:35 PM

(advertising literacy)

Patti K. Valkenburg (2004)

(market)
( )
(primary market)

(influence market)
>>
(purchasing
power)

(future market)

208
9/29/11 1:27:35 PM
( )

( )
()
Valkenburg (2004) 6

(1) (repetition)

(2)
(peer-popularity appeal)

(3) (premiums)

(4) (celebrity endorsement) (
)

/ 209
9/29/11 1:27:36 PM

(5) (host selling)

(6) (visual cues
on the packaging)

Barrie Gunter and Jill McAleer

(1997)

(
)

210
9/29/11 1:27:36 PM

David Buckingham (1993)

Buckingham
(powerless victims)

(active audience)
(
)
Buckingham
(decoding skills)
Buckingham (2003)

>>
/ 211
9/29/11 1:27:36 PM

(homophily)
(heterophily)

...???

/

(signs)
(referent objects)

212
9/29/11 1:27:36 PM

(2538), ..., , ,

, : .
(2537), , :

.
(2552),

,

.
(2549), :

!!!, (.), :

, :

.
________. (2552), ,

55

, 27 .
(2534),

, , 12 ().
(2538), , : .
/ 213
9/29/11 1:27:36 PM
Berger, A. (2000), Ads, Fads, and Consumer Culture: Advertisings

Impact on American Character and Society, Lanham:

Rowman & Littlefield.
Boorstin, D. (1962), The Image, New York: Atheneum.
Buckingham, D. (1993), Hidden Persuaders?: Advertising Resistance

and Pleasure, in Children Talking Television: The Making

of Television Literacy, London: The Falmer Press.
________. (2003), Media Education: Literacy, Learning and

Contemporary Culture, Cambridge: Polity.
Corrigan, P. (1997), The Sociology of Consumption: An Introduction,

London: Sage.
Ewen, S. (1976), Captains of Consciousness: Advertising and the

Social Roots of the Consumer Culture, New York: McGraw-Hill.
Fletcher, W. (2010), Advertising: A Very Short Introduction, Oxford:

Oxford University Press.
Gunter, B. and McAleer, J. (1997), Children and Television, London:

Routledge.
Harvey, D. (1989), The Condition of Postmodernity, Cambridge: Polity.
214
9/29/11 1:27:36 PM
Kim, K. and Frith, K. (1993), An Analysis of the Growth of

Transnational Advertising in Five Asian Countries:

1970-1990, Media Asia, 20 (1).
Leiss, W. et al (1990), Social Communication in Advertising: Persons,

Products and Images of Well-Being, London: Routledge.
MacRury, I. (2009), Advertising, London: Routledge.
Schudson, M. (1993), Advertising, the Uneasy Persuasions: Its

Dubious Impact on American Society, London: Routledge.
Sinclair, J. (1987), Images Incorporated: Advertising as Industry and

Ideology, London: Routledge.
Siriyuvasak, U. (1991), Radio Broadcasting in Thailand: The

Structure and Dynamic of Political Ownership and

Economic Control, Media Asia, 19 (2).
Valkenburg, P. (2004), Childrens Responses to the Screen: A Media

Psychological Approach, New Jersey: Lawrence Erlbaum

Associates.
Williams, R. (1980), Advertising: The Magic System, in Problems

in Materialism and Culture, London: New Left Books.
Williamson, J. (1978), Decoding Advertisements: Ideology and

Meaning in Advertising, London: Marion Boyars.
/ 215
9/29/11 1:27:36 PM
>>

(-)
/
()

(
)
( )

() - 13.00 .-13.30 .)
(-) (27 2553) youtube
- 1/2 2/2
216
9/29/11 1:27:36 PM
# 1
:

/ 217
9/29/11 1:27:36 PM
.:
:

.:

:

.:

melodrama
()

218
9/29/11 1:27:36 PM
:

melodrama ?
.: melodrama()

: win-win ?
.: win-win () melodrama melodrama

melodrama

:

?
.:

/ 219
9/29/11 1:27:36 PM

?

? (-)

:

?
.:

?

melodram

?

220
9/29/11 1:27:36 PM

(
) (-)
melodrama
melodrama
:

?
.:
no body perfect

/ 221
9/29/11 1:27:36 PM

:

?
.:

: ?
.:

:

?
.: melodrama

222
9/29/11 1:27:36 PM
: ?
.:

melodrama

melodrama

perfect

:

.: celeb ()

( )
( )

(
) dialogue

/ 223
9/29/11 1:27:36 PM
: ?
.:

224
9/29/11 1:27:36 PM
vox pop ( , )
:

idol

# 2
:

.:

/ 225
9/29/11 1:27:37 PM

(- )

:
.:

single mom

judge
: ?
.:

226
9/29/11 1:27:37 PM
judge

()

.:

(
)
public

/ 227
9/29/11 1:27:37 PM
:

.:

:

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: ?
.:

:

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228
9/29/11 1:27:37 PM
.:

:

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:

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/ 229
9/29/11 1:27:37 PM

?

?

:
.:
:

melodrama
230
9/29/11 1:27:37 PM
.:

:

.:
:
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(- ) ( )

: ?
.:

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/ 231
9/29/11 1:27:37 PM
:

?
.:

:

?
.:
:

232
9/29/11 1:27:37 PM

.:
:
02791-1562 6 Facebook:
Art CLub artclub@thaipbs.or.th

/ 233
9/29/11 1:27:37 PM
>>
..

5 !

234
9/29/11 1:27:37 PM

(Email)

/ 235
9/29/11 1:27:37 PM
Web Portal Google

:

(New Media)

(Haves) (Have-nots)

578.5 (www.internetworldstats.com)
18,310,000
10 1,500,000
18-24 2550
1,091 1 6.7
5.5 3.0
2.1

236
9/29/11 1:27:37 PM

.. 2534-2552 (: ) : NECTEC
http://internet.nectec.or.th/webstats/internetuser

E-commerce 2553
24

()
()

/ 237
9/29/11 1:27:37 PM
(Mobile Internet)

Notebook Netbook Router Air Card
Widget Gadget
( Application) iPad
(Social Media)

allfacebook.com
18-25 26-34

(Social Media)

Internet

(Discussion boards), (Weblogs), (wikis), Podcasts,
(Weblogs),
, , , , , Instant
Messaging, Tool Voice over IP (http://www.marketingoops.com/digital/social-media/what-is-social-media/)

1.0
2.0
238
9/29/11 1:27:37 PM
web application

Key Social
Platforms
/ 239
9/29/11 1:27:37 PM
1. (Reach)
2. (Interactivity)
(Conversation)
3. (Accessibility) (Usability)
4. (Openness)
(Participation)
5. (Community)
SOCIAL MEDIA
240
9/29/11 1:27:37 PM
>>

(Media Literacy)

/ 241
9/29/11 1:27:37 PM
(Media Literacy)

(Silverbratt
& Baran, 2003) 7
1.

2.

242
9/29/11 1:27:37 PM
3.

4.

5.

6.

7.

/ 243
9/29/11 1:27:38 PM

(W. James Potter)
(Perspectives)
4
Flow of Info.processing tasks
Filtering
Informationprocessing tools
Meaning
Matching
Competencies and Skills
Decision
motivated
Knowledge
structures
Meaning
Construction
Persanal
Locus
Media
Effects
Media
Content
Media
Industries
Real
World
Self
244
9/29/11 1:27:38 PM
1. (Knowledge Structure)

(Real World)
(Self)
2. (Personal Locus)

3. (Competencies and Skills)

(Analysis)
(Evaluation)

(Grouping)
(Induction)

(Deduction) (Synthesis)
/ 245
9/29/11 1:27:38 PM

(Abstracting)
4. (Information Processing Tasks)

(Filtering)

(Meaning Matching) (Meaning Construction)

(Mobile Internet)

(Passive)
(Active)

246
9/29/11 1:27:38 PM

Stanley J. Baran. Introduction to Mass Communication: Media

Literacy and Culture. (Boston: McGrawHill), 2003, 50-56
W. James Potter. Media Literacy. (London: Sage Publication), 2005.
E-commerce. http://www.ecommerce-magazine.com/index.php?

option=com_content&task=view&id=3453&Itemid=48
http://www.marketingoops.com/digital/social-media/what-is
social-media/
www.internetworldstats.com
http://internet.nectec.or.th/webstats/internetuser
/ 247
9/29/11 1:27:38 PM
>>

,
,
()
248
9/29/11 1:27:38 PM
/ 249
9/29/11 1:27:38 PM
>> ()
()

4-5

250
9/29/11 1:27:38 PM

,
,

/ 251
9/29/11 1:27:38 PM
:
--

2553 4

. 5 5
.

252
9/29/11 1:27:38 PM

6 2553

/ 253
9/29/11 1:27:38 PM
()
1.
Organization & Network
2.
Media Monitoring
3.
Laws, Code of Conduct

and Regulations
4.
Media Literacy
5.
Consumer Protection,
Self Regulation
6.
Social Movement/
Promote/Pressure
254
9/29/11 1:27:39 PM

1.

/

2.

3.

4.

5.
2

/ 255
9/29/11 1:27:39 PM
>>

()

2546

TV4Kids

2547 (.)
256
9/29/11 1:27:39 PM

2549 2550
2550 ()

2550-2551

(
) 2553

23 2553
.. ....

...
/ 257
9/29/11 1:27:39 PM

.. 2553 (..)
19 2553
4 52 .

(5)

3
1.

12.9
258
9/29/11 1:27:39 PM
5.7
3.1

( 3-5 ) ( 6-12 )
2551 Child Media Watch
5.48

12
16.0022.00 . 10
25

1
2.

1)
2)
300,000
3)

4)

/ 259
9/29/11 1:27:39 PM
3.

500 .

1)
2)
3)

4)
5)

260
9/29/11 1:27:39 PM
/ 261
9/29/11 1:27:39 PM
>> /

www.amazon.com

262
9/29/11 1:27:39 PM
Media Literacy
Dr. W. James Potter, SAGE

Publications, Inc.

( 5

)
/ 263
9/29/11 1:27:40 PM
Media Literacy:
Keys to Interpreting Media
Messages,
Art Silverblatt, Praeger Publishers

Media Education: Literacy,

Learning and Contemporary
Culture
David Buckingham, Polity Press

264
9/29/11 1:27:40 PM
Media Literacy
Macedo D./Steinberg S., Peter

Lang Publishing, Inc., New York

60

Teachingmedialiteracy. com:
A Web-Linked Guide to
Resources and Activities
Richard Beach

/ 265
9/29/11 1:27:40 PM
Approaches to Media
Literacy: A Handbook
Art Silverblatt, Jane Ferry,

Barbara Finan

Media Literacy and Semiotics
Elliot Gaines

2010
(Semiotics)

266
9/29/11 1:27:40 PM
DIY Media (New Literacies

and Digital Epistemologies)
Knobel M./Lankshear C. Peter

Lang Publishing, Inc., New York

D.I.Y. = Do It Yourself

Teaching Media Literacy:

A How-to-do-it Manual
and CD-ROM
Belinha S. DeAbreu

/ 267
9/29/11 1:27:40 PM
Media Literacy is Elementary (Rethinking Childhood)
Share Jeff

Media Literacy Grd 7-8
Melissa Hart

268
9/29/11 1:27:40 PM
(Media Studies)

/ (Genres)

Juliet B Schor ( . )
,

The
Consumer Society: Myths and Structures
Jean Baudrillard
/ 269
9/29/11 1:27:41 PM
,
(.)

: http://info.thaihealth.or.th/
library/
270
9/29/11 1:27:41 PM
,
() ,
(.)

(.) 2550

: http://info.thaihealth.or.th/
library/
,
() ,
(.)

()

: http://info.thaihealth.
or.th/library/
/ 271
9/29/11 1:27:41 PM
>> //

/
(substance) (1) /
- (2)

( ()

272
9/29/11 1:27:41 PM
/ 273
9/29/11 1:27:41 PM

(myth)
( )

(myth)

(Roland Barthes)

(
) The Truman Show (1998) Peter
Weir Director Andrew Niccol Jim Carrey, Ed Harris
and Laura Linney
Truman

274
9/29/11 1:27:41 PM

(
) (Truman true-man
)

V for Vendetta (2006) /
()

James McTeigue Andy
Wachowski Lana Wachowski The Matrix Hugo
Weaving, Natalie Portman Rupert Graves
/ 275
9/29/11 1:27:41 PM

-- Every (
)

- V

(
)

276
9/29/11 1:27:41 PM

1984
(1984) Michael Radford John Hurt, Richard Burton
Suzanna Hamilton
George Orwell (
Citizen Kane) ( 1984)

(Ministry of Propaganda)
(Ministry of Truth)

()
(Big Brother is watching you)
(The Thought Police)

-

!
/ 277
9/29/11 1:27:41 PM
/

Material
Girls (2006) Martha Coolidge Hilary Duff, Haylie Duff

Confessions of a Shopaholic (2009)
P.J. Hogan Isla Fisher, Hugh
Dancy Krysten Ritter

278
9/29/11 1:27:41 PM

Clueless (1995)

(
) Thirteen (2003)
Catherine Hardwicke Evan Rachel Wood,
Holly Hunter Nikki Reed
(
)

2 Super Size Me (2004) Morgan
Spurlock
1

Logorama (2009)
Franois Alaux, Herv de Crcy
/ 279
9/29/11 1:27:42 PM

(
)

Mr. Bridgestone
(
McDonald )

2012

2
(
)

280
9/29/11 1:27:42 PM

American Pie 1-2-3
I know what you did last

summer Scream 1-4 SAW

Wild Things (1998), Cruel Intentions (1999)
Mean Girls (2004)

/ 281
9/29/11 1:27:42 PM

The God
Father 1-2 The eastern Promise (2007) A
History of Violence (2005) City of God (2002)

Tom and Jerry Popeye

282
9/29/11 1:27:42 PM

(physical violence)
(fantasy violence)

(

) (
)

(
)
/ 283
9/29/11 1:27:42 PM
(physical violence)
(structural violence)

(/)

(

) Scary Movie (2000), Disaster Movie (2008), Meet the Spartans
(2008) Epic Movie (2007) /

284
9/29/11 1:27:42 PM

( Schindlers
List (1993))
Crash (2004)

Philadelphia (1993)
Tom Hanks
Milk (2007)
/

spin news
Wag the Dog (1997)
/ 285
9/29/11 1:27:42 PM
( -)

All the Presidents Men (1976)

the deep
throat () (
)

The Insider (1999)

286
9/29/11 1:27:42 PM

Shattered Glass (2003)

The New Republic
27 41

Veronica Guerin (2003)

/ 287
9/29/11 1:27:43 PM

(
) //
007

3 / 3

The Hours (2002)

1923 (

12 )
288
9/29/11 1:27:43 PM

1951

()
( )

Thelma & Louise (1991)
( )
The
Gladiator

Thelma & Louise

( Geena Devis)
( Susan Sarandon)

/ 289
9/29/11 1:27:43 PM

)

Truman Show
Edtv (1999) Ron Howard Matthew McConaughey,
Jenna Elfman Woody Harrelson

24

( )
290
9/29/11 1:27:43 PM
What Women Want

(2000) Nancy Meyers
Mel Gibson, Helen Hunt Marisa
Tomei (
)

working woman

() ?
/ 291
9/29/11 1:27:43 PM

Quiz Show
(1994)
1958 21

Robert Redford
Ralph Fiennes

(
)

(

)
292
9/29/11 1:27:43 PM
1 /
2. /

3. (
)
4.
5.

()

() !

/ 293
9/29/11 1:27:43 PM
>>
(.)
294
9/29/11 1:27:43 PM

European Charter for Media Literacy
http://www.euromedialiteracy.eu/

MAGIC: Media Activities and Good Ideas by, with and for Children
http://www.unicef.org/magic/index.html

UNICEF (United Nations Childrens
Fund)

/ 295
9/29/11 1:27:43 PM
MediaEducation.net
http://www.mediaeducation.net/index.htm

(European Commission)
The UNESCO International Clearinghouse on Children and

Violence on the Screen
http://www3.unesco.org/iycp/uk/uk_visu_projet.asp?Proj=00162

Australian Centre for the Moving Image

http://www.acmi.net.au/

Australian Childrens Television Foundation

http://www.actf.com.au/

ACTF
296
9/29/11 1:27:43 PM
Australian Teachers Of Media

http://www.atomvic.org/

Australian Teachers of Media, Queensland, Inc.(ATOM Qld)

http://www.atomqld.org

Alberta Association for Media Awareness

http://www.aama.ca
Association for Media Literacy
http://www/aml.ca/

Canadian Association of Media Education Organizations (CAMEO)

http://interact.uoregon.edu/MediaLit/CAMEO/
/ 297
9/29/11 1:27:43 PM
Jesuit Communication Project (JCP)

http://jcp.proscenia.net/index.htm

Media Awareness Network

http://www.media-awareness.ca/

Ontario Media Literacy Homepage

http://www.angelfire.com/ms/
MediaLiteracy/
Center de Liaison de LEnseignement et des

Moyens dInformation (CLEMI)
http://www.clemi.org/fr/404/
GMK (Media Education)

http://www.gmk.medienpaed.de/
IFAK Institut fura ngewandte Kindermedienforschung
http://www.hdm_stuttgart.de/english/
298
9/29/11 1:27:43 PM
JFF (Media Education) Institut fr Medienpdagogik in

Forschung und Praxis
http://www.jff.de/
MPFS Medienpdagogischer Forschungsverbund Sdwest
http://www.mpfs.de/
Hungarian Moving Image and Media Education Association

http://c3.hu/~mediaokt/angol.htm

Network of Women in Media, India (NWMI)

http://www.nwmindia.org

/ 299
9/29/11 1:27:43 PM

Associazione italianna per leducazione ai media e alla
comunicazione
http://www.medmediaeducation.it/
Movie ratings
http://www.movie-ratings.net

Youth Media & Communication Initiative (YMCI)

http://ymci.info/

HIV/AIDS
Media Education in Castelo Branco region of Portugal

http://www.literaciamedia.com/
300
9/29/11 1:27:44 PM

Russian Association for Film & Media Education
(Media Education in Russia)
http://www.mediaeducation.boom.ru/

.

Media Education and Media Literacy in Russia

/ 301
9/29/11 1:27:44 PM

Grupo Comunicar
http://www.uhu.es/communicar/
Nordic Information Center for Media and Communication

Research (NORDICOM)
http://www.nordicom.gu.se/

Nordic

British Film Institute

http://www.bfi.org.uk/
Centre for the Study of Children, Youth and Media
http://www.childrenyouthandmedia.org.uk/

Digital Media Education Centre
http://www.dmec.org.uk/

302
9/29/11 1:27:44 PM
MediaEd: the UK Media Education Website.

http://www.mediaed.org.uk/index.php

MediaKnowAll: A Web Guide for Media Students.

http://www.mediaknowall.com/

Citizens for Media Literacy

http://www.main.nc.us/cml/

Mountain Area Information Network.MAIN

/ 303
9/29/11 1:27:44 PM

The New Citizen

The Alliance for a Media Literate America (AMLA)
http://www.p21.org/route21/index.php?option=com_jlibrary&view=
details&id=115&Itemid=179

.. 2003

450

The Center for Media Literacy (CML)
http://www.medialit.org

.. 2002
CML MediaLit Kit
50

304
9/29/11 1:27:44 PM
The National Telemedia Council

http://www.nationaltelemediacouncil.org

50 7 .. 2003

/ 305
9/29/11 1:27:44 PM
>>

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308
9/29/11 1:27:44 PM

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9/29/11 1:27:44 PM
2553

310
9/29/11 1:27:44 PM

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9/29/11 1:27:44 PM
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9/29/11 1:27:44 PM

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Lee, Byoungkwan. 2004. The effects of information sources on consumer attitudes

>> the third person effect

the third person effect

Severin, Werner J. and Tankard,Jr., James W. 2001. Communication theories: origins,

>> Media Literacy

3. - Media messages contain Values and

4. - Media Messages have

(Scheibe & Rogow, 2008)

National Association for Media Literacy Education. (2009). Core

Book-SSA KnowMedia.indd 110

Book-SSA KnowMedia.indd 111

(concentration and consolidation)

McCargo3 (political actors)

Global Media Policy in the New Millennium, edited by Marc Raboy,2002

1) (Access and Accessibility)

(infotainment & edutainment)

(Media monitoring & complaint mechanism)

Book-SSA KnowMedia.indd 137

www.freepress.net Media Reform Action Guide

(How is the meaning produced?)

Book-SSA KnowMedia.indd 155

(Media Literacy and Utilization of Information)

Book-SSA KnowMedia.indd 162

Book-SSA KnowMedia.indd 163

: (one or more people)

Book-SSA KnowMedia.indd 187

William Leis et al (1990)

Berger (2000: 17-19)

Book-SSA KnowMedia.indd 195

1970 Stuart Ewen

Judith Williamson (1978)

Barrie Gunter and Jill McAleer

Berger, A. (2000), Ads, Fads, and Consumer Culture: Advertisings

Kim, K. and Frith, K. (1993), An Analysis of the Growth of

Book-SSA KnowMedia.indd 217

Web Portal Google

Book-SSA KnowMedia.indd 241

Flow of Info.processing tasks

Competencies and Skills

4. (Information Processing Tasks)

Organization & Network

Laws, Code of Conduct

Dr. W. James Potter, SAGE

Art Silverblatt, Praeger Publishers

Media Education: Literacy,

David Buckingham, Polity Press

Macedo D./Steinberg S., Peter

Art Silverblatt, Jane Ferry,

Media Literacy and Semiotics

DIY Media (New Literacies

Knobel M./Lankshear C. Peter

Teaching Media Literacy:

Media Literacy is Elementary (Rethinking Childhood)

Media Literacy Grd 7-8

Book-SSA KnowMedia.indd 279

I know what you did last

What Women Want

The UNESCO International Clearinghouse on Children and

Australian Centre for the Moving Image

Australian Childrens Television Foundation

Australian Teachers Of Media

Australian Teachers of Media, Queensland, Inc.(ATOM Qld)