MEDIA LITERACY

Television influences our culture in

innumerable ways. One of its effects,
according to many people, is that it has
encouraged violence in our society.
Media literacy is a skill that we take for
granted, but like all skills, it can improved.
If we consider how important the mass
media in maintaining the culture that helps
define us and our lives, it is a skill that must
be improved.
MEDIA LITERACY INCLUDES THESE
CHARACTERISTICS
1. An awareness of the impact of media.
Writing and printing help change the world
and the people in it. Mass media do the
same. If we ignore the impact of media on
our lives, we run the risk of being caught
and carried along by that change rather that
the controlling or leading it.
2. An understanding of the process of mass
communication
If we know the components of the mass
communication process and how they relate
to each other, we can form expectations of
how they can serve us.
3. Strategies for analyzing and discussing
media messages.
To consume media messages thoughtfully,
we need a foundation on which to base
thought and reflection. For example,
understanding the intent of camera angles
and lighting.
4. An understanding of media content as a
text that provides insight into our culture
and our lives.
Media messages increasingly dominate the
communication. Shaping our understanding
of and insight into our culture.
5. The ability to enjoy, understand and
appreciate media content.
Media literacy does not mean living the life
of a complainer. Learning to enjoy,
understand and appreciate media content
includes the ability to see and use media
content in a variety of ways. Thus, we
control meaning for our own enjoyment or
appreciation.
6. An understanding of the ethical and
moral obligations of media practitioners
To make informed judgments about the
performance of the media, we also must be
aware of the competing pressures between
practitioners as they do their jobs.
7. Development of appropriate and effective
production skills.
Traditional literacy assumes that people
who can read can also write. Media literacy
also makes this assumption. Our definition
of literacy calls not only for effective and
efficient comprehension of content but for
its effective and efficient use. Therefore,
media literate individuals should develop
production skills that enable them to create
useful media messages.
MEDIA LITERACY SKILLS
1. The ability and willingness to
make an effort to understand
content, to pay attention and to
filter out noise
2. An understanding of and
respect for the power of media
messages.
3. The ability to distinguish
emotional from reasoned
reactions when responding to
content and to act accordingly.
4. Development of heightened
expectations of media content
5. Knowledge of genre
conventions and the ability to
recognize when are being mixed
genre refers to categories of
expression between the different
media
6. The ability to think critically
about media messages, no
matter how credible their
sources
7. Knowledge of the internal
language of various media and
the ability to understand its
effects, no matter how complex
THE MEDIA LITERATE PERSON:
Is well informed about
media coverage issues
Is aware of daily contact
with the media and their
influence on lifestyles,
attitudes and values
Effectively interprets
media messages to derive
insight into their meaning
Develops sensitivity to
media content trends as a
means of learning about
culture.
Remains abreast of
ownership, financial and
regulatory issues that
have an impact on media
industries.
Considers the role of the
media in decision making