Introduction to Media Literacy / Edition 1

by Lori Moses

Overview

Any study of the media is a work in progress as the media continually changes.

While these media changes are multi-faceted with far reaching effects and implications, we can identify major characteristics and recurring phenomenon. This continuing work in progress is the premise of Introduction to Media Literacy.

Introduction to Media Literacy is designed to give students an introduction to the concepts of media literacy and to create an awareness for the impact media has on our society while developing an appreciation of the intricacies of media messages.

Introduction to Media Literacy leads students through the creation of media messages paying close attention to the strategic choices that are made, the careful placement within the media, and to the varied responses from an audience.

Introduction to Media Literacy includes:

• A variety of theories, but is more practical in its approach.
• Extensive visual examples throughout that emphasize the various points raised in the book’s discussion
• Objectives, summaries, and concept checklists for each chapter reinforce educational goals
• Study questions and activity suggestions promote classroom discussion
• Aristotle's canons to conduct a content, textual, and discourse analysis of media

Product Details

ISBN-13:	9780757583728
Publisher:	Kendall/Hunt Publishing Company
Publication date:	08/18/2010
Edition description:	1
Pages:	270
Product dimensions:	7.20(w) x 9.00(h) x 0.60(d)

Table of Contents

Part I

Chapter 1: What is Media Literacy?

The Pervasiveness Of Media

Defining Media Literacy

History Of Media Literacy

Media Education

Media Literacy Concepts

Access

Analysis

Evaluate

Produce

Unlocking Media Literacy

Concepts for Exploration

The Texts of Media Literacy

An Interdisciplinary Study

Concept Checklist

Summary

Activities

Resources

Endnotes

Part II

Chapter 2: Basic Communication Theory and the Color Wheel Model of Media Communication What Is a Theory?

Basic Communication Theory

The Transactional Model

The Linear Model

The Color Wheel Model

The Outer Ring of the Color Wheel

Components of the Color Wheel

Construction

Structure

Creative Language

Media Operations

Message Processing

Action

The Inner Wheel of the Color Wheel

Concept Checklist

Summary

Activities

Resources

Endnotes

Chapter 3: The Component of Construction Messages Are Constructed

Who Created the Message?

Deconstruction

Semiotics

Denotation and Connotation

Analyzing Signs

Connotation in Advertising

Trademarks and Pictographs

Trademarks Create a Unique Brand Identity

Wordmarks

Combination Forms

Lettermarks

Brandmarks

Updating the Company Image and the Mark

Pictographs Are Our Hieroglyphs

Road Signs

Transportation Signage

Olympic Symbols

Expectations and Meaning

Generalizations

Context

Changing the context

Context and Omissions

Images without Context

Images without Enough Context

Omissions through Cropping

Case in Point: Deconstruction

Concept Checklist

Summary

Activities

Resources

Endnotes

Chapter 4: The Component of Structure

Media and Rhetoric

Aristotle's Principles of Rhetoric

The Five Canons of Rhetoric

The Canon of Invention

Justifying an Argument

The Importance of Defining the Target Audience

The Canon of Arrangement

The Elements and Principles of Design

Line

Shape

Texture

Space

Size

Color

Contrast

Balance

Rhythm

Emphasis

Unity

The Canon of Style

Analyzing Style

The Canon Of Delivery

Imagery Falls on a Continuum

Color Can Reflect Emotions

Type Sets the Tone

Sample Typefaces

Elements of Type

The Canon of Memory

Unusual Images Are Memorable

Schema Theory

Triggering Memories

Case in Point: Analyzing Structure

Concept Checklist

Summary

Activities

References

Endnotes

Chapter 5: The Component of Creative Language Creative Approaches

Maslow's Hierarchy of Needs

Physiological Needs

Safety

Love And Belonging

Esteem

Self-actualization

Appeal Strategies

Humor

Emotional Appeals

Sex

Affiliation, Prominence, Achievement

Attracting Attention

Aesthetic Sensations

Need to Nurture or to Be Nurtured

Escape

Health

Pleasure

Environmental Concerns

Convenience

Ogilvy's Advertising Tactics

Demonstrations

Testimonials

Talking Heads

Characters

Slice of Life

Problem-solution

Reason Why

News

More Advertising Tactics

Fantasy

The Unexpected

Nostalgia

Stylistic Devices

Metaphor

Simile

Analogy

Personification

Synecdoche

Hyperbole

Epanaphora

Irony

Puns

Approaches Can Be Combined

Case In Point: Identifying Creative Approaches

Photographic Style

Viewpoint

Camera Angle

Vantage Point

Hero Shots

Baby's Eye Level

Overhead Shots

Framing The Shot

Cropping

Balance

The Rule of Thirds

Allowing for Movement

Space to Look Into

Strong Diagonals

Focus

Hard and Soft Focus

Depth of Field

Lighting

Flash Photography

Studio Lighting

Natural Lighting

Day vs. Night

Backlighting

Photo Manipulation

Perfecting the Imperfect

Creating Fantasy

Artistic Approaches

The Ethics of Manipulation

Concept Checklist

Summary

Activities

Resources

Endnotes

Chapter 6: The Component of Media Operations The Power of the Media

Media Theories

Uses and Gratifications Theory

Dependency Theory

Cultivation Theory

Narcotizing Dysfunction

Media Is Big Business

Trends In Media Ownership

Cross Media Ownership

Vertical Integration

Synergy

Globalization

The Media Is in Business to Profit

Agenda Setting

Formulaic Media Themes

Embedded Values and Points of View

Bias

Omissions

Stereotypes

Body Image and the Media

Media Development

Newspapers

Magazines

Radio

Motion Pictures

The Visual Language of Film

Storyboards

Shots, Scenes, and Sequences

Viewpoints

Camera Angles

Zoom

Transitions

Simple Cut

Fade

Dissolve

Superimposition

Wipe

Camera Movement

Panning and Tilting

Dolly or Tracking Shots

Crane Shots

Television

The Internet and the World Wide Web

New Media and Media Convergence

Advertising Permeate All Media

Concept Checklist

Summary

Activities

References

Endnotes

Chapter 7: The Component of Message Processing Messages are Not Interpreted Equally

Processing Messages

Content Analysis

Value Driven Approaches

Interpretation and Persuasion

The Influence of Personality Type

Personality Preferences of Message Processing

Gestalt Principles of Perception

Figure and Ground

Similarity

Proximity

Continuation

Closure

Equilibrium

Isomorphic Correspondence

Case In Point: Identifying Principles of Gestalt

Concept Checklist

Summary

Resources

Activities

Endnotes

Chapter 8 The Component of Action 183

Messages Generate an Action

Traditional Research Methods

Awareness

Message Impact

Consumer Response

Psychological Responses

Behavioral Responses

Group Responses to Media Messages

Group Discussion and Evaluation of Media Texts

Ritualizing And Application Of Media Texts

Purpose of a Message

Message Creation Is Dependent on Audience Response

Concept Checklist

Summary

Activities

Resources

Endnotes

Chapter 9: The Inner Circle The Message Comes Full Circle

You Won't Evaluate Every Message

The Inner Wheel

The Correlation to Color Theory

The Pairing of Construction and Media

The Pairing of Structure and Message Processing

The Pairing of Creative Language and Action

The Completed Statement

Simple But There Is More Behind It

Part III Appendix A Color Plates

Appendix B Exercises

Glossary

Credits

Index