Our society has become characterized by aggressive media.
Information is constantly at our fingertips - whether it be through
the books, newspapers, and magazines we read, the television we
watch, the radio stations to which we listen, or the computers that
connect us to the world in a matter of seconds. We can try to limit
our media exposure, but it is impossible to avoid all media
messages. As a result, we psychologically protect ourselves by
automatically processing the media to which we are exposed. Theory
of Media Literacy: A Cognitive Approach comprehensively explains
how we absorb the flood of information in our media-saturated
society and examines how we often construct faulty meanings from
those messages. In this book, author W. James Potter enlightens
readers on the tasks of information processing. By building on a
foundation of principles about how humans think, Theory of Media
Literacy examines decisions about filtering messages, standard
schema to match meaning, and higher level skills to construct
meaning. A central theme of Potter's theory is the locus that
governs the degree to which a person is media literate. The locus
is enriched by developing skills as well as good knowledge
structures on five topics: media effects, media content, media
industries, real world parameters, and the self. Key Features
Presents the first social scientific theory of the process of media
literacy Explores a broad range of literature on media literacy
written during the past two decades Focuses on how the human mind
works, especially in this mass media-saturated society Theory of
Media Literacy is an essential resource to a wide audience within
the media discipline. The book provides empirical researchers with
direction to test the theory and extend our understanding of how
the media affect individuals and society. Practitioners will find
it helpful in developing strategies to achieve goals and, at the
same time, avoid high risks of negative effects. In addition, new
scholars will find it to be an excellent introduction to various
media literacy research.
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