Media Literacy teaches students how to navigate through the overwhelming flood of information found in today’s media-saturated world. Drawing from thousands of media research studies, author W. James Potter explores key components to understanding the fascinating world of mass media. Potter presents examples and facts to help students understand how the media operate, how they attract attention, and how they influence the public. Chapters conclude with exercises to help readers apply the material to everyday life and improve their media literacy. The Tenth Edition integrates a stronger focus on digital media, features a streamlined organization, and updates facts to keep readers informed on the rapidly changing media phenomenon.
Part I • Introduction
Chapter 1. Why Increase Media Literacy?
Chapter 2. Media Literacy Approach
Part II • Effects
Chapter 3. Broadening Our Perspective on Media Effects
Chapter 4. How Does the Media Effects Process Work?
Part III • Industry
Chapter 5. Development of the Mass Media Industries
Chapter 6. Economic Perspective
Part IV • Audience
Chapter 7. Audience: Industry Perspective
Chapter 8. Audience: Individual Perspective
Part V • Content
Chapter 9. Entertainment
Chapter 10. Advertising
Chapter 11. News
Chapter 12. Competitive Experiences
Chapter 13. Social Networking Experiences
Chapter 14. Acquisition Experiences
Part VI • Springboard
Chapter 15. Helping Yourself and Others to Increase Media Literacy
Introduction to the Issues Chapters
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