Media Literacy 10th Edition by W James Potter ISBN 1071814451 9781071814451

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ISBN 10: 1071814451 
ISBN 13: 9781071814451
Author: W James Potter

Media Literacy 10th Table of contents:

PART I • INTRODUCTION
Chapter 1 • Why Increase Media Literacy?
The Information Problem
Growth Is Accelerating
High Degree of Exposure
Keeping Up
Dealing with the Information Problem
Our Mental Hardware
Our Mental Software
Automatic Routines
Advantages and Disadvantages
The Big Question
Summary
Further Reading
Keeping Up to Date
Chapter 2 • Media Literacy Approach
What Is Media Literacy?
The Three Building Blocks of Media Literacy
Skills
Knowledge Structures
Personal Locus
The Definition of Media Literacy
Media Literacy Is Multidimensional
Media Literacy Is a Continuum, Not a Category
The Development of Media Literacy
Advantages of Developing a Higher Degree of Media Literacy
Appetite for Wider Variety of Media Messages
More Self-Programming of Mental Codes
More Control over Media
Summary
Further Reading
Exercise
PART II • EFFECTS
Chapter 3 • Broadening Our Perspective on Media Effects
Four-Dimensional Analytical Tool
Timing of Effects
Valence of Effects
Consumer Perspective
Media Business Perspective
Intentionality of Effects
Consumer Perspective
Media Business Perspective
Type of Effects
Cognitive-Type Effect
Belief-Type Effect
Attitudinal-Type Effect
Physiological-Type Effect
Emotional-Type Effect
Behavioral-Type Effect
Macro-Type Effects
Using the Four-Dimensional Analytic Tool
The Example of Addiction
The Analysis
Becoming More Media Literate
Summary
Further Reading
Exercises
Chapter 4 • How Does the Media Effects Process Work?
Media Effects Are Constantly Occurring
Manifested Effects and Process Effects
Baseline Effects and Fluctuation Effects
Factors Influencing Media Effects
Baseline Factors
Demographics
Developmental Maturities
Cognitive Abilities
Personal Locus
Knowledge Structures
Sociological Factors
Media Exposure Habits
Fluctuation Factors
Content of the Messages
Context of Portrayals
Cognitive Complexity of Content
Motivations
States
Degree of Identification
Process of Influence
Thinking about Blame
Becoming More Media Literate
Summary
Further Reading
Keeping Up to Date
Exercises
PART III • INDUSTRY
Chapter 5 • Development of the Mass Media Industries
The Evolution Pattern
Stages of Evolution
Innovation Stage
Penetration Stage
Peak Stage
Decline Stage
Adaptation Stage
Comparisons across Mass Media
Revolution Pattern of Development
The Analog Media
Channel
Decision Making
Messages
The Digital Media
Channel
Decision Making
Messages
Range of Experiences
Convergence
Profile of Mass Media Workforce
Summary
Further Reading
Keeping Up to Date
Exercises
Chapter 6 • Economic Perspective
The Media Game of Economics
The Players
The Goal
Characteristics of the Game
Nature of Competition
Complex Interdependency among Players
Importance of Valuing Resources Well
Digital Convergence
Media Industry Strategies
Maximizing Profits
Increasing Revenue
Minimizing Expenses
Constructing Audiences
Attracting People to Niche Audiences
Conditioning Audiences
Reducing Risk
Consumers’ Strategies
Default Strategy
Media Literacy Strategy
Summary
Further Reading
Keeping Up to Date
Exercises
PART IV • AUDIENCE
Chapter 7 • Audience: Industry Perspective
The Shift from Mass to Niche Perspective on Audience
What Is a Mass Audience?
Rejection of the Idea of a Mass Audience
The Idea of Niche Audiences
Identifying Niches
Geographic Segmentation
Demographic Segmentation
Social Class Segmentation
Geodemographic Segmentation
Psychographic Segmentation
Twelve American Lifestyles
VALS Typology
Attracting Audiences
Appeal to Existing Needs and Interests
Cross-Media and Cross-Vehicle Promotion
Conditioning Audiences
Summary
Further Reading
Exercises
Chapter 8 • Audience: Individual Perspective
Information Processing
Filtering
Meaning Matching
Meaning Construction
Analyzing the Idea of Exposure to Media Messages
Exposure and Attention
Physical Exposure
Perceptual Exposure
Psychological Exposure
Attention
Exposure States
Automatic State
Attentional State
Transported State
Self-Reflexive State
Information-Processing Traits
Cognitive Traits
Field Independency
Crystalline Intelligence
Fluid Intelligence
Conceptual Differentiation
Emotional Traits
Emotional Intelligence
Tolerance for Ambiguity
Non-impulsiveness
The Media Literacy Approach
Processing Information
Tools
Summary
Further Reading
Exercises
PART V • CONTENT
Chapter 9 • Entertainment
What Is Entertainment?
Audience’s Perspective
Programmers’ Perspective
Patterns
Content Analysis Method
Character Patterns
Controversial Elements
Health
Body Image
Telling Stories as a Business
Story Formulas
General Story Formula
Genres
Comedy
Drama
Romance
Challenges
Different Media
Changing Public Taste
Dealing with Risk
Becoming Media Literate with Entertainment Messages
Appreciate the Blend of Reality and Fantasy
Appreciate Story Formulas
Summary
Further Reading
Keeping Up to Date
Exercises
Chapter 10 • Advertising
Advertising Is Pervasive
Advertising Strategies
Traditional Strategy
Digital Strategies
Tools of Advertising
Tools for Identifying Audiences
Tools for Persuading Audiences
Search Engine Optimization
Recommender Systems
Ratings Services
Buying Funnel
Becoming More Media Literate with Advertising
Analyze Your Personal Needs
Analyze Ads
Look for Differences
Evaluate the Ads
Summary
Further Reading
Keeping Up to Date
Exercises
Chapter 11 • News
Dynamic Nature of News
Rise and Fall of “Big News”
Shift to Online Sources of News
Changes in the Need for News
Changes in News Content
More Immediate
More Local
Shorter News Stories
Multimedia Stories
Different Perspectives on News
Political Philosophy Perspective
Professional Journalism Perspective
Economic Perspective
Marketing Perspective
Standards for Evaluating News
By Type of Producer
By News Criteria
By Accuracy
By News Perspective
How Can We Become More Media Literate with News?
Exposure Matters
Quality Matters
Be Analytical
Evaluate Facts
Evaluate the News Story
Be Skeptical
Summary
Further Reading
Keeping Up to Date
Exercises
Chapter 12 • Competitive Experiences
Attraction to Digital Games
Who Are the Players?
Why the Attraction?
The Game-Playing Experience
Creating Digital Game Platforms
Designing Digital Games
Marketing Digital Games
Types of Games
Massively Multiplayer Online Role-Playing Games (MMORPGs)
Digital Games as Sport
Addiction to Digital Games
Addiction Defined
The Addiction Progression
Displacement
Dependence
Addiction
Media Literacy
Personal Implications
Broader Concerns
Summary
Further Reading
Keeping Up to Date
Exercise
Chapter 13 • Social Networking Experiences
Friendship
History
Attraction
Effects
Negative Effects
Both Negative and Positive Effects
Dating
Attraction
Dangers
Living
Second Life
Farmville
The Sims
Attraction to Virtual Worlds
Opinion Sharing
Blogs
Attraction
Media Literacy with Social Networking
Summary
Further Reading
Keeping Up to Date
Exercise
Chapter 14 • Acquisition Experiences
Information
Music
Video
Shopping
Acquisition Issues
Shopping Addiction
Piracy
The Economy
Media Literacy with Acquisition Platforms
Summary
Further Reading
Keeping Up to Date
Exercises
PART VI • SPRINGBOARD
Chapter 15 • Helping Yourself and Others to Increase Media Literacy
Helping Yourself
Ten Guidelines
1. Strengthen Your Personal Locus
2. Develop an Accurate Awareness of Your Exposure Patterns
3. Acquire a Broad Base of Useful Knowledge
4. Think About the Reality–Fantasy Continuum
5. Examine Your Mental Codes
6. Examine Your Opinions
7. Change Behaviors
8. Become More Skilled at Designing Messages
9. Do Not Take Privacy for Granted
10. Take Personal Responsibility
Illustrations of Milestones
Cognitive Ladder
Emotional Ladder
Moral Ladder
Aesthetic Appreciation Ladder
Examples of Levels of Literacy
Helping Others
Interpersonal Techniques
Interventions
Public Education
Current Situation
Barriers
What Can You Do?
Societal Techniques
Summary
Keeping Up to Date
Exercises
INTRODUCTION TO THE ISSUES CHAPTERS
Issue 1 • Ownership of Mass Media Businesses
Delineating the Issue
Arguments against Concentration of Ownership of Media Companies
Arguments for Concentration of Ownership of Media Companies
Evidence of Concentration
Trend toward Concentration
Factors Driving the Trend
Efficiencies
Regulation
Deregulation
Evidence for Harm
Increased Barriers to Entry
Reduced Level of Competition
Reduced Number of Public Voices
Changes in Content
Your Own Informed Opinion
Expand Your Perspective
Analyze the Evidence
Ownership and Control
Harm
Recognize Your Values
Localism
Efficiency
Conclusion
Further Reading
Keeping Up to Date
Applying Media Literacy Skills
Issue 2 • Sports
Delineating the Issue
The Money Cycle
Players
Owners and Leagues
Television Networks
Advertisers
The Public
Olympics
Video Gaming
The Big Picture
Your Own Informed Opinion
Cost–Benefit Analysis
Implications
Extend Your Knowledge
Further Reading
Keeping Up to Date
Applying Media Literacy Skills
Issue 3 • Media Violence
Delineating the Issue
Public’s Perspective
Limiting the Scope of Harmful Effects
Equating Violence with Graphicness
Focusing on Frequency over Context
Producers’ Faulty Beliefs
Violence Is Necessary to Storytelling
Blame Others, Not Producers
Your Own Informed Opinion
Implications for Individuals
Implications for Producers
Moving Beyond Faulty Thinking
Further Reading
Applying Media Literacy Skills
Issue 4 • Privacy
Delineating the Issue
Criminal Threats to Your Privacy
Stealing Private Information
Direct Theft
Indirect Theft
Economic Purposes
Political Purposes
Hijacking Computers
Destroying Information
Noncriminal Threats to Your Privacy
Monitoring Activity
Collecting and Selling Information
Spamming
Controlling
Public Opinion and Regulations
Public Opinion
Regulations
Your Own Informed Opinion
Map Your Expectation of Privacy
Information Assessment
Threat Assessment
Privacy Strategy
Remove Private Information
Correct Inaccuracies
Subvert Invasion of Privacy Practices
Limit Cookies
Download Software to Protect Your Computer from Threats to Your Privacy
Continually Monitor Threats
Further Reading
Keeping Up to Date
Applying Media Literacy Skills

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