An Introduction to Media Literacy

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

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