Media Literacy

Tenth Edition

W. James Potter - University of California, Santa Barbara, USA

Courses:
Introduction to Cultural Studies | Introduction to Mass Communication | Media Literacy

February 2021 | 504 pages | SAGE Publications, Inc

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.

Also of Interest
Seven Skills of Media Literacy, also by Potter, provides readers with the practical guidance they need to make substantial improvements on seven major skills. Bundle the supplement with Media Literacy, Tenth Edition for even more savings.

Available Formats

ISBN: 9781071814451	Paperback	Suggested Retail Price: $142.00	Bookstore Price: $113.60
ISBN: 9781071814499	Electronic Version	Suggested Retail Price: $88.00	Bookstore Price: $70.40

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Preface

Acknowledgments

About the Author

PART I. INTRODUCTION

Chapter 1. Why Increase Media Literacy?

The Information Problem

Dealing with the Information Problem

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

The Definition of Media Literacy

The Development of Media Literacy

Advantages of Developing a Higher Degree of Media Literacy

Summary

Further Reading

Exercise

PART II. EFFECTS

Chapter 3. Broadening Our Perspective on Media Effects

Using the Four-Dimensional Analytic Tool

Becoming More Media Literate

Summary

Further Reading

Exercises

Chapter 4. How Does the Media Effects Process Work?

Media Effects Are Constantly Occurring

Factors Influencing Media Effects

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

Revolution Pattern of Development

Profile of Mass Media Workforce

Summary

Further Reading

Keeping Up to Date

Exercises

Chapter 6. Economic Perspective

The Media Game of Economics

Characteristics of the Game

Media Industry Strategies

Consumers’ Strategies

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

Identifying Niches

Attracting Audiences

Conditioning Audiences

Summary

Further Reading

Exercises

Chapter 8. Audience: Individual Perspective

Information Processing

Analyzing the Idea of Exposure to Media Messages

Information-Processing Traits

The Media Literacy Approach

Summary

Further Reading

Exercises

PART V. CONTENT

Chapter 9. Entertainment

What Is Entertainment?

Telling Stories as a Business

Becoming Media Literate with Entertainment Messages

Summary

Further Reading

Keeping Up to Date

Exercises

Chapter 10. Advertising

Advertising Is Pervasive

Advertising Strategies

Tools of Advertising

Becoming More Media Literate with Advertising

Summary

Further Reading

Keeping Up to Date

Exercises

Chapter 11. News

Dynamic Nature of News

Different Perspectives on News

Standards for Evaluating News

How Can We Become More Media Literate with News?

Summary

Further Reading

Keeping Up to Date

Exercises

Chapter 12. Competitive Experiences

Attraction to Digital Games

Creating Digital Game Platforms

Types of Games

Addiction to Digital Games

Media Literacy

Summary

Further Reading

Keeping Up to Date

Exercise

Chapter 13. Social Networking Experiences

Friendship

Dating

Living

Opinion Sharing

Media Literacy with Social Networking

Summary

Further Reading

Keeping Up to Date

Exercise

Chapter 14. Acquisition Experiences

Information

Music

Video

Shopping

Acquisition Issues

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

Helping Others

Summary

Keeping Up to Date

Exercises

INTRODUCTION TO THE ISSUES CHAPTERS

Issue 1. Ownership of Mass Media Businesses

Delineating the Issue

Evidence of Concentration

Evidence for Harm

Your Own Informed Opinion

Conclusion

Further Reading

Keeping Up to Date

Applying Media Literacy Skills

Issue 2. Sports

Delineating the Issue

The Money Cycle

Olympics

Video Gaming

The Big Picture

Your Own Informed Opinion

Further Reading

Keeping Up to Date

Applying Media Literacy Skills

Issue 3. Media Violence

Delineating the Issue

Public’s Perspective

Producers’ Faulty Beliefs

Your Own Informed Opinion

Further Reading

Applying Media Literacy Skills

Issue 4. Privacy

Delineating the Issue

Criminal Threats to Your Privacy

Noncriminal Threats to Your Privacy

Public Opinion and Regulations

Your Own Informed Opinion

Further Reading

Keeping Up to Date

Applying Media Literacy Skills

Glossary

References

Index

Supplements

Instructor Resource Site
edge.sagepub.com/potter10e

The open-access Student Study Site makes it easy for students to maximize their study time, anywhere, anytime. It offers flashcards that strengthen understanding of key terms and concepts, as well as learning objectives that reinforce the most important material.

For additional information, custom options, or to request a personalized walkthrough of these resources, please contact your sales representative.

Student Study Site
edge.sagepub.com/potter10e

The open-access Student Study Site makes it easy for students to maximize their study time, anywhere, anytime. It offers flashcards that strengthen understanding of key terms and concepts, as well as learning objectives that reinforce the most important material.

For additional information, custom options, or to request a personalized walkthrough of these resources, please contact your sales representative.

This book offers updated content and a fresh look at the topic but doesn't match the syllabus I am working with

Dr Maria Neuman

Education, Ana G Mendez Univ System

April 25, 2022

Report this review

The book provides fundamental knowledge to students, especially those who might not have any background in media. It is easy to understand and contains a lot of examples.

Dr Supathida Kulpavaropas

Mass Communications, Mahidol University International College

October 4, 2021

Report this review

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.

Dr Erlis Cela

Communications, Beder University

August 21, 2022

Report this review

Key features

NEW TO THIS EDITION:

Three new chapters focus on digital media, such as social networking experiences and acquisition experiences.
A stronger focus on digital media integrated throughout gives more attention to this central concept in all chapters.
A streamlined organization re-positions content from chapters in the previous edition into other and new chapters as a result of incorporating the material on digital media more centrally into the overall flow of the book.
Updated information reflects significant changes in terms of the media’s ownership, the services and content they provide, and knowledge about how they affect individuals and institutions.

KEY FEATURES:

A distinctive audience-centered approach—as opposed to the traditional media industry approach—keeps the book focused on the everyday experiences of students.
Media literacy skills build from one chapter to the next, ensuring that students progressively build on their developing media literacy as they move through the book.
A focus on media literacy helps students understand the profound influence media have on how we perceive the world.
Balanced, in-depth coverage of media industries and media economics supports critical understanding of media influence.
Compare and Contrast boxes show students the similarities and differences between various aspects in media, such as factual information and social information, and attitude effects and belief effects.
Chapter-ending exercises help students apply chapter material to everyday life and engage in a step-by-step process to increase their level of media literacy.
Summaries recap the most important chapter content for students to take away.
Further Reading sections at the end of chapters provide resources with brief descriptors for further exploration.