Media Literacy, Fifth Edition

Author: W. James Potter

Pub Date: May 2010

Pages: 488

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Chapter Resources

Tip: Click on each link to expand or collapse its content.

Chapter 1. Why Increase Media Literacy?

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. Media Literacy (2007) from Films for the Humanities and Sciences provides a good introduction to the pervasiveness of media and its impact on our culture.
    2. Images in Media (1997) from Cambridge Educational follows the progression of images from drawings and photography to our image saturated world and its impact on our culture.
    3. Basex: Management Science for the Knowledge Economy is a consulting firm.  One of their areas to help businesses deal with the ‘information overload’ of their employees.  Under the tab, Information Overload, instructors will find studies and a short film, among other items as useful resources.   www.basex.com
    4. Xerox also has a website dedicated to the management of ‘information overload,’ which includes a humorous video.www.xerox.com

Chapter 2. Media Literacy Approach

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. Understanding Media Literacy (2007) from Films for the Humanities and Sciences explores many aspects of media literacy and encourages students to question media content.
    2. The Media Awareness Network is a great resource.  In particular, they have several pages on media literacy, what it is, and the skills of media literacy.  (www.media-awareness.ca)
    3. KQED’s Education website as a specific area on digital media literacy. www.kqed.org

Chapter 3. Audience: Individual Perspective

Chapter 4. Industry Perspective on Audience

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. SRI Consulting Business Intelligence has the VALS survey available online.  To help students gain a better understanding of psychographics, have them complete the VALS Survey at www.sric-bi.com.
    2. Audience and Feedback (1997) from Films for the Humanities and Sciences explores media’s search and tracking of ‘desirable’ audiences for advertisers.
    3. NPR’s Morning Edition discusses “New Magazines Target Niche Audience” available online discusses the development of magazines for narrow, niche audiences.  Audio and transcript are available here: www.npr.org
    4. In “Tiny Slice, Big Market” in Wired magazine, Clay Shirky discusses ‘meganiche,’ an online niche audience consisting of a million people (www.wired.com), demonstrating that niche doesn’t necessarily mean small.

Chapter 5. Children as a Special Audience

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. National Institute on Media & Family (www.mediafamily.org) is a website that has a section on early childhood, brain development and health & safety.  Click on “Hot Topics” to access them.  There are variety of resources and activities available.
    2. The Truth (www.thetruth.com) is part of the Truth About Smoking campaign as part of the tobacco company settlement.  The website is targeted toward children and young people and is an example of prosocial advertising.
    3. Captive Audience: Advertising Invades the Classroom (2003) by the Media Education Foundation explores educators and schools cooperation with advertisers and the impact on children.
    4. Consuming Kids (2008) from the Media Education Foundation explores the media and marketing’s impact on children.
    5. Mickey Mouse Monopoly (2001) from the Media Education Foundation explores the representation of race, gender and class in Disney films.
    6. Canadian based Media Awareness Network (www.media-awareness.ca) has several articles and resources on the media’s impact on children.
    7. The American Advertising Federation (www.aaf.org) has a statement regarding the influence of advertising on children.  Have the students read this article, consider the perspective of the AAF and have them develop an argument in response to the AAF’s position.

Chapter 6. Development of the Mass Media Industries

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. For more on the history of television and radio visit The Museum of Broadcast Communications. (www.museum.tv)
    2. For more on the history of cable television visit the National Cable and Telecommunications Association. (www.ncta.com)
    3. For more on the history of the computer visit the Computer History Museum. (www.computerhistory.org)
    4. Book Industry (1997) from Cambridge Educational explores the current state of the book publishing industry and how it’s competing in a world of television, radio and the web.
    5. Entertainment in the Digital Age (2001) from Films for the Humanities & Sciences explores the future of film and television in a digital age with CBS Television CEO Leslie Moonves and Chairman and CEO of MGM Alex Yemenidjian.
    6. Media History (1997) from Cambridge Educational surveys the history of mass media.
    7. The End: Media at the Tipping Point (2006) from Cambridge Educational explores the future of television, radio, and print.
    8. An interesting blog, Future of Media, includes many articles/posts about the evolution of new media. (blog.ipglab.com)
    9. 2010 Emerging Media Trends suggests 2010 will be a transformative year for technology.  Available in PDF, a great additional reading for students. (blog.ipglab.com)

Chapter 7. Economic Perspective

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. Julia Boorstin of CNBC has a daily column, Media Money, often accompanied with video clips, about the business of media. (www.cnbc.com)  If the link does not work, merely search “CNBC Media Money Boorstin” and you should be able to locate her columns.
    2. Other places to find current economic news about the media are: www.mediaweek.com, www.broadcastingcable.com, and www.variety.com.
    3. Jack Myers (www.jackmyers.com) provides commentary and information on a whole host of media business related topics (economics, technology, trends).
    4. The Online Music Revolution (2006) from Films for the Humanities and Sciences explores the explosion of an alternative media outlet for musicians and music producers and the changing revenue stream the internet has inspired.
    5. iMedia Connection (www.imediaconnection.com) is an online magazine dedicated to electronic and digital marketing.
    6. Business to Business/Media Business is a magazine for business publishing executives with particular focus on the media. (www.btobonline.com)

Chapter 8. Current Status

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. Media Report to Women (www.mediareporttowomen.com) provides information on the roles of women, as well as the status of women in the broad media industry. 
    2. RTNDA: The Association of Electronic Journalists provides annual reports of the status of women and minorities.  Usually they also provide a report in PDF for easy use for class reading.  (www.rtnda.org)
    3. The Women’s Media Center, a website to increase the visibility of women in the media as well as in the media workforce, is another useful tool for students interested in exploring these issues.  (www.womensmediacenter.com)
    4. To learn more on ‘the long tail’ there are several articles available online, including Wired’s “The Long Tail” by Chris Anderson. (www.wired.com)
    5. For a report on the status of social media and other marketing stratgies, see HubSpot.com’s The State of Inbound Marketing. (www.hubspot.com)
    6. Mashable: The Social Media Guide is an online magazine that includes multiple articles on the use of social media. (www.mashable.com)

Chapter 9. Mass Media Content and Reality

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. You Only Live Twice: Virtual Reality Meets real World in Second Life (2007) from Cambridge Educational explores virtual reality on the internet versus real life, with particular focus on www.SecondLife.com.
    2. PBS has a media literacy website, Don’t Buy It, which has several quizzes that might be useful in a variety of chapters.  In particular, their TV v. Life quiz is very insightful for this chapter.  (www.pbskids.org)
    3. Reality Blurred by Andy Dehnart is an online website dedicated to reality television programs.  Useful information and analyses can be found her on the how real reality television is. (www.realityblurred.com)

Chapter 10. News

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. Every other year, FAIR (Fairness & Accuracy in Reporting) performs a study on “How Power Shapes the News.”  It’s a great resource to have students read while covering the news chapter. (www.fair.org)
    2. FAIR provides a report on “Who’s on the News?” This makes for a great class discussion. (ww.fair.org)
    3. The Pew Research Center did a study in 2000 on how and why journalists might censor stories. (www.people-press.org)
    4. Project Censored provides a list of “news stories that did not make the news” every year.  (www.projectcensored.com)
    5. Comedy animators at Jib Jab developed a short satirical piece criticizing cable and television news which can be a fun way to introduce the news chapter.   (www.jibjab.com)
    6. The Daily Show regularly provides well-done, biting, and funny media literate critiques of news and news organizations.  (www.thedailyshow.com/)
    7. Free Press created a website to focus on new policies to protect journalism and “promote a robust free press in America.” (www.savethenews.org/)

Chapter 11. Entertainment Content

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. There are several sites with information on media representation on a variety of topics and underserved groups.
      1. Women (www.mediareporttowomen.com)
      2. Gay & Lesbian Alliance Against Defamation (www.glaad.com)
    2. Dreamworld 3: Desire, Sex & Power (2007) from the Media Education Association discusses the images of girls and women in music videos.
    3. Further off the Straight and Narrow (2006) from the Media Education Association discusses the roles and stereotypes of gays and lesbians in entertainment programming.
    4. Tough Guise: Violence, Media and the Crisis of Masculinity (1999) from the Media Education Association explores the roles of men in entertainment programming.
    5. Reel Bad Arabs: How Hollywood Vilifies a People (2006) from the Media Education Foundation explores how Western media has stereotyped Arabs.
    6. Behind the Screens (2000) from the Media Education Association explores product placement as well corporate ownership and its impact on the film industry.
    7. Class Dismissed (2005) from the Media Education Foundation explores working class representations in entertainment programming.
    8. Racial Stereotypes in the Media (2008) from Films for the Humanities and Social Sciences explores media representation of people of color.
    9. Sexual Stereotypes in the Media (2008) from Films for the Humanities and Social Sciences explores gender role stereotypes in entertainment media.
    10. Who is Albert Woo? Defying the Stereotypes of Asian Men (2000) from Cambridge Educational explores the portrayals of Asian men in entertainment media.
    11. Generation M: Misogyny in Media & Culture (2008) from the Media Education Foundation discusses sexism in the media.
    12. Beauty Mark and the Race for Perfection (2008) discusses media’s role in setting beauty standards.

 

Chapter 12. Advertising

  • Discussion & Writing Questions
  • Internet & Video Resources
    1. Artist Chris Jordan has some very profound visual representations of American consumption.  In particular, his “Running the Numbers: An American Self-Portrait” is quite enlightening for students.  (www.chrisjordan.com/)
    2. Dove has four short films as part of their “Campaign for Real Beauty.”  At the time of publication, Evolution and Onslaught are probably the most profound in helping students understand advertising’s unrealistic standards of beauty and body size.  Instructors may also want to have students consider what motivated Dove to launch this type of advertising campaign. (www.campaignforrealbeauty.com)
    3. A good resource for more information on advertising and women is Gender Ads (www.genderads.com).
    4. Canada’s Media Awareness Network (www.media-awareness.ca) has a variety of useful articles and activities, including advertising’s promotion of male violence as well as advertising’s representation of gays & lesbians.  The site is designed for middle and high-school students but some of the upper level activities are useful for students new to media literacy.
    5. The Center for Media Literacy (www.medialit.org) has an article about minorities and advertising, ‘Minorities: Ads Still Portray All-White Society. (www.medialit.org)
    6. Adbusters: Journal of the Mental Environment (www.adbusters.org) is a great resource to help you think critically about the impact of advertising.
    7. The National Institute on Media and The Family has many resources with regard to children and media.  Here is one specific fact sheet on advertising’s impact on children: www.mediafamily.org

Chapter 13. Interactive Media

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. The Entertainment Consumers Association examines the intersection of interactive games and politics. (www.gamepolitics.com)
    2. The Kaiser Family Foundation provides a fact sheet about children and video games  (www.kff.org)
    3. The Game Professor is a site that archives video game research and resources.  (www.gameprof.com)
    4. The University of Michigan Health Systems has a page providing information and resources on violent video games and children.   (www.med.umich.edu)
    5. Game Over (2000) from the Media Education Foundation explores the impact of video games on users and the stereotypes they perpetuate.
    6. The Video Game Revolution (2004) examines the history of video games and the impact as video games have developed (www.pbs.org).
    7. CNBC created a behind-the-scenes look at the video game industry with Playing to Win (2008) (www.cnbc.com).

Chapter 14. Proactive Perspective on Media Effects

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. The National Association for Media Literacy Education (NAMLE) encourages a proactive approach to media literacy through education at all ages. (www.namle.net)
    2. The Media Awareness Network is a Canadian organization that has demonstrates the difference in media literacy education in Canada and the United States.  (www.media-awareness.ca)
    3. Real Life Teens: Media Impact and Influences (2003) from Films for the Humanities and Sciences explores the positive and negative effects of different types of media on young people.
    4. TV-TV:  The Television Revolution (1995) from Films for the Humanities and Sciences explores a variety of television-related topics in short interviews.  In particular, the video essay on TV as the primary source of information to a non-reading public is useful in helping students understand the concepts in this chapter.

 

Chapter 15. Broadening Our Perspective on Media Effects

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. The Media Effects Research Lab @ Penn State (www.psu.edu) allows students to see how media effects research is conducted.
    2. The M.I.N.D. (Media, Interface, and Network Design Labs) website (www.mindlab.org) houses an international collection of media effects research. 
    3. The Mirror in the Mind (2008) explores media effects with a focus on how this is of particular concern with teens, as they develop their sense of self (www.youtube.com).
    4. Media Power (an eight part series) (1997) from Films for the Humanities and Sciences explores media effects in Americans daily lives.
    5. Why We Do What We Do (2001) from Films for the Humanities and Sciences examines media’s effects on personal attitudes and opinions.

Chapter 16. Who Controls the Mass Media?

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. For more on the future of the web and corporate owners, visit www.savetheinternet.com
    2. Columbia Journalism Review lists what several different media companies own. (www.cjr.org)
    3. This is a good website for more information on ownership. (www.corporations.org/media/)
    4. For more on media ownership, see Media Conglomerates, Mergers, Concentration of Ownership here:   www.globalissues.org
    5. If students want to involve themselves in challenging media conglomeration or for more information on the consequences of media conglomeration, visit www.stopbigmedia.com 
    6. To inform students about activist organizations challenging media conglomeration and other corporate media practices that could threaten free speech, visit the Free Press website (www.freepress.net).
    7. Save the Internet is a coalition of people and organizations centered around the idea of Net Neutrality (www.savetheinternet.com)
    8. We are the Web is an activist/watchdog organization focusing on Net Neutrality (www.wearetheweb.org). 
    9. Rich Media, Poor Democracy (2003)from the Media Education Foundation explores media conglomeration and its impact on journalism.
    10. Money for Nothing (2001) from the Media Education Foundation explores media conglomeration’s impact on the music industry.
    11. Bill Moyers Journal: Media Consolidation and the Erosion of Democracy (2007) from Films for the Humanities and Sciences explores the future of low-power radio stations, examines media ownership with FCC Chair Michael Copps among other matters.
    12. Moyers on America: The Net @ Risk (2007) looks at Net Neutrality, while the website provides regular updates on the current state of Net Neutrality (www.pbs.org).
    13. Net Neutrality via YouTube (www.youtube.com) provides an overview of Net Neutrality.

Chapter 17. Privacy With the Media

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. There are a variety of websites that have useful information on privacy.
      1. Privacy Rights Clearinghouse (www.Privacyrights.org)
      2. Privacy.org (www.privacy.org)
      3. Federal Trade Commission’s Privacy Initiatives (www.ftc.gov)
    2. What are your state’s laws regarding internet privacy?  The National Conference of State Legislatures allows you to see where your state stands on internet privacy.  (www.ncsl.org)
    3. The Electronic Privacy Information Center (www.epic.org/) looks at the intersection between privacy and civil liberties.
    4. Whatever Happened to Privacy (2001) from Films for the Humanities and Sciences examines the increase in lack of privacy due in part to advances in technology.
    5. Peter Jennings Reporting: No Place to Hide (2005) from Films for Humanities and Sciences examines technology’s impact on our privacy.
    6. Big Brother, Big Business (2007) from Films for Humanities and Sciences investigates big business’s use of technology to find out more about consumers.
    7. Author Lawrence Lessig’s speech at the University of Chicago School of Law addresses the intersection of privacy, universities, and the internet (www.vodpod.com)

Chapter 18. Piracy With the Media

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. For more on the industry’s view on piracy, see:
      1. Recording Industry Association of America (www.riaa.com)
      2. Motion Picture Association of America (www.mpaa.org)
      3. Business Software Alliance (www.bsa.org)
    2. The Copyright section of Chilling Effects examines the intersection of piracy, copyrights and freedom of speech (www.chillingeffects.org).
    3. The Electronic Frontier Foundation (http://www.mpaa.org/contentprotection/faq) focuses on the public interest aspect in regard to digital rights.
    4. PBS’ Frontline explores the future of the music industry with consideration of piracy in The Way the Music Died (2004).
    5. Actor and Tenacious D frontman Jack Black explains why piracy hurts artists (www.youtube.com).  WARNING: it is a little crass at the end of the video.
    6. PBS Frontline presents digital_nation: life on the virtual frontier (2010), which looks at a variety of internet related issues, including piracy.

 

Chapter 19. Media Violence

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. The National Institute on Media and Family has a variety of resources on media and children.  Here is a useful fact sheet on children and violence.  (www.mediafamily.org)
    2. Canada’s Media Awareness Network has a useful section on violence and the media. (www.media-awareness.ca)
    3. The American Academy of Pediatrics has recognized the substantive impact of media violence upon children.  Examine their policy statement (aappolicy.aappublications.org).
    4. Adults & Children Together (ACT) Against Violence has a page devoted specifically to media violence (actagainstviolence.apa.org).
    5. TV Violence and You (1995) from Films for the Humanities and Sciences explores the pervasiveness of violence in the media and its impact on viewers.
    6. Generation M: Misogyny in Media & Culture (2008) from the Media Education Foundation explores the increase in misogyny in all media and the role this plays in violence toward women.
    7. The Killing Screens (1997) from the Media Education Foundation asks us to think about media violence in complex ways.

Chapter 20. Media Influence on Sports

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources

    The Center for Media Literacy has a good article on mediated sports, entitled “It’s a Whole New Ball Game.” (www.medialiteracy.org)

    Playing Unfair: The Media Image of the Female Athlete (2002) by the Media Education Foundation explores media’s representation of the women in sports.

    Media literacy expert Frank W. Baker provides an examination of the intersection of sport and advertising (www.frankwbaker.com).

Chapter 21. Personal Strategy for Increasing Media Literacy

Chapter 22. Helping Others Increase Media Literacy

  • Quiz
  • Discussion & Writing Questions
  • Internet & Video Resources
    1. Teaching Media Literacy: Asking Questions (2006) from Films for the Humanities and Sciences provides suggestions on implementing media literacy techniques.
    2. A great article in discerning the quality of website information.  Easy to share with others. (school.discoveryeducation.com)
    3. Reel Learning offers lots of resources on Media Literacy. (http://reellearning.ca/medialiteracy/default.aspx)