????????????????? Media Literacy

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????????????????? Media Literacy
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??????? Fulbright Scholar-In-Residence, Ohio
University, Athens, Ohio, U.S.A.
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????????????????? Media Literacy
Medium, Media ?????????
Literacy ??????? ????????
The ability to effectively and efficiently
comprehend and utilize any form of communication.
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Media Scholar Art Silverbratt 1995 Identified
five fundamental elements of Media literacy
1. An awareness of the impact of media
2. An understanding of the process of mass
communication
3. Strategies for analyzing and discussing media
messages
4. An understanding of media content as a text
that provides insight into our culture and our
lives
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5. The ability to enjoy, understand, and
appreciate media content
6. An understanding of the ethical and moral
obligations of media practitioners

7. Development of appropriate and effective
production skills
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Journal of Communication, Alan Rubin
Ability to access, analyze,evaluate and
communicate messages
Mass Communication Researchers, Justine Lewis and
Sut Jhally
Understanding cultural, economic, political, and
technological constraints on the creation,
production and transmission of messages
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The National Communication Association(1996)
An understanding of how words, images,graphics
and sound work together in ways that are both
subtle and profound.
Mass media radio, television, movie and
electronic media influence the way meanings are
created and shared in contemporary society.
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Media Literacy Skills
Media literate consumption requires a number of
specific skills
1. The ability and willingness to make an effort
to understand content
2. An understanding of and respect for the power
of media messages
3. The ability to distinguish emotional from
reasoned reactions when responding to content and
to act accordingly
4. Development of heightened expectations of
media content
5. A knowledge of genre conventions and ability
to recognize when they are being mixed
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6. Ability to think critically about media
messages, no matter how credible their sources
7. A knowledge of internal language of various
media and the ability to understand its effects,
no matter how complex
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?. ???????????? ??????????????????? Experiential
exploring
?. ?????????????????????????????? Critical
appreciation
?. ?????????????????????????????? Social
responsibility
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Media Researcher, W. James Potter(1998) ??????????
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1. Media literacy is continuum, not a category
2. Media literacy needs to be developed
3. Media literacy is multidimensional -the
cognitive domain- mental process
thinking, -emotional domain- dimension of
feeling, -the aesthetic domain-??????????-ability
to enjoy,understand and appreciate media
content -the moral domain-infers values
underlying the messages
4. More control over media interpretations
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