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• Preface
• Acknowledgments
• About the Author
• 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
• Glossary
• References
• Index