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Media Literacy: A Primer

This guides serves as and online primer and textbook for the Media Literacy classes at MGHS.

Key Concepts

  • access
  • analog / Digital
  • audience/ demographics
  • branding 
  • broadcast
  • censorship 
  • citizen journalism
  • connotation 
  • constructed meaning and deconstruction
  • consumer vs. participatory
  • convergence of outlets
  • critical analysis (reading, viewing) dominant/oppositional
  • critical autonomy
  • documentary vs. docudrama
  • fact checking
  • generation like
  • genre (style, form, content) medium (method of delivery) media (plural for medium, for mass communication)
  • hardware vs. software (and the cloud)
  • hidden web
  • history of communication (major movements)
  • ideological preference (the big sort)
  • industry / outlet
  • information graphics
  • intertextuality
  • investigative journalism
  • journalism of affirmation
  • linear vs. hypertext
  • marketing (advertising, etc.)
  • mass media / mass communication (large audience base)
  • monopoly
  • narrative
  • production vs. broadcast
  • product placement
  • propaganda
  • satire (news satire)
  • social media
  • stereotypes
  • synergy (or cross-media)
  • text (as the product of production, not print)
  • transforming texts (to meet societal norms)  Disney Films from Grimm stories
  • transparency
  • video games as media
  • virtual
  • word of mouth

Enduring Understandings

Literacy is the ability to access and produce information (communicate) in a meaningful way and is crucial to individual autonomy and the ideals of democracy.

Media messages are constructed using symbols and techniques appropriate to the medium in which they are constructed and according to common conventions.

All media messages have embedded values and a point-of-view and can therefore influence our perceptions and persuade our judgement.

Audiences have different personal and cultural experiences and therefore "read" the same media message differently.

All authors are audience members and cultural participants and therefore their perceptions and messages have been influenced by media.

Media can effectively reaches and influences a large audience in a short period of time and power lays in the hands of those who control the media.

The nature of hypermedia is shifting the nature of power in the modern world.


History of communication and media...

Library Information and Media Center - Monona Grove High School - Monona, Wisconsin

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