Media literacy

Media literacy

The U.S based National Association for Media Literacy Education defined Media Literacy as the ability to Access, Analyze, Evaluate, Create, and Act using all forms of communication. media literacy education is a part of the US and some European Countries curriculum.

Like traditional literacy, media literacy involves critical thinking, analytical skills, and the ability to express oneself in different ways. Being media literate also entails using media wisely and effectively, including being able to judge the credibility of information from different sources. A media literate student will be aware of the media’s influence on beliefs, attitudes, values, behaviors, and the democratic process. And in the same way that traditional literacy includes writing as well as reading skills, media literacy also emphasizes producing effective communication through a variety of different media forms.

ML Process

Media literacy education often uses an inquiry-based pedagogical model that encourages people to ask questions about what they watch, hear, and read.

Theoretical approaches-

  1. Renee Hobbs:- he identified three forms for introducing media literacy to learners.
  • Authors and Audience (AA)
  • Messages & Meanings (MM)
  • Representation and reality (RR)
  1. David Buckingham:- he has four key concepts.
  • Production
  • Language
  • Representation
  • Audience
  1. Henry Jenkins:- He discussed the participatory culture, stress, and the significance of new media literacy.
  2. Dougles Kellner & Jeff share:- they categorized four different approaches for media literacy.
  • The Protectionist approach
  • Media arts education
  • Media literacy movement
  • Critical Media literacy

Media literacy education is actively focused on the instructional method and pedagogy of media literacy. Canada was the first country in North America to require Media Literacy in the school curriculum. Two of Canada’s leaders in media literacy and media education are Barry Duncan and John Pungenete. Media literacy has been started in the US in the 20th century.

Stanley Baran in the introduction to Mass Communication speaks about the term called ‘Third Person Effect’. Third-person effect confines that media consumer believes that media affects others but not ourselves.

Davison (1983) defines the third-person effect hypothesis as the likelihood that “individuals who are members of an audience that is exposed to a persuasive communication (whether or not this communication is intended to be persuasive) will expect the communication to have a greater effect on others than on themselves” ( communication Reseach Trends, vol.24(2005) no. 2)

There are seven media literacy Skills ( Baran)

  1. The ability and willingness to make an effort to understand the content, to pay attention and filter out noise.
  2. Having an understanding and respect for the power of media messages.
  3. Ability to distinguish emotional from reasoned reactions when responding to content and act accordingly.
  4. Development of heightened expectations of media content.
  5. The knowledge of genre conventions and the recognition of their mixing.
  6. The ability to think critically about media messages.
  7. The knowledge of the internal language of various media and the ability to understand its effect.

John Pavlik and Shawn Mcintosh in their book converging media: A new introduction to Mass Communication. media literacy is important in mediated communication than non- mediated communication.


Pressbook, introduction to media studies.

Media Literacy,

2 thoughts on “Media literacy

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