What is Media Literacy?

Media Literacy is “the ability to access, analyze, evaluate and create information in a variety of media formats including print and non-print.” (UCONN) This definition is essentially stating that humans are sometimes more competent than others when interpreting certain type of media. People with high media literacy are able to decipher and interpret main messages through various vessels of media communication. Not only will one be able to decipher the main message from forms of media, but will also be able to decided upon opinions and how this information will affect their life.

In Chapter 1 of John Vivian’s “The Media of Mass Communication” he describes how media literacy is solely not based on how smart someone is, but the ability to receive information through both past and modern day technology. (Vivian 7) One would assume that with all of the new intricate forms of technology such as smart phones, our current generation is extremely media literate. The advancement of technology is taking our country at alarming speeds determined to create an easier and more modern way of mass communication. However through all this new technology people will struggle to maintain healthy media literacy. I believe that through new technology people within our country will find great ways to interpret information. However, some citizens will not be able to maintain the rapid technological advancements and will fall behind in media literacy.

What is Media Literacy?

Media Literacy is competency in being able to assess both direct and subliminal messages displayed in the media. We spent about 68.8% of our waking hours each day absorbing media messages both voluntarily as well as involuntarily because of the symbiotic relationships humans have acquired with our capitalist media (Vivian). When a person is literate in reading media messages, they are able to sift through the waves of information in order to find what they are looking for. They are also able to decipher the motivation of the source by reading both the lines and what is in between them. This allows a person to use the media tools put before them effectively. They would also be able to media-multitask with fluidity as well as not give in to advertising impulses (such as a juicy cheeseburger). A media literate individual would not be swayed by cultural norms - changing their personality and tastes with the wind. They would be able to confidently pursue what they are interested in, once again reiterating that they would use the media simply as a tool, not a holy bible. These individuals would have the ability to view everything with skepticism, not believing every tidbit of information they hear.

What is Media literacy

In our current state of the information age, mass communication has become an inseparable force from popular attention. Mass communication has sprawled across countries and continents to influence people all over the globe. Understanding this media is important to living in these modern ages. Media literacy is the recognition and understanding of the mass communication influence, on a personal and universal scale.

Although mass communication is readily accessible, media literacy is not easily achieved. In order to become media literate one must acquire a basic understanding in deciphering messages within mass communication (Vivian 6). An important factor in media literacy is media awareness. Media awareness is to distinguish the different types of messages, whether they are personal or general, and also to separate the message from the messenger (Vivian 7). Other key factors that are important to becoming media literate and aware are recognizing motivations of certain messages and understanding how limited a particular medium can be.

Mass communication in this day and age has reached a point where some individuals do not recognize the strength of its influence. Media literacy, however, is the constant recognition of mass communication, whether its presence is bold or faint. In order to keep track and understand mass communication and its common goal of influence, media literacy is most important.

Media Literacy

According to a study from scholars at Ball State University, in only one day the average person is exposed to five hours of media voluntarily, and another six hours in addition to their daily activities. This means that 68% of the time we have awake is spent surrounded by messages from the media meant to influence us in our daily decision making process. In order to make positive decisions, it is imperative that we are media literate, or that we are both aware of and can evaluate all the media messages we encounter daily.

In order to increase media literacy, there are questions that need to be taken into consideration when evaluating messages. Is the message directed solely to you, or is it directed at a larger audience? Should you hate the messenger, or take another look at the message? Is the motivation behind a message to inform, entertain, or advertise? These are only a few questions out of many to consider when confronted with a message from the media.

The ability to be aware of and evaluate the large amount of mass media messages we receive on a daily basis is key to making positive decisions. The tools necessary to do this include, but are not limited to, distinguishing between interpersonal and mass communication; messengers and the message; and motivators behind a message. In our capitalist society, where revenue streams propel media companies, the difference between being media literate and illiterate is as important as the difference between conceding to generally uncritical mass tastes generated by media companies, or seeking the truth about more important issues.

What is Media Literacy

The definition of media literacy is, “possessing knowledge to be competent in assessing messages carried by mass media.” (Vivian, 6) But I think it is much more than that. This chapter talks a lot about the different ways that media can be delivered and perceived and I think that is the key to media literacy. Depending on how you receive your daily doses of media will alter the way you perceive it. For example, if you watch FOX news you may receive a different view point on a certain topic than if you watch the NBC Nightly News.

I found it really interesting to read about moral consensus. Everyone has their own standards on whats expectable in the media and whats not however the chapter explains that the media clearly covers stories and for the most part they don’t create them. “Seldom the media create controversy. For the most part, media merely cover it.” (Vivian, 11) Media literacy as a whole defines the way you as an individual sees things. If you don't have the knowledge, then you wont understand what the media is trying to convey to you. It is important to be competent and understand the messages they are trying to send.

What is media literacy?

Media Literacy is having knowledge and information about media.

What is Media Literacy

Media literacy can be defined as what a person can understand from the media. Not just its basic meaning, but the deeper more keen understanding underneath the eloquent diction used to communicate it. When a person has a high media literacy they have the ability to decipher how the information will effect them on an individual level and also on a large collect scale. Media literacy in a more direct definition is a persons “competence or knowledge about the mass media” (Vivian, 6).

Media is used in every aspect of life, sometimes consciously and others subconsciously. In a study done by scholars at Ball State University, it was determined that people are exposed to mass media for about 68.8 percent of their waking hours. Our nation is awash with such a variety of complex forms of media that it is difficult to determine whether or not your media literacy is high. People are able to increase their knowledge through news channels and other popular outlets for media, but the true test of knowledge is whether or not they can decipher the information they are being given in order to better their own personal lives.

Another way to describe media literacy is media awareness. The four fundamental ideas needed to estimate ones media literacy are “the ability to see the difference between a one-on-one message and a mass message, message versus messenger, motivation awareness, and media limitations” (Vivian, 7). Personally, I do not believe that one person can be completely literate in media because it is such a divisive outlet that you can not understand how to interpret the information you are constantly being streamed. Media literacy is a complex notion that one can understand the media in a deeper way that can communicate information that may or may not effect your lives.