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| Preface | |
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| Introduction | |
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| Why Increase Media Literacy? | |
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| Message Saturation | |
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| High Degree of Exposure | |
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| The Information Problem | |
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| The Big Question | |
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| Media Literacy | |
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| Conclusion | |
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| Media Literacy Approach | |
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| What Is Media Literacy? | |
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| The Three Building Blocks of Media Literacy | |
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| The Definition of Media Literacy | |
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| The Typology of Media Literacy | |
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| Advantages of Developing a Higher Degree of Media Literacy | |
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| Conclusion | |
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| Audience | |
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| Audience: Individual Perspective | |
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| Information Processing Tasks | |
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| Analyzing the Idea of Exposure to Media Messages | |
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| The Media Literacy Perspective | |
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| Conclusion | |
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| Industry Perspective on Audience | |
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| Shift From Mass to Niche Perspective on Audience | |
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| Identifying Niches | |
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| Attracting Audiences | |
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| Conditioning Audiences | |
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| Conclusion | |
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| Further Reading | |
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| Children as a Special Audience | |
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| Why Treat Children as a Special Audience? | |
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| Special Treatment From Regulators | |
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| Special Treatment From Parents | |
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| Reexamining the Case for Special Treatment | |
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| Conclusion | |
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| Industry | |
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| Development of the Mass Media Industries | |
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| Patterns of Development | |
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| Comparisons Across Mass Media | |
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| Conclusion | |
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| Economic Perspective | |
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| The Media Game of Economics | |
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| Characteristics of the Game | |
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| Media Industries' Strategies | |
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| Consumers' Strategies | |
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| Conclusion | |
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| Current Status | |
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| Convergence Across Media | |
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| General Employment Trends | |
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| Conclusion | |
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| Content | |
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| Mass Media Content and Reality | |
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| What Is Reality? | |
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| Organizing Principle: Next-Step Reality | |
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| The Importance of Media Literacy | |
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| Conclusion | |
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| News | |
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| Is News a Reflection or a Construction? | |
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| Can Journalists Be Objective? | |
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| Becoming Literate With News Content | |
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| Conclusion | |
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| Entertainment Content | |
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| tEntertainment Formula | |
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| tCharacter Patterns | |
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| tControversial Content Elements | |
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| tHealth | |
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| tValues | |
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| tBecoming Media Literate With Entertainment Messages | |
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| Advertising | |
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| Advertising Is Pervasive | |
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| Popular Surface Criticisms | |
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| Social Responsibility Versus Economic Responsibility | |
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| Becoming More Literate | |
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| Conclusion | |
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| Interactive Media | |
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| Development of Interactive Mass Media | |
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| Informational/Educational Interactive Content | |
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| Social Networking Mass Media | |
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| Interactive Media Games | |
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| Media Literacy | |
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| Conclusion | |
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| Effects | |
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| Proactive Perspective on Media Effects | |
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| Media Effects Are Constantly Occurring | |
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| Factors Influencing Media Effects | |
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| Media Literacy and Blame | |
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| Media Literacy: Controlling the Media Effects Process | |
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| Conclusion | |
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| Broadening Our Perspective on Media Effects | |
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| Timing of Effects | |
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| Type of Effects | |
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| Valence of Effects | |
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| Intentionality of Effects | |
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| Conclusion | |
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| Confronting the Issues | |
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| Who Controls the Mass Media? | |
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| Two Competing Values | |
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| Cross-Ownership and Control | |
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| Issues of Concern | |
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| Conclusion | |
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| Privacy With the Media | |
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| Defining Privacy | |
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| Invasions of Your Privacy | |
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| Public Opinion and Regulations | |
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| What Can We Do to Protect Our Privacy? | |
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| Conclusion | |
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| Piracy With the Media | |
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| What Is Piracy? | |
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| How Big Is the Problem? | |
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| Cracking Down on Piracy | |
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| Conclusion | |
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| Media Violence | |
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| Effects | |
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| Conception of Violence | |
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| Conclusion | |
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| Media Influence on Sports | |
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| The Money Cycle | |
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| Olympics | |
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| Conclusion | |
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| The Springboard | |
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| Personal Strategy for Increasing Media Literacy | |
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| Ten Techniques | |
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| Illustrations | |
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| Conclusion | |
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| Helping Others Increase Media Literacy | |
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| Interpersonal Techniques | |
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| Public Education | |
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| Societal Techniques | |
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| Conclusion | |
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| Profiles of the Mass Media Industries | |
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| Immediate and Long-Term Effects of Media on Individuals and Institutions | |
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| Contacts | |