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Media literacy serves the discipline of mass communication research methodology in numerous and diverse ways. Media literacy includes the acquired skills needed to develop awareness of media use or exposure and analyze media messages with an understanding of social/cultural context and effects. This holistic method includes media’s use of persuasion and social change strategies. Understanding media begins by developing consciousness about media consumption—the personal choices and habits of audiences. Once audiences honestly record and reflect on their own consumption habits, they become aware of immense time spent with media, and the potential influence such messages have in their everyday lives. Media literacy includes understanding how the communication industries are structured, how they create media content with specific intents, and how messages operate across diverse audiences. ...

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