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Media Literacy, Aims and Purposes of
Media literacy refers to an expansion of alphabetic literacy and orality concepts to include the social uses of print, electronic, and digital media tools and records. The Aspen Institute Leadership Forum on Media Education defines media literacy as “the ability to access, analyze, evaluate and produce communication in a variety of forms.” These forms include print, still images, moving images, interactive media, digital media, and audio.
In North America, the term media literacy was advanced in the 1980s by the Association for Media Literacy in Canada and institutionalized as a curriculum requirement in the province of Ontario. The Ontario Ministry of Education (1989) defines media literacy as
concerned with helping students develop an informed and critical understanding of the nature of the mass media, the techniques used by them, and the impact of these techniques. More specifically, it is education that aims to increase students' understanding and enjoyment of how media work, how they produce meaning, how they are organized, and how they construct reality. Media literacy also aims to provide students with the ability to create media products. (pp. 6–7)
Having computers with Internet access is a key element in building media literacy among students. According to the National Center for Education Statistics, the ratio of students to computers with Internet access in U.S. public schools was 4.8 to 1 in 2002, compared to 12.1 to 1 in 1998, when it was first measured. The percentage of U.S. public schools with Internet access grew from 80% in 2000 to 99% in 2002. Efforts to implement media literacy programs in U.S. schools began in the 1970s, and today media literacy skills are directly or indirectly referenced in the learning standards for all 50 states, including standards for English and language arts, social studies, science, math, technology, art, and health. Advocates ranging from pediatricians to politicians support the work of elementary and secondary teachers in developing media literacy among children and adolescents.
The term media literacy is also one of a constellation of multiliteracies and, as such, is often used interchangeably with other literacy qualifiers such as information literacy, digital literacy, visual literacy, and 21st-century literacy, all seeking to convey a contemporary and expanded concept of literacy.
Media literacy is proposed as an outcome of the process of media education whereby practitioners teach about media as well as through the uses of a variety of media forms and content. Media education is characterized by two distinct and overlapping domains of media analysis and production, roughly analogous to the study of reading and writing in alphabetic literacy. Because of the complexity of literacy theory and practice, the term media education is often favored over media literacy by international media educators.
Media education encompasses the critical analysis and hands-on production of a wide range of texts and tools across diverse genres, including literacy artifacts found in popular culture, primary and secondary source materials, mass media, educational media, advertising, as well as blogs, podcasts, vodcasts, wikis, and the social uses of consumer media tools and discourses, such as text messaging. Practitioners also analyze media content within economic, historical, social, and cultural contexts, including the role of media institutions in society and the way that media aesthetics contribute to meaning. Media analysis activities are reinforced by hands-on, experiential production of print, electronic, and digital media in a variety of forms.
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- Advertising
- Adult Mediation of Advertising Effects
- Advertising, Host Selling and
- Advertising, Purchase Requests and
- Advertising, Sexuality in
- Advertising, Viewer Age and
- Aggression, Advertising and
- Alcohol Advertising, Effects of
- Alcohol Advertising, International
- Branding
- Cigarette Advertising, Effects of
- Cigarette Advertising, History of
- Consumer Development, Phases of
- Consumerism
- Contraceptive Advertising
- Designated Driver Advertising Campaigns
- Federal Communications Commission, Advertising and
- Food Advertising to Children
- Food Advertising, Content in
- Food Advertising, Eating Disorders and
- Food Advertising, Gender, Ethnicity, and Age
- Food Advertising, Influence of
- Food Advertising, International
- Food Advertising, Obesity and
- Food Advertising, Regulation of
- Food and Beverage Advertising in Schools
- Licensing, Merchandising and
- Product Placements, Alcohol
- Product Placements, Cigarettes
- Product Placements, Food
- Promotional Tie-Ins
- Purchase Influence Attempts
- Relationship Marketing
- Schools, Advertising/Marketing in
- Sponsored Educational Material (SEM)
- Tobacco Advertising, International
- Tweens, Advertising Targeting of
- Viral Marketing
- Advocacy Groups
- Action for Children's Television (ACT)
- Advertising Council, The
- American Academy of Pediatrics
- Center for Media Education (CME)
- Children Now
- Children's Advertising Review Unit (CARU)
- Children's Television Charter
- International Clearinghouse on Children, Youth, and Media
- Internet Watch Foundation
- Kaiser Family Foundation
- Media Advocacy
- Media Education Foundation
- Media Matters Campaign
- Motherhood Project
- National Campaign to Prevent Teen Pregnancy
- National Commission on Adolescent Sexual Health
- Parents Music Resource Center (PMRC)
- Prix Jeunesse Foundation
- United Nations Convention on the Rights of the Child
- White House Office of National Drug Control Policy
- World Summits on Children and Television
- Books and Print Media
- Books for Adolescents
- Books for Children
- Comic Books, Superheroes in
- Comic Strips, Gender Stereotypes in
- Comics, Daily Newspaper
- Gender Roles in Magazines
- Literacy
- Magazines, Adolescent Boys'
- Magazines, Adolescent Girls'
- Magazines, Children's
- Manga (Japanese Comic Books)
- Narrative Stories
- News, Children's Exposure to
- News, Children's Responses to
- Pornography, Magazines
- Reading, History of
- Reading, Impact of TV on
- Reading, Literacy and
- Reading, Patterns of
- Sexual Information, Teen Magazines and
- Zines
- Computers and Electronic Media
- Anime
- Chat Rooms
- Chat Rooms, Social and Linguistic Processes in
- Cognitive Development, Media and
- Cognitive Skills, Computer Use and
- Computer Use in Schools
- Computer Use, Age Differences in
- Computer Use, Gender and
- Computer Use, International
- Computer Use, Rates of
- Computer Use, Socialization and
- Computer-Mediated Communication (CMC)
- Contraceptive Information, Online
- Digital Divide
- Digital Literacy
- E-Commerce
- Electronic Games, Addiction to
- Electronic Games, Age and
- Electronic Games, Cognitive Effects of
- Electronic Games, Cognitive Scripts and
- Electronic Games, Effects of
- Electronic Games, Gender and
- Electronic Games, High-Risk Players of
- Electronic Games, History of
- Electronic Games, International
- Electronic Games, Moral Behavior in
- Electronic Games, Positive Uses of
- Electronic Games, Rates of Use of
- Electronic Games, Types of
- Electronic Games, Violence in
- Email Pen Pals
- Human-Computer Interaction (HCI)
- Instant Messaging
- Internet Bulletin Boards
- Internet Rating Systems
- Internet Relay Chat (IRC)
- Internet Use, Addiction to
- Internet Use, Age and
- Internet Use, Education and
- Internet Use, Gambling in
- Internet Use, Gender and
- Internet Use, HomeNet Study and
- Internet Use, International
- Internet Use, Positive Effects of
- Internet Use, Psychological Effects
- Internet Use, Rates and Purposes of
- Internet Use, Social
- Knowledge Gap
- Language, Impact of the Internet on
- Mobile Telephones
- Multi-User Dungeons/Domains (MUDs)
- Multimedia Toys
- Online Media, Agency and
- Online Relationships
- Personal Web Pages
- Pornography, Internet
- Regulation, Electronic Games
- Regulation, Internet
- Sex, Internet Solicitation of
- Sexual Information, Internet and
- Sticky Marketing
- Virtual Reality
- Webcams
- Websites, Children's
- Zines
- Cross-Cultural Perspectives
- African Americans, Media Effects on
- African Americans, Media Images of
- African Americans, Media Use by
- Anime
- Asia, Media Use in
- China, Media Use in
- Cultural Identity
- Electronic Games, International
- Entertainment-Education, International
- Ethnicity, Race, and Media
- Ethnicity/Race, Media Effects on Identity
- Ethnicity/Race, Stereotyping
- Europe, Media Use in
- European Broadcasting Union (EBU)
- European Comparative Study
- Globalization, Media and
- Immigrants, Media Use by
- India, Media Use in
- Indigenous Media
- Japan, Media in
- Latin America, Media Use in
- Latina/os, Media Effects on
- Latina/os, Media Images of
- Latina/os, Media Use by
- Manga (Japanese Comic Books)
- Native Americans, Media Use by
- Obscenity
- Television, International Viewing Patterns and
- Tobacco Advertising, International
- UNESCO Violence Study
- Youth Culture
- Developmental Stages
- Adolescents, Developmental Needs of, and Media
- Adolescents, Media Portrayals of
- Adolescents, Movie Portrayals of
- Childhood, Media Portrayals of
- Cognitive Development, Media and
- Developmental Differences, Media and
- Family Communication Patterns Model
- Heroes, Identity, and Parasocial Interaction
- Infants and Toddlers, Developmental Needs of
- Infants and Toddlers, Media Exposure of
- Information Processing, Developmental Differences and
- Parenting Styles
- Preschoolers, Media Impact on Developmental Needs of
- School-Age Children, Impact of the Media on
- Teenager, History of
- Tweens, Media Preferences of
- Gender and Sexuality
- Advertising in Girls' Magazines
- Advertising, Gender and
- Body Image in Boys and Young Men
- Body Image in Girls and Young Women
- Boy Bands
- Cartoons, Gender Representation in
- Comic Strips, Gender Stereotypes in
- Computer Use, Gender and
- Contraceptive Advertising
- Contraceptive Information, Online
- Contraceptive Information, Television and
- Electronic Games, Gender and
- Engaged Resistance
- Fathers, Media Portrayals of
- Food Advertising, Gender, Ethnicity, and Age
- Gender Identity Development
- Gender Roles in Magazines
- Gender Roles in Music
- Gender Roles in Television Commercials
- Gender Roles on Television
- Gender, Media Use and
- Hip Hop, Female Performers of
- Hip Hop, Masculinity in
- Hip Hop, Portrayals of Women in
- HIV/AIDS, Media Prevention Programs and
- Internet Use, Gender and
- Magazines, Adolescent Boys'
- Magazines, Adolescent Girls'
- Mothers, Media Portrayals of
- Music Listening, Gender Effects on
- Natural Experiments, Impact on Gender Roles
- Schemas/Scripts, Gender
- Schemas/Scripts, Sexual
- Sex in Television, Content Analysis of
- Sex in Television, Incidence and Themes
- Sex in Television, Perceived Realism of
- Sex, Internet Solicitation of
- Sex, Media Impact on
- Sexual Content, Age and Comprehension of
- Sexual Information, Internet and
- Sexual Information, Teen Magazines and
- Sexual Minorities, Portrayals of
- Sexual Risk and Responsibility, Portrayals of
- Sexualization of Children
- Sexualized Violence
- Soap Operas, Sexuality in
- Media Education
- Adult Mediation Strategies
- Cartoons, Educational
- Commercial Television and Radio in Schools
- Digital Literacy
- Educational Television, Effects of
- Educational Television, History of
- Educational Television, Programming in
- Electronic Games, Positive Uses of
- Entertainment-Education in the United States
- Entertainment-Education, International
- Language Learning, Television and
- Media Education Foundation
- Media Education, Family Involvement in
- Media Education, International
- Media Education, Political Socialization and
- Media Education, Schools and
- Media Literacy Programs
- Media Literacy, Aims and Purposes of
- Media Literacy, Approaches to
- Media Literacy, Key Concepts in
- Natural Experiments, Impact on Creativity and School Achievement
- Sesame Workshop
- Social Learning Theory/Social Cognitive Theory
- Television, Moral Messages on
- Television, Prosocial Content and
- Media Effects
- Attention-Deficit Hyperactivity Disorder (ADHD)
- Body Image in Boys and Young Men
- Body Image in Children
- Body Image in Girls and Young Women
- Body Image, Ethnicity/Race and
- Child-Centered vs. Media-Centered Perspectives
- Childhood, Media Portrayals of
- Cognitive Development, Media and
- Developmental Differences, Media and
- Divided Attention, Parallel Processing and
- Drug Use, Depictions of
- Drug Use, Prevention of
- Eating Disorders
- Eating Habits, Media Influence on
- Family Environment, Media Effects on
- Fantasy, Media Effects on
- Fear Reactions
- Globalization, Media and
- Imagination, Effects of Television on
- Interactive Media
- Loneliness
- Mean World Syndrome
- Media Celebrities
- Media Education, Political Socialization and
- Media Effects
- Media Effects, Family Interactions and
- Media Effects, History of Research on
- Media Effects, Maltreated Children and
- Media Effects, Models of
- Media, Meanings of
- Natural Experiments, Impact on Community Activities
- Natural Experiments, Impact on Creativity and School Achievement
- Obesity
- Obscenity
- Parasocial Interaction
- Peer Groups, Impact of Media on
- Physiological Arousal
- Television, Moral Messages in
- Media Use
- African Americans, Media Use by
- Asia, Media Use in
- Bedrooms, Media Use in
- Child-Centered vs. Media-Centered Perspectives
- China, Media Use in
- Cognitive Development, Media and
- Depression, Media Use and
- Developmental Differences, Media and
- Divided Attention, Parallel Processing and
- Electronic Media, Children's Use of
- Europe, Media Use in
- Gender, Media Use and
- Globalization, Media and
- Immigrants, Media Use by
- India, Media Use in
- Indigenous Media
- Individual Differences, Media Preferences and
- Information Processing, Active vs. Passive Models of
- Interactive Media
- Japan, Media in
- Latin America, Media Use in
- Latina/os, Media Use by
- Loneliness
- Media Celebrities
- Media Education, Political Socialization and
- Media Effects
- Media Effects, Maltreated Children and
- Media Entertainment
- Media Exposure
- Media Genre Preferences
- Media Journals
- Media, Future of
- Media, Meanings of
- Mood Management Theory
- Multitasking
- Native Americans, Media Use by
- Parasocial Interaction
- Peer Groups, Influences on Media Use of
- Peer Groups, Joint Use of Media in
- Physiological Arousal
- Selectivity
- Sensation Seeking
- Television, Moral Messages on
- Movies
- Adolescents, Movie Portrayals of
- Aggression, Movies and
- Cigarette Use in Television and Movies
- Disney
- Drug Use, Depictions of
- Horror Films
- Motion Picture Association of America (MPAA)
- Movie Viewing, Adolescents'
- Movie Viewing, Children's
- Movies, History of
- Movies, Perceived Realism of
- Movies, Rating Systems and
- Movies, Romantic Love in
- Movies, Sexuality in
- Movies, Substance Use in
- Movies, Violence in
- Pornography, Movies
- Pornography, X-Rated Movies and
- Regulation, Movies
- Music
- Boy Bands
- Cigarette Use, Music Videos and
- Fan Cultures
- Gender Roles in Music
- Hip Hop, Ethnicity/Race in
- Hip Hop, Female Performers of
- Hip Hop, Masculinity in
- Hip Hop, Portrayals of Women in
- Hip Hop, Violence in
- Hip Hop, Youth Culture and
- Music Genres, Dance/House/Techno
- Music Genres, Heavy Metal
- Music Genres, Hip Hop
- Music Genres, History of
- Music Genres, Pop/Rock
- Music Listening, Age Effects on
- Music Listening, Gender Effects on
- Music Listening, Impact of
- Music Listening, Problem Behavior and
- Music Listening, Uses of
- Music Lyrics, Effects of
- Music Lyrics, Music Television and
- Music Videos, Amount of Viewing and
- Music Videos, Effects of
- Peer Groups, File Sharing Among
- Radio, History of
- Radio, International
- Radio, Listeners' Age and Use of
- Raves
- Regulation, Music
- Public Policy
- Advertising, Regulation of
- Anti-Drug Media Campaigns
- Children's Advertising Review Unit (CARU)
- Children's Internet Protection Act of 2000 (CIPA)
- Children's Online Privacy Protection Act of 1998 (COPPA)
- Children's Television Act of 1990
- Children's Television Charter
- Designated Driver Advertising Campaigns
- European Broadcasting Union (EBU)
- Federal Communications Commission (FCC), Advertising and
- Federal Communications Commission, Deregulation of Children's Programming and
- Federal Trade Commission (FTC)
- First Amendment
- Food Advertising, Regulation of
- Food and Beverage Advertising in Schools
- Internet Blocking
- Internet Content Rating Association (ICRA)
- Internet Rating Systems
- Language, Impact of the Internet on
- Licensing, Merchandising and
- Motion Picture Association of America (MPAA)
- Parental Advisory Labels and Rating Systems
- Pornography, Regulation of
- Pornography, U.S. Public Policy on
- Regulation, Electronic Games
- Regulation, Industry Self-Regulation
- Regulation, Internet
- Regulation, Movies
- Regulation, Music
- Regulation, Radio
- Regulation, Television
- Relationship Marketing
- Sex, Internet Solicitation of
- Telecommunications Act of 1996
- UNESCO Violence Study
- United Nations Convention on the Rights of the Child
- V-Chip (Violence Chip)
- White House Office of National Drug Control Policy
- World Summits on Children and Television
- Research Methods
- Experience Sampling Method (ESM)
- Media Journals
- Natural Experiments, Impact on Community Activities
- Natural Experiments, Impact on Creativity and School Achievement
- Natural Experiments, Impact on Gender Roles
- Notel, Unitel, Multitel Study
- Research Methods, Children and
- Research Methods, Content Analyses
- Research Methods, Ethical Issues in
- Research Methods, Ethnography
- Research Methods, Experimental Studies
- Research Methods, Field Studies
- Research Methods, Longitudinal Studies
- Research Methods, Meta-Analyses
- Research Methods, Natural Experiments
- Research Methods, Qualitative
- Research Methods, Questionnaires and Surveys
- Research Methods, Room Touring
- Sex in Television, Content Analysis of
- Violence, Experimental Studies of
- Violence, Longitudinal Studies of
- Violence, Meta-Analyses of
- Violence, Natural Experiments and
- Television
- British Broadcasting Corporation (BBC)
- Cartoons, Educational
- Cartoons, Gender Representation in
- Cartoons, History of
- Cartoons, Violence in
- Cigarette Use in Television and Movies
- Commercial Television and Radio in Schools
- Commercial Television in Schools: Channel One
- Contraceptive Information, Television and
- Coviewing
- Daytime Talk Shows
- Disney
- Drug Use, Depictions of
- Educational Television, Effects of
- Educational Television, History of
- Educational Television, Programming in
- European Comparative Study
- Family Relationships, Television and
- Family, Television Portrayals of
- Fantasy–Reality Distinction
- Forbidden Fruit Hypothesis
- Formal Features
- Gender Roles in Television Commercials
- Gender Roles on Television
- Imagination, Effects of Television on
- Language Learning, Television and
- Music Lyrics, Music Television and
- Music Videos, Amount of Viewing and
- Music Videos, Effects of
- National Television Violence Study
- News, Children's Exposure to
- News, Children's Responses to
- News, Portrayals of Children and Adolescents in
- Notel, Unitel, Multitel Study
- Profanity, Trends in
- Promotional Tie-Ins
- Reading, Impact of TV on
- Reality TV
- Regulation, Television
- Sesame Workshop
- Sex in Television, Content Analysis of
- Sex in Television, Incidence and Themes
- Sex in Television, Perceived Realism of
- Sitcoms
- Soap Operas, Content Analyses of
- Soap Operas, Effects of
- Soap Operas, Sexuality in
- Sports Television
- Surgeon General's Scientific Advisory Committee on Television and Social Behavior
- Talk Shows, Children and Adolescents
- Television morality and Identification with characters on
- Television Rating Systems
- Television Rating Systems, Parental Uses of
- Television Violence
- Television Violence, Susceptibility to
- Television, Addiction to
- Television, Attention and
- Television, History of Children's Programs on
- Television, International Viewing Patterns and
- Television, moral messages on
- Television, Motivations for Viewing of
- Television, Occupational Portrayals on
- Television, Prosocial Behavior and
- Television, Prosocial Content and
- Television, Viewer Age and
- TV-Turnoff Week
- V-Chip (Violence Chip)
- World Summits on Children and Television
- Theories
- Agenda Cutting
- Agenda Setting
- Appreciation Index
- Arousal Theories
- Catharsis Theory
- Child-Centered vs. Media-Centered Perspectives
- Cognitive Script Theory
- Cuing and Priming
- Cultivation Theory
- Desensitization Effects
- Displacement Effect
- Excitation-Transfer Theory
- Externalizing Behavior
- Forbidden Fruit Hypothesis
- Formal Features
- General Aggression Model (GAM)
- Information Processing, Active vs. Passive Models of
- Interactivity
- Intertextuality
- Mean World Syndrome
- Media Practice Model
- Message Interpretation Process Model
- Physiological Arousal
- Priming Theory
- Schema Theory
- Schemas/Scripts, Aggressive
- Schemas/Scripts, Gender
- Schemas/Scripts, Sexual
- Selective Exposure
- Selectivity
- Social Class
- Social Learning Theory/Social Cognitive Theory
- Socialization and Media
- Super-Peer Theory
- Third-Person Effect
- Uses and Gratifications Theory
- Violence and Aggression
- Adult Mediation of Violence Effects
- Aggression, Advertising and
- Aggression, Electronic Games and
- Aggression, Movies and
- Aggression, Music and
- Aggression, Music Videos and
- Aggression, Television and
- Cartoons, Violence in
- Desensitization Effects
- Electronic Games, Violence in
- Fear Reactions
- General Aggression Model (GAM)
- Hip Hop, Violence in
- Movies, Violence in
- Music, Impact of Violence in
- Schemas/Scripts, Aggressive
- Sexualized Violence
- Television Violence
- Television Violence, Susceptibility to
- UNESCO Violence Study
- V-Chip (Violence Chip)
- Violence, Desensitization Toward
- Violence, Effects of
- Violence, Experimental Studies of
- Violence, Extent of and Responses to
- Violence, Historical Trends and
- Violence, Industry Stance on
- Violence, Longitudinal Studies of
- Violence, Marketing and
- Violence, Meta-Analyses of
- Violence, Natural Experiments and
- World Wrestling Entertainment (WWE)
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