Efnisyfirlit

• Preface
• Acknowledgments
• About the Author
• PART I • INTRODUCTION
  • Chapter 1 • Why Increase Media Literacy?
    • The Information Problem
      • Growth Is Accelerating
      • High Degree of Exposure
      • Keeping Up
    • Dealing with the Information Problem
      • Our Mental Hardware
      • Our Mental Software
        • Automatic Routines
        • Advantages and Disadvantages
    • The Big Question
    • Summary
    • Further Reading
    • Keeping Up to Date
  • Chapter 2 • Media Literacy Approach
    • What Is Media Literacy?
    • The Three Building Blocks of Media Literacy
      • Skills
      • Knowledge Structures
      • Personal Locus
    • The Definition of Media Literacy
      • Media Literacy Is Multidimensional
      • Media Literacy Is a Continuum, Not a Category
    • The Development of Media Literacy
    • Advantages of Developing a Higher Degree of Media Literacy
      • Appetite for Wider Variety of Media Messages
      • More Self-Programming of Mental Codes
      • More Control over Media
    • Summary
    • Further Reading
    • Exercise
• PART II • EFFECTS
  • Chapter 3 • Broadening Our Perspective on Media Effects
    • Four-Dimensional Analytical Tool
      • Timing of Effects
      • Valence of Effects
        • Consumer Perspective
        • Media Business Perspective
      • Intentionality of Effects
        • Consumer Perspective
        • Media Business Perspective
      • Type of Effects
        • Cognitive-Type Effect
        • Belief-Type Effect
        • Attitudinal-Type Effect
        • Physiological-Type Effect
        • Emotional-Type Effect
        • Behavioral-Type Effect
        • Macro-Type Effects
    • Using the Four-Dimensional Analytic Tool
      • The Example of Addiction
      • The Analysis
    • Becoming More Media Literate
    • Summary
    • Further Reading
    • Exercises
  • Chapter 4 • How Does the Media Effects Process Work?
    • Media Effects Are Constantly Occurring
      • Manifested Effects and Process Effects
      • Baseline Effects and Fluctuation Effects
    • Factors Influencing Media Effects
      • Baseline Factors
        • Demographics
        • Developmental Maturities
        • Cognitive Abilities
        • Personal Locus
        • Knowledge Structures
        • Sociological Factors
        • Media Exposure Habits
      • Fluctuation Factors
        • Content of the Messages
        • Context of Portrayals
        • Cognitive Complexity of Content
        • Motivations
        • States
        • Degree of Identification
      • Process of Influence
    • Thinking about Blame
    • Becoming More Media Literate
    • Summary
    • Further Reading
    • Keeping Up to Date
    • Exercises
• PART III • INDUSTRY
  • Chapter 5 • Development of the Mass Media Industries
    • The Evolution Pattern
      • Stages of Evolution
        • Innovation Stage
        • Penetration Stage
        • Peak Stage
        • Decline Stage
        • Adaptation Stage
      • Comparisons across Mass Media
    • Revolution Pattern of Development
      • The Analog Media
        • Channel
        • Decision Making
        • Messages
      • The Digital Media
        • Channel
        • Decision Making
        • Messages
        • Range of Experiences
      • Convergence
    • Profile of Mass Media Workforce
    • Summary
    • Further Reading
    • Keeping Up to Date
    • Exercises
  • Chapter 6 • Economic Perspective
    • The Media Game of Economics
      • The Players
      • The Goal
    • Characteristics of the Game
      • Nature of Competition
      • Complex Interdependency among Players
      • Importance of Valuing Resources Well
      • Digital Convergence
    • Media Industry Strategies
      • Maximizing Profits
        • Increasing Revenue
        • Minimizing Expenses
      • Constructing Audiences
        • Attracting People to Niche Audiences
        • Conditioning Audiences
      • Reducing Risk
    • Consumers’ Strategies
      • Default Strategy
      • Media Literacy Strategy
    • Summary
    • Further Reading
    • Keeping Up to Date
    • Exercises
• PART IV • AUDIENCE
  • Chapter 7 • Audience: Industry Perspective
    • The Shift from Mass to Niche Perspective on Audience
      • What Is a Mass Audience?
      • Rejection of the Idea of a Mass Audience
      • The Idea of Niche Audiences
    • Identifying Niches
      • Geographic Segmentation
      • Demographic Segmentation
      • Social Class Segmentation
      • Geodemographic Segmentation
      • Psychographic Segmentation
        • Twelve American Lifestyles
        • VALS Typology
    • Attracting Audiences
      • Appeal to Existing Needs and Interests
      • Cross-Media and Cross-Vehicle Promotion
    • Conditioning Audiences
    • Summary
    • Further Reading
    • Exercises
  • Chapter 8 • Audience: Individual Perspective
    • Information Processing
      • Filtering
      • Meaning Matching
      • Meaning Construction
    • Analyzing the Idea of Exposure to Media Messages
      • Exposure and Attention
        • Physical Exposure
        • Perceptual Exposure
        • Psychological Exposure
        • Attention
      • Exposure States
        • Automatic State
        • Attentional State
        • Transported State
        • Self-Reflexive State
    • Information-Processing Traits
      • Cognitive Traits
        • Field Independency
        • Crystalline Intelligence
        • Fluid Intelligence
        • Conceptual Differentiation
      • Emotional Traits
        • Emotional Intelligence
        • Tolerance for Ambiguity
        • Non-impulsiveness
    • The Media Literacy Approach
      • Processing Information
      • Tools
    • Summary
    • Further Reading
    • Exercises
• PART V • CONTENT
  • Chapter 9 • Entertainment
    • What Is Entertainment?
      • Audience’s Perspective
      • Programmers’ Perspective
      • Patterns
        • Content Analysis Method
        • Character Patterns
        • Controversial Elements
        • Health
        • Body Image
    • Telling Stories as a Business
      • Story Formulas
      • General Story Formula
      • Genres
        • Comedy
        • Drama
        • Romance
      • Challenges
        • Different Media
        • Changing Public Taste
        • Dealing with Risk
    • Becoming Media Literate with Entertainment Messages
      • Appreciate the Blend of Reality and Fantasy
      • Appreciate Story Formulas
    • Summary
    • Further Reading
    • Keeping Up to Date
    • Exercises
  • Chapter 10 • Advertising
    • Advertising Is Pervasive
    • Advertising Strategies
      • Traditional Strategy
      • Digital Strategies
    • Tools of Advertising
      • Tools for Identifying Audiences
      • Tools for Persuading Audiences
        • Search Engine Optimization
        • Recommender Systems
        • Ratings Services
        • Buying Funnel
    • Becoming More Media Literate with Advertising
      • Analyze Your Personal Needs
      • Analyze Ads
      • Look for Differences
      • Evaluate the Ads
    • Summary
    • Further Reading
    • Keeping Up to Date
    • Exercises
  • Chapter 11 • News
    • Dynamic Nature of News
      • Rise and Fall of “Big News”
      • Shift to Online Sources of News
      • Changes in the Need for News
      • Changes in News Content
        • More Immediate
        • More Local
        • Shorter News Stories
        • Multimedia Stories
    • Different Perspectives on News
      • Political Philosophy Perspective
      • Professional Journalism Perspective
      • Economic Perspective
      • Marketing Perspective
    • Standards for Evaluating News
      • By Type of Producer
      • By News Criteria
      • By Accuracy
      • By News Perspective
    • How Can We Become More Media Literate with News?
      • Exposure Matters
      • Quality Matters
        • Be Analytical
        • Evaluate Facts
        • Evaluate the News Story
      • Be Skeptical
    • Summary
    • Further Reading
    • Keeping Up to Date
    • Exercises
  • Chapter 12 • Competitive Experiences
    • Attraction to Digital Games
      • Who Are the Players?
      • Why the Attraction?
      • The Game-Playing Experience
    • Creating Digital Game Platforms
      • Designing Digital Games
      • Marketing Digital Games
    • Types of Games
      • Massively Multiplayer Online Role-Playing Games (MMORPGs)
      • Digital Games as Sport
    • Addiction to Digital Games
      • Addiction Defined
      • The Addiction Progression
        • Displacement
        • Dependence
        • Addiction
    • Media Literacy
      • Personal Implications
      • Broader Concerns
    • Summary
    • Further Reading
    • Keeping Up to Date
    • Exercise
  • Chapter 13 • Social Networking Experiences
    • Friendship
      • History
      • Attraction
      • Effects
        • Negative Effects
        • Both Negative and Positive Effects
    • Dating
      • Attraction
      • Dangers
    • Living
      • Second Life
      • Farmville
      • The Sims
      • Attraction to Virtual Worlds
    • Opinion Sharing
      • Blogs
      • Attraction
    • Media Literacy with Social Networking
    • Summary
    • Further Reading
    • Keeping Up to Date
    • Exercise
  • Chapter 14 • Acquisition Experiences
    • Information
    • Music
    • Video
    • Shopping
    • Acquisition Issues
      • Shopping Addiction
      • Piracy
      • The Economy
    • Media Literacy with Acquisition Platforms
    • Summary
    • Further Reading
    • Keeping Up to Date
    • Exercises
• PART VI • SPRINGBOARD
  • Chapter 15 • Helping Yourself and Others to Increase Media Literacy
    • Helping Yourself
      • Ten Guidelines
        • 1. Strengthen Your Personal Locus
        • 2. Develop an Accurate Awareness of Your Exposure Patterns
        • 3. Acquire a Broad Base of Useful Knowledge
        • 4. Think About the Reality–Fantasy Continuum
        • 5. Examine Your Mental Codes
        • 6. Examine Your Opinions
        • 7. Change Behaviors
        • 8. Become More Skilled at Designing Messages
        • 9. Do Not Take Privacy for Granted
        • 10. Take Personal Responsibility
      • Illustrations of Milestones
        • Cognitive Ladder
        • Emotional Ladder
        • Moral Ladder
        • Aesthetic Appreciation Ladder
        • Examples of Levels of Literacy
    • Helping Others
      • Interpersonal Techniques
      • Interventions
      • Public Education
        • Current Situation
        • Barriers
        • What Can You Do?
      • Societal Techniques
    • Summary
    • Keeping Up to Date
    • Exercises
• INTRODUCTION TO THE ISSUES CHAPTERS
• Issue 1 • Ownership of Mass Media Businesses
  • Delineating the Issue
    • Arguments against Concentration of Ownership of Media Companies
    • Arguments for Concentration of Ownership of Media Companies
  • Evidence of Concentration
    • Trend toward Concentration
    • Factors Driving the Trend
      • Efficiencies
      • Regulation
      • Deregulation
  • Evidence for Harm
    • Increased Barriers to Entry
    • Reduced Level of Competition
    • Reduced Number of Public Voices
    • Changes in Content
  • Your Own Informed Opinion
    • Expand Your Perspective
    • Analyze the Evidence
      • Ownership and Control
      • Harm
    • Recognize Your Values
      • Localism
      • Efficiency
  • Conclusion
  • Further Reading
  • Keeping Up to Date
  • Applying Media Literacy Skills
• Issue 2 • Sports
  • Delineating the Issue
  • The Money Cycle
    • Players
    • Owners and Leagues
    • Television Networks
    • Advertisers
    • The Public
  • Olympics
  • Video Gaming
  • The Big Picture
  • Your Own Informed Opinion
    • Cost–Benefit Analysis
    • Implications
    • Extend Your Knowledge
  • Further Reading
  • Keeping Up to Date
  • Applying Media Literacy Skills
• Issue 3 • Media Violence
  • Delineating the Issue
  • Public’s Perspective
    • Limiting the Scope of Harmful Effects
    • Equating Violence with Graphicness
    • Focusing on Frequency over Context
  • Producers’ Faulty Beliefs
    • Violence Is Necessary to Storytelling
    • Blame Others, Not Producers
  • Your Own Informed Opinion
    • Implications for Individuals
    • Implications for Producers
    • Moving Beyond Faulty Thinking
  • Further Reading
  • Applying Media Literacy Skills
• Issue 4 • Privacy
  • Delineating the Issue
  • Criminal Threats to Your Privacy
    • Stealing Private Information
      • Direct Theft
      • Indirect Theft
      • Economic Purposes
      • Political Purposes
    • Hijacking Computers
    • Destroying Information
  • Noncriminal Threats to Your Privacy
    • Monitoring Activity
    • Collecting and Selling Information
    • Spamming
    • Controlling
  • Public Opinion and Regulations
    • Public Opinion
    • Regulations
  • Your Own Informed Opinion
    • Map Your Expectation of Privacy
    • Information Assessment
    • Threat Assessment
    • Privacy Strategy
      • Remove Private Information
      • Correct Inaccuracies
      • Subvert Invasion of Privacy Practices
      • Limit Cookies
      • Download Software to Protect Your Computer from Threats to Your Privacy
      • Continually Monitor Threats
  • Further Reading
  • Keeping Up to Date
  • Applying Media Literacy Skills
• Glossary
• References
• Index

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