Media Literacy: Keys to Interpreting Media Messages

Covering print, photography, film, radio, television, and new media, this textbook instructs readers on how to take a critical approach to media and interpret the information overload that is disseminated via mass communication.

This fourth edition of Keys to Interpreting Media Messages supplies a critical and qualitative approach to media literacy analysis. Now updated with conceptual changes, current examples, updated references, and coverage of new developments in media― particularly in digital, interactive forms―this book addresses all forms of information disseminated via mass communication.

Organized into three sections, the book first presents a theoretical framework for the critical analysis of media text that covers the definition of media literacy as well as fundamental principles and concepts. Part II focuses on the application of this methodological framework to the analysis of advertising, journalism, American political communications, and interactive media. Part III considers specific mass media issues, such as violence in the media, media and children, and global communications, and discusses outcomes of having a media-literate population.

• Supplies clear explanation of media literacy theory and guidance on interpreting modern mass media from leading scholars

• Represents a highly effective tool for achieving a key aspect of media literacy: enabling students to decipher information and independently reach opinions and positions without relying on the pervasive influence of the media

• Provides critical examination of controversial, current topics such as violence in the media and the intersections of media and social change