Week 1 Readings - Comm 166 Week 1 Readings Potter, J.W....

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Comm 166 Week 1 Readings Potter, J.W. Chapter 1: Why Do We Need a Theory of Media Literacy? 2 - 21 Why Media Literacy is so Important: The media provide s much information that we cannot physically avoid it so we psychologically protect ourselves by processing it automatically o Dont have to deal consciously with a large majority of the messages Because the media have a very diff motive for presenting their messages than we have for receiving them, we end up satisfying the medias goals at the expense of our own I. Problem of Access to Information Formerly only elites had wealth enough to get education and access to information A) Culture Flooded with Media Messages o Rise of mass media in 20 th century reduced barriers to access Radio Television Computer Web Online newspapers, documents Surface web vs. Deep web (fees and memberships req.) o Deep Web = 500x size B) Information Production Accelerates C) Keeping Up o Information problem no longer how to get access Now it is how to keep up with all the info Also finding a way to avoid it o Information providers aggressively competing for our attn. Ads Exposed to more that 300 ads daily Unconscious exposure II. Information Fatigue Quantity and quality of information have both changed, but so rapidly that they are not noticeable on a day-to-day basis A) Devaluing Messages o No single piece of info has any special sig. to us now b/c so many pieces are coming at us o Value info more if you have to search for it vs. having to fight off the wealth of information that comes at us daily o Hard to decide which information is valid Danger of regarding the validity of all facts as the same, even when they contradict each other Leads us to believing facts to have only short-lived validity o Ignore the flood of information because we know we cant deal with it all B) Nature of Information has Changed o Messages have become shorter Lose the detail that can provide people with context for interpreting those messages Minimize demands on us Increase the chance that we will attend to the message o Fleeting, quick, superficial o Context Harder to distinguish information from ad from entertainment Infomercials News stories = entertainment-based Product placement Hard to distinguish who the sender Is and what their intentions are Broadcast station vs. cable network Internet providers Concentration of ownership in media = very different messages being controlled by the same people III. Automatic Processing A) Response to the Information Flood...
View Full Document

Page1 / 21

Week 1 Readings - Comm 166 Week 1 Readings Potter, J.W....

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online