MMC test 2

MMC test 2 - Media Literacy & Books- Chapter 1 & 3...

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Media Literacy The ability to effectively and efficiently comprehend and use any form of meditated communication. 4 assumptions : o Developed - media literacy is something that must be developed o Continuum - from low to high; multiple and fluently changing o Multi-dimensional - aspects address different things within; emotion and cognitive o Control over (cultural) interpretations - we assume when we have it we are more understanding of our surroundings. 8 Elements of Media Literacy o A critical thinking skill enabling audience members to develop independent judgments about media content. o An understanding of the process of mass communication. o An awareness of the impact of media on the individual and society. o Strategies for analyzing and discussing media messages. o An understanding of media content as a text that provides insight into our culture and our lives. o The ability to enjoy, understand, and appreciate media content. Multiple points of access - to approach media content from a variety of directions and derive from it many levels of meaning. o Development of effective and responsible production skills. o An understanding of the ethical and moral obligations of media practitioners. Oral Cultures vs. Literate Cultures Literate culture o An expanding literate population encouraged technological innovation; the printing press transformed the world. o The skilled, beneficial use of media technologies is the goal of media literacy. o Meaning and language become more uniform o Communication could occur over long distances and long periods of time Knowledge being transmitted in writing. o The culture’s memory, history, and myth could be recorded on paper Oral or preliterate cultures are those without a written language. o Virtually all communication must be face-to-face, and this fact helps define the culture, its structure, and its operations. o The meaning in language is specific and local Communities are closely knit. o Knowledge must be passed on orally. People must be shown and told how to do something o Memory is crucial o Myth and history are intertwined Storytellers highly valued, they are the meaning makers and like the elders they pass on what is important to the culture. Transition to Literate Cultures Ideogrammatic alphabets : (picture based) seen in Asian languages o Hieroglyphics o Require a huge number of symbols to convey even the simplest idea. Syllable alphabets : (or phonetic) o An alphabet employing sequences of vowels and consonants, that is, words. Our Alphabet : signs expressing single sound Early media : cave walls, clay tablets, papyrus, parchment, paper o Papyrus- rolls of sliced strips of reed pressed together. o
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MMC test 2 - Media Literacy & Books- Chapter 1 & 3...

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