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What is Media Literacy?

A critical thinking skill that enables audiences to develop independent judgments about media content.

Media literacy is, first and foremost, a critical thinking skill which is applied to the source of most of the information we receive: the media. For a variety of reasons that will be discussed later in the chapter, we often simply accept the information that we receive through the media--with disastrous results. We develop brand loyalties that have little to do with the quality of the product. We vote for candidates on the basis of “gut reactions” to political spots devised by clever political media consultants. We take the word (or pictures) of journalists to provide us with a clear understanding of our world.

An understanding of the process of mass communication

Media literacy requires an understanding of the production, transmission and context of interpretation involved in the mass communication process.
 

An awareness of the impact of the media on the individual and society

The media have revolutionized the way we think about ourselves, each other, and our world. The media have become a pervasive force in contemporary society, which is why the need for a media literate public is so acute.
 

The development of strategies with which to analyze and discuss media messages.

In order to become discerning consumers of media, individuals must learn to decipher the information they receive through the channels of mass communications.  These strategies also a framework that can facilitate the discussion of media content with others--including children, peers, and the people responsible for producing media programming.
 

An awareness of media content as a “text” that provides insight into our contemporary culture and ourselves

Media presentations (e.g., films, newspapers, television programs, or advertisements) can provide insight into the attitudes, values, behaviors, preoccupations, patterns of thought, and myths that define a culture. And conversely, an understanding of culture can furnish perspective into media messages.
 

The cultivation of an enhanced enjoyment, understanding, and appreciation of media content

Media literacy should not be understood merely as an opportunity to bash the media. A well-produced media presentation can provide audiences with enormous benefit and pleasure. Media literacy should not detract from your enjoyment of programs. Indeed, critical interpretation should enhance your enjoyment and appreciation of media at its best: insightful articles, informative news programs, and uplifting films.
 

In the case of media communicators: the ability to produce effective and responsible media messages.

In order to be successful, professionals in the field of media must demonstrate an awareness of the mass communication process, as well as a mastery of production techniques and strategies. But in order to truly improve the media industry, media communicators must also understand the challenges and responsibilities involved in producing thoughtful programming that serves the best interests of the public.

 

Why study media literacy?

Media literacy promotes the critical thinking skills that enables people to make informed decisions in response to information conveyed through the channels of mass communications.

In addition, individuals learn to develop a critical distance from what they receive through the media, so that they can make independent choices about what to watch, read, or hear. Rather than tuning to a specific program, audiences all too often simply watch the medium (“I’m gonna watch TV.”). Forty percent of TV viewers don’t check the TV listings before turning on the set; instead, they simply flip through the channels to determine what they want to see (or what is least objectionable).  In order to become media literate, individuals must assume responsibility for the programs they have decided to receive.

 

What programs in media literacy are available at Webster University?

Webster University, in St. Louis, Missouri (U.S.) offers both undergraduate and graduate Emphases in Media Literacy.

For detailed information regarding our programs see the Curriculum section.