An Introduction to Media Literacy

Part I

Chapter 1: What is Media Literacy?
The Pervasiveness Of Media
Defining Media Literacy
History Of Media Literacy
Media Education
Media Literacy Concepts
Access
Analysis
Evaluate
Produce
Unlocking Media Literacy
Concepts for Exploration
The Texts of Media Literacy
An Interdisciplinary Study
Concept Checklist
Summary
Activities
Resources
Endnotes

Part II

Chapter 2: Basic Communication Theory and the Color Wheel Model of Media Communication What Is a Theory?
Basic Communication Theory
The Transactional Model
The Linear Model
The Color Wheel Model
The Outer Ring of the Color Wheel
Components of the Color Wheel
Construction
Structure
Creative Language
Media Operations
Message Processing
Action
The Inner Wheel of the Color Wheel
Concept Checklist
Summary
Activities
Resources
Endnotes

Chapter 3: The Component of Construction Messages Are Constructed
Who Created the Message?
Deconstruction
Semiotics
Denotation and Connotation
Analyzing Signs
Connotation in Advertising
Trademarks and Pictographs
Trademarks Create a Unique Brand Identity
Wordmarks
Combination Forms
Lettermarks
Brandmarks
Updating the Company Image and the Mark
Pictographs Are Our Hieroglyphs
Road Signs
Transportation Signage
Olympic Symbols
Expectations and Meaning
Generalizations
Context
Changing the context
Context and Omissions
Images without Context
Images without Enough Context
Omissions through Cropping
Case in Point: Deconstruction
Concept Checklist
Summary
Activities
Resources
Endnotes

Chapter 4: The Component of Structure 
Media and Rhetoric
Aristotle's Principles of Rhetoric
The Five Canons of Rhetoric
The Canon of Invention
Justifying an Argument
The Importance of Defining the Target Audience
The Canon of Arrangement
The Elements and Principles of Design
Line
Shape
Texture
Space
Size
Color
Contrast
Balance
Rhythm
Emphasis
Unity
The Canon of Style
Analyzing Style
The Canon Of Delivery
Imagery Falls on a Continuum
Color Can Reflect Emotions
Type Sets the Tone
Sample Typefaces
Elements of Type
The Canon of Memory
Unusual Images Are Memorable
Schema Theory
Triggering Memories
Case in Point: Analyzing Structure
Concept Checklist
Summary
Activities
References
Endnotes

Chapter 5: The Component of Creative Language Creative Approaches
Maslow's Hierarchy of Needs
Physiological Needs
Safety
Love And Belonging
Esteem
Self-actualization
Appeal Strategies
Humor
Emotional Appeals
Sex
Affiliation, Prominence, Achievement
Attracting Attention
Aesthetic Sensations
Need to Nurture or to Be Nurtured
Escape
Health
Pleasure
Environmental Concerns
Convenience
Ogilvy's Advertising Tactics
Demonstrations
Testimonials
Talking Heads
Characters
Slice of Life
Problem-solution
Reason Why
News
More Advertising Tactics
Fantasy
The Unexpected
Nostalgia
Stylistic Devices
Metaphor
Simile
Analogy
Personification
Synecdoche
Hyperbole
Epanaphora
Irony
Puns
Approaches Can Be Combined
Case In Point: Identifying Creative Approaches
Photographic Style
Viewpoint
Camera Angle
Vantage Point
Hero Shots
Baby's Eye Level
Overhead Shots
Framing The Shot
Cropping
Balance
The Rule of Thirds
Allowing for Movement
Space to Look Into
Strong Diagonals
Focus
Hard and Soft Focus
Depth of Field
Lighting
Flash Photography
Studio Lighting
Natural Lighting
Day vs. Night
Backlighting
Photo Manipulation
Perfecting the Imperfect
Creating Fantasy
Artistic Approaches
The Ethics of Manipulation
Concept Checklist
Summary
Activities
Resources
Endnotes

Chapter 6: The Component of Media Operations The Power of the Media
Media Theories
Uses and Gratifications Theory
Dependency Theory
Cultivation Theory
Narcotizing Dysfunction
Media Is Big Business
Trends In Media Ownership
Cross Media Ownership
Vertical Integration
Synergy
Globalization
The Media Is in Business to Profit
Agenda Setting
Formulaic Media Themes
Embedded Values and Points of View
Bias
Omissions
Stereotypes
Body Image and the Media
Media Development
Newspapers
Magazines
Radio
Motion Pictures
The Visual Language of Film
Storyboards
Shots, Scenes, and Sequences
Viewpoints
Camera Angles
Zoom
Transitions
Simple Cut
Fade
Dissolve
Superimposition
Wipe
Camera Movement
Panning and Tilting
Dolly or Tracking Shots
Crane Shots
Television
The Internet and the World Wide Web
New Media and Media Convergence
Advertising Permeate All Media
Concept Checklist
Summary
Activities
References
Endnotes

Chapter 7: The Component of Message Processing Messages are Not Interpreted Equally
Processing Messages
Content Analysis
Value Driven Approaches
Interpretation and Persuasion
The Influence of Personality Type
Personality Preferences of Message Processing
Gestalt Principles of Perception
Figure and Ground
Similarity
Proximity
Continuation
Closure
Equilibrium
Isomorphic Correspondence
Case In Point: Identifying Principles of Gestalt
Concept Checklist
Summary
Resources
Activities
Endnotes
Chapter 8 The Component of Action 183
Messages Generate an Action
Traditional Research Methods
Awareness
Message Impact
Consumer Response
Psychological Responses
Behavioral Responses
Group Responses to Media Messages
Group Discussion and Evaluation of Media Texts
Ritualizing And Application Of Media Texts
Purpose of a Message
Message Creation Is Dependent on Audience Response
Concept Checklist
Summary
Activities
Resources
Endnotes

Chapter 9: The Inner Circle The Message Comes Full Circle
You Won't Evaluate Every Message
The Inner Wheel
The Correlation to Color Theory
The Pairing of Construction and Media
The Pairing of Structure and Message Processing
The Pairing of Creative Language and Action
The Completed Statement
Simple But There Is More Behind It

Part III Appendix A Color Plates
Appendix B Exercises
Glossary
Credits
Index