In order to survive in our information-saturated culture, we put our minds on “automatic pilot” to protect ourselves from the flood of media messages we constantly encounter. The danger with this automatic processing of messages is that it allows the media to condition our thought processes.
High Degree of Exposure
1.30% of the waking day was spent with media as the sole activity, another 39% was media us coupled with another activity 2.70% of the average person’s day is in par of media
3.Less than 21% of the time is devoted to work
The Information Problem
The rise of mass media, the information problem has shifted from one gaining access to one of protecting ourselves from too much information
•Our minds have been programmed by a combination of our friends, our parents, mass media, the advertisers, and us. It helps us overcome obstacles and reinforce our weakness. Other agents of programming are trying to use us to achiever THEIR goals. •Taking control is what media literacy is about. It gives you a better perspective of the border of the real world and the world manufactured by the media •Automaticity – it controls or unconscious through the media
The three building blocks of media literacy
1.Personal Locus – the energy and plan
•Composed of goals and drives
•The goals shape the information processing tasks by determining what gets filtered in and what gets ignored •The more you pay conscience attention, the more you control the process of information acquisition and usage •The locus operates in 2 modes: conscience and unconscious 2.Knowledge Structures – raw materials
•Sets of organized information in a person’s memory
•Information is piecemeal and transitory, whereas knowledge is structured, organized, and more enduring significance 3.Skills – tools
•The skills most relevant to media literacy are analysis, evaluation, grouping, induction, deduction, synthesis, and abstraction.
The Definition of Media Analysis
•A set of perspective that we actively use to expose ourselves to the media to interpret the meaning of the messages we encounter. •Media literacy is multidimensional concept with many interesting facet. We need to view it from man different perspectives to appreciate all it has to offer •Media literacy is a continuum, not a category
•Individuals are active when processing media messages as they make decisions either consciously or automatically about filtering, meaning matching, and meaning construction. •They continually are making these decisions in one of four exposure states: automatic, attentional, transported, and self-reflexive.
We are constantly engaged in a series of 3 information-processing tasks every minute. They are filtering, mean matching, and meaning construction. We choose to filter the message out (ignore it) or filter it in (process it). If we decide to filter it in, then we have to make sense of it, that is, recognize the symbols and match our learned definitions to the symbols. Next, we need to construct the meaning of the message.
Industry Perspective On Audience
The mass media segment the general population into marketing niches, and then construct niche audiences by creating special content to attract people into each niche so those audiences can be rented to advertisers. •The media focus on particular niches where they can provide content that serves a need not already being met. •Identifying Niches – they divide the population into meaningful segments. Then they select each niche and develop messages to attract them. Over the years segregating has been more precise and more complex grouping. The 5 types of separations are geographic, demographic, social class, geodemographic and psychographic •Attracting Audiences – after a media organization has selected a niche to target, it develops content to attract the audience. They employ two tactics,...