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Media Literacy 8th Edition by W. James Potter, ISBN-13: 978-1483379326



  • Format: PDF
  • Publisher: ‎ SAGE Publications, Inc; 8th edition (January 22, 2016)
  • Language: ‎ English
  • 576 pages
  • ISBN-10: ‎ 1483379329
  • ISBN-13: ‎ 978-1483379326

The more you are aware of how the mass media operate and how they affect you, the more you gain control over those effects and the more you will separate yourself from typical media users who have turned over a great deal of their lives to the mass media without realizing it. By “turning over a great deal of their lives to the mass media,” I mean more than time and money, although both of those are considerable. I also mean that most people have allowed the mass media to program them in ways they are unaware of. And because they are unaware of these ways, they cannot shape or control that programming.

The purpose of this book is to show you how the media have been shaping your beliefs and behavioral patterns. Until you become aware of how much your beliefs have been formed by media influence and how the media have accomplished all that shaping, you will continue to float along in a flood of media messages oblivious to their constant, subtle influence. However, once you begin to see things from a media literacy perspective, you can see how this process of influence works, and this understanding will help you to gain control over this shaping process.

About the Author

W. James Potter, professor at the University of California at Santa Barbara, holds one PhD in Communication Studies and another in Instructional Technology. He has been teaching media courses for more than two decades in the areas of effects on individuals and society, content narratives, structure and economics of media industries, advertising, and journalism. He has served as editor of the Journal of Broadcasting & Electronic Media and is the author of many journal articles and several dozen books, including: Media Effects; Media Literacy, 10th edition; The 11 Myths of Media Violence; Major Theories of Media Effects; Becoming a Strategic Thinker: Developing Skills for Success; and 7 Skills of Media Literacy.


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