T205 01 07 2013 Literature review info Google scholar Library website Web of knowledge can go to articles that have cited each other T205 01 07 2013 1 9 Media Literacy Library in paris bigget in Europe 1300 books Google books has uploaded 20 million books But only 1 3 of the world is online o We have a very westernized view Our brains on media today We are exposed to lots of information o Especially true since arrival of internet This brings up 2 issues Choice Multitasking o Most of us have to multi task Sensation seekers are more likely to multi task People who like and want to explore new things o We re not as good as we think we are at multitasking Reduces productivity Especially for heavy multi taskers Media multi tasking in class reduces memory of lecture content Attention memory Automaticity o What it is most of a person s everyday life is determind not by their conscious intentions and deliberate choices but by mental processes o subject to manipulation participants exposed to rude words were more likely to interrupt somebody in a subsequent condition than people in a control condition or people primed to politeness words participants exposed to words related to the elderly walked more slowly out of the experiment o we don t always process information appropriately why is a lack of media literacy a problem It means our choices are nonconscious And our attention is not goal driven Advertisers are counting on it The media literacy approach we regain control personal locus o conscious v unconscious decisions watching your favorite show vs channel surfing knowledge structures o essentially the things you know about a show o composed of messages that are factual social skills o analysis evaluation grouping induction deduction synthesis abstracting nunchuk o analysis what are the elements of the message o evaluation is it a funniest Colbert moment o induction he has a pattern of making fun of conservations thus he is likely liberal o deduction he is often ironic he is pretending to agree with German bear killer he thinks the bear should not be killed o synthesis how does this jive with my existing knowledge on animal rights o abstracting s c thinks extremists are misguided Media Literacy is multi dimensional Cognitive your thoughts about something Emotional your emotions Aesthetic how something looks comes off sound or vision Moral what are your moral stances Media literacy is a continuum not a category Stages of Media Literacy Development Acquiring fundamentals colors shapes Language acquisition Narrative acquisition Developing skepticism Intensive development becoming an expert Experimental exploring seeing novelty Critical appreciation Social responsibility Why increase media literacy We can maintain better control over our media We have an increased appetite for media variety week 2 notes 1 14 Audiences 01 07 2013 Media audiences Information processing tasks Filtering o Ignore or attend to message Meaning matching o Relies on competencies existing knowledge Categorical Meaning construction o Relies on skills existing abilities On a continuum Require practice Exposure and Attention Physical exposure Physical proximity o Can your senses pick up on that Perceptual exposure Subliminal v subconscious o Subliminal you are not processing something at all we as humans cant perceive o Dog whistles Psychological exposure Leaves a residue Attention Exposure states Automatic o Reflex attention all going to look somewhere Attentional o Variation in the degree to which you re focusing on something Transported o Sucked into something in a movie in the zone Self reflexive o When something resonates with you and makes you think about yourself not on a continuum What is a mass audience Heterogeneous Anonymous No interaction among members No social context Mass audience stemmed from desire to understand propaganda during WWII WWII led to growth in social sciences broadly o Wanted to understand what influences human behavior Wanted to demonstrate moral superiority of American Milgram experiment Although troubled most participants claim they learned something invaluable From mass to niche Ways to target Geographic Demographic o Lifetime commercials what assumptions are being made Social class beware o Income and education be critical when reading Geodemographic o Zip codes Psychographic VALS Typology o Thinkers believers o Achievers strivers o Experiencers makers Building the niche Fierce competition for attention Strategies o Appeal to existing needs and interests Receipts at the grocery store The cornerstone of digital marketing People who bought this also bought o Cross media promotion Especially with media consolidation o Conditioning audiences Audience flow through Idea that you ll have blocks of time with similar shows back to back Lead in lead out programming Trying to hook onto something new In between two shows ends of something 1 16 Children and Media Advertising Concerns o Unintended consequences Materialism Unrealistic goals and expectations See celebrities on tv want to be famous Health issues Toys with fast food o Deception Ads aimed toward children Why treat children as a special audience Time spent Children are surrounded by the media Average child in us spends 6 5 hours with the media Even infants spend almost 2 hours a day with the media Cognitive maturation Piagets theory of cognitive development o Sensorimotor state 0 2 o Preoperational stage 2 7 o Concrete operational stage 7 12 o Formal operational stage 12 Emotional maturation Understanding the narrative is important for having predictable emotional responses Moral development Kohlberg s stages o Preconventional 2 8 others tell us what is right o Conventional 8 13 grow a conscience o Postconventional 13 its more complicated than that Experience What are some lessons children may learn from the media Violence is an acceptable way to solve problems With a little hard work everyone can be successful and rich Family relationships are full of deceit but we love our family anyway Romantic relationships are temporary Television doesn t have to have negative effects TV can have pro social effects Sesame street o since 1969 in 130 countries protection from harmful content emphasis on protection 1970s o the family hour as the first hour of primetime deregulation 1980s o claimed regulations limited 1st amendment rights telecommunications act 1996 o all televisions must include a v chip certain content to be blocked Regulations to