Literature review info:Google scholarLibrary websiteWeb of knowledge* can go to articles that have cited each other1/9 Media LiteracyLibrary in paris, bigget in Europe -> 1300 booksGoogle books has uploaded 20 million booksBut only 1/3 of the world is onlineWe have a very westernized viewOur brains on media todayWe are exposed to lots of informationEspecially true since arrival of internetThis brings up 2 issues:ChoiceMultitaskingMost of us have to multi-taskSensation seekers are more likely to multi-taskPeople who like and want to explore new thingsWe’re not as good as we think we are at multitaskingReduces productivityEspecially for heavy multi-taskersMedia multi-tasking in class reduces memory of lecture contentAttention/memoryAutomaticityWhat it is“most of a person’s everyday life is determind not by their conscious intentions and deliberate choices but by mental processes”subject to manipulationparticipants 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 wordsparticipants exposed to words related to the elderly walked more slowly out of the experimentwe don’t always process information appropriatelywhy is a lack of media literacy a problem?It means our choices are nonconsciousAnd our attention is not goal drivenAdvertisers are counting on itThe media literacy approachwe regain controlpersonal locusconscious v unconscious decisionswatching your favorite show vs channel surfingknowledge structuresessentially the things you know about a showcomposed of messages that are factual & socialskillsanalysis, evaluation, grouping, induction, deduction, synthesis, abstracting, nunchukanalysis- what are the elements of the messageevaluation- is it a “funniest Colbert moment”induction- he has a pattern of making fun of conservations, thus he is likely liberaldeduction- he is often ironic, he is pretending to agree with German bear killer, he thinks the bear should not be killedsynthesis- how does this jive with my existing knowledge on animal rightsabstracting- s.c. thinks extremists are misguidedMedia Literacy is multi-dimensionalCognitive – your thoughts about somethingEmotional – your emotionsAesthetic - how something looks, comes off, sound or visionMoral- what are your moral stances*Media literacy is a continuum, not a category*Stages of Media Literacy DevelopmentAcquiring fundamentals (colors, shapes)Language acquisitionNarrative acquisitionDeveloping skepticismIntensive development (becoming an expert)Experimental exploring (seeing novelty)Critical appreciationSocial responsibilityWhy increase media literacy?We can maintain better control over our mediaWe have an increased appetite for media variety1/14 AudiencesMedia audiencesInformation processing tasksFilteringIgnore or attend to messageMeaning matchingRelies on competencies (existing knowledge)CategoricalMeaning constructionRelies on skills (existing abilities)On a continuumRequire practiceExposure and AttentionPhysical exposurePhysical proximityCan your senses pick up on thatPerceptual exposureSubliminal v. subconsciousSubliminal- you are not processing something at all, we as humans cant perceiveDog whistlesPsychological exposureLeaves a residueAttention!Exposure statesAutomaticReflex attention, all going to look somewhereAttentionalVariation in the degree to which you’re focusing on somethingTransportedSucked into something, in a movie, in the zoneSelf- reflexiveWhen something resonates with you and makes you think about yourself= not on a continuumWhat is a mass audience?HeterogeneousAnonymousNo interaction among membersNo social contextMass audience stemmed from desire to understand propaganda during WWIIWWII led to growth in social sciences broadlyWanted to understand what influences human behaviorWanted to demonstrate moral superiority of AmericanMilgram experimentAlthough troubled, most participants claim they learned something invaluableFrom mass to nicheWays to target:GeographicDemographicLifetime commercials -> what assumptions are being madeSocial class (beware)Income and education, be critical when readingGeodemographicZip codesPsychographicVALS TypologyThinkers, believersAchievers, striversExperiencers, makersBuilding the nicheFierce competition for attentionStrategiesAppeal to existing needs and interestsReceipts at the grocery storeThe cornerstone of digital marketingPeople who bought this also boughtCross-media promotionEspecially with media consolidationConditioning audiencesAudience-flow throughIdea that you’ll have blocks of time with similar shows back to backLead-in/lead-out programmingTrying to hook onto something newIn-between two shows, ends of something1/16 Children and MediaAdvertisingConcernsUnintended consequencesMaterialismUnrealistic goals and expectationsSee celebrities on tv, want to be famousHealth issuesToys with fast foodDeceptionAds aimed toward childrenWhy treat children as a special audience?Time spentChildren are surrounded by the mediaAverage child in us spends 6.5 hours with the mediaEven infants spend almost 2 hours a day with the mediaCognitive maturationPiagets theory of cognitive developmentSensorimotor state (0-2)Preoperational stage (2-7)Concrete operational stage (7-12)Formal operational stage (12+)Emotional maturationUnderstanding the narrative is important for having predictable emotional responsesMoral developmentKohlberg’s stagesPreconventional (2-8): others tell us what is rightConventional (8-13): grow a consciencePostconventional (13+): its more complicated than thatExperienceWhat are some lessons children may learn from the media?Violence is an acceptable way to solve problemsWith a little hard work, everyone can be successful and richFamily relationships are full of deceit, but we love our family anywayRomantic relationships are temporaryTelevision doesn’t have to have negative effectsTV can have pro social effectsSesame streetsince 1969, in 130 countriesprotection from harmful contentemphasis on protection (1970s)the family hour as the first hour of primetimederegulation (1980s)claimed regulations limited 1st amendment rightstelecommunications act (1996)all televisions must include a v chipcertain content to be blockedRegulations to protect children from unfair advertising practicesLimit advertising timeInitiate “bumpers”5 sec segments between entertainment and commercialsprohibit host sellingcharacters from the show cannot be in