The Definition of Media Literacy

It is a set of perspectives that we

actively use to expose ourselves to use
mass media to interpret the meaning of
the messages we encounter.
 Raw material Knowledge Set of
Tools Willingness Perspectives
and information Structure

From
Personal
Media and Skills
Locus
Real world
Characteristics of media literacy
The two important characteristics of media literacy are
First, media literacy is multi-dimensional.
Second, media literacy is a continuum, not a category.
1. Media literacy is multi-
dimensional
We typically think of information as set of facts such as from a textbook, a newspaper,
or a magazine article. But this is only one type of information cognitive.
Media Literacy requires that we acquire information from
Cognitive
Emotional
Aesthetic
Moral dimensions
Each of these four dimensions focuses on a different domain of understanding.
Cognitive refers to factual
information: dates, names,
definitions etc.
Emotional contains
information about feelings,
such as love, hate, anger, etc.
Aesthetic domain contains
information about how to
produce messages.
The Moral domain contains
information about the values.
2. Media Literacy is a continuum,
not a category.
The Development of Media
Literacy
Eight Levels or stages
8. Social
Responsibility
7. Critical
Appreciation
6. Experiential
Exploring
5. Intensive Stage
Development
4. Developing Stage
Skepticism
3. Narrative
Acquisition
2. Language
Acquisition
1. Acquiring
Fundamentals
Advantages of Developing higher
level of Media Literacy
 Grow
appetite How to
More
for a program
control
wider your
over
variety of mental
media
media codes
messages