Learning Outcomes:

By the end of this unit, learners should be able to:

• explain what the concept "media literacy" is

• list examples of media

• discuss briefly their understanding of how media literacy came about

• describe the characteristics of media messages as outlined by Gallagher & Stewart (2011)

Introduction

Media Literacy is key in the 21st century. Media Literacy education is imperative since it provides tools to assist learners in developing an open-minded media capacity to critically analyze messages, allows learners to broaden their experience of media, and assists in developing better media capabilities to improve creativity in developing their own media messages.   

What is Media Literacy?

According to NAMLE (2008), media literacy has been defined as “the ability to access, analyze, evaluate, and communicate information using a variety of forms,” which includes both print and electronic. NAMLE (2008) further elaborates on media literacy by stating that it is “the ability to encode and decode the symbols transmitted via media and the ability to synthesize, analyze and produce mediated messages.” Media messages or media texts may include books and print articles, songs, ads, TV shows, video games, movies, social media (such as WhatsApp, Facebook, YouTube, and Twitter posts), Web pages and Web sites, and any other media product that transmits information (Gallagher & Stewart, 2011).  

Here are some characteristics of media messages according to Gallagher & Stewart (2011):

• All Media Messages are Constructed 

• Media Messages are Constructed Using a Creative Language with Its Own Rules 

• Different People Experience the Same Media Message Differently 

• Media have Embedded Values and Points of View

NOTE: To receive an explanation of these characteristics and gain a better understanding, read the full article by CLICKING HERE.

Alternatively, access the full text via this link: https://doi.org/10.1080/10691316.2011.550537