McGraw-Hill OnlineMcGraw-Hill Higher EducationLearning Center
Student Center | Instructor Center | Information Center | Home
Career Opportunities
Letter From the Author
PowerWeb: Mass Communication
PowerWeb: Violence & Terrorism
Learning Objectives
Chapter Outline
Chapter Overview
Multiple Choice Quiz
Glossary
Flashcards
Media Links
Crossword Puzzles
Worksheet
Feedback
Help Center


Baran Book Cover
Introduction to Mass Communication, 2/e
Stanley J. Baran

Media Literacy and Culture

Chapter Overview

In preliterate cultures knowledge was passed on orally. With the advent of writing, literacy became more highly valued than memory. After Gutenberg;#8217;s invention of the printing press, literacy spread to all levels of society and by the mid-19th century, a middle class with discretionary time and income had emerged, providing a mass audience of readers. Mass media helped to unify the diverse cultures of the United States. Television in particular was instrumental in transforming our country into a consumer economy.

Understanding the ways in which media impact individuals and society is an important aspect of media literacy. Other elements include an understanding of the process of mass communication and an awareness of media content as a "text" that provides insight into contemporary culture.

In order to develop our media literacy, we must be able to understand the process by which media sends messages and learn to analyze those messages. This requires an ability and willingness to analyze media messages, a knowledge of genre conventions, and an ability to distinguish emotional from reasoned reactions. By increasing our critical awareness, we can make better choices from among media;#8217;s content.