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Media Literacy

Media Literacy

Tenth Edition

February 2021 | 528 pages | SAGE Publications, Inc
Media Literacy teaches students how to navigate through the overwhelming flood of information found in today’s media-saturated world. Drawing from thousands of media research studies, author W. James Potter explores key components to understanding the fascinating world of mass media. Potter presents examples and facts to help students understand how the media operate, how they attract attention, and how they influence the public. Chapters conclude with exercises to help readers apply the material to everyday life and improve their media literacy. The Tenth Edition integrates a stronger focus on digital media, features a streamlined organization, and updates facts to keep readers informed on the rapidly changing media phenomenon.

Also of Interest
Seven Skills of Media Literacy, also by Potter, provides readers with the practical guidance they need to make substantial improvements on seven major skills. Bundle the supplement with Media Literacy, Tenth Edition for even more savings.

About the Author
Chapter 1: Why Increase Media Literacy?
Chapter 2: Media Literacy Approach
Chapter 3: Broadening Our Perspective on Media Effects
Chapter 4: How Does the Media Effects Process Work?
Chapter 5: Development of the Mass Media Industries
Chapter 6: Economic Perspective
Chapter 7: Audience: Industry Perspective
Chapter 8: Audience: Individual Perspective
Chapter 9: Entertainment
Chapter 10: Advertising
Chapter 11: News
Chapter 12: Competitive Experiences
Chapter 13: Social Networking Experiences
Chapter 14: Acquisition Experiences
Chapter 15: Helping Yourself and Others to Increase Media Literacy
Issue 1: Ownership of Media
Issue 2: Sports
Issue 3: Media Violence
Issue 4: Privacy


Instructor Resource Site

Online resources included with this text

The online resources for your text are available via the password-protected Instructor Resource Site, which offers access to all text-specific resources, including a test bank and editable, chapter-specific PowerPoint® slides.

Student Study Site
The open-access Student Study Site makes it easy for students to maximize their study time, anywhere, anytime. It offers flashcards that strengthen understanding of key terms and concepts, as well as learning objectives that reinforce the most important material.
For additional information, custom options, or to request a personalized walkthrough of these resources, please contact your sales representative.
Key features


  • Three new chapters focus on digital media, such as social networking experiences and acquisition experiences.
  • A stronger focus on digital media integrated throughout gives more attention to this central concept in all chapters.
  • A streamlined organization re-positions content from chapters in the previous edition into other and new chapters as a result of incorporating the material on digital media more centrally into the overall flow of the book.
  • Updated information reflects significant changes in terms of the media’s ownership, the services and content they provide, and knowledge about how they affect individuals and institutions.
  • A distinctive audience-centered approach—as opposed to the traditional media industry approach—keeps the book focused on the everyday experiences of students.
  • Media literacy skills build from one chapter to the next, ensuring that students progressively build on their developing media literacy as they move through the book.
  • A focus on media literacy helps students understand the profound influence media have on how we perceive the world.
  • Balanced, in-depth coverage of media industries and media economics supports critical understanding of media influence.
  • Compare and Contrast boxes show students the similarities and differences between various aspects in media, such as factual information and social information, and attitude effects and belief effects.
  • Chapter-ending exercises help students apply chapter material to everyday life and engage in a step-by-step process to increase their level of media literacy.
  • Summaries recap the most important chapter content for students to take away.
  • Further Reading sections at the end of chapters provide resources with brief descriptors for further exploration.

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ISBN: 9781071814451