Media Literacy: main concepts
The following still images, video and short texts attempt to represent what I consider the main concepts media literacy involves. I identified these concepts during the online course called Media Literacy, in the spring of 2010. From the beginning to the end of the course, I was amazed by the numerous, different ideas in the field. I was already familiar with some of them; but others were completely new to me.
In order to give a coherent organization to the post, I borrowed some of the concepts that Douglas Kellner and Jeff Share had already identified within media theory. In Toward Critical Media Literacy: Core concepts, debates, organizations, and policy, these authors identified different aspects in the studies of media literacy.
The fourth concept, participatory media, is not included in Kellner’s and Share’s piece. After all the readings we did during the course, I think this is a new concept that leads academic discussions to the multiple, new participatory aspects the Internet offers.
1. Encoding: All media messages are ‘‘constructed’’ –or encoded.
2. Audience Decoding: Each person perceives –or decodes- the message in different directions
3. Media Ownership: We are currently moving from the pyramid structure propelled by traditional media (press, radio, TV) towards a more horizontal structure promoted by the Internet. Such new structure involves new good opportunities, as well as new challenges and questions regarding the role of media in our lives.
4. Participatory media: The new structure Internet offers brings along an opportunity to promote civic participation, which in turn could enhance democratic ideals within modern societies.
~ by Jose Barbeito on May 15, 2010.