TOPIC 2: Media Literacy
The notion of media literacy originated in Europe during the early 20th century as a means to recognize the collection of knowledge, abilities, and mindset necessary for active engagement in a modern society heavily influenced by media. Media literacy is commonly defined as the understanding, skills, and practical abilities essential for engaging effectively in contemporary society by accessing, interpreting, critiquing, and producing media content across various formats. Media literacy empowers individuals within society, shifting them from passive consumers of media to active, critical thinkers and independent citizens (Vaeth, 2020).
Through media literacy, individuals gain the ability to comprehend the significant roles they play in shaping society by actively engaging and critically evaluating issues crucial to societal development. A widely accepted definition of media literacy, proposed by Aufderheide (1992), emphasizes the capacity to access, assess, analyse, and generate content across diverse formats as central to media literacy. Media literacy is a broad concept encompassing all forms of mass media, including but not limited to traditional formats such as books, newspapers, magazines, radio, television, film, and the Internet. It also pertains to the entirety of the medium itself, such as satellite, cable, and the Internet, encompassing the tools utilized in mass communication broadcasting and the structures of media organisations providing these services.
Furthermore, media literacy involves the ability to access media messages of diverse types, including visual, auditory, and printed content. Individuals with media literacy skills can critically analyse and evaluate these media messages, approaching them with a discerning perspective. Additionally, media literacy empowers individuals to create and produce their own media messages, contributing to the broader discourse within society.
Media literacy encompasses a multifaceted understanding of the role of media in society, including considerations of media messages, media ownership, and the impact of media on public perception.
Media Messages:
Media messages are the content disseminated through various forms of media, including news articles, television programs, social media posts, advertisements, films, and more. Media literacy is the competency to critically analyse and decipher these messages, delving beyond surface-level consumption to understand the underlying techniques, biases, and purposes. Firstly, media literacy entails understanding the mechanisms of media production. This involves recognizing how media content is framed, edited, and presented to audiences. For instance, understanding framing involves acknowledging how certain aspects of a story are emphasized or downplayed to influence audience perceptions. Similarly, recognizing editing techniques helps individuals understand how footage or images can be manipulated to convey particular narratives. An example of bias in reporting could be seen in coverage of a contentious social issue, such as climate change. Some media sources might present scientific evidence supporting climate change as incontrovertible, while others might provide a platform for climate change skeptics, creating a false sense of controversy within the scientific community. By critically analysing the language, sources, and evidence presented in media coverage, individuals can identify biases and assess the reliability of the information. Moreover, media literacy involves discerning the potential biases or agendas behind media messages. This includes being aware of political, economic, cultural, or ideological influences that may shape media content. By critically examining the language, tone, and imagery used in media, individuals can identify instances of bias or propaganda.
Furthermore, individuals with media literacy skills can assess the credibility and reliability of media sources. This involves evaluating factors such as the reputation of the source, the expertise of the authors or creators, the presence of corroborating evidence, and adherence to journalistic standards. By verifying information from multiple sources and cross-referencing with reputable sources, individuals can mitigate the risk of being misled by false or misleading information. Additionally, media literacy enables individuals to discern the intended audience and purpose of media content. By considering factors such as tone, language, and content, individuals can infer the motivations behind media messages and understand how they are tailored to appeal to specific audiences or advance particular agendas.
Media Ownership:
Media ownership refers to the entities or individuals who own and control media outlets, including newspapers, television networks, radio stations, online platforms, and other forms of mass communication. Examining media ownership is a critical component of media literacy as it provides insights into the potential influences and biases that may shape media content. One aspect of media literacy involves understanding the concentration of media ownership within a few large corporations or conglomerates. In many countries, a handful of media conglomerates dominate the media landscape, controlling numerous outlets across different platforms. This concentration of ownership raises concerns about the potential for biased or homogenized media coverage, as well as conflicts of interest that may arise from corporate affiliations. For example, if a media conglomerate also owns interests in industries such as pharmaceuticals or energy, there may be a reluctance to publish critical coverage of those industries to avoid jeopardizing advertising revenue or business relationships. Similarly, media outlets owned by political figures or parties may prioritize content that aligns with their ideological or partisan interests.
Media literacy also involves questioning the influence of advertisers, sponsors, or political entities on media content. Advertisers often play a significant role in shaping media content through sponsorship deals or advertising revenue. Media outlets may be incentivized to produce content that is favorable to advertisers or sponsors, potentially compromising journalistic independence and integrity. Media outlets with diverse ownership structures are more likely to provide a range of perspectives and voices, whereas those controlled by a single entity may be more prone to promoting a particular agenda or viewpoint.
Impact of Media on Public Perception:
Media literacy involves understanding how media shapes public perception by critically evaluating the portrayal of social issues, cultural representations, and political narratives. Media often frames these topics in specific ways, emphasizing certain aspects while downplaying or omitting others. For example, coverage of social issues such as poverty or crime may focus on sensationalized stories that perpetuate stereotypes or reinforce negative perceptions. Moreover, media literacy enables individuals to comprehend the role of media in shaping collective understandings of reality. Media often constructs narratives that shape public discourse and influence societal norms and values. By analysing media content from a critical perspective, individuals can better understand how media shapes perceptions of the world and contributes to the construction of social reality.
