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The rapidly growing field of Media Literacy is now emerging and expanding in schools and in other community settings to look at the role media potentially or actually play in our lives, in our ideas and actions.

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Background "At least 48 states now offer some form of media education in their schools. However, the U.S. is behind virtually all other English speaking countries in the scope and breadth of instruction in media literacy." (Education Week, Oct, 27, 1999) The statement above shows that there is revolution and explosion of media studies thus getting to know what is happening around us. The rapidly growing field of Media Literacy is now emerging and expanding in schools and in other community settings to look at the role media potentially or actually play in our lives, in our ideas and actions. This shows us the importance. Media Literacy teaches people to analyze messages conveyed by the media, consider the commercial or political purpose of the image or message and who is responsible for it, and other ideas that it implies. It increases our ability to react to and appreciate (or not) media images and messages in a genuine and conscious way. It provides information and statistics on media and culture, and provides a set of tools for critical thinking, which can be applied to any media "product", or setting . ...read more.


of different tastes; some prefer listening to the radio, watching television, surfing the net or email messages, word of mouth while others prefer reading the news papers and many more. Each media product or resource contain masses of messages in varying genres and it's not all of that we need to know. We get for example messages which are 'products of political power, of economic power and of the entertainment industry. Each of the messages we get is eyed differently, there are different ways to look at one thing. Products of Political Power These are media messages which are aimed at selling political activities critics and ideas. A good example is of the political history or events.The content is absolute politics and apparently these messages are conveyed through radios, TV's, the net and newspapers for example; a live coverage of war in Iraq. These are meant to reach targets within a short span of time after the happening of event. The content is usually determined by what is regarded important in terms of consumer's interests, for example in the case of journalists in the War in Iraq, there is lot of activities going but they will only get what they think will sell for them, that which they think the consumer will appreciate. ...read more.


The war is basically for economic power or benefits. Messages of Entertainment Industry These are the messages we receive which are mainly concerned with fun or entertainment. These range from adult entertainment to kids entertainment and it uses all sorts medium available to reach its target. The content of this media industry is basically in all respect entertainment (enter- educate). This cover kids televised entertaining as well as educational programs, books it can jokes, riddles, stories etc, TV and computer games etc. "According to Phyllis Tilson Piotrow, under January of 2002 the head of the University's population communication campaign, the " enter educate" can be summed up in a set of principles called "Nine Ps" of which are some are essentially self serving and these are pervasive, popular, persuasive, profitable, passionate, personal, participatory, prompts to action and proven effective.(http://www.africa2000.com/pndx/entereduc.html) As we read through all these messages, we get different individual understanding, but then our interpretation of the message determines our reactions to the media thus showing the strength of the messages. Ways to study the Media based on Sinclair's two approaches and their differences (critical approach and pragmatic approach). ATT:EXTENDED TO FRIDAY ...read more.

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