Part I: Introduction Chapter 1: Why Increase Media Literacy? The Information Problem Dealing with the Information Problem The Big Question Chapter 2: Media Literacy Approaches What is Media Literacy? The Three Building Blocks of Media Literacy The Definition of Media Literacy The Development of Media Literacy Advantages of Developing a Higher Degree of Media Literacy Part II: Audiences Chapter 3: Audience: Individual Perspective Functioning within the Flood of Information Information Processing Tasks Analyzing the Idea of Exposure to Media Messages The Media Literacy Approach Chapter 4: Audience: Industry Perspective Shift from Mass to Niche Perspective on Audience Identifying Niches Attracting Audiences Conditioning Audiences Chapter 5: Children as a Special Audience Why Treat Children as a Special Audience? Special Treatment from Regulators Special Treatment from Parents Re-Examining the Case for Special Treatment Young Adults as a Special Audience Part III: Industries Chapter 6: Development of the Mass Media Industries Patterns of Development Comparisons Across Mass Media Current Picture Chapter 7: Economic Perspective The Media Game of Economics Characteristics of the Game Media Industries' Strategies Consumers' Strategies Part IV: Content Chapter 8: Media Content and Reality Role of Reality in Media Content Formulas Reality Programming as a Genre The Importance of Media Literacy Chapter 9: News Dynamic Nature of News Different Perspectives on News Who Qualifies as a Journalist? How Can We Make Judgments about Quality of News? How Can We Become More Media Literate with News? Chapter 10: Entertainment Story Formulas Patterns Becoming Media Literate With Entertainment Messages Chapter 11: Advertising Advertising Is Pervasive Process of Constructing Advertising Messages Becoming More Media Literate with Advertising Chapter 12: Interactive Media Competitive Experiences Cooperative Experiences Media Literacy on Interactive Platforms Part V: Effects Chapter 13: Broadening Our Perspective on Media Effects Timing of Effects Valence of Effects Intentionality of Effects Type of Effects Chapter 14: How Does the Effects Process Work? Media Effects Are Constantly Occurring Factors Influencing Media Effects Thinking about Blame Becoming More Media Literate Part VI: The Springboard Chapter 15: Helping Yourself and Others to Increase Media Literacy Helping Yourself Helping Others Part VII: Confronting the Issues Issue 1: Ownership of Media Delineating the Issue Evidence of Concentration Evidence for Harm Your Own Informed Opinion Issue 2: Piracy Delineating the Issue Evidence of Piracy Addressing the Problem Your Own Informed Opinion Issue 3: Sports Delineating the Issue The Money Cycle Olympics Your Own Informed Opinion Issue 4: Media Violence Delineating the Issue Public's Faulty Perceptions Producers' Faulty Beliefs Media Violence and Media Literacy Issue 5: Advertising Delineating the Issue Faulty Criticisms Criticisms Based on Personal Values Criticisms about Responsibility Issue 6: Privacy Delineating the Issue Criminal Threats to Your Privacy Non-Criminal Threats to Your Privacy Public Opinion and Regulations Your Informed Opinion