FFC 603 Chapter 2: FFC603 - Week 2 - Semiotics (3)
27 Jan 2019
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Document Summary
Media literacy is measuring the meaning in any message and organizing that meaning by adapting to our changing world by being skilled and then building messages to convey that meaning to other so that it is useful. The tools that help in gaining control over cognitive programming is known as skills. Skills today are very important in understanding advertising and media messages. Media literacy is a set of perspectives that we actively use to expose our self to the mass media to interpret the meaning of the messages we encounter. Being media literate does not mean that the locus is always fully occupied. Media literacy is a process of understanding the media content. Unconscious: the decisions are made outside of our awareness and control. In both modes, knowledge structures can get formed and elaborated. However when we are consciously using our locus, we are in control of the information processing and meaning making.
