Media Literacy is the ability to effectively and efficiently access, comprehend, analyze, evaluate and utilize mass media contents and messages in a wide variety of forms.
Media scholar Art Silverblatt (1995) identified five fundamental elements of media literacy. To those two more characteristics can be added. To be media literate, first, one must be aware of the impact of media. Then, one must have an understanding of the process of mass communication and of strategies for analyzing and discussing media contents. An understanding of media content as a text that provides insight into our culture and our lives is also necessary. Besides the ability to enjoy, understand and appreciate media content is important as well as to have an understanding of the ethical and moral obligations of media practitioners. And finally, development of appropriate and effective production skill is a must. Media literate consumption requires a number of specific skills; they are called Media Literacy Skills. We and our lives are defined by our culture which is created and maintained by the mass media to a great extend. Therefore, we should question and identify our role in the total process for which we need to have Media Literacy Skills.
First, one should have the ability and willingness to make an effort to understand content, to pay attention, and to filter out noise (noise is anything that interferes with successful communication) which can result from one’s own consumption behavior. This skill is of prime importance because the quality of our meaning is related to the effort we give it.
Second, is to have an understanding of and respect for the power of media messages. Sometimes we tend to dismiss media content by calling it too simple to have any impact or not worth serious consideration. We also disregard its power through third person effect---as we consider ourselves media literate enough not to have any impact of media communication on us but often try to detect the traits on others’ behaviors and values.
Third, media content is often designed to touch us emotionally, therefore to have the ability to distinguish emotional from reasoned reactions is an important skill while responding to any content and to act accordingly. To respond emotionally is proper and to question that particular reaction is also part of Media Literacy Skills.
Fourth, one should heighten one’s expectations of media content. Usually one uses media content to pass a little time, to tune out and grope for something passable. Thus as one expect less from the content before one, one tend to give meaning making little effort and attention.
Fifth, to have the knowledge of genre conventions and the ability to recognize when two or more are being mixed. Each genre has some distinctive features and standardized style elements. This knowledge is important as they help to direct our meaning making. Besides, it is also important as sometimes in an effort to maximize audience or for creative reasons, media content makers mix genre conventions reading which is even more difficult as formats are co-opted.
Sixth, it is important to have the ability to think critically about media messages, no matter how credible may their sources be. One should not consider a media content as ‘authentic’ without questioning it.
And then, it is necessary to have knowledge of the internal language of various media and the ability to understand its effects, no matter how complex. Just like media genre, each medium has its specific internal language which is expressed in production values through the choice of lighting, editing, special effects, music, and camera angle, location on the page, and size and placement of headline.
Media literacy is a valuable way to explore issues of representation, one must keep in mind that when, all media messages are constructed(mainly) to gain profit and/or power and is usually constructed by using creative language with its own rules. And different people experience the same media message differently as media have embedded values and points of view.
