In
20 years ago, researchers are still talking about magic bullet theory (or
hypodermic needle model). At that time, the public was considered venerable to
the messages because of the limited communication tools. However, since the
popularity of Internet has “empowered” people, we, the public is no more
passive receiver. On the contrary, we are active message participants.
Therefore, instead of holding back toward the new media, we should develop
media literacy.
According
to Center of Media Literacy, the definition of media literacy is as follows:
Media Literacy is a 21st century approach to education. It
provides a framework to access, analyze, evaluate, create and participate with
messages in a variety of forms — from print to video to the Internet. Media
literacy builds an understanding of the role of media in society as well as
essential skills of inquiry and self-expression necessary for citizens of a
democracy.
related links:
Definition of Media Literacy: http://en.wikipedia.org/wiki/Media_literacy
Center of Media Literacy: http://www.medialit.org/
Definition of Hypodermic Needle Model: http://en.wikipedia.org/wiki/Hypodermic_needle_model
Funny Story of Hypodermic Needle Model: http://iletisim.ieu.edu.tr/flows/?p=257
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