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"Media literacy is an informed, critical understanding of the media. It involves examining the techniques, technologies and institutions involved in media production; being able to critically analyze media messages; and recognizing the role audiences play in deriving meaning from those messages. Media literacy has these wider connotations and help to understand communication technologies. However, the present book helps pre-university students understand that communication and allied subjects- Radio journalism, New Media journalism, Advertising and Public Relations. The book introduces students to Radio journalism, considered dead by sceptics, is making a comeback while online journalism is emerging as a major challenge to the mainstream print and electronic media. In this electronic era of marketing, the chapters on Advertising and Public Relations aid students to understand the basics. Students can identify and understand the fundamentals of creating messages for diverse audiences, the formats of writing/programming. The intended audience can (pose and sometimes answer) questions about who benefits, who is left out, and why. Media literate people seek alternative sources of information and entertainment. They use the media for their own advantage and enjoyment and know how to act, rather than being acted upon. "ISBN:9788180698217
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Pages : 134
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